The amount of information is expanding. Computer technology has made the availability of so much information, often, the challenge is to determine what to do with it. Adds us, moreover in its analysis, the marketing information systems are based on a Data Base of marketing. The Base data of marketing A.1. The Data Base Software A.2. Data data collection systems. A.
the Base data marketing. Marketing (BDM) database is the backbone of any information system and even more so in marketing programs one by one. The BDM consists of two main components: database software and data. A.1. the database software. There are different types of database software designed for different purposes. Marketing database software should not be an adaptation of another type of software. The basic characteristics of a marketing database software are as follows: must be a relational software should allow storage of historical data should allow the storage of follow-up should have interfaces that are friendly to users must contain rigorous elements of security should allow interconnection with other databases should allow to generate communications (letters(, faxes and e-mail) should allow dialing phone numbers directly from the screens must have interfaces with the central telephone for the conduct of predictive dialing should allow interconnectivity with the PBX to run the functions of CTI (Computer Telephone Integration) must be able to contain telemarketing scripts modules with aid online.
It must contain tables with miscellaneous for aid to operators and their respective search engines should allow the generation of multiple types of reports and statistics should allow the storage of large quantities of records without it impair their performance must have great flexibility to make changes more recommended for this type of software platforms are SQL Server and Accsses97both Microsoft. Most of the databases of marketing in Venezuela are developed in MS Access 97 (when dealing with up to 100,000 records) and SQL Server 7 (when dealing with 100,000 to several million records). There are other platforms to handle databases that are used when required the simultaneous management of different databases of millions of records (Oracle, Sybase and Informix,), among others both the platform and the development of applications on these platforms are considerably more expensive than those mentioned in the preceding paragraph. What would be the benefits and uses of He applied the SIM. Ana Robledo and Maria Robledo bring us: benefits allows access to useful and reliable information of the market, customers, consumers, suppliers, etc. Us unveils the market trends through reports of sales, refunds, utilities, losses, consumer preferences. Obtaining up-to-date data of tastes and preferences of customers. It is possible to have a comprehensive picture about the situation of the company through accounting and financial reports generated by a SIM. USES for timely information about the needs of customers. Obtain statistics in terms of the taste of the clientele. Obtain statistics from vendors. To have a database that contains all the information about customers, suppliers, distributors, etc. For financial and accounting information. To have constant communication with customers and suppliers. In addition to all these uses and benefits, a system of information in a company is able to inform us the current situation of the market, can thus act in a timely manner towards the needs of the consumer and the benefits that will attract to the enterprise in question * Chair in marketing. Virtual Classroom, graduate of quality and productivity, Faces, UC original author and source of the article.