This is the age of information revolution.
It is a regular process. In conclusion, marketing information system is an
ongoing organizational process which includes the activities such as collection
of information, sorting, analysis, evaluation, selection distribution acquiring
and dissemination of data to the concerned information users such as marketing
managers, marketing decision makers. It is made up of four major components
such as marketing research system, marketing intelligence system, internal
record system and decision support system.
MkIs in Nepal
21st century, this era belongs to
information technology. Nepal has also moved forward in the development of
information technology. The development of mobile, telephone, fax, internet
etc. has made marketing research easy and simple. After adaptation of privatization
policy in Nepal, seller's market has changed into buyer's market. Economic
globalization is increasing. Internal competition is changing into global
competition, marketing environment getting more complicated. In this context,
marketing managers in Nepal also are gradually changing their traditional
decision making style into modern and started using marketing information
system in taking marketing decision. In past, managers had taken a decision at
principle, experience and hunches. But now tradition has changed. A mechanism,
MkIS has been started to be established in every organization.
The solo driven Nepalese market lack
appropriate information. The execution of work without information assessment
force them to be a weak performer in spite of hand work. The economic
liberalization of 1980 has opened door for global companies. Their practices
have influenced Nepalese marketers to practice same. The situation is expressed
in the following points.
- Internal record system mostly
are manual. It leads them to errors. Customer related records and sales records
are not accurate and reliable.
- Intelligence system is lessely
used. It is considered a waste cost in such activities everyday pertinent
happenings are not used.
- Decision support system are
lacking. Most organization are in lack of technology. Moreover they have no
manpower to handle them. Its use however in modern period is increasing.
- Research is rarely done. Most
decisions are intuitions and hunches based.
Perspectives and challenges of MkIS in Nepal
Marketing research is slowly being
developed, as marketing managers are becoming more aware and conscious about
it.
Considering the above facts described
above, the use of proper MkIS is still lacking in our country. The limited
organizations and entrepreneurs apply the scientific and reliable MkIS in order
to identify the opportunities and enhancement of new segments and launching a
new product in the market. The market is combination of various components like
buying, selling, pricing, promotion, distribution etc. So the marketing
information system can simplify these activities and can make objective
oriented. Most of the organization are not been successful due to lack of
implementation of timely and proper marketing information. The information
applied are not up to date too.
(We can clear from this short and
suit example; suppose, A' and B' are the two noodles producer. A uses proper,
timely and accurate marketing information and B denied the timely marketing
information. If the government published the notice relating the amendment of
ingredient of the products. A will update
the same and B will produce same as before. In this situation, the
demand for the noodles produced from A will increase but demand of noodle
produced by B may not be sold in the market considering the notice of
government. This is a simple example of lack of marketing information system
and failure of business ……………….)
So, MkIS is the tool to get success
in the changing global scenario.
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