1. The document discusses marketing information systems (MKIS), which are defined as a set of procedures and methods for the regular, planned collection, analysis, and presentation of information to support marketing decisions. 2. An MKIS typically includes a data bank containing raw data like sales histories, a statistical bank with programs for analysis and forecasting, and a model bank storing marketing models. It also includes a display unit for viewing results. 3. Implementing an MKIS can help address challenges like information overload while providing opportunities such as enhanced competitiveness, improved productivity, and support for corporate strategy.