Explore the reasons for using a marketing information system in the international market. What are the main types of information you would expect to use?

A certain amount of marketing information is being gathered all the time by companies as they engage in their daily operations. When a sale is made and recorded, this is marketing information that’s being gathered. When a sales representative records the shipping preferences of a customer in a firm’s customer relationship management (CRM) system, this is also marketing information that’s being collected. When a firm gets a customer complaint and records it, this too is information that should be put to use. All this data can be used to generate consumer insight. However, truly understanding customers involves not just collecting quantitative data (numbers) related to them but qualitative data, such as comments about what they think. The trick is integrating all the information you collect so it can be used by as many people as possible in your organization to make good decisions. Unfortunately, in many organizations, information isn’t shared very well among departments. Even within departments, it can be a problem. For example, one group in a marketing department might research a problem related to a brand, uncover certain findings that would be useful to other brand managers, but never communicate them.

A marketing information system (MIS) is a way to manage the vast amount of information firms have on hand—information marketing professionals and managers need to make good decisions. Marketing information systems range from paper-based systems to very sophisticated computer systems. Ideally, however, a marketing information system should include the following components:

· A system for recording internally generated data and reports

• A system for collecting market intelligence on an ongoing basis
• Marketing analytics software to help managers with their decision making
• A system for recording marketing research information

MIS is a continuing and interacting structure consist of people, equipment and procedures designed to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers;

The main types of information you would expect to use are Secondary and Primary data.

2. What are the some problems that a global marketing manager can expect to encounter when creating a centralized marketing information system. How can these problems be solved?

MIS is a continuing and interacting structure consist of people, equipment and procedures designed to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. Marketing information system is efficient tool providing past, present and projected information relating to internal operations and external intelligence. To help managers to foresee the changes in markets or customer's preferences, you need sound information

system, which known as (MIS) marketing information system. MIS collect the relevant data; organize it into some thing meaningful, make recommendations based on these figures and then stock it up for future use. MIS is a computerized system that designed to provide an organized flow of information to enable and support the marketing activities of an organization; Which serves collaborative, analytical and operational needs, designed to be comprehensive and flexible in nature and to integrate with each other. MIS consist of four integrated sub systems, which serves the company's marketing and other managers, begins and ends with information users. So companies must design effective marketing information systems that give managers the right information, in the right form, ate the right time to help them make better marketing decisions The marketing information systems increases the number of options available to decision maker and support every element of marketing strategy; MKIS affects marketing interfaces with customers, suppliers, and other partners. The primary benefits of the MKIS impact in the areas of functional integration, market monitoring, strategy development and strategy implementation. The art of decision-making provide us a variety of approaches, methods and techniques helpful and useful for making high quality of decision. A decision maker, as an individual, or as a member of formal organization with his own philosophy and perception of the organization, selects for optimising values within the constraints imposed by the organization.

3. What are the dangerous of translating questionnaires for use in multicounty study? How would you avoid these dangerous?

This problem area includes the difficulty of exact translation that creates problems in eliciting the specific information desires and in interpreting the respondents answer. Within some countries the problem of dialects and different languages can make a national questionnaire survey impractical – this is in the case of India(25 official language). In order to find possible translation errors marketers can use the technique of back translation, text translate from one language to another and then back again into original. Then two version are compared.