We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.

What Is a Marketing Information System?

Helen Akers
By
Updated Feb 02, 2024
Our promise to you
WiseGeek is dedicated to creating trustworthy, high-quality content that always prioritizes transparency, integrity, and inclusivity above all else. Our ensure that our content creation and review process includes rigorous fact-checking, evidence-based, and continual updates to ensure accuracy and reliability.

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

Editorial Standards

At WiseGeek, we are committed to creating content that you can trust. Our editorial process is designed to ensure that every piece of content we publish is accurate, reliable, and informative.

Our team of experienced writers and editors follows a strict set of guidelines to ensure the highest quality content. We conduct thorough research, fact-check all information, and rely on credible sources to back up our claims. Our content is reviewed by subject-matter experts to ensure accuracy and clarity.

We believe in transparency and maintain editorial independence from our advertisers. Our team does not receive direct compensation from advertisers, allowing us to create unbiased content that prioritizes your interests.

A marketing information system is a business intelligence software application that analyzes internal and external market research data. It helps managers make decisions related to promotional campaigns, product development, target markets, competitor activity and consumer perceptions. The data that is stored and analyzed in a marketing information system can also help evaluate the performance of a company, individual product categories and business units.

Many companies use a marketing information system to gain insight into their customers' purchasing behaviors. Due to the wealth of data that these systems collect, software and server applications that analyze and organize the information are vital components. These systems gather information that the company might otherwise not be able to collect or observe. For example, grocery chains capture and analyze consumer purchasing behavior through a point of sale system and loyalty card with the assistance of an automated marketing information system.

Marketing involves discovering consumer needs and meeting those needs profitably. In order to uncover consumer needs, a company needs to conduct research. A marketing information system can help a company accomplish that through data mining techniques. Some consumers are not comfortable disclosing their true behaviors and perceptions in more expensive forms of primary research, such as focus groups and surveys. Computer systems can anonymously track actual behaviors and reveal patterns and parallels that surveys cannot.

Besides examining internal records related to customer behavior, a marketing information system may gather and track information related to competitor activity. New product introductions and sales results might be obtained from external sources and fed into the system. Its analytical tools may perform a comparison between the sales growth of the competitor's product and the company's. This can help managers determine if they need to be more aggressive in their marketing efforts, or modify a product's positioning and distribution strategy.

Intelligence systems can reveal how well products are performing in certain markets and distribution channels. For example, if a manufacturer distributes its products in several major grocery chains, an intelligence system may break down how its products are performing in each chain relative to last year's sales. This can indicate a need to increase shelf space, introduce more incentives for the retailer, sponsor more store level promotions and push certain product categories. Depending upon the chain's clientele and core demographics, a manufacturer may find that particular product lines perform better in certain retailers, which a marketing information system can determine.

WiseGeek is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Helen Akers
By Helen Akers
Helen Akers, a talented writer with a passion for making a difference, brings a unique perspective to her work. With a background in creative writing, she crafts compelling stories and content to inspire and challenge readers, showcasing her commitment to qualitative impact and service to others.

Related Articles

Discussion Comments
Helen Akers
Helen Akers
Helen Akers, a talented writer with a passion for making a difference, brings a unique perspective to her work. With a...
Learn more
WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.

WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.