ABSTRACT
A marketing information system (MIS) is an orderly procedure for the regular collection of raw data both internally and externally and the conversion of these data into information for marketing decisions. In another word, MIS is a structure of people, equipment and procedure to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision making. In order to make key marketing decisions, (MIS) must watch the marketing environment t and provide decision makers with information they should have MIS distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control. Marketing Information System can play important roles, such as assessing information needs, developing information and distributing information, in an attempt and effort towards improving the general level of sale in and company.
Marketing Information System is useful for controlling day-to-day activities and planning for the efficient use of people and money. Finally, in today’s rapidly changing environment managers need more better up-to-date information to make timely decision. Most companies of today are faced with the problem of declining level of sales. This is the situation that led the researcher to a research work in order to know the roles that could be played by the marketing information system in enhancing sales in Ideal Flour Mills Ltd, Kaduna as the case study. It was also intended to bring out what the system has failed. The research work is carried out in order to be of a great help and importance to any company that will like to embark on marketing information system, in order to be able to establish a well rooted company through the enhancement of sales. Therefore, the researcher will seek to improve the marketing information system as related to the Ideal Flour Mills Ltd, Kaduna It is believed that at the end of this research work, the sales level of the company and other existing companies in the country will be greatly improved. This research work will be limited to the marketing information system of the Ideal Flour Mills Ltd, Kaduna, because of the financial constraint facing by the researcher.
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In carrying out Marketing Analysis, Evaluation and Distribution, Marketing Managers need timely and accurate information about customers, competitions, dealers and other forces in the market place. Marion Herper says the “to manage a business well is to manage its future and to manage the future is to manage information”. (Quoted by Philip Kolter Gary Armstrong in An Introduction to Marketing). During the past century, most companies were small and knew their customers first hand, managers pick up marketing information by starting around people observing them and asking them questions. In this present century, many factors have increased the need for more and better information management . As companies expend into national and international markets, they need more information on large and more distant markets. As income increase and customers become more selective, managers need better information about how customers behave to different products. Marketing managers need information on the effectiveness of their marketing tools. In today’s rapidly changing environments, managers need much better up- to –date information to make timely decision.
Marketing Information System (MIS) begins and ends with the marketing managers to asses their information needs and also develop the needed information from internal company records, marketing intelligence activities and marketing research process. In addition, the marketing information system distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control. By accessing information needs, a good marketing information system balances the information managers would like to have against what they really need and what is feasible to offer. Sometimes MIS cannot supply all the information managers are requesting for. MIS must therefore, watch the marketing environment and provide decision – makers with information they should have to make key marketing decisions. More so, developing information is required for making day – to – day planning, implementation and control decision. The development of information is subdivided into three (3): Internal Records (Report), Marketing Intelligence and Marketing Research. Most companies of today are faced with the problem of declining level of sales. Therefore, marketing information system as related to the Ideal Flour Mills Ltd, Kaduna is intended to improve the general level of sales in the company and other existing companies in the country.
STATEMENT OF THE PROBLEM
Paramount problem as regards to the decline in the level of sales in most companies in Nigeria is due to insufficient marketing information system. This situation led the researcher to undertake a research work to know how to improve the standard of marketing information system, and to know the roles that could be played by the marketing information system in enhancing sales of the Ideal Flour Mills Ltd, Kaduna. The problem to be examined here is: How sales could be maintained with the MIS.
