MIS and its tools: Asignment

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
MIS and its tools used for marketing, gathering information and communication....................3
Evaluation of the effectiveness of the company's use of MIS for marketing, information
gathering and communication.....................................................................................................5
Highlight the reasons of MIS for marketing, information gathering and communication..........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The systematic collection, of marketing information and then analysing it and storing it
for both external and internal sources to the marketers on regular basis for efficient marketing
function is known as marketing information system. This system distributes relevant information
to the marketers for making efficient and effective decision making related to pricing, packaging,
promotion and distribution of products and services. MIS contains of four components which are
internal records, marketing system based on intelligence, marketing decision support system and
marketing research. For better understanding of report, it will take hotel Marriott which offers
the most powerful portfolio in the industry and deals in hotel industry in providing
accommodation and food to the customers. The report will include MIS and its tools that can be
used for marketing, gathering information and communication. Further, it will include evaluation
of effective tools which the company will be using and will highlight the reasons of MIS.
MAIN BODY
MIS and its tools used for marketing, gathering information and communication
Marketing information system is a tool itself that can be used by Marriott Hotel industries
in order to market its product and services to the customers. It helps the marketer of the group in
knowing the important information that includes decisions regarding pricing, packaging,
promotion etc. the tools it uses for marketing, gathering information and communication are:
Internal records – MIS with this tool can help the hotel in collecting information through
its internal records which comprises of data of sales, database of customers, product database and
financial data. The information can be collected from various documents like billing documents
once they receive orders from the customers, dealers and representatives of sales. It helps the
group in maintaining sales data on regular basis (Pike, 2015). The report on current sales and the
inventory levels will help the management in deciding it as objectives and can help the hotel in
making future strategy. It helps in maintaining customer database which includes complete
information about the customers like their name, address, phone number, email address etc.
which helps the management of hotel in retaining its customers and attracting them for new
offers. At last it provides product and salesperson information about features of product,
salesperson information including their name, address, phone number etc. This tool converts all
the meaningful information that gives facts and figures. These records help in internal
communication as with the help of customer data base it communicates to the internal staff of the