Text in English, abstract in English and Afrikaans / Information is one of the most important resources in organizations today. The
role of Marketing Information Systems (MKIS) is to facilitate the efficient and
effective use of information in marketing decision-making. Service organizations
are especially reliant on decision-support information, due to the complex nature
of their environment. However, indications are that they are not utilizing
information to their best benefit, despite the considerable advantages they might
gain from it. In fact, it could be said that service organizations often seem to lack
a culture of market orientation. In measuring the satisfaction with the quality of
market intelligence, it becomes obvious that marketing decision-makers are
generally dissatisfied with the results of MKIS. Some of the reasons are:
• The 'disconnect' between information technology and marketing in
organizations, which results in marketing decision-makers not getting
information in the format they require, and feeling as if their requirements are
not taken into account when MKIS are developed.
• The lack of availability of usable customer and competitor data, which are
regarded by marketing decision-makers as the most important categories of
information.
• The focus on generating data, but not adding value to it. Marketing decisionmakers
have indicated that they require analysis, and not raw data. In order to bridge these problems, South African service organizations need to
focus on the successful integration of MKIS into the organization. This requires
an understanding of marketing decision-makers' requirements, closer cooperation
between IT and marketing and the establishment of a culture of
information sharing. / lnligting is een van die belangrikste hulpbronne van hedendaagse organisasies.
Die rol van bemarkingsinligtingstelsels (BMIS) is die fasilitering van die
doelmatige en effektiewe gebruik van inligting in bemarkingsbesluitneming.
Diensorganisasies is veral afhanklik van besluitsondersteunende inligting, as
gevolg van die komplekse aard van hulle omgewing. Tog is daar aanduidings dat
hulle inligting nie tot die beste voordeel aanwend nie, ten spyte van die
aansienlike voordeel wat hulle daaruit kan trek. In werklikheid kan dit gestel word
dat diensorganisasies skynbaar nie 'n markgerigte kultuur het nie. In die meting
van tevredenheid met die kwaliteit van markintelligensie blyk dit dat
bemarkingsbesluitnemers in die algemeen ontevrede is met die resultate van
BMIS. Sommige redes hiervoor:
• Die gaping tussen inligtingstegnologie en bemarking in organisasies, wat
daartoe lei dat bemarkingsbesluitnemers nie inligting ontvang in die formaat
wat hulle vereis nie, en voel dat hulle behoeftes nie in ag geneem word
wanneer BMIS ontwikkel word nie.
• Die gebrek aan bruikbare inligting oor kliente en mededingers, wat deur
benarkingsbesuitnemers beskou word as die belangrikste kategoriee van
inligting.
• Die fokus op die genereer van data, sonder om waarde daaraan toe te voeg.
Bemarkingsbesluitnerners het aangedui dat hulle ontleding vereis en nie
slegs 'rou' data nie. Ten einde hierdie probleme te oorbrug moet Suid-Afrikaanse diensorganisasies
fokus op die suksesvolle integrasie van BMIS in die organisasie. Dit vereis begrip
vir bemarkingsbesluitnemers se behoeftes, nader samewerking tussen
inligtingstegnologie en bemarking en die daarstel van 'n kultuur van gedeelde
inligting. / Business Management / D. Comm. (Business Management)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/17802 |
| Date | 06 1900 |
| Creators | Venter, Petrus |
| Contributors | Strydom, J. W. (Johan Wilhelm), 1952- |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 1 online resource (1 v. (various pagings)) |
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