What is a marketing information system? What parts does it consist of?

Marketing information system is composed of people, machines and programs, and it is a timely and accurate information comprehensive system needed by marketing decision makers for collection, selection, analysis, evaluation and distribution. It consists of the following four subsystems:

Internal reporting system. It is the most basic information system used by marketers. This is a system that reflects the production capacity, scale and layout of enterprises, the output, quality, variety, model, performance and price of products, sales and inventory, product cost information and profit-related information. Through this analysis, the marketing manager can find important opportunities and problems.

2. Marketing information system. It is a set of procedures and sources used by company managers to obtain daily appropriate information about the development of marketing environment. Through this system, information about the latest development of the environment is transmitted to relevant managers.

3. Marketing research system. It refers to the systematic design, collection, analysis and presentation of data and research results related to the specific marketing situation faced by the company. Its main task is to collect, evaluate and transmit all kinds of information necessary for managers to make decisions.

4. Marketing decision support system. It is a system that uses advanced statistical procedures and models to analyze marketing information in order to get more accurate research results from the data and guide marketers to make better decisions.