What are the roles of Marketing Information System and Marketing Research in advertising, personal selling, and sales promotion decisions made by a marketing manager? More simply, what roles do the Marketing Information System and Marketing Research play in a companys promotion decision?
A marketing manager is responsible for implementing marketing research strategies and, to do so, the manager utilizes computer transmitted information system data that is analyzed and assess after information is collected from relevant market and product and consumer information available inside the organization and outside the organization. So the roles these play in relation to the marketing manager is that marketing research is the tool for performing the job while the information system is the source of data for making decisions about the job.
A Marketing Information System (MkIS) is a system that allows an organization in depth and timely data regarding their marketing activities and its impact. Information is continuously gathered and updated from both inside and outside the organization; this information can then be used by management to make informed decisions regarding market promotion activities.
The data collected by market research and analyzed through a Marketing Information System allows a marketing manager to know:
1.) When and where to advertise
2.) Who to sell to and how
3.) Make appropriate sales promotion decision based on highly segmented data and demographic information