What are the objectives of marketing information system?

Answer 1

the goals of marketing information system are easily expressed in a single phrase: to provide marketing managers the timely, accurate information they need at a cost less than its value. specifically, the information provided should be timely, accurate, relevant and economical. because information needs cannot always be anticipated, an implicit goal is that the system should be flexible enough to handle a variety of situations and to adapt to changing condition.

timeliness involves two aspects: speed and frequency. in general, the more rapidly information becomes available about sales, consumer attitudes, or some other issue of relevance to marketing, the more useful it is. this is particularly true in highly competitive industries. the frequency with which executives should receive reports firm the marketing information system is not to easily determined.

Accuracy is an obvious goal. here we are concerned with accuracy in collecting information and in transmitting it. are the correct sources being used. is there bias in the way the information is collected. are the sales people who send in the reports reliable. how much precision is really need.

relevance is another important goal. determining what information is relevant involves assessing what managers think they need and what managers should have many firms that design and implement sophisticated information system discover that some managers do not use them enough, presumably preferring their old ways of obtaining information, and that other use them too much, treating new systems as if they were toyed.