Ch 1 Introduction to Information System Conceptual and Implement Marketing Information System MK 315

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Ch 1 Introduction to Information System
Conceptual and ImplementMarketing Information
System(MK 315 Pre MK109 , BA208)

• By
• Aj-Kulachatr Chatrakul Na Ayudhaya
• Marketing Department
• Business Administration Faculty

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Marketing Information System MKISInformation
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 MKISInformation
System Concept past

• What is information ?

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Marketing Information System MKISInformation
System Concept past
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Information System Concept in the past
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• ??????????? ?? ??????????? ???? ??????????? ???

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???????????? 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.
• ????? (Sun Wu ??????) ????????????
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• ???????????????? ?????????????????????????????????
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  ??????????????????????????????

Sun Tzu Sun Zi (c. 6th century BC) Chinese
General, military strategist
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Marketing Information System MKISInformation
System Concept Now
??? ??????? MKIS ??.
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Marketing Information System MKISInformation
System IS
(Laudon and Laudon)
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Marketing Information System MKISInformation
System IS

• 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)
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Marketing Information System MKISComputer
Based Information System CBIS

• Whats 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 Concept
External
??? ??????? MKIS ??.
Consists of multi-functional subsystems
Internal
Each subsystem can be viewed as another
system and consists of its own subsystems
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Marketing Information System MKISValue Chain
Model M.E.Porters
Support Activities
Primary Activities
(Porter)
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Marketing Information System MKISIT for Supply
Chain
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Marketing Information System MKIS Information
subsystem in the firm

• Logistics Information System
• Manufacturing Information System
• Marketing Information System
• Customer services Information System
• Management Information System
• Financial Information System
• Accounting Information System
• Human resource Information System
• ResearchDevelopment Information System
• Procurement Purchasing Information System
  (e-Procurement)

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Marketing Information System MKISComputer
Based Information System CBIS

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

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Computer Based Information System CBIS
organizational 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)

??? ??????? MKIS ??.
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Computer Based Information System CBIS
Functional 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 CBIS
Functional Area of CBIS
Executive
MIS
MFIS
MKIS
HRIS
AIS
FNIS
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Computer Based Information System CBIS
support 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 CBIS
support 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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EIS
ES
DSS
MIS
KWS
TPS
OAS

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

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

??? ??????? MKIS ??.
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EIS
I-OIS
ES
DSS
1. Organizational Levels
3. Support Provided
MIS
KWS
OIS (MIS)
TPS
OAS
AIS
HRIS
FNIS
MFIS
MKIS
2. Functional Areas
DIS
WIS
??? ??????? ??.
PIS
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Marketing Information System MKISMKIS Challenge

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

Vertical integration
Horizontal integration
??? ??????? MKIS ??.
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Marketing Information System MKIS Information
System Resources

• Hardware Resources
• Machines
• Media
• Software Resources
• Programs
• Procedures
• Data Resources
• Databases
• Model Bases
• Knowledge Bases

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Marketing Information System MKIS Information
System Resources

• 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)

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Marketing Information System MKIS Information
System Case study

• Case Study 1
• HOG 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 ?