Marketing Information System Essay Example for Free

Marketing Information System Essay INTRODUCTION: Marketing was the first functional area to exhibit an interest in MIS. Shortly after the MIS concept originated, marketers tailored it to their area and called it the MKIS (MARKETING INFORMATION SYSTEM). Early graphic models of MKISs provide a basis for organizing all functional information systems. The MKIS consists of three input subsystems: AIS, marketing research, and marketing intelligence. The output subsystems address the information needs of the four ingredients of the marketing mix (product, place promotion, and price), plus an integration of the four. SUMMARY: FUNCTIONAL ORGANIZATIONAL STRUCTURE The term organizational structure refers to how the people in an organization are grouped and to whom they report. One traditional way of organizing people is by function. Some common functions within an organization include production, marketing, human resources and accounting. FUNCTIONAL INFORMATION SYSTEMS FIS also known as functional information system may be described as a computer program system which processes the daily information’s such as TPS (Transaction Processing Systems). MARKETING PRINCIPLES One definition states that marketing â€Å"consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services and ideas.† THE MARKETING MIX The objective is to develop strategies that apply these resources to marketing the firm’s goods, services, and ideas. The marketing strategies consist of a mixture of ingredients called the Marketing Mix: product, promotion, place, and price. They are known as the four Ps. Product – is what the customer buys to satisfy a perceived want or need. A product can be a physical good, some type of service, or an idea. Promotion – is concerned with all the means of encouraging the sale of the product, including advertising and personal selling. Place – deals with the means of physically distributing the product to the customer through a channel of distribution. Price consists of all the elements relating to what the customer pays for the product. EVOLUTION OF THE MARKETING INFORMATION SYSTEMS CONCEPT In 1996 Professor Philip Kotler of Northwestern University used the term marketing nerve center to describe a new unit within marketing to gather and process marketing information. He identified the three types of marketing information. These are the following: Marketing Intelligence information that flows into the firm from the environment. Internal Marketing Information information that is gathered within the firm. Marketing Communications information that flows from the firm outward to the environment. EARLY MARKETING MODELS Brien and Stafford were among the first modelers. Basing their design on the four Ps and emphasizing the development of strategic marketing programs. King and Celand stressed strategic planning; whereas Kotler, Montgomery, and urban, and Crissy and Mossman emphasized decision support. These modeling efforts began in the 1960s and continued into the 1970s. MARKETING INFORMATION SYSTEM MODEL It consists of a combination of input and output subsystems connected by a database. Output Subsystems Each output subsystems provides information about its part of the mix. * Product Subsystems provides information about the firm’s products. * Place Subsystems provides information about the firm’s distribution network. * Promotion Subsystems provides information about the firm’s advertising and personal selling activities. * Price Subsystems helps the manager make pricing decisions. * Integrated-Mix Subsystems which enables the manager to develop strategies that considers the combined effects of the ingredients. Database A structured collection of data. The data that is used by the output subsystems comes from the database. Input Subsystems * Accounting Information System gathers data describing the firm’s marketing transactions. * Marketing Intelligence Subsystems gathers information from the firm’s environment that has a bearing on marketing operations. * Marketing Research Subsystems conducts special studies of marketing operations for the purpose of learning customer needs and improving marketing efficiency. ACCOUNTING INFORMATION SYSTEM The collection, storage and processing of financial and accounting data that is used by decision makers. An accounting information system is generally a computer-based method for tracking accounting activity in conjunction with information technology resources. The resulting statistical reports can be used internally by management or externally by other interested parties including investors, creditors and tax authorities. Data for Preparation of Periodic Reports A classic example of how marketing information can be provided by the AIS (Accounting Information System) is sales analysis. Sales Analysis is the study of the firm’s sales activity in terms of which products are being sold, which customer are buying the products, and which sales representatives are selling them. Data for Preparation of Special Reports The vast majority of data that is used to respond to managers’ database queries likely comes from the AIS, e.g. to prepare a sales analysis using 4GL. Data for Mathematical Models and Knowledge-Based Systems A mathematical model is a description of a system using mathematical concepts and language. The process of developing a mathematical model is termed mathematical modeling.

Business Analysis of IBM Essay -- Business Marketing IBM Companies Ess

Business Analysis of IBM 1. History of IBM: IBM is a multinational corporation that started its activities in 1911. But its origins can be traced back to 1890, during the height of the Industrial Revolution. It was first known as the Computing-Recording Company, and then in 1924, it took the name of International Business Machines. Nowadays, this multinational company is known as the  ¡Ã‚ §Big Blue ¡Ã‚ ¨ 2. Mission statement IBM main activity is to find solutions to its wide range of clients using advanced information technology. Its clients are individual users, specialized businesses, and institutions such as government, science, defense, and spatial and educational organizations. To meet and respond to its customers needs, IBM creates, develops and manufactures many of the worlds most advanced technologies, ranging from computer systems and software to networking systems, storage devices and microelectronics. Indeed, IBM has various product lines and services a few of which are: the Personal Computer that was first created in 1981, AS/400 business system, RS/6000 family of workstations and server systems, S/390 enterprise server, groundbreaking ThinkPad notebook computer; the award-winning IBM Netfinity and finally, PC Servers. It is an important supplier of hard disks, random access memories, and liquid crystal monitors. IBM has created the image  ¡Ã‚ §Solutions for a Little World ¡Ã‚ ¨. Its products and components in other firm products are so widespread that people around the world associate the name IBM with computing functions. 3. Organization IBM is a global information system and computing company. It is organized in 5 worldwide regions, and the following business units: 1.  Ã‚  Ã‚  Ã‚  Ã‚  Application Business Systems 2.  Ã‚  Ã‚  Ã‚  Ã‚  Application Solutions 3.  Ã‚  Ã‚  Ã‚  Ã‚  Enterprise Systems 4.  Ã‚  Ã‚  Ã‚  Ã‚  Networking Systems 5.  Ã‚  Ã‚  Ã‚  Ã‚  Pennant Systems Company 6.  Ã‚  Ã‚  Ã‚  Ã‚  Personal Systems 7.  Ã‚  Ã‚  Ã‚  Ã‚  Programming Systems 8.  Ã‚  Ã‚  Ã‚  Ã‚  Storage Products 9.  Ã‚  Ã‚  Ã‚  Ã‚  Technology Products 4. Past and current performance: For many years, IBM succeeded in holding a very good market position. In fact, the company achieved a very high market share and huge profits. However, this situation did not last forever. In 1990, IBM experienced its first quarterly loss of $2billion due to some unexpected accounting charges. However, revenues increased from $62.7 billion in the previous year to $96 billion. In 1991, the c... ...nies in the world were ranked: 1.IBM 2.Fujitsu 3.Hewlett-Packard 4.NEC, 5.Compaq. VI. IBM in Morocco: In 1939, IBM France launched in Morocco the first agency in Africa. Morocco was chosen because it represents an open door to Africa. IBM MAROC employs 85 employees and has almost 500 clients (ministries, banks, insurance companies, Al Akhawayn University, etc..). The main activities of IBM MAROC are to meet all customers' needs, to provide high quality tools, and to create a structure that will guarantee high quality maintenance services. IBM has two important strategies, which are: ïÆ'   direct marketing: it means selling directly to the consumer through the mail, by telephone, or door-to-door. By having direct contact with the customer, the company knows what are the needs, the preferences, and then can effectively choose the kind of products it will sell in the Moroccan market. ïÆ'   Commercial partnership: IBM has 22 commercial partners that sell its products in many different regions in Morocco. Thus, IBM MAROC is not obliged to create agencies in many cities, rather, its products are sold with other firms' articles, which increases the competition.

Gin Act DBQ

In eighteenth-century England, the English saw a huge rise in the popularity and sale of Gin. Gin slowly (from 1701 to 1751) gained much favor over beer and peeked in 1741 out consuming beer times six (Doc. 1). As Gin sales started to take over the sale of beer, the government saw this as an opportunity to make taxes and restraints on the sale of Gin to benefit the government. As this persisted, The Gin Act of 1751 was instated. This act is one way that the government made sure that Gin sale did not get out of hand. Although in the preamble of the Gin Act of 1751 it states that Parliament assembled, ever attentive to the preservation and health of your Majesty’s subjects, I believe that Parliament had a more financial goal rather than health goal. As these restraints and taxes were brought upon people who produced Gin, there were mixed feelings on how these restraints would affect the community and the common welfare of the people. Citizens used many aspects of society to gain ground behind their opinions on the restrictions on the sale of Gin. Many citizens were in fact for the restraints because of the occupation they worked, the religion they belonged to, or the position they held in government. Other citizens felt the exact opposite. Many felt that the restrictions of Gin sale were not just and would not allow for citizens â€Å"relief or support of nature† (Doc. 8). Others were pushing towards a more neutral view on if Gin was bad or good. This type of people was indirectly affected by the sale of Gin but wanted to have their opinions stated. Amongst the many motives that citizens had to favor the restrictions on Gin, one was to better the common welfare of the people. William Hogarth showed so perfectly, in his work Gin Lane that he believes that Gin degrades the people which degrade the city. In his painting of Gin Lane, he shows how much people don’t care about their city and their fellow neighbors. He shows this through the many buildings falling apart and many drunken people. He is showing how much Gin is ruining the city and the people (Doc. 11). William Hogarth then shows through the painting of Beer Street how much better of an idea to slow the consumption of Gin and up the consumption of beer would be. It depicts a calm very clean and orderly city. Although drinking and enjoying themselves, all the citizens of the city are all cohesive and working their job as they should (Doc. 12). People were worried since the production of Gin has gone up significantly and that the price has gone down that drunkenness would become the characteristic of the people. Meaning all the poor would get drunk and corrupt the city life and generations to come because of the low Gin price (Doc. 13). Since a majority of people in England worked long and hard weeks, gin was considered harmful because people would work so many hours that when the weekend would come, they would come drink glass after glass until they were cursing at each other and quarreling and making a scene (Doc 3). gin lowered people's morals and made their behavior more atrocious as well as destroying some of the Kings men which was not attractive to the common person (Doc 7). It was once stated in a speech at Parliament that â€Å"Gin not only infatuates the mind but poisons the body; it not only fills our streets with madness and our prisons with criminals†. This just shows how much people believe that Gin is to blame for vagabonds on the streets and criminals. These people are worried about their well being and want to support restrictions on the sale of Gin. Some citizens approved and supported the sale of Gin in England. England at that time had already gone through the Agriculture Revolution. The new technologies brought by the Revolution had tripled England's wheat supply and had forced the sale and demand of wheat to plummet. People supported gin because it could help them as well as their government by providing relief from the over production of wheat. This remedy would in turn produce more demand and improve sales (Doc 1). Even England's climate aided in the sale of gin. Englishmen and women at that time worked very long hours either in their home or working for another family. When it came time for the weekend, gin was considered a relief or an out to people’s problems. Since England's weather was often foggy, cold, and damp, gin would relieve people from their hardships (Doc 8). William Pulteney is a great example of someone who needed Gin sales to go up because it depended on his finances. Pulteney was a landowner who probably had wheat on the land; therefore he obviously was against the restrictions and for the sale of Gin because if Gin sellers didn’t want his wheat anymore because beer took Gin over, he would be kicked off his land (Doc. 4). Many people saw how easy government put these taxes on Gin, so why couldn’t they do the same to property. People felt very violated after this (Doc. 5). Grain was distilled to make Gin and Daniel Defoe felt that this was a great way to support Gin and to gain from it too (Doc. 2). There was also a neutral side of people who really didn’t care if Gin was good or bad but they were indirectly affected by it and demanded a say. On one account, John Wesley, a Methodist who believes that drunkenness is a means of removal from religious society, therefore is strongly against the mass sale of Gin. This is just one example of how Gin indirectly affected a religious man. Another person who could get stuck in the crossfire is someone in a government position. A member of parliament who is always worried about the King and if he is pleased, is obviously against the restrictions but in a different way. This member of parliament is mainly only worried about the King and really has not correlation to Gin except in the pocket book. In eighteenth century England, government was attempting to restrict the sale of Gin throughout England. Many people did not want Gin and were for restriction on Gin either because of how it reflected on the city or how it affected someone’s job. Others strongly though that Gin was helping the economy and was keeping wheat owners in business. There was also a part of people who took a more neutral stand on weather Gin was good or bad. Although many opinions on this topic, all were centered on the way the person lived and their position in society.

Practicing a Presentation - Advanced Business English

Mike: Anne, can I run the new presentation by you?Anne: Certainly, Id love to hear some of the new concepts. Mike: OK, here goes ... On behalf of myself and Sport Outfitters, Id like to welcome you. My names Mike Andersen. This morning, Id like to outline our new campaign concepts that have been recently developed.Anne: Excuse me, who was invited to this conference? Mike: Our sales representatives from our branch offices were asked to come. I think a number of upper-management representatives were also invited.Anne: Thats good. Our marketing approach is going to be completely revamped. Mike: And thats why we need everyone to be informed. So, Ill continue. Youll be given the background and Ill talk you through the results of some of our recent market studies.Anne: How many surveys were completed? Mike: I think about 100,000 were returned to the company. Our marketing team was very pleased with the response.Anne: OK, continue... Mike: The presentation has been divided into three parts. First, our past approach. Secondly, present changes that will be made. Thirdly, future forecasts ...Anne: That sounds good. Mike: If you have any questions, please dont hesitate to ask. At the end of this presentation, a short advertisement will be shown to give you an idea of where we are going.Anne: Good job Mike. I hope your graphics are being put together by Bob. Mike: Of course they are, you know hes the best! Multiple Choice Comprehension Questions 1. Why does Mike want to speak to Anne? to practice his presentationto get her opinion on the new campaignto show her some pictures 2. Besides sales representatives, who will be attending the conference? marketing staffsome representatives from upper managementmachine workers 3. What is going to be completely changed? the surveysthe product linethe marketing approach 4. How many surveys were completed and returned to the company? 10,000100,0001,000,000 5. Who are the graphics going to be done by? MikeBobAnne Answer Key Answers are in  bold. 1. Why does Mike want to speak to Anne? to practice his presentationto get her opinion on the new campaignto show her some pictures 2. Besides sales representatives, who will be attending the conference? marketing staffsome representatives from upper managementmachine workers 3. What is going to be completely changed? the surveysthe product linethe marketing approach 4. How many surveys were completed and returned to the company? 10,000100,0001,000,000 5. Who are the graphics going to be done by? MikeBobAnne More Business Resources Business English for ESL LearnersSample Business MeetingHow to Write a Business Report for English  Learners