A customer of your marketing research company just said to you: "You guys always create some new terms to describe the same old concept. For marketing research, marketing information systems are just a gorgeous word! "What is the difference between" explaining the marketing information system and marketing research to your customers?
First, let's take a look at the concept of marketing information systems and marketing research:
l Marketing Information System: Composed by people, machines and procedures, which collects, selection, analyzes, evaluates and allocates need, timely and accurate information for marketing decision makers;
l Marketing Survey: It is systematically designed, collected, analyzed and proposed data and proposes marketing research results related to the specific marketing status faced by the company.
According to the analysis of the above concept, we can see that the marketing research is only a part of the marketing information system (of course, it is very important part), the marketing information system also includes internal reports, marketing intelligence, and marketing decisions. Support analysis three aspects, respectively implement different functions of marketing research, and jointly support the marketing information system of enterprises:
l Internal Report: Record and reflect the order, sales, price, inventory, accounting and accountable accounts, etc., convenient marketing workers to discover important opportunities and issues (by providing identified result data) ;
l Marketing Intelligence: Enable business managers to get a complete set of procedures and sources of the right information about marketing environment development, mainly reflecting data being incurred;
l Marketing Decision Support: It is an organization that integrates information on software and hardware support, coordinating data collection, system, tools and technology, interprets information about the internal and external environments, and transforms it into the basis of marketing activities;
n Measuring the market demand: predict the current and future needs by mastering information.
The above three modules have formed a complete marketing information system with a marketing research system to assist marketing managers to perform marketing activities in analysis, planning, implementation and control enterprises.
