Importance and Effectiveness of MKIS in Hospitality and Tourism

This report provides a comprehensive overview of the Marketing Information System (MKIS) and its significance within the hospitality and tourism industry. The study begins by defining MKIS as a crucial tool for marketing, communication, and information gathering, emphasizing its role in understanding consumer needs and market trends. The report then delves into the importance of MKIS, highlighting its function in analyzing past sales data, interpreting cost data, and providing valuable insights for future marketing plans. Furthermore, the report explores the effectiveness of MKIS within the hospitality and tourism sector, detailing its components such as internal records, marketing decision support systems, marketing research, and marketing intelligence systems. It underscores how MKIS helps in reducing wastage, identifying market trends, and gaining competitive advantages. The report concludes by summarizing the essential role of MKIS in business by collecting data about market and providing relevant sources about market trends and competitive advantages.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Importance of marketing information system..............................................................................1
Effectiveness of marketing information system within Hospitality and tourism industry .........2
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is business tool kit and selling procedure within company it helps to satisfying
consumers and creating good connection with them. Marketing is the process of introducing
services or products of company that helps to aware people about product and its quality. Good
Marketing attract people and also drive the attention of consumers and make them able to
purchase things. It is an activity of promotion of organization goods and services to target
customers (Ashmarina and Zotova, 2016). Many companies used marketing as effective tool that
helps to grab the attention of clients and increase profitability of business more than before. The
present study is based on marketing information system and explain its importance and
effectiveness within hospitality and tourism industry. Furthermore, this report justifies MKIS as
tool of marketing, communication and information gathering within industry.
TASK
Importance of marketing information system
Marketing information system is management information program, it designed to helps
or support marketing decision making. It is one of the best program in which company marketing
data is stored, formally collected, analysed to managers of firms in accordance with its
informational requirement on normal basis. MKIS defined as a system that assesses and analysed
marketing data, collected continuously from sources outside and inside the company. In addition,
marketing information system refers to as fix structure of methods and process for regular,
analysis, planned collection and presentation of data for use in taking marketing decisions.
It is exceedingly essential as strength of economies within UK rely on facilities and to
better understand particular needs of consumers. Marketing information system is very
important for business as it helps to gather information in context of market, procedure to gather,
evaluate, sort, analyse, timely, distribute needed and accurate data of marketing decision makers
(Ekman, Erixon and Thilenius, 2015). For organizations, MKIS is very important it supports to
analyse past sales and also help to interpreted cost data which contribute to evaluate performance
and give useful facts for future marketing plans. All these rely on marketing data and rigorous
marketing investigation procedure to produce insights managers will act and trust on. Marketing
information system is combination of technologies, people and procedures for managing and
organizing marketing information, it is important for businesses or specific sector to manage
their marketing after getting outcomes through MKIS.

As it helps to monitor marketing environment as whole within market that support
manager to take their decision in context of marketing services or products. MKIS program is
important and to be capable to differentiate and define value proposition that one company
provides with respect to other as well as define competitive benefits (Laudon and Laudon, 2016).
In short marketing information system is very important as like other program of Hospitality
and tourism industry, it helps to understand customer wants and needs and also support to
monitor marketing activities and market current trends. It gives all the basic detail about market
and activities running under it which is quite beneficial for businesses as they can be able to take
effective judgement. It consists as analyse and equipment that help management to take actions
related to marketing. MKIS is related to market research procedure that support to gather
information and helps to grab competitive advantages. Benefits of marketing information system
is to combine market monitoring programs with strategic implementation and strategy
development of procedures and policies that help to capture and react on consumer management
application with marketing judgement help systems. The importance of MKIS is to gather data
about current needs in market.
Effectiveness of marketing information system within Hospitality and tourism industry
Marketing information system is very effective and beneficial for hospitality and tourism
industry. It is the continuing and interacting future oriented structure of process which designed
or make to generate information flow that can aid business executive in management of its
marketing programmes.

It helps to formulate marketing and strategic development plans. It facilities coordination
of actions within marketing department of hospitality and tourism sector. The main effectiveness
of marketing information systems is to provide relevant data about customers’ needs, current
environment in marketplace and also help to analyse previous information of selling products or
services (Macintyre and et.al., 2014). Hospitality and tourism sector used this system that helps
to reduce wastage and save time or money by eliminating wastage. With the help to this program
industry will be able to identify current marketing trends and also find out the better
opportunities in marketplace. It supports managers to analyse and evaluate previous costs of
products or services which helps to make decision for future marketing.
There are the four components of marketing information system that is quite beneficial
and effective in way.
Internal records- With the help of MKIS system hospitality and tourism industry can
collect data through its internal records comprising customer database, financial data, sales data,
product database and operational data. It is the primary function of marketing information system
that helps to strengthen sector and make able to increase profitability better than before. It is
Illustration 1: Marketing Information System
(Source: Marketing Information System, 2017)

effective tool that support firm working under this sector to maintain many databases such as
consumer database etc.
Marketing decision support system- It is the second stage or component of MKIS that
provides information about current activities in market such as data related to marketing
environment which is outside to hospitality and tourism industry. Changes in market trends,
change in customer preferences and tastes and competitors price on products are the basic
information which industry will get with the helps to marketing information system. In order to
have effective MKIS, organizations in hospitality and tourism industry work aggressively to
develop and improve marketing intelligence program by taking few steps.
Marketing research- Market research is the main component of this system that helps to
provide accurate information about market current trends and competitors position, which helps
management to take their actions. It is one of the best way to analyse current market environment
and systematic gather information about it. Market research helps to interpreted and analyse
secondary or primary data to find out solutions to marketing issues.
Marketing intelligence system- It is the last element of marketing information system,
that is effective in way and give many benefits to hospitality and tourism industry and firm
working under it (Novikova, 2015). Marketing intelligence system includes various software
systems or programs that is useful for marketers to analyse information, collect data, to take
good and proper marketing decisions. After gathering data it is easy to take decision and action
in context of marketing.
Marketing information system play role as marketing tool that helps to gather,
information and communication within hospitality and tourism industry. With the helps to
MKIS, it is easy to gather more details about market trends, customers’ needs and expectation
towards hospitality and tourism industry organizations. Marketing information system gather
data which used by manager or management of marketing department for making their plans and
take decision in context of marketing. Marketing is one of the most essential part of business
growth and success. With the helps to MKIS system marketers can be able to serve its best and
accordance to people needs and expectations.
Marketing information system helps to gather information based on competitors’
strategies which helps hospitality and tourism industry to grab the advantages. It makes firms
able to provide their services or products in according to clients which support to satisfy all of

them and increase productivity and profitability (Sulaiman, Hes and Kandakov, 2015).
Competition in market place and competitive strategies of business rivals can be analyse through
marketing information system that bring many advantages and chance of raising high position.
With the help of market research MKIS helps to gather information which is quite beneficial for
hospitality and tourism industry.
It also plays role as communication tool that support to communicate and build
communication bridge between manager and workers. With the help of MKIS system manager
find out some basic information about customer needs and transfer to workers that helps to
manufacture product according to demand in marketplace.
CONCLUSION
From the above report is has been concluded that marketing information system play
essential role in business through collecting data about market. It is very effective for hospitality
and tourism sector and provide relevant sources to them about market trend and competitive
advantages. This study discussed about MKIS as the best tool for marketing which helps to
collect data. Marketing information system is tool of communication and information gathering
which support sector to work according to trends and achieve high competitive benefits as
compare to other sector. Furthermore, MKIS system provide many advantages to organizations
like organized data collection, planning and analysis market environment etc.

REFERENCES
Books and Journals
Ashmarina, S. and Zotova, A., 2016. The system of marketing information management:
development, assessment, improvement. Економічний часопис-ХХІ. (160). pp.51-56.
Bajdor, P. and Grabara, I., 2014. The Role of Information System Flows in Fulfilling Customers’
Individual Orders. Journal of Studies in Social Sciences. 7(2).
Du, J. T., 2014. The information journey of marketing professionals: Incorporating work task‐
driven information seeking, information judgments, information use, and information
sharing. Journal of the Association for Information Science and Technology. 65(9).
pp.1850-1869.
Ekman, P., Erixon, C. and Thilenius, P., 2015. Information technology utilization for industrial
marketing activities: the IT–marketing gap. Journal of Business & Industrial
Marketing. 30(8). pp.926-938.
Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education
India.
Macintyre, J. W. and et.al., 2014. System, method, and computer program product for processing
and visualization of information. U.S. Patent 8.660.869.
Novikova, E. N., 2015. Design of a marketing information system. Mediterranean Journal of
Social Sciences. 6(1 S3). p.141.
Sulaiman, H., Hes, T. and Kandakov, A., 2015. Marketing Information System in Citrus Fruit
Pricing: A Case Study of Lattakia, Syria. Mediterranean Journal of Social Sciences.
6(5). p.286.
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