CHAPTER ONE
INTRODUCTION
1.0 Introduction
This chapter presents the introduction to web based marketing information system. It presents the following: introduction, background of the study, statement of the problem, aim and objectives of the study, significance of the study, scope of the study, organization of the research and definition of terms.
1.1 Background of the Study
Today’s world of business is characterized by the wave of information technology. Web design technology has enabled applications that facilitate the quick retrieval of information from any location. One of the areas in which web application can be applied is in the area of marketing information management.
Information leads to better decision making especially in this era of fast changing consumer preference, for this reason management need to do a lot to acquire, process and transmit accurate and timely marketing information for better decision making which will make them gain distinctive advantage, thereby contributing to their organizational performance. Marketing information system can be defined as a computerized system that is designed to provide an organized flow of information to enable and support the marketing activities of an organization. Marketing information system prepares data and makes them available when the need for such data arises for better decision (making better alternative course of action). Companies employ professional who handles their information need and reports the available data to help managers make better decision that is tailored toward business growth (Monem, 2010). Marketing information system harnesses data from a set method and procedures designed by organization in looking at critical information need of the organization like: information on market trend and sizes, information on the changing need of customers, information from competitors and the information on government policies that affect business operations. These information is basic in identifying , measuring, forecasting and analyzing various market segment as regard to any economic state be it boom or recession.
Marketing intelligence is primarily external data collected and analyzed by a business about markets that it anticipates participating in with the intention of using it in making decisions. Marketing intelligence can be used to assess market entry opportunities and to formulate market development plans and penetration strategies. Marketing research involve information obtained from observation, interview, to enhance effective decision making and performance. The use of information technology dramatically increases the benefits of companies in their attempts to gain the fundamental competitive advantage, also, information technology, supports marketing function through the development and application of marketing information systems (Monem, 2010).
Marketing information is the lifeblood of marketing process, marketing decision won’t be taken in the absence of marketing information. Marketing decisions are affected by many internal and external environmental variables, so the marketing decision maker needs a great deal of information related to these variables, to predict their directions and their expected effects on the internal activities of the organization and the market, in order to make the rational marketing decisions in an uncertainty environment facing the marketing administration. The marketing success in the organization depends basically on the availability and the accuracy of marketing information from its multiple sources. All marketing organizations trying to find out and determine the nature of the markets and their trends, needs and changes that occur in these markets, as well as trying to know the competitors, prices, options and other marketing information which is the key to success for any marketing decision. The components of marketing information system (internal records, marketing research, and marketing intelligence) are the most important sources in obtaining marketing information (Alarjama, 2012).
One aspect of Information Technology (IT) impact on the organization is the use of new organizational structures which leads to the reduction of the number of administrative levels, and expand the scope of supervision and control especially through the application of web technology. Supervision in this way is more effective and there is less direct contact between supervisors and subordinates. A web based marketing information system is therefore an online system that facilitates capturing of marketing information data, process it and make it available for decision making.
1.2 Statement of the Problem
The following problems necessitated the study:
- The case study does not have a web based marketing information systems to record marketing information.
- Lack of information on market trend and sizes.
- Manual system of recording and searching for marketing information is tedious and time consuming.
It is therefore imperative that a web based marketing information system be developed to solve these problems.
