Marketing and Information System - Essay Example

Marketing Research and Information System With the intense competition in the corporate world, business organizations are increasingly taking advantage of the advances in the technology in order to efficiently generate and utilize information to better serve their customers. According to Kotler (123), a modern marketing information system “consists of people, equipment, and procedures to gather, sort, analyze, and distribute needed timely, and accurate, information to marketing decision makers.

” This paper will propose a marketing information system which is appropriate to Dell, Incorporated (Dell). Being one of the leaders in the global computer industry and having a online business model, it is irrefutable that it needs to gather and keep information which it can use in dealing with its suppliers and customers. The marketing information system will be specially designed to furnish Dell with information about customer orders, complaints, suggestions, and queries. In turn, this will provide Dell essential information such as changes in customer demand, products most demanded per geographical region, and features which are highly preferred by the customers.

Complaints, suggestions, and queries, on the other hand, will give the business organization an idea of how their products and customer service can further be improved. The marketing information which will be designed for Dell will gather the order information such as customer’s name, address, contact number, age, and the specifications for the computer. It should be noted that the business organization utilize online distribution for all their products. This means that customers all customers visit the company’s website in order to place and track their orders.

All this data will be stored in a database and will be updated real-time. This means that information will stored as they are given by the customers. In order to make ordering efficient to the customer, the record will be used each time the customer places an order. This will make ordering easier as customers won’t need to retype their personal information. The customers will also be given options if to use the credit card that they have used in their previous purchases. The data gathered from this database will allow Dell to track sales according to geographical locations.

This will also track trends in aggregates demand and demand according to geographical demands. This will help Dell to where to concentrate aggressive marketing efforts in order to stimulate purchases. The database will also allow Dell to identify the preferred specifications of customers and the add-on features that they want which will the business organization to standardize their inputs. The company can also associate the demographic factors with the specifications of the computers ordered.

This will aid the company in creating advertisement and promotion for each market segment that it used by using specifications which appeal to each market. Works CitedKotler, Philip. “Marketing Management.” 2002. Prentice Hall: New Jersey