DESIGN AND IMPLEMENTATION OF COMPUTER BASED MARKETING INFORMATION SYSTEM

CHAPTER ONE

INTRODUCTION

1.0 Introduction

The rise of information technology has changed the nature of business today. To survive in business, you must gather information about your surroundings and rivals. No one factor can ensure success; instead, they all affect how well an organization performs as a whole. Since information improves decision-making, especially in this era of rapidly shifting consumer preferences, management must make a lot of effort to collect, process, and transmit accurate and timely marketing information. This will give management a competitive advantage and improve organizational performance. According to Harmon’s definition from 2003, a marketing information system is a computerized system created to offer a structured flow of information to support and enable a company’s marketing initiatives. Data is prepared by a marketing information system. Businesses hire experts to manage their information needs and report the data that is available to help managers make better decisions that are geared toward business growth (Perreault & McCarthy, 1993). In order to look at critical information needs of the organization, such as information on market trends and sizes, information on changing customer needs, information from competitors, and information on government policies that have an impact on business operations, marketing information systems harness data from a set of methods and procedures designed by the organization. These details are essential for classifying, quantifying, predicting, and analyzing various market segments with regard to any economic situation, whether it be a boom or a bust.

1.2 Statement of the Problem

The majority of businesses lack computerized marketing information systems for storing marketing data. Due to their inability to monitor their performance, they also experience limited growth. Competitors who are aware of the value of computerized marketing information systems will make more money because the information will allow them to predict market trends. Many business organizations lack data on market trends and sizes, data on customer needs that are changing, data on competitors, and data on government policies that have an impact on business operations. It is difficult to manage a business and grow it if daily income and expenses are not tracked. Investment in the field of marketing information systems is therefore essential because it

1.3 Aim and Objectives of the Study

Companies employ professionals to manage their information requirements and report the data that is available to assist managers in making better choices that will lead to business growth (Perreault & McCarthy, 1993). Marketing information systems use data from a set of methods and procedures created by the organization to look at important information needs of the organization, such as information on market trends and sizes, information on changing customer needs, information from competitors, and information on government policies that have an impact on business operations. These particulars are necessary for categorizing, quantifying, forecasting, and analyzing different market segments in relation to any economic situation, whether it be a boom or a bust.

1.4 Significance of the Study

The study’s importance lies in its ability to help Guinness Nigeria Plc analyze its income and expenses in order to gather crucial data about the outcomes of its marketing. It will help them develop and give them the opportunity to work harder. The study will also be helpful to other researchers looking for information on the topic as a source of reference.

1.5 Scope of the Study

The design and implementation of a computer-based marketing information record system is the subject of this study, which includes a case study of Guinness, Nig plc, and Ikot Ekpene. It only includes information on costs and income for marketing.

 

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