Marketing Information System in Organizational Processes

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1 Marketing Information System in Organizational Processes Farshad Hosami 1, Kaveh Tahvildari 2,Mehrdad Moradi 3,Ahmadreza Taheri 4, Alireza Hosseini Nasab 5, Nader Khodadadi Lazar Jan 6 1,2,3,4,5 MA student of Business management, Science and Research Branch, Islamic Azad University, Rasht, Iran 6 Research Deputy of office of Education and Research, Gilan Province, Iran Abstract Value of information technology marketing information systems in businesses and industry has never been greater and more significant than today. There is no one to ignore the role of new technologies of information in different social and organizational processes. This necessity is felt that the organization of our country, according to gradual process of moving towards global markets, considerer this technology. Success factors for organizations are existing departments of information systems in different organizations unit such as the marketing. In these systems, necessary information for manager gathering in different way and provide it from formal and informal channels, for the organization senior managers and then the structure of article is like that, first presented the introduction then IT's role in marketing and other marketing information system and other description and finally conclusions will be done. Keywords: Information Technology, Marketing, 1. Introduction In recent years, the emergence and rapid growth of information technology, has created profound changes in business affairs And traditional methods of commerce, are constantly destroying and new methods invent and replace with them quickly (Gilani Nia, 2010).Organizations are trying to increase the use of IT, the result of these efforts, creating topics like "redesigning business process", "to shrink the size of the" formation "organizations without Borders" and "corporate base on knowledge (Absolved, p 1).Many companies use e-commerce in the marketing as effective and essential trading tools in daily business. In this situation, companies that fail to adapt to these changes according to globalization of markets and international competitors that are equipped with information and communication technologies, will be out of the competition (Gilani Nia Shahram, 2010).In the comments, marketing as an organizational unit that is made just as supporting the sales. In new marketing ideas, marketing and marketing department have a strategic role and status. In the comments, marketing isn t considered as an organizational unit that is made just for supporting the sales, but also, marketing experts, because of company's focus on customers and Complete Familiarity of marketer with market, involved in strategy of the company. Marketing unit, because of having excellent features of directly related to environment and its changes can provide the information and in this way play their role in the organization's strategic decision making (Jamshidian,2006). Definition of marketing information system Cartic considers marketing information system a structure that consists of people, equipment and procedures for collecting, sorting, analysis and evaluation and is able to determine needs timely and accurate for marketing decision makers. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 720

2 Marketing managers Analysis Planning Implementation Control Marketing Information system Assesment of Information need Smart Marketing Markating Decision Support Marketing Environment -Target markets -Marketing Channel -Competitors - General -Pressures of the macro environment Distribution Markating Research This system is actually composed of many sub-systems that in communication with each other in different ways produce information that is essential to make important decision about the activities However, many of the activities that are related to data collection and storage operations are processed in a timely manner. (A St James 2007) Components of Marketing Information System - General management of the marketing process - Direct support for sales activities and sales personnel - Determining the timely profile of the new product or service opportunities - Competitive pricing without forgoing an acceptable profit level - Control costs associated with marketing activities - Marketing Analysis (A. Dan, James, 2006) 2. IT and marketing roles in organizations Organizations that are fully applied IT in their marketing department, have been able to compete more effectively. In 1988, Mac Farlen Based on his studies at Harvard Benizens predict that in the next five years there will be two types of companies: Those who use the computer as a marketing tool, and those who are bankrupt. Therefore, major investments were informed in order to achieve the marketing objectives. Customers looking for products and services with high quality and pressure to organization to improve customer services become higher. Wilson and Donald (1994) refers to the benefits of IT supporting decision systems And some other use IT to develop and also refer to improve the effectiveness of the sales and related promotions. IT considered as a resource for innovation in service and product and also improves marketing tasks and decision making process(ohadi,2010). 3. IT and nature of marketing It s as an external factor influence on internal processes. Filchers (1995) introduced two major areas that may have been introduced to form the Marketing Process. 1) changes in the marketing system, for example, new product development (2) changes in the method of information that potentially lead to increased performance on tasks of marketing management. Martel, (1988) identified three area that IT cause change in it. "Observable effects" (changes in the market variables) "invisible effects" (changes in the size and structure of the marketing department) and "information effect" (the ability to handle high volume and complex marketing information) (Changes in the marketing mix variables) COPY RIGHT 2013 Institute of Interdisciplinary Business Research 721

3 - IT to increase operational efficiency - IT and modified methods - IT to improve customer service - IT and innovation in marketing According to investigations the use of IT focused on routine and tactical activities. Activities such as data base management system that provides facilities for tracking sales and orders research done on the impact of IT on the 111 marketing part of Organization in the UK, the majority of respondents (96 percent) declared that IT used to keep existing customers. Also, use of IT for the practice analysis was common (81 percent) and 72 percent of IT used for production line analysis. Other IT was used in forecasting sales and profitability (78%). In order to use of IT techniques that may be used in the future, according to respondents provided comments like this: 95% of respondents believed during next 5 or 10 years marketing is originated directly. 64 percent anticipate that this method will promote and most (94 percent) believed that the IT will be used to analyze customer and product and also with using IT transactions between suppliers and customers will improve. The main are classified obstacles In IT market, including technological barriers and organizational and personal barrier. 69% of respondents believe that lack of IT skills among the marketing staff is a major obstacle in the implementation of IT In Marketing that this is the third major obstacle, after hardware constraints. 4. (Changes In the nature and use of marketing information) Its ability to manage high volumes of data can be seen at high speeds. Establishment in marketing field causing changes the nature and domain of marketing activities. These changes are in three areas: Activity changes, organizational changes and data changes. According to the Data changes, there are a variety of views and options relating to the use of marketing information.it can provide a range of product concepts and can produce variety of scenarios to evaluate a marketing plan (Gilani nia, 2011)) 5. Role of information in marketing Because data collection manual and conventional method for large multinational companies is impossible they fill the vacuum with information systems. Familiar Director of Information should be verified and check accuracy before using. Familiarity with information, is leading to the use of information in solving problems. Information science is beyond computer science and using generates information by computers. (Gilani Nia,2012) Role that information can play in marketing examined by Houston (1986) He states that, companies should consider cost of information and relationship that companies should have with together. This information needs to associate with companies. One of the factors that make the cost of information is globalization and fragmentation of markets. Therefore, the cost of creating and using information is required for a productive orientation Or is the information needed to maintain a sales orientation Which may be compared with the costs related to the acquisition and use of the information needed to maintain a not seem economic orientation towards marketing. System of using information facilitate customer and these systems can make opportunities for companies to strengthen relationships and satisfaction and motivation relationship (Ablolvand, 2008) 6. Marketing by The institute predicts, "Jupiter Communications", the number of Internet users every year who are receiving promotional s from 40 in 1994 to more than 1,600 the number will increase in Therefore, marketing is alive and well, and if done properly, than any other marketing method to help your business further and faster. marketing is the first way to promote e-commerce. The positive aspect of marketing -it s FREE - Not only the message and ads will be sent immediately, but also order of customer should be like that - Keep track of new products and services are free. (Gilani Nia Shahram, 2012) 7. Marketing Information Systems A marketing information system consists of people, equipment, and methods of collection, classification, analysis, evaluation, and distribution of timely, accurate information to marketing decision makers. The system, primarily through contact with the directors determine their information needs Then this information by internal sources and COPY RIGHT 2013 Institute of Interdisciplinary Business Research 722

4 marketing activities to inform the preparation of marketing research process and be prepared. A good marketing information system is a system that the required information for Managers the one hand, And make balance for information that is possible. In addition, the MIS department may also provide the ability to provide all requested information and will not have for Managers the one hand. (Gilani Nia, 2010). 8. Need for marketing information systems in organizations Marketing Information System, is the company's the central core in marketing And the overall status of marketing information systems is consider as standard for measuring the strengths and weaknesses. However, most companies do not use the latest achievements in best way And some of marketing managers, are not satisfied with marketing information systems (Stephen,1993) 9. The role of in marketing Information Systems Operational support roles: Support business processes and operations, is the most basic role of these systems, which includes collecting, recording, processing and storage of raw data. This process of information includes flexible reports, advertising, business planning, market report, describe the organization's mission. The use of these controls is done to implement and monitor plans, strategies and tactics, new products, new business models and business risks(taleghani,2005). Decision Support Decision Support, goes one step further and form a complete unit of decision making. In this process often a question likes "What will you be...?" discuses. For example, check if we increase the price what is the situation that we have? Strategic support: Information systems can support the organization's competitive position - Support to assist the use of internal data chain must have the latest and most realistic information for Managers the one hand is immediately available. - Every successful company has one or two business operations, which makes them better than the competition. To this operation usually say core competencies. - Information systems often support competitive advantages and sometimes generate them. High speed changes make rapid access to update information vital and information systems have become a competitive advantage. (Uppal,2005) 10. Conclusions In marketing, because of the importance of interaction with consumers and success corporate, Information technology is increasingly able and rapid changes is the environment together with development of in marketing information in marketing agency, to create advantages for companies to contest (Jamshidian, 2007) The type of computer used to process the majority of the marketing of a wide range of information on strategic decisions, is not important. Individual and group support systems, expert systems and support is the in marketing and senior managers, based on the theory of strategic decisions have significantly fewer resources are used. (Jamshidian, 2007) Three areas in which IT can be caused change: - Changes is the marketing mix variables - Changes in the size and structure of the marketing department - Ability to handle high volume and complex marketing information (Jafarnezhad,2006). COPY RIGHT 2013 Institute of Interdisciplinary Business Research 723

5 References 1 - A. Sen, James C. Ladvn, ki notes.( 2007). "The Application of Management Information System in E-Commerce and the Internet", translated by Mohammad Raad, see Knowledge Publications pp Bdalvnd, honest, T.(2008). "The role of information technology in reshaping marketing", pp Gilani Nia,Sh.( 2010). "Introduction to Industrial Marketing" Kadvsan Press, pp Gilani nia, sh. (2011). Intelligence system Application in Evaluation of science & Technology Park. Science Producing Journal. December 2011, No _59. 5-Gilani nia, sh. (2012). Presentation of a new Paradigm of Human Resources Development in Shoushtar City, Journal of Basic and Applied Scientific Research, No: 1, Jamshidian, M & Josie Najaf Abadi, B.( 2007). "The Role of Marketing Information Systems Strategy Process",, No Jafar nezhad,a.(2006).modern operation and production management, Tehran university publishing. 8-Ohadi,F.(2010). production and operation management, parseh publishing 9-Rezaeian, A.(2003). Conflict Management and Negotiation (Management of organizational behavior developed), the Press Tehran. 10-Stephen P,R. (1993). Organizational Behavior, Sixth edition, New Jersey: Prentice- Hall. 11-Taleghani, M.& Ramezani Gourabi, B.(2005). "The role of geographical position in Marketing Management", pp Uppal,SH.(2005). "Disability, workplace characteristics and job satisfaction" International Journal of Manpower Vol. 26 COPY RIGHT 2013 Institute of Interdisciplinary Business Research 724

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