Marketing Information System: Components, Effectiveness, and Analysis

This report delves into the realm of Marketing Information Systems (MIS), exploring its significance in modern business operations. Focusing on Marriott International as a case study, the report dissects the core components of MIS, including internal records, marketing intelligence systems, marketing research, and marketing decision support systems. It evaluates the effectiveness of MIS in enhancing marketing strategies, improving information gathering, and facilitating efficient communication within the organization. The analysis highlights how MIS contributes to increased productivity, improved decision-making quality, and overall organizational transformation. Furthermore, the report assesses the impact of MIS on sales, profitability, and the ability to avoid crises. The conclusion emphasizes the dynamic nature of the current business environment and the importance of adopting advanced technologies like MIS to maintain a competitive edge.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION......................................................................................................................... 3
MAIN BODY................................................................................................................................. 3
MIS and its components..........................................................................................................3
Effectiveness of the company which is using MIS for marketing, information gathering and
communication........................................................................................................................ 4
Is it effective or not?................................................................................................................ 5
CONCLUSION............................................................................................................................. 7
REFERENCE............................................................................................................................... 8

INTRODUCTION
Marketing information system is concerned with the systematized aggregation of various
information, analyses, interpretation, storage and dissemination of the market information. The
marketing information system is involved in distributing the relevant information to the marketers
who have the capability to make reliable and effective information. Organisation undertaken in
this report is Marriott international which was founded in 1927 and deals in a hospitality industry
(Balducci and. et. al., 2015). This report will explain the MIS and its various components as a
tool for marketing, information gathering and communication. These components are of four
types which will be taken into account by the Marriott international and they are namely, internal
records, marketing intelligence systems, marketing research and support system of marketing.
It will further evaluate the effectiveness of the companies MIS marketing and it will also highlight
the importance of using MIS.
MAIN BODY
MIS and its components.
A marketing information system is related to the management of the information system
which are designed to support marketing decision making. It is very crucial for the Marriott
international because accurate and insightful marketing component is important for the success
of the company. The organisation uses this information because it distributes the relevant
information to the marketers who are capable of making the efficient decisions related to the
marketing operations. By storing the relevant information regarding the customers, this helps in
communicating with them accordingly. There are various components of MIS which are to be
taken into consideration by Marriott international and they are discussed below:
 Internal records: In this, the Marriott international will be engaged in gathering
information from the internal sources and records which are the combination of sales
data, product and customer database, operation and financial data etc. This information
is stored by the Marriott international in their database and can be used anytime by
organisation whenever it is needed in the future course of time (Laudon and Laudon,
2016). This data will help the company in developing various communication strategies
for the similar set of customers and encouraging them to purchase the company
resources.
 Marketing intelligence system: This component of MIS is concerned with providing
information regarding the current happening in the market. In Marriott international, it will
include the information regarding the marketing environment of the business which exist

outside the organisation. In this, it will help the Marriott international in rendering the
dynamic market trends, competitors pricing strategy, promotions manner, launching new
products and services in the market, change in the taste of the customers and
preferences, etc. In this, to improve the operations of marketing intelligence systems, the
Marriott international take the crucial steps in rendering proper and effective training and
encouraging the sales force to review the market trends.
 Marketing research: This is the another crucial component of marketing information
system. This helps the Marriott international in gathering and collecting the relevant
information which plays a crucial role in developing the marketing strategy for the
company (Li, Hu, Huang, and Duan, 2017). By gathering various information regarding
the market, it will be advantageous for the company to develop the relevant solutions
which will help in solving the particular problems which are prevailing in the market. It is
very important because the researcher will get to know about the trends of the market
and such trends will help in identifying each proper, evaluating it and framing the
solutions such that it will help the company in reaching to the higher positions in terms of
profitability and sales.
 Marketing decision support system: This is the last component of marketing
information system, which helps in involving various programs which are to be used by
the marketers in order to analyse the data which has been collected so far and will help
the Marriott international in taking decisions for the company. In this, by using the
electronic means of data and information in their computers and other electronic devices
will be helpful for the Marriott international in storing huge amount of data in a tabular
form and will have the ability to apply statistical programs which can be examined and
interpreted and decisions can be taken more appropriately.
Effectiveness of the company which is using MIS for marketing, information gathering and
communication.
Marketing information system is concerned with the important factor which helps in
facilitating and accomplishing the efficient decision making in an organisation. When the
marketing information system is properly and effectively build and developed then it will bring in
the various benefits for the company (Mukerji and. et. al., 2016). By adopting MIS effectively,
the Marriott international will have the various advantages which will provide them with
efficiency and they are discussed below:
 MIS increases productivity: By adopting marketing information system, Marriott
international will be able to minimise the time, errors and cost associated with the

process of information. In order to maximise the productivity for the operations of the
company through which they will be easily able to communicate and gather information
will involve outline transaction processing (OTL) which is gathered as information in
input form and the data is also updated to create valuable information from the
processed data.
 Enhancement of quality of decision making: This will help the top management of
Marriott international to do business in a better and reliable way, find solutions to the
problems and opportunities, helps in decision making by rendering the relevant
information for the company (Novikova, 2015). Furthermore, the decision making in the
Marriott will take into consideration the two different forms like it will support and assist
the company in taking decisions and expecting the same in making decisions. And the
another one is when it provides some recommendation for the betterment of the
company.
 Improvement in communication: Effective marketing information system will help the
company in managing the information and assist the communication between different
social units of people within the Marriott international. For instance, the company can
use Electronic fund transfer system through which the Marriott international will be able
to process the customer requirements as they will receive the money without sending
the same physically.
 MIS facilitates transforming organisation: Thus, by adopting the effective
components and other technologies, Marriott international will be able to facilitate the
organisation in transforming the way of doing business (Rowley, 2016). By this, the
company will be able to gain the information prevailing in the market and they ca use this
information to stay competitive in the market.
Is it effective or not?
Marketing information system is highly effective and has the ability to drive the
organisation towards growth and success. By adopting MIS, Marriott international will be able to
assure themselves with better understanding, gaining importance of guidance for developing
products successfully which will in turn improves the overall operation of the company. Thus,
MIS is effective for Marriott international due to the following reasons:
 Improvement in understanding the business : Marketing campaign tracking system
of Marriott international can sometimes create problems of inadequacy or limited
effectiveness. In this by using MIS, it helps in gaining better understanding of the
business. For instance, it will help in tracking the customer needs, preferences, attitude,

demographics and provides crucial insights into the purchasing cycles which will have
different taste and profile (Tarhini, Arachchilage and Abbasi, 2015). Apart from this,
customer tracking on social media helps in knowing the products and services preferred
by them. The market intelligence which is a component of MIS helps in giving the proper
and authentic insights of the market which are based on the strong understanding of the
market. This can be used by the Marriott international in sizing the market and predicting
the growth trends of the business.
 Avoiding crises: MIS is effective not only in terms of finances but also in rendering the
productive and efficient outcomes for the business. It will help the Marriott international
in minimising the risk and crises which can create harm for the business.
 Increment in sales and profitability: When MIS will be used then it will help in properly
tracking the customer needs and requirements and then develop the reliable marketing
strategies such that they will be influence towards the offerings of the companies’
products. Thereby, it will maximise the profitability and sales for the company products
and services.
Thus, due to the highly business environment and greater level of competition prevailing
at the market place, the organisations are adopting the advancement of technologies which
assures the past, present and various projected information which will in turn have support in
decision making. Due to increasing competition, every looks for new opportunities through
which they can lead their organisation at greater heights and success. Through this system, it
will help Marriott international in evaluating its performance and identification of hurdles and
opportunities within a defined market.
CONCLUSION
The present business environment is highly dynamic in nature and due to this, the
organisations are continuously engaged in developing and adopting new and advanced
technologies which will minimise the work pressure of the companies and provides better
results. By adopting MIS, the companies are able to make record of different customers and
markets and keep tracking the same in order to develop new products and services and the
manner in which they will be marketed to the target audience.

REFERENCE
Books and Journals
Balducci and. et. al., 2015. Systems and methods for processing consumer information for
targeted marketing applications. U.S. Patent 9,152,727.
Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education
India.
Li, Y., Hu, C., Huang, C. and Duan, L., 2017. The concept of smart tourism in the context of
tourism information services. Tourism Management.58. pp.293-300.
Mukerji and. et. al., 2016. System for presenting marketing content in a personal television
channel. U.S. Patent 9,241,188.
Novikova, E. N., 2015. Design of a marketing information system. Mediterranean Journal of
Social Sciences.6(1 S3). p.141.
Rowley, J., 2016. Information marketing. Routledge.
Tarhini, A., Arachchilage, N. A. G. and Abbasi, M. S., 2015. A critical review of theories and
models of technology adoption and acceptance in information system research.
International Journal of Technology Diffusion (IJTD).6(4). pp.58-77.