Marketing Information System in UK Hospitality and Tourism

This report examines the crucial role of marketing within the hospitality and tourism sectors, particularly in the UK. It emphasizes the importance of the Marketing Information System (MKIS) as a key tool for gathering data, supporting marketing decisions, and facilitating effective communication. The report details how MKIS aids in understanding customer needs, monitoring market trends, and improving business operations. It also explores the components of MKIS, including internal marketing information, marketing intelligence, marketing research, and decision support systems, highlighting their contributions to enhancing efficiency and profitability. The conclusion reinforces the significance of MKIS in providing the necessary information for effective marketing strategies and achieving business objectives within the dynamic hospitality and tourism landscape.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the process which involves the business activities of providing goods and
services to the customers in the market in effective manner. Marketing is considered to be very
important because it helps in building the brand image in the market which leads in increasing
the sale of the company products and services. The main goal of marketing is related with the
promotion of the business activities to achieve the organisation objectives effectively. This report
is based on the hospitality and tourism industry in UK. The report will highlight the importance
of marketing information system and its effectiveness in the hospitality industry as tool for
marketing, information gathering and communication.
Main Body
Marketing is considered to be very essential and operational functions for any industry
that work with the objective of providing products or services to the customers in the market. To
attain this objective in effective manner marketing process is executed to create awareness
among the customers regarding the products and services introduced by the companies.
Marketing is very important for the hospitality and tourism industry as well, the organisations
working in this industry put all their efforts in planning effective marketing strategies to attract
the customers to avail the services to increase their profitability in the market (Amirkhanpour,
Vrontis and Thrassou, 2014).
In the recent years, it has been acknowledged that the hospitality and tourism industry is
using the Marketing Information System to support their marketing decision making in effective
form. The marketing information system (MKIS) is considered as a management information
system which helps in gathering the marketing data to assist the managers for their informational
needs to conduct the business operations on daily basis. The MKIS can also be defined as a set
structure of procedures and methods that helps in constructing effective marketing decisions in
the hospitality and tourism industry. The information generated with the help of this process is
gathered from the inside and outside sources of the organisation. Majorly it has been noticed that
the marketing information system use the source of internal data because it is easy to obtain but,
for the effective decision making the managers of the organisations in the hospitality industry
consider the external data source (Baker, 2016). The marketing information system is using the
information technology from the past years and it is used to share the collected information
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within the organisation in effective manner. Marketing information system helps the hospitality
and tourism industry in identifying information problems and providing appropriate solutions to
eradicate those problems in effective manner. The system also assist in analysing and processing
the data that will be beneficial for the industry and will lead in constructing future decision
making in proper manner. The marketing information system also plays a important role in
conducting proper communication channel and reporting information, also leads in monitoring
deviations in the performance in the market (Chang, Yu, and Lu, 2015).
Developing the marketing information system is considered to be very important as the
strength of the economy depends on the services and it also helps in evaluating the better
understanding of the specific needs of the costumers from the hospitality industry. It is also
important as it monitors the marketing environment for changes in the behaviour of the
customers, technology, policies formulated by the government and economic conditions. The
main benefit of the marketing information system is to incorporate the market monitoring
systems with the strategy development and the implementation of the policies that will lead in
capturing and placing act on the customer management applications with the help of marketing
decision support system in the hospitality industry. The importance of this system in the
hospitality and tourism industry is very high as it helps in making coordination of business
activities within the marketing department and also helps in reducing costs and saving time by
eliminating the wasteful activities from the process (Constantinides, 2014).
The relevance for the marketing information system in the hospitality and tourism
industry can be defined with the help of three essential developments like, when the
organisations working in this industry expand their business operations to the new markets then
the point of view of both the customers and companies are required to be handled properly by the
marketing manager and in this there will be greater requirement for the marketing informations.
Secondly, when there is a great increase in the expenditure power of the costumer, it results in
making them more discriminating at the time of purchase. So, the hospitality industry has the
responsibility to gain the full knowledge of the interest of the customers and should plan their
business operations accordingly and this knowledge can be obtained only with the help of well
designed marketing information system. Thirdly, the relevance of this system is required when
there is development of the markets and the modification from price to non price grounds in the
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industry for competition leads to an increase in the implementation done by the organisations to
generate the response of the costumers regarding their services (Fan, Lau, and Zhao, 2015).
The marketing information system consists of some components in the hospitality and
tourism industry like internal marketing information and reporting system this component
includes the internal records of the organisations in the hospitality industry and the records are
like sales reports, inventory levels, order history, etc. marketing intelligence system refers to the
systematic collection and analysis of the recent marketing trends, change in the needs of the
costumers, relevant developments, etc. marketing research system the marketing information
system helps in conducting a systematic collection, evaluation and reporting of the data and
findings their relevance with the particular marketing situations that is faced by the hospitality
industry in the market. The information collected involve the sources like questionnaires,
observations and surveys, etc. decision support system involves processing the collected data into
the meaningful information for the formation of the sound decisions for improving the efficiency
of the industry (Daoud, 2016).
Marketing information system helps the hospitality and tourism industry in increasing the
effectiveness through different ways such as by providing organized data. It will also help the
organisations to organise their database which will help them to increase their overall
productivity as, the collected market data plays an important role in managing the business
operations in effective manner for the Hospitality and tourism industry (Dahnil and et. al., 2014).
Marketing information system helps this industry to store and interpret the collected data which
can be required for different purposes such as for comparing the current and past performance. It
can also be used for monitoring and coordinating several activities within organisation.
Industries have huge numbers of processes that take place on a daily basis and are required to be
coordinated in order to work smoothly and effectively. Marketing information system help in
coordination of different activities by providing required information accessible at any time. It is
important for every organisation to keep track of its margins and profit in order evaluate its
performance in relation to its goals. With an effective system the hospitality industry can access
information about their current market share and their competitive market share. As it is
important for organisation to keep a track record of the current market in order to produce
according to market demand. Through provided information organisations can plan its future
goals and planning without information is not possible.
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It helps the hospitality and tourism industry to get a better understanding of their
customers through customers database and interpretation of this database will help organisation
to satisfy customers needs more effectively. It will help businesses to design different package in
accordance to different customer preferences which will attract and influence a larger number of
audience. The marketing information system in the hospitality industry should be designed in a
way that reconciles what the consumers will like to spend in and what will be economically
feasible for them, with the information being fairly relatable to the major decisions which the
managers in these industries are required to make (De Mooij, 2018).
CONCLUSION
From the above given report it can be concluded that the marketing information system
are processed with the intention to support the management decision making. This system has
been resulted as the benefit for the hospitality and tourism industry as, the importance of this
system helps in collecting the required information and data for establishing a great business
environment for these industries in the market. The report describes the importance and
relevance of the marketing information system and the effectiveness of this system in the
hospitality industry. This system works as a tool in gathering and communicating the essential
information which has been explained in the components of the marketing information system.
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REFERENCES
Books and Journals
Amirkhanpour, M., Vrontis, D. and Thrassou, A., 2014. Mobile marketing: a contemporary
strategic perspective. International Journal of Technology Marketing 5.9(3). pp.252-269.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research.68(4). pp.777-782.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences.148. pp.40-57.
Dahnil and et. al., 2014. Factors influencing SMEs adoption of social media marketing.
Procedia-social and behavioral sciences.148. pp.119-126.
Daoud, H., 2016. 8 Essential Elements of a Social Media Marketing Strategy. Socia lmediaexam
iner. Com.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research.2(1). pp.28-32.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Mullin, B.J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.
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