A marketing information system refers to the use of technology for the arrangement of the relevant data related to the market, sales promotion, price and allocation of goods and services. Information is necessary for many businesses whether small, medium, or large, and the necessity of the information depends on a variety of uses. For example, in the case of proper planning in the business, senior managers will require information to facilitate this planning. However, middle-level management relies on detailed systems of information in order to properly control and monitor various activities in the business. At the same time, various employees who have operational roles also tend to rely on information systems in order to efficiently carry out their duties in the business. Due to all these necessities, many businesses tend to develop information systems that operate at the same time. The Microsoft Company applies Marketing Information Systems (MIS) in dealing with internal affairs of the company. An Office Automation System (OAS) improves the productivity of employees who need to process data and information. The Microsoft Company deals with several software systems and the use of OAS becomes handy since it enhances employees' productivity. Employees have the ability to work from their own homes, as well as other areas at their convenience. Apart from these two systems of information, the other systems of information applicable by the Microsoft Company is the use of Decision Support Systems commonly known as DSS. A decision support system enables the management to make decisions in situations surrounded by

uncertainty. A lot of uncertainty occasionally arises from these big companies such as Microsoft and in such times, the use of DSS becomes handy. This method consists of techniques and tools capable of collecting relevant information and providing analysis of all the relevant information gathered. In the process of analysis provisions, the method also provides alternatives used in case of absence of relevant information. Apart from the provisions of alternatives, this method also involves the use of complex spreadsheets and various databases used to develop several "what-if" models.

Source: Maingi, 2019

QUESTION 1

Explain how marketing information systems can aid Microsoft in its business operations.

Please provide References (Harvard Referencing)