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Full Project – Design and implementation of a computerized marketing information system

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CHAPTER ONE

INTRODUCTION

Introduction

Today’s world of business is characterized by the wave of information technology. Seeking information about your environment and competitors is vital for business survival. No one single variable can guarantee success, but rather will contribute to overall organization performance. Information leads to better decision making especially in this era of fast changing consumer preference, for this reason management need to do a lot to acquire, process and transmit accurate and timely marketing information for better decision making which will make them gain distinctive advantage, thereby contributing to their organizational performance. Harmon (2003) defined marketing information system as a computerized system that is designed to provide an organized flow of information to enable and support the marketing activities of an organization. Marketing information system prepares data and makes them available when the need for such data arises for better decision (making better alternative course of action). Companies employ professional who handles their information need and reports the available data to help managers make better decision that is tailored toward business growth (Perreault & McCarthy, 1993).

Background of the Study

Marketing information system harnesses data from a set method and procedures designed by organization in looking at critical information need of the organization like: information on market trend and sizes, information on the changing need of customers, information from competitors and the information on government policies that affect business operations. These information is basic in identifying, measuring, forecasting and analyzing various market segment as regard to any economic state be it boom or recession.

Marketing intelligence is primarily external data collected and analyzed by a business about markets that it anticipates participating in with the intention of using it in making decisions. Marketing intelligence can be used to assess market entry opportunities and to formulate market development plans and penetration strategies (Business dictionary, 2013). Marketing research involve information obtained from observation, interview, to enhance effective decision making and performance. The use of information technology dramatically increases the benefits of companies in their attempts to gain the fundamental competitive advantage, also, information technology, supports marketing function through the development and application of marketing information systems.

1.2 Statement of the Problem

Most organizations do not have computerized marketing information systems to record marketing information. The consequence of this is that there are unable to monitor their performance and this also brings about limited growth as competitors that are aware of the usefulness of computerized marketing information systems will gain more profit as the information will enable them to forecast the trend of market. Many business organizations lack information on market trend and sizes, information on the changing need of customers, information from competitors and the information on government policies that affect business operations. Inability to monitor daily income and expenses to know their performance affects business management and growth. It is therefore imperative that investment be made in the area of marketing information systems as it is linked to business growth.

1.3 Aim and Objectives of the Study

The aim of the study is to design and implement a computer based marketing information record system. The objectives are:

To implement a system that will capture marketing information of daily income and expenses.
To analyze daily sales income and expense to determine performance of business.
To capture the marketing information to a database for future retrieval.

1.5 Significance of the Study

The significance of the study is that it will aid Duk gas vendor to obtain vital information pertaining the results of their marketing by analyzing their income and expenses. It will facilitate their growth and enable them put in more effort. The study will also serve as a useful reference material to other researchers seeking information on the subject.

1.6 Scope of the Study

This study covers Design and Implementation of a computer based marketing information record system a case study of Duk gas vendor, Ikot Ekpene. It is limited to income and expenses of marketing information.

1.7 Limitations

Some problems crop up in the course of carrying out the research. These are:

Financial constraint: the high cost of browsing the internet, purchasing materials and even making enquiries online limited the research work.
Time factor: the time given to implement a research work of this magnitude is too short.
Insufficient information from the marketing department.
Power supply: the epileptic nature of power supply also limited the research work as systems could not be powered when needed.

1.8 Organization of the Research

This research work is organized into five chapters as elaborated below. Chapter one is concerned with the introduction of the research study and it presents the preliminaries, theoretical background, statement of the problem, aim and objectives of the study, significance of the study, scope of the study, organization of the research and definition of terms. Chapter two focuses on the literature review. It examines the operation of the computer based marketing information system, importance of computer based marketing information system. Limitation and analysis of the existing system. Chapter three is concerned with the research methodology which include the system design, input file specification, algorithm and program flow chart. Chapter four presents the system implementation. It presents the system flow chart, choice of programming language. Chapter five focuses on the summary, conclusion and recommendations are provided in this chapter based on the study carried out.

1.9 Definition of Terms

Some terms are defined as they relate to their particular usage in the study. The terms include: marketing, system, distribution, hardware, software, and information, vendor.

Marketing: The selling of a particular product to individual that wish to by.

System: Step we follow to achieve a particular goal. It is also an inter-related part each of which can function independently.

Distribution: Transferring or dispatching of a particular product into different locations.

Hardware: Physical component that can make up or build up a computer system.

Software: Programs written to activate the computer system examples Dos, Window, Lotus etc.

Information: Data that have been interpreted and understood by the recipient of the message.

Gas: A substance or matter in a state in which it will expand freely to fill the whole of a container, having no fixed shape (unlike a solid) and no fixed volume (unlike a liquid).

Vendor: A person or company offering something for sale, especially a trader in the street.

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