MARKETING INFORMATION SYSTEM AS TOOL FOR DECISION MAKING IN MARKETING MANAGEMENT
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
MARKETING INFORMATION SYSTEM AS TOOL FOR DECISION MAKING IN MARKETING MANAGEMENT
Chapter one
INTRODUCTION
Background of the study.
In human civilization, there are numerous organic divisions that are goal-oriented. These goals and objectives could be met with information.
A fundamental concern for marketing managers is the difficulty of gathering information in such a way that the organisation meets its objectives. Heskett, J. L. (1977) stated that “to manage a business well is to manage the future, and to manage the future is to manage the information.”
In other words, successful marketing strategies require information about the potential target market and their likely response to the marketing mix, as well as competition and other marketing environments.
According to Philip Kotler (2002), a marketing information system is a continuous and interacting structure of people, equipment, and procedures that work together to sort, analyse, evaluate, and distribute timely and accurate information for use by marketing decision makers to improve marketing planning execution and control.
According to David Jobber (1998:144) marketing information system has been defined as the system in which marketing information is formally gathered, stored analyzed and distributed to the manager in accord with their information need in their regular planning basis, the systems is build upon the understanding of the information need of marketing management and suppliers that information when where and how the manager requires it
data are de rived from the marketing environment and transferred into information that marketing managers can use in their decision making, managers need information for implementation and control
without good information they are left to guess and in toady’s changing marketing that invite failure yet to you Seldom have all the information you need, both customers and competitors can by unreadable
getting more information may cost too much or take too long, for example, data in international marketing is often incomplete or difficult to obtain so the manager often must decide what information is really critical and how to get it.
The marketing manager of British tobacco should look at how mis can aid their marketing decisions and make them thirsty for more information. Mis can also help them enhance all elements of their planning by allowing them to compare results to plans and make necessary changes faster.
During the nineteenth century, sellers were often close to buyers and knew what they wanted firsthand. The owner of a basic business understands his consumers and how they react to things.
A small manufacturer would individually visit prospective and correct customers to gauge their reaction. Marketing information was gathered by being among people, observing them, and asking them questions;
as a result, organisations expanded their scope, recognising the necessity for information to be systematically collected, analysed, and solved.
Statement of the Problem
Throughout the history of business, management has focused on managing money, supplies, machinery, and people. According to Philip Kotler (1980:135)
although the need for marketing information grows geometrically and supply never seems sufficient, management has paid less attention to the fifth critical resource of the firm, “information.” It is difficult for Ford to find “executives who are highly satisfied with their marketing information.” Their companies include
There is not among marketing information of the appropriate kind.
There is excessive marketing information of the incorrect kind.
Marketing information is sometimes withheld by subordinates who believe it will reflect negatively on their performance.
Marketing information is also distributed throughout the organisation, and it takes a tremendous deal of effort to find simple facts.
Important information is often delayed and difficult to verify for accuracy.
The researcher seeks to thoroughly study marketing material to determine whether the proper kind is insufficient or the wrong type is excessive decision making.
The problem with marketing information is that it is so distributed throughout the organisation that it takes a lot of effort to find simple facts.
Ineffective and inefficient information support from subordinates in terms of timing and correctness of marketing information decision making.
History Background of the Case EEMJM Hotels & Suits was established on March 11, 2008. It is one of the top hotels in Akwa Ibom State. The corporation is a private entity certified by the National Association of Hotels and Tourism Board.
The company is an integrative process that will have an impact on several aspects of tourism, such as lodging, catteries, and swimming pools. The company currently has only one branch, which is based in Uyo, Akwa Ibom State and was established by Chief Godswill Akpabio.
Since its inception in 2008, the company has conducted extensive recruitment efforts, employing over 200 individuals. In 2015, the corporation paid about N13.8 billion in taxes to the government.
To ensure that the company is a responsible corporate organisation, they have implemented an independently vetted mechanism known as the social reporting process (SRP), which allows the company’s top management to engage their stockholders in ongoing discourse.
As the company exhibits responsibility and best practices in all of its operations in Nigeria, it anticipates a healthy and mutually beneficial business relationship with the Nigerian government and people.
1.4 Scope and limitations of the study
The research will be conducted out in EEMJM hotels and Su.it, Uyo, Akwa Ibom State. The data acquired will be used for the study’s analytical process, as well as a presentation of facts about marketing information systems as a tool for decision making
with a focus on the EEMJM hotel and suit Uyo Akwa Ibom State. In addition, questionnaires and personal interviews will be used to collect data.
The purpose of the study
A rising number of companies are taking a complete look at their executives’ marketing information needs and are developing a more formal marketing information system (MIS) to meet those demands.
The following are the guidelines.
To investigate and analyse the effectiveness of marketing information systems in management decision-making.
To study whether there is any relationship between the marketing information system and people sort, analyse accurate information to make marketing decisions.
To determine whether the company has made a conscious attempt to use various concepts of marketing information systems, and to what extent it has succeeded or failed.
To determine whether there is a relationship between marketing information systems and subordinates who believe it has a negative impact on their performance.
Finally, provide suggestions and recommendations to this wonderful company’s management for the approved marketing information system based on Dultlome.
1.6 Significance of the Study
The significance of the study can be summarised as follows:
The research will be of interest to the employees and management of EEJM hotel and Suit Uyo when it is successfully implemented.
The investigation will broaden the researcher’s information system.
It will serve as a reference material for future researchers.
Other organisations who want to learn more about the importance of marketing information systems in marketing management decisions may find this study quite valuable.
1.7 Research Questions.
What are some answers to marketing management problems?
Need help with a related project topic or New topic? Send Us Your Topic