Information and Decision Support Systems - Principles of Information Systems - page 413

Databases
of
internal
data

Databases
of
external
data

Marketing
DSS

Order processing
Inventory

Marketing
MIS

Supply chain and
business transactions

ERP systems
and TPSs

Databases
of valid
transactions
from each
TPS

Marketing
application
databases

Marketing
GSS

Marketing research
Product development
Promotion and advertising
Product pricing

Specialized
marketing
information
systems

Operational
databases

Sales by customer
Sales by salesperson
Sales by product

Pricing report
Total service calls

Customer
satisfaction

Figure 10.10

Overview of a Marketing MIS

Marketing research data yields
valuable information for the
development and marketing of new
products.
(Source: © Michael Newman/
PhotoEdit.)

materials are important in product development decisions. In many cases, a computer
program analyzes these various factors and selects the appropriate mix of labor, materials,
plant and equipment, and engineering designs. Make-or-buy decisions can also be made
with the assistance of computer programs. To get additional revenues, some TV programs
and movies promote products and services during their programs. 41 Movies, for example,
can show actors driving luxury cars and wearing expensive watches. Food companies can
sponsor food and cooking TV programs that give their products more exposure. The
approach is called “branded entertainment.”

•

Promotion and advertising. One of the most important functions of any marketing
effort is promotion and advertising. Product success is a direct function of the types of