EXPERIMENTAL METHODS AND MATERIALS

16.3.1 THE ROLE OF MIS MARKETING INFORMATION SYSTEM IN THE PREVENTION OF MARKETING CRISES

The current era is witnessing a great digital revolution in which information has become a two-edged sword:

• Treatment and analysis of big data for organizations enable them to reach veiy advanced levels of predictive intelligence and understand the pattern, behaviors, and desires of the people they deal with.

• It is also worth noting that big data contains many types of data that can be used to a great extent, such as images, audio, videos, 3D models, and electronic navigation maps data; ignoring or postponing big data is no longer an option and does not achieve any relevant result. Organizations have to work on acquiring data analysis and processing systems and tools so that they can extract their components from very useful information.
• Organizations are now acquiring additional data from then operating environment with increasing speed, namely:

о Web Data: Web-based customer behavior data can be captured, such as page views, searches, read comments, and purchases. It can enhance performance in best future views, model laying, customer segmentation, and targeted advertising.

о Text Data: e-mail, news, Facebook publications, documents, etc., (One many of the absolute kinds of the data on a frill scale, where the focus is usually on extracting key facts from the text and then automatically using insurance as fraudulent or not).

о Time and Location Data: GPS and mobile technology, as well as Wi-Fi, make time and location information a glowing source of data and at the individual level. With the amount of data generated, several interesting apps are beginning to appear, and their privacy should be managed with great caution.

о Smart Grid and Sensor Data: Smart Grid and Sensor Data are now collected from automobiles, oil pipelines, and windmill turbines, and are collected at an extremely high frequency. Just as sensor data provides robust information on engines and machines’ performance, problems can be diagnosed more easily and faster to develop procedures.

о Social Network Data: Within social networking sites such as Facebook, Twitter, and Instagram, it is possible to do a link analysis to detect a network from a particular user. Social network research may offer ideas about advertising that can attract particular users. This is done not only because of the desires individually listed by consumers, but also because they see what is important in their circle of friends or colleagues (Figure 16.1).

FIGURE 16.1 The role of MIS in the management of marketing crises through big data.

The marketing information system performs a set of related functions among them; starting with collecting, sorting, operating, and analyzing big data, saving the indicators and marketing information extracted from them, and retrieving them when needed to provide decision-makers with the right tune and the right quantity and type as well.

Computer software and analysis software to minimize the probability of error and thus predict the crisis before it occurs. The marketing information system provides the crisis management team with various marketing studies and research, which enables it to monitor early warning signals that may occur in the organization’s marketing activity and thus improve its performance, hence its vital role in the prevention of marketing crises.

Information also plays an important role in streamlining the organization’s marketing mix decisions by collecting crisis information to analyze product performance to preserve and protect the organization’s products from marketing crises, whether new products are introduced, deleted, or improved.

The marketing information system also provides the crisis management team with information on competing and alternative commodities and information on the degree of elasticity of demand for FAO products, prices of competing products, and general economic conditions to monitor early warning of pricing or re-adjusting current prices.

It also provides information on the nature of the market and the characteristics of the advertising message, and the positioning of the product from its life cycle to contribute to the identification of appropriate promotional methods and the definition of promotional objectives, enabling it to prevent the occurrence of the crisis.

Therefore, the role of the marketing information system is also to give a picture of the nature of the markets dealt with by the organization to choose the distribution outlets by providing information.

The marketing information system relies on the use of technological devices that build, continue to update, and analyze basic databases and provide them with the marketing crisis management team in a timely maimer to prevent the marketing crisis. The continued flow of information during the marketing crisis management phases is a key factor in decision-making speed in response to the crisis and its possible repercussions.

Confirm the information after sorted by the marketing crisis management team, prove its safety and relevance; store it for exploitation for vigilance, and monitor early warning signs of a marketing crisis.

16.3.2 THE FIELD STUDY ON ALGERIEN TELECOM IN BOUIRA

The following will attempt to diagnose the marketing information system at the level of Algerie Telecom under study:

У The Accounting System and the Internal Records System: The

accounting system at Algerie Telecom is based on a set of records by

which the accounting data is processed:

• The stage of recording information from documents.
• The processing phase, where the account or group of accounts where the infonnation is recorded, is identified.
• The stage of storage. Here, at this stage, legal procedures must be respected, in particular, Article 09 of the Algerian Commercial Code.
• The stage of providing infonnation to the Directorate General and other structures in the form of summary tables such as the table of accounts of the budget results.
• The accounting system is an important source within the organization to provide infonnation that helps in the decision-making process, drawing plans, strategies, and expectations.
• The accounting system allows the collection, processing, and communication of infonnation necessary for the purpose of understanding the activities of the institution and determine the level of performance. Economic activity in aggregate and clarification of profit and loss in the relevant financial period takes certain figures to distribute profits and pay taxes. In addition, within the complex, the Foundation uses analytical accounting to allocate and charge each interest with its associated costs. In other words, the purpose of accounting is to produce analytical results to help managers make appropriate decisions to emerge from the crisis.
16.3.3 MARKETING RESEARCH SYSTEM

Despite the great importance of the marketing research and studies system as well as marketing intelligence and despite the importance of the institution that is active in the field of communications.

But what we observed through the study in the field of research and marketing studies that enable the collection and presentation of information about the prevailing market conditions, the situation of competitors, demand trends, etc., and their contribution in predicting some marketing problems that they may encounter and work to solve them.

We need to study the markets and consumers’ behavior in light of the openness of the Algerian economy, which creates a more competitive environmental force than before, and therefore organizations that do not adopt this type of access to information cannot continue their activities and achieve their objectives.

Marketing research is not an end in itself, but a means of providing data and information that will help diagnose and find solutions to marketing crises.

16.3.4 MARKETING INTELLIGENCE

While the marketing intelligence system relies on observation to capture and capture information and access to journals and studies of specialized offices and university research, Algeria Telecom depends on exploiting the opportunity of missions sent when concluding contracts with foreigners.

Participation in national and international exhibitions would provide a general over-view of world markets as well as the way of advertising and services, and participation in an international economic magazine specializing in telecommunications topics, which helps them to deal with crises related to promotional activities or so-called misleading advertisements that leave a bad mental impression the customer.

The marketing decision support system is defined in the processing programs included in computers and intranets adopted by the institution to exchange information between its various units.

The marketing decision support system is the result of the widespread use of computers in various marketing activities, and the multiplicity and diversity of variables, problems, and crises faced by the Algerian Telecom Corporation, which makes it difficult for the human mind to conduct an accurate and rapid analysis of the many relationships between these variables and their mutual impact.

In light of the above diagnosis of all parts of the marketing information system in the Algerian Telecom Corporation can be reached the following results:

• The effectiveness of this system leads to the ability of the institution to diagnose its marketing environment, and thus, knowledge of the various external marketing variables and crises that may be encountered.
• The evolution of this system is considered to be the institution’s progress in ensuring a means to ensure the flow of information, especially those coming from.

The external environment, which has a significant impact on marketing decisions and the design of marketing strategies of the enterprise:

• The effectiveness of this system refers to the extent to which the institution is aware of the task of str ategic vigilance, which has become an activity adopted by various organizations that want to stay and lead in a competitive environment and provide correct and meaningful information.
• Exchange of information between the institution’s various administrative systems to serve as a coherent chain of familiarity with all the problems and crises in each department to prevent and predict them.
• Placing sufficient information at the disposal of officials to answer customer questions and study their needs.