Applying Concepts. Marketing Information (Mis) and Decision Support (Dss) Systems

966 WordsSep 16, 20084 Pages
1. Explain the concept and purpose of marketing information (MIS) and decision support (DSS) systems (One paragraph). A marketing information system (MIS) brings together disparate items of data into a coherent body of information. An MIS also provides methods for interpreting the information the MIS provides. A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control. The decision support systems (DSS) are a specific class of computerized information system that supports business and…show more content…
Step 6. Reporting and presentation Reporting and presentation, if not the most important of the steps in marketing research, is the second behind research design. Once marketing information about the target market, competition and environment is collected and analyzed, it should be presented in an organized manner to the decision makers of the business. For instance, an organization may want to report findings in the market analysis section of a business plan. The data gathered was created to help guide business decisions, so it needs to be readily accessible and understandable to the decision makers. 4. Explain the profound impact of the Internet on marketing research (One paragraph). The internet has a profound impact on the accuracy, timeliness, conciseness, convenience and relevance of marketing research. As more and more people gain access to the Internet, online surveys have become increasingly popular. Also, The Internet provides access to a wide variety of different types of secondary data that can be used by firms to analyze customers and competitors; demographic resources, periodical articles, print resources, internet resource sites, electronic databases. 5. Explain the concept of competitive intelligence

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