Ch 1 Ch 1 Introduction to Introduction to Information System Information System

Conceptual and ImplementConceptual and ImplementMarketing Information SystemMarketing Information System

By

Aj-Kulachatr Chatrakul Na Ayudhaya

Marketing Department

Business Administration Faculty

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Marketing Information System : Marketing Information System : MKISMKISInformation System : AgendaInformation System : Agenda

• Information Systems and Information Technology

• Meaning of Information Systems• Business system and Value chain• Type of Information Systems

– Organization-level Information System– Functional Information System– Support Provided Information System

• Organization Level of Management• Information System Resources

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Marketing Information System : Marketing Information System : MKISMKISInformation System Concept : pastInformation System Concept : past

What is information ?

ภาพเขี�ยนสี�ก่�อนประวั�ติ�ศาสีติร� ผา แติ�ม จ.อ�บลราชธาน�

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Marketing Information S Marketing Information S ystem : ystem : MKISMKIS

Information System Information System Concept : pastConcept : past

ภาพเขี�ยนสี�ก่�อนประวั�ติ�ศาสีติร� ออบหลวัง จ.เช�ยงใหม�

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Information Information System System Concept Concept

: in the past: in the past

ระบบสารสนเทศ จึ�งไม่�ใช่� ระบบสารสนเทศ จึ�งไม่�ใช่�คอม่พิ�วเตอร�คอม่พิ�วเตอร�

คอมพ�วัเติอร�เป%นเพ�ยงเคร&'องม&อสีร�างระบบสีารสีนเทศ คอมพ�วัเติอร� ดี� คอมพ�วัเติอร� เร*วั

คอมพ�วัเติอร� ถู,ก่

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ควัามสี-าค�ญขีอง Information

• “If you know your enemies and know yourself, you will not be imperiled in a hundred battles... if you do not know your enemies nor yourself, you will be imperiled in every single battle.”

• ซุ�นว� (Sūn Wǔ; ซุ�นอ,� ) เป%นผ,�เขี�ยน ติ-าราพ�ช�ยสีงคราม ท�'น�บวั�าเป%นติ-าราย�ทธศาสีติร�ทางทหาร ท�'ม�อ�ทธ�พลมาก่ขีองประเทศจ�น และป0จจ�ป0นย�ทธศาสีติร�ในติ-าราไดี�ถู,ก่ประย�ก่ติ� ใช�อย�างก่วั�างขีวัางในวังก่ารธ�รก่�จและก่ารเม&อง

• ซุ�นวั,ก่ล�าวัไวั�วั�า ถู�าร, �จ�ก่ก่ารวัางแผนก่ารรบท�'ดี�ม�สี�ทธ�ท�'จะชนะท�ก่ร�อยคร�2ง ในสีงคราม เม&'อม�ก่ารร, �ก่-าล�งขีองก่อง

ท�พขีองเราเองร, �ควัามสีามารถูขีองแม�ท�พ ร, �ควัามสีามารถูขีองก่องทหารขีองฝ่4ายเรา โอก่าสีรบชนะจะม�คร6'งหน6'ง เม&'อใดีก่*ติามท�'เราเร�ยนร, �ก่องก่-าล�งขีองขี�าศ6ก่ เร�ยนร, �ควัามสีามารถูขีองแม�ท�พขี�าศ6ก่ และร, �ควัามสีามารถู

ขีองก่องทหารขีองขี�าศ6ก่ โอก่าสีรบร�อยคร�2งชนะร�อยคร�2งก่*ไม�ไปไหนไก่ล แติ�เม&'อใดีก่*ติามท�'ออก่รบ แม�ท�พไม�ร, �ก่-าล�งขีองติ�วัเอง ไม�ร, �ก่-าล�งขีองก่องทหารติ�วัเอง ไม�วั�าจะออก่

รบก่�'คร�2งก่*ติ�องแพ�ย�อยย�บก่ล�บมาท�ก่คร�2ง

“ ร��เขา ร��เรา รบร�อย ร��เขา ร��เรา รบร�อยช่นะร�อยช่นะร�อย”

Sun Tzu ; Sūn Zǐ;

(c. 6th century BC) Chinese

General, military

strategist

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Marketing Information System : Marketing Information System : MKISMKISInformation System Concept : NowInformation System Concept : Now

Industrial Age

Machines

Information Age

Computers &Information Systems เอก่ บ�ญเจ&อ MKIS

มช.

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Marketing Information System : Marketing Information System : MKISMKISInformation System : ISInformation System : IS

(Laudon and Laudon)

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• Interrelated components working together to collect, capture, process, store, disseminate information to support decision making and the managerial functions of planning, organizing, coordinating, controlling, and communicating in an organization

• Computer Based Information System : CBIS

(Laudon and Laudon)

Marketing Information System : Marketing Information System : MKISMKISInformation System : ISInformation System : IS

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Marketing Information System : Marketing Information System : MKISMKISComputer Based Information SystemComputer Based Information System ; CBIS ; CBIS

What’s CBIS?•Computer-Based Information System•An information system that uses computer technology to perform some or all of its intended tasks•CBIS includes hardware, software, database, network, procedures, people, purpose, and social context•CBIS can be classified by organizational levels, functional areas, and support provided

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System ConceptAn organizationas a system

AC FN

MK MFG

HR

Consists ofmulti-functionalsubsystems

B

C

A

D

Interaction andinter-linkageamong thesubsystemsto achieveorganizationalgoal

Dir

ec

t Ac

hie

ve

System boundary

Internal

External

Each subsystemcan be viewed asanother system;and consists of itsown subsystems

Each subsystem hasits departmental goal

เอก่ บ�ญเจ&อMKIS มช.

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ProfitMargin

CustomerServices

Marketing& Sales

OutboundLogisticsOperations

InboundLogistics

Firm Infrastructure

Human Resource Management

Technical Development

Procurement

Pri

mar

yA

ctiv

itie

sS

up

po

rtA

cti

viti

es

Marketing Information System : Marketing Information System : MKISMKISValue Chain Model ; M.E.Porter’sValue Chain Model ; M.E.Porter’s

(Porter)

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Marketing Information System : Marketing Information System : MKISMKISIT for Supply ChainIT for Supply Chain

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Marketing Information System : Marketing Information System : MKISMKIS Information subsystem in the firm

•LogisticsLogistics Information System Information System•ManufacturingManufacturing Information System Information System•MarketingMarketing Information System Information System•Customer servicesCustomer services Information System Information System•ManagementManagement Information System Information System•FinancialFinancial Information System Information System•AccountingAccounting Information System Information System•Human resourceHuman resource Information System Information System•Research&DevelopmentResearch&Development Information SystemInformation System•Procurement & PurchasingProcurement & Purchasing Information Information System (e-Procurement)System (e-Procurement)

เร�ยนติ�อสี�ปดีาห�หน�า

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Marketing Information System : Marketing Information System : MKISMKISComputer Based Information SystemComputer Based Information System ; CBIS ; CBIS

CBIS can be classified by•organizational levels organizational levels •functional areasfunctional areas•support providedsupport provided

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Computer Based Information System ; CBISComputer Based Information System ; CBIS

organizational levels of CBISorganizational levels of CBIS • Personal-level Information System(PIS)

• Workgroup Information System (WIS)• Departmental Information System (DIS)• Organizational Information System (OIS)• Inter-organizational Information System (I-OIS)

A stand-alone PC

A mini/mainframe-based system

A networked PCs system

เอก่ บ�ญเจ&อMKIS มช.

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Computer Based Information System ; CBISComputer Based Information System ; CBIS

Functional Area of CBISFunctional Area of CBIS

Accounting Information System (AIS) Financial Information System (FNIS) Marketing Information System (MKIS) Human Resource Information System(HRIS) Manufacturing Information System(MFIS) Management Information System (MIS)

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Computer Based Information System ; CBISComputer Based Information System ; CBIS

Functional Area of CBISFunctional Area of CBIS

AISMKIS HRIS FNIS MFIS

MIS

Executive

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Computer Based Information System ; CBISComputer Based Information System ; CBIS

support provided by CBISsupport provided by CBIS

Transaction Processing System (TPS) Supports activities central to the mission Office Automation System (OAS) Supports office workers Knowledge Work System (KWS) Supports knowledge workers Expert System (ES)

Provides intelligence to managers

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Computer Based Information System ; CBISComputer Based Information System ; CBIS

support provided by CBISsupport provided by CBIS

Management Information System (MIS)Supports operational managers

Decision Support System (DSS)Supports managers and analysts

Executive Support System (ESS) or Executive Information System (EIS)or Strategic Information System (SIS)

Supports executives

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TPS

MIS

DSS

EIS

ES

KWS

OAS

Operations

Executives

Cu

sto

miz

ed

Info

rma

tio

n

• Structured decisions• Detailed reports• Fixed format / periodic reports• Internal data

• Unstructured decisions• Summary reports• Ad-hoc queries• Environmental data

เอก่ บ�ญเจ&อMKIS มช.

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AIS HRISFNIS MFISMKIS 2. Functional Areas

TPS

MIS

DSS

EIS

ES

KWS

OAS

WIS

DIS

OIS(MIS)

I-OIS

PIS

1. Organizational Levels

3. S

up

po

rt P

rovi

ded

เอก่ บ�ญ เจ&อ มช.

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MKISMKIS must be integrated with other functional information systems, and must be linked across the organizational hierarchy to enable the free flow of information

Marketing Information System : Marketing Information System : MKISMKIS

MKIS Challenge

Horizontal integration

Ver

tica

l in

teg

rati

on

เอก่ บ�ญเจ&อMKIS มช.

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• Hardware Resources– Machines– Media

• Software Resources– Programs– Procedures

• Data Resources– Databases– Model Bases– Knowledge Bases

Marketing Information System : Marketing Information System : MKISMKIS Information System ResourcesInformation System Resources

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•People Resources–IS Specialists•System analysts (SA)•Programmers•Computer operators

–End-users•Anyone else who uses IS(e.g. accountants, salespersons, customer service representatives, customers, managers)

Marketing Information System : Marketing Information System : MKISMKIS Information System ResourcesInformation System Resources

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Case Study 1

“HOG Auction Online in SingaporeHOG Auction Online in Singapore”

Assignment : Answer this Question

1.What technology are inside?

2.Can internet help them? How to?

3.Why this technology better than traditional System ?

Marketing Information System : Marketing Information System : MKISMKIS Information System ; Case studyInformation System ; Case study