A REVIEW OF EFFECT OF MARKETING INFORMATION SYSTEM IN ENHANCING SALES OF CUSTOMERS

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A REVIEW OF EFFECT OF MARKETING INFORMATION SYSTEM IN ENHANCING SALES OF CUSTOMERS

CHAPTER ONE:

INTRODUCTION

Background of the Study

In carrying out Marketing Analysis, Evaluation and Distribution, Marketing Managers need timely and accurate information about customers, competitions, dealers and other forces in the market place. Marion Herper says the “to manage a business well is to manage its future and to manage the future is to manage information”. (Quoted by Philip Kolter Gary Armstrong in An Introduction to Marketing).

During the past century, most companies were small and knew their customers first hand, managers pick up marketing information by starting around people observing them and asking them questions. In this present century, many factors have increased the need for more and better information management . As companies expend into national and international markets, they need more information on large and more distant markets.

As income increase and customers become more selective, managers need better information about how customers behave to different products. Marketing managers need information on the effectiveness of their marketing tools. In today’s rapidly changing environments, managers need much better up- to –date information to make timely decision.

Marketing Information System (MIS) begins and ends with the marketing managers to asses their information needs and also develop the needed information from internal company records, marketing intelligence activities and marketing research process. In addition, the marketing information system distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control.

By accessing information needs, a good marketing information system balances the information managers would like to have against what they really need and what is feasible to offer. Sometimes MIS cannot supply all the information managers are requesting for. MIS must therefore, watch the marketing environment and provide decision – makers with information they should have to make key marketing decisions. More so, developing information is required for making day – to – day planning, implementation and control decision. The development of information is subdivided into three (3): Internal Records (Report), Marketing Intelligence and Marketing Research.

The business environment today is highly competitive, and organizations must rely on timely and accurate information to make decisions that enhance customer satisfaction and drive sales growth. A Marketing Information System (MkIS) plays a critical role in providing valuable insights into market trends, customer behaviors, and the overall effectiveness of marketing strategies. In particular, the impact of an MkIS on sales is crucial for organizations looking to optimize their marketing operations.

With the advent of digital tools and technologies, businesses now have the capacity to collect, process, and analyze large volumes of data about their customers. This information, when properly utilized, can significantly improve decision-making processes, leading to increased customer engagement and enhanced sales performance. However, the effectiveness of MkIS in enhancing customer sales has not been fully explored, especially in small- and medium-sized enterprises (SMEs), where marketing resources are often limited.

1.2 Statement of the Problem

Despite the obvious benefits of using a Marketing Information System, many businesses, particularly in developing economies, still face challenges in leveraging these systems effectively. Poor implementation, lack of expertise, and inadequate integration with other business systems have led to underperformance in the use of MkIS. This results in missed opportunities to enhance sales and customer engagement. Therefore, this study seeks to evaluate the effect of MkIS in enhancing sales among customers, particularly in small- and medium-sized enterprises.

1.3 Objectives of the Study

The main objective of this study is to assess the effect of a Marketing Information System in enhancing customer sales. The specific objectives are:

To determine how MkIS influences customer purchasing behavior.
To evaluate the effectiveness of MkIS in improving sales performance.
To identify the challenges businesses face in implementing MkIS.
To recommend strategies for optimizing MkIS to boost customer sales.

1.4 Research Questions

How does a Marketing Information System influence customer purchasing behavior?
What is the effect of MkIS on sales performance?
What challenges do businesses face in implementing MkIS?
What strategies can be adopted to improve the effectiveness of MkIS in enhancing sales?

1.5 Hypotheses

MkIS has a significant positive impact on customer purchasing behavior.
Effective implementation of MkIS leads to improved sales performance.
Lack of proper integration and expertise negatively affects the utilization of MkIS.

1.6 Significance of the Study

This study is significant for marketing professionals, business owners, and policymakers, as it will provide insights into how an effective Marketing Information System can boost customer sales. The findings will contribute to existing literature by providing empirical data on the relationship between MkIS and sales in SMEs.

1.7 Scope of the Study

The study will focus on small- and medium-sized enterprises in the retail sector. It will examine how these businesses utilize MkIS to enhance their marketing efforts and sales.

1.8 Definition of Terms

Marketing Information System (MkIS): A system that collects, processes, stores, and distributes relevant and timely marketing information to help businesses make better decisions.
Sales Performance: The outcome or result of the efforts put into selling products or services, typically measured in revenue, units sold, or profit.
Customer Engagement: The emotional connection or interaction between a customer and a brand.

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