<P> Developing a MkIS system is becoming extremely important as the strength of economies rely on services and to better understand the specific needs of customers . Kotler, et al. (2006) defined it more broadly as "people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers ." </P> <P> Insofar as an economy focuses on services, marketing is important to "monitor the marketing environment for changes in buyer behavior competition, technology, economic conditions, and government policies ." In this sense, the role of marketing is becoming pivotal for an organization to "adapt to changes in the market environment ." (Harmon, 2003) </P> <P> As an economy relies on the acquisition of knowledge, MkIS systems are necessary to be able to define and differentiate the value proposition that one organization provides with respect to another, as well as to define their competitive advantage . (Harmon, 2003) </P> <P> The main benefit of MkIS systems is to integrate market - monitoring systems with strategy development and the strategic implementation of policies and processes that help capture and act on customer management applications with marketing decision support systems . This area constitute Marketing intelligence that supports the analysis and market based activities that support customer relations and customer service with real time information with real time applications that support market based approaches . </P>

What is the purpose of the internal reports system subsystem of the marketing information system