Marketing information system: understanding, type, and components in it

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Marketing information system: understanding, type, and components in it

Marketing information system understanding type and components in it

Most businessmen must now have been familiar with the term marketing information system terms. However, have you known exactly about the understanding of the marketing information system? What are the functions in it?

Well, on this occasion, we will try to answer the question to increase your knowledge, both business people, marketers, and the general public who want to run a business.

Understanding the Marketing Information System

The general understanding of the marketing information system is one of the systems in which analyzing and also measuring marketing information gathered continuously from various sources of the company.

Inside the marketing information system is also available sales information, sales promotion, marketing activities, market research activities, and other things related to marketing.

Philip Kotler explained that the marketing information system is a structure set of procedures and regular ways to be planned to compensate, analysis, and also the presentation of information to be used in making marketing decisions.

The benefit of the marketing information system itself is to solve marketing problems that are present from a company and can take strategic policies in the scope of marketing.

Based on the explanation above, we can conclude that the marketing information system is a system designed to be able to process information to help marketing activities and sales activities in a company.

The cycle contained in the marketing information system must also continue to be built so that later a pattern that is able to facilitate the management in terms of controlling and also evaluating the system in it.

Marketing Information System Function

The marketing information system has some good functions to run by companies, including the following:

  • The company will be facilitated in terms of controlling the development of its business.
  • Helps facilitate every information system owned by a company.
  • Helps speed up information when there are errors or mistakes on data.
  • Facilitate time management in terms of carrying out company activities, especially in terms of marketing.
  • Minimizing the occurrence of human error.

The various system functions indicates that the company’s management will be greatly assisted in marketing activities, both directly and indirectly.

Then, what kind of marketing information system type?

A professor and marketing expert named Pillips Kotler from Northwestern University in 1966 first used the term marketing nerve center or marketing nerve center to be able to describe a new unit contained in marketing.

The function of the unit is essentially to collect and also process various information for marketing strategies. Kotler explained that there were three types of marketing information systems, namely:

  • Marketing Intelligence: is the information obtained from the environment and continues to be absorbed into the company.
  • Internal Marketing Information: is a information gathered from within the company
  • Marketing Communication: is a system obtained from within the company to the company environment.
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Marketing Information System Components

1. Marketing Information System Input Component

There are at least 3 subsystems included in a marketing information system, namely:

  • Accounting Information Subsystem

Information subsystem is an activity carried out to collect data in it explain marketing transactions at a company.

  • Marketing research subsystem

The marketing research subsystem is a data collection activity related to various aspects of operation in marketing, especially various things that are closely related to customers. Generally, the data will be collected with a survey method.

  • Marketing intelligence subsystem

For marketing intelligence subsystems this will focus more on data collection and information related to competing companies, including the possibility of benchmarking strategies. Because competitors will certainly be very tight at this time, for that data collected must be complete and accurate.

2. Marketing output components

  • Product subsystem

The research system carried out in it must be able to conclude related to the product you want to be promoted. For example, the conclusions obtained on the product are good enough to be accepted by consumers or not? And whether the color and the form of the product will be in demand by the customer? Etc.

  • Price subsystem

This system will help determine the right price for a particular product. The price can be obtained after carrying out various analyzers, one of which is by comparing competitor prices, both in terms of substitution products or in terms of complementary products.

  • Place subsystem

Research and studies should be done in terms of marketing the exact location. Errors in this case can have a direct impact on declining sales.

  • Promotional subsystem

The promotional media used must also be in accordance with the target market of products sold by the company. Enterprise information systems must be able to give a good conclusion in recommending appropriate media campaign.

  • Integration mix subsystem

The company must also be able to conduct research and information related to the integrated mix or the possibility of development in marketing strategies. So, the company must always be open to various marketing strategy choices, including marketing mix.

4. Components of the Marketing Information System Model

The design system model that is designed must also be able to produce an information related to the company’s needs as a user of the system. Various reports produced include reports of operational budget needs, evaluation of new products, price determination strategies, evaluation acquisition removes an old product, and others.

Marketing Information System Model

Basically the marketing information system is divided into input subsystems and output subsystems.

1. Sub system marketing input

Marketing research subsystems are carried out by collecting data related to various aspects of sales marketing operations, especially various aspects related to consumers and prospective consumers. The data can be obtained through a survey.

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2. Sub system marketing output

This subsystem is a whole software that is able to provide information to the product regarding products. Products are the most important elements that must be in the Marketing Mix and the company also have authority in providing products to meet market needs.

In this case, the task of marketing managers is to develop a strategy and tactics in Mix Marketing, then integrate it into a good marketing plan.

Product Life Cycle or product life cycle is a product sales that can begin with introduction, development and also a decline.

The product introduction stage in this case is a stage to introduce the product. While the development stage is a strategy related to how a sale can continue. On the other hand, the decline stage is a stage of removal of products that are no longer consumed by the consumer.

3. Sub system location

The place subsystem is all software that explains related to how products are channeled to consumers.

5. Promotional sub system

Promotional subsystems are all software capable of explaining information directly or indirectly to the managers regarding sales.

6. Price subsystem

Price subsystem is software that will provide all product price information to the manager. This price subsystem is almost the same as the promotional subsystem in terms of supporting decisions. The price determination is based on the costs to be removed and then added with the required mark-up.

This price determination is carried out on request for pricing that is in accordance with the value placed by consumers on a product.

The manager will later use this subsystem separately or combined. With the Integrated Mix Subsystem, it allows managers to develop a marketing strategy by utilizing various mixed elements.

For each system output, the management will decide that certain information is useful in solving a problem in marketing. Various software in this case will be developed in order to be able to provide information related to marketing mix elements using various ways.


The various steps above can be done by business people or entrepreneurship to have an effective and efficient system that is beneficial for the development of its business.

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