Dissertation Education to receive a master's degree in executive management, production and operations
Summer 1990
Abstract
Today's world is the information age, and obtaining information has become a tool to obtain a competitive advantage among organizations.
This research is of an applied, descriptive correlation, in which the relationship between the marketing information system (MKIS) and the total productivity of the production factors (TFP), the capacity factor and sales growth has been investigated and the best method of obtaining marketing information has been selected with the AHP technique and the three mentioned indicators. The data used in this study It is related to the Industrial Towns Company of Kerman province in 2018 and Cobb & Douglas production function has been used to calculate TFP.
The research results show a strong significant relationship between the marketing information system (MKIS) and the total productivity of production factors (TFP) (0.94), capacity factor (0.52) and sales growth (0.78). are the industrial towns of Kerman province.
Key words: marketing information system, total productivity of production factors (TFP), capacity factor, sales growth, AHP
Chapter 1
Research overview
1-1. Introduction
The occurrence of events such as the development of global competition, the advancement of information and communication technology, and access to cheap information systems during the past two decades, and the efforts of economic units to achieve global ranking and enter international markets, have made it inevitable to have attitudes such as customer satisfaction. With the ever-increasing expansion of topics related to the World Trade Organization and the gradual joining of different countries to this organization, the need to pay attention to the techniques of obtaining marketing information is felt more and more. The countries that join this global agreement are looking for mechanisms and tools that can help their economic survival in the highly competitive global market and can acquire the necessary capabilities and preparation before entering this all-round competition. Suppliers who can offer products with similar quality and functionality but at lower prices will steal the lead from other competitors and increase their share in the market. A company can compete with other competitors in terms of price if it has higher productivity. 1-2 Problem definition and expression. The main research questions:
While massive investment is made in the direction of developing the use of marketing information systems in companies, many researchers still debate whether these investments lead to proportional returns through organizational performance or not, and have not reached a general agreement. slow, contrary to the increasing development of the information system all over the world, which is even known as the great information revolution, some experts are of the opinion that the new system has confused people and has never improved the productivity and performance of commercial companies, and the amount of data that this system imposes on people, often reduces the productivity of the organization and the effectiveness of human resources in the workplace. and that investing in the information system has brought many benefits and it would be extremely unkind to say that there is no relationship between the information system and profitability. In the following, we refer to some studies that confirmed the positive effect of the performance information system and some studies that did not find a significant relationship between these two variables.
In this research, to investigate the effect of marketing information system on performance in industrial towns of Kerman province It is discussed and using the AHP technique and three indicators of total productivity of production factors, sales value and capacity factor, the most suitable method of obtaining marketing information is selected.
1-3 main research questions
The main questions of this research that we seek to find answers to are:
1- Is the marketing information system an effective factor on the productivity of the units located in the industrial towns of Kerman province?
2- Is the marketing information system an effective factor on the capacity factor of the units located in the industrial towns of Kerman province?
3- Is the marketing information system an effective factor on the sales growth of the units located in the industrial towns of Kerman province?
4- Ranking the methods of obtaining marketing information In the industrial towns of Kerman province, what is the factor of capacity and sales growth based on productivity?
1-4 The necessity of conducting research
Information is a strategic value for business as well as a means of participation in tactical and ordinary decision-making operations. Knowing how to obtain information and how to use it effectively are the basic skills of strategic marketing management. Obtaining information and using it gives the company the opportunity to gain some advantages over other competitors. When an army wins a war, the reason is not only the superior power of that army, but because they use smart and efficient methods.
Companies are also involved in commercial competition (war) in the free market, which is the main place of competitive economy. If they have more talent than their other competitors, they have a better chance of winning. In a marketing organization, the acquisition of information and its management can never be accidental, because they are the basic tools of the organization. The marketing information system is the central core of marketing in the company and the overall position of the system. Marketing information in an industry is considered as a measure to measure its strengths and weaknesses. Apparently, the system Marketing information is more advanced than in the past and their use has increased.
Marketing of a business unit includes many activities. These activities include the process of planning and implementing concepts, pricing, distribution of ideas, goods and services to create exchanges and cause customer satisfaction and achieve organizational goals. ) Cutler, F. and G. Armstrong, 1379)
In short, its main purpose is to satisfy the needs and demands of customers along with the profitability of the organization. A successful organization must integrate its functional units with the operation unit. In marketing, this integration is easily achieved by using customer satisfaction. Companies that are not able to operate better than their competitors in the complex and dynamic business environment are doomed to failure. In order for a company to continue its life in the complex and dynamic business environment, it must collect and analyze appropriate and relevant information for planning marketing activities.
System Marketing information enables companies to respond quickly to customer needs. When the goods and services are offered by the company, the marketing managers use the system Marketing information examines the level of customer satisfaction. System Marketing information provides marketing information to managers and can be used to adjust, improve or stop production of goods and services. In the age of competition, if the company uses the system If the marketing information is not useful, its effectiveness and efficiency may be weakened or greatly reduced. Therefore, today companies must be equipped with this competitive weapon in order to compete. (Poon, 2001)
Industrial marketing information is important from the point of view of economic efficiency, performance and capital. Timely information improves marketing performance, because it increases the knowledge and awareness of buyers and sellers about the quantities available for buying and selling and other factors affecting prices. In the market economy, marketing information is essential for designing effective strategies for economic development and industrial development. (Mabuta[1])
Up-to-date or popular information about marketing makes manufacturers more capable to negotiate with traders.