Today the market of information systems for business offers a wide range of solutions to help the enterprise to organize the storage and analysis of information, to facilitate management decisions for long-term and stable results. Marketing analysis systems occupy a separate niche in this category.
First of all, it is necessary to tell that businessmen began to realize true value of marketing quite recently, and far not completely. In many firms till now there is no department of marketing, and in some this department, though also is available, carries out a role more likely advertising or PR department, and, accordingly, does not feel need in powerful information systems. But at the moment there is a clear tendency to develop marketing as a key valuable quality business. It follows that the development of computer systems of marketing analysis is at the initial stage, but, together with the formation of marketing as one of the most important parts of the functioning of any company, these systems will become more and more popular.
Marketing activity should provide:
*Reliable, reliable and timely information about the market, the structure and dynamics of a particular demand, tastes and preferences of customers, that is, information about the external conditions of the company;
*Creation of such a product, a set of goods (assortment), which more fully meets the requirements of the market, than the goods of competitors; the necessary impact on the consumer, on demand, on the market, providing the maximum possible control of the sphere of implementation.
What are the main principles of marketing? At the heart of the activity of producers working on the basis of marketing principles is the motto: to produce only what the market requires, the buyer. The starting point underlying the marketing is the idea of human needs, needs and demands. Hence, the essence of marketing is extremely short in the following: it is necessary to produce only what will definitely find a sale, and not to try to impose on the buyer the products not coordinated with the market beforehand. From the essence of marketing the basic principles which include: a focus on achieving the final practical result of production and sales activity follow.
Effective realization of goods in the market in the planned quantities means, in fact, mastering its certain share in accordance with the long-term goal set by the enterprise. Concentration of research, production and sales efforts on decisive directions of marketing activity. Direction of the enterprise not on momentary, and on long-term result of marketing work. It demands special attention to prognostic researches, workings out on the basis of their results of the goods of market novelty providing highly profitable economic activity. Application in unity and interrelation of strategy and tactics of active adaptation to requirements of potential buyers with simultaneous purposeful influence on them.
In order to function properly in a marketing environment, it is necessary to obtain adequate information before and after making decisions. There are many reasons why marketing information should be collected when developing, implementing and reviewing a firm's marketing plan or any of its elements. It is not enough to rely on the intuition of management judgment and past experience. Complete and accurate information allows marketers: gain specific benefits to reduce financial risk and hazards to the sample to determine the relationship of consumers to monitor the external environment to coordinate the strategy to assess the activity to increase the credibility of the advertising receive support in the decisions to reinforce the intuition to improve efficiency.
If you approach the collection of marketing information as a random, rare event, which is necessary only when you need to obtain data on a particular issue, you may face a number of challenges. For example, there may be a situation where: the results of previous studies are stored in an uncomfortable form; there are no visible changes in the environment and competitors' actions; there is an unsystematic collection of information; there are delays in the need for a new study; there is a lack of data for a number of time periods necessary for analysis; marketing plans and decisions are analyzed inefficiently;
Marketing research should be seen as part of an ongoing integrated information process. It is essential that the company develops and uses a system of continuous environmental monitoring and data storage so that it can be analyzed in the future.
A marketing information system can be defined as a set of procedures and methods developed to create, analyze and disseminate information for leading marketing decisions on a regular basis.
Continuation follows.