Scope of Marketing Information System
- It helps marketing planning by making available correct information on the external environment and the internal company realities.
- The information if free from any bias towards the pre-conceived conclusion will have more value than otherwise.
- The information, if free from any error, will have more value than otherwise.
- The quality of marketing decisions are decided to a great extent by the quality of marketing information available to the decision maker.
- It facilitates the development of action programs for achieving set goals.
- It helps the controlling of marketing activities.
- It helps effective tapping of marketing opportunities and effective defence against marketing threats.
- It helps the firm to adjust its product and services to the needs and taste of customers.
- It provides market intelligence to the firm.
- It helps rapid spotting of trends and facilitates the formulation of basic assumptions on economic and business conditions.