EFFECT OF MARKETING MANAGEMENT SUPPORT SYSTEM ON ORGANIZATIONS’ DECISION MAKING
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EFFECT OF MARKETING MANAGEMENT SUPPORT SYSTEM ON ORGANIZATIONS’ DECISION MAKING
Abstract
The focus of this study was to examine the impact of marketing management support systems on the decision-making processes of organisations. A case of The Nigerian bottling company iddo home, Lagos State. The overall population for the study is 200 staff of Nigerian bottling company iddo house, Lagos State was picked randomly.
The researcher employed questionnaires as the instrument for the data collecting. Descriptive Survey research design was utilised for this study. A total of 133 respondents made up managers,
human resource managers, senior personnel and junior staff was used for the study. The data collected were presented in tables and evaluated using simple percentages and frequencies.First chapter
INTRODUCTION
Background of The study
A Marketing Management Support Systems can be defined as any device combining (i) information technology, (ii) marketing data and/ or knowledge, and (iii) analytical capabilities, made available to one or more marketing decision-makers with the objective to improve the quality of marketing decision-making.
There are three distinct categories of Marketing Management Support Systems (MMSS) that have been developed thus far: marketing information systems, marketing decision support systems, and marketing knowledge-based systems. Different components are emphasised by each of these systems.
This issue of Marketing Science is on managerial decision making, how marketing managers currently go about making decisions and the description of a number of novel decision aids that enable marketing managers in the preparation, execution, and evaluation of marketing activities.
The objective of this introductory study is to create a framework for analysing various choice aids and providing a better understanding of the interaction of these aids with the marketing manager.
Information Systems can be conceptualized in terms of three types of systems: Transactional Processing Systems (TPS), Management Information Systems (MIS), and Expert Systems. MIS contains numerous subsets such as Decision Support Systems and Executive Information Systems.
The role of MIS in decision support is best studied in the context of the subset referred to as Decision Support System (DSS). A DSS is a computer based system (an application program) capable of evaluating an organizational (or company) data and then presenting it in a way that assists the user to make business decisions more efficiently and effectively.
It is basically an informational application which depends on the information already input while answering to a given query. Based on this backdrop the researcher aims to explore the effect of marketing management support system on organization decision making
Statement of the problem
This issue of Marketing is on management decision making, how marketing managers currently go about making decisions and the description of a number of new decision aids that enable marketing managers in the preparation, execution, and evaluation of marketing activities.
The objective of this initial study is to give a framework for analysing these choice aids and providing a better understanding of the interaction of these aids with the marketing manager
Objective of the study
The aims of the study are;
To ascertain the link between marketing management support system and organizational decision making
To ascertain the influence of marketing management support system and organizational performance
To determine the help of marketing management support system on manager choice making
To establish responsibilities managers perform and how marketing information systems might support them in these duties
Research hypotheses
For the successful completion of the study, the following research hypotheses were created by the researcher;
H0: there is no association between marketing management support system and organizational decision making.
H1: there is relationship between marketing management support system and organizational decision making
H02: there is no effect of marketing management support system and organizational performance
H2: there is effect of marketing management support system and organizational performance
Significance of the study
The study will be very significant to students and organizations. The study will give a good insight into Effect of Marketing management support system on organizations’ decision making. The study will also serve as a reference to other researcher that will engage on the connected topic
Scope and limits of the study
The scope of the study is Effect of Marketing management support system on organizations’ decision making. The researcher experiences some limitations which limits the scope of the investigation;
a) AVAILABILITY OF RESEARCH MATERIAL: The research material provided to the researcher is insufficient, consequently limiting the study
b) TIME: The time period provided to the study does not increase greater coverage since the researcher has to integrate other academic activities and examinations with the study.
DEFINITION OF TERMS
Management Support Systems (MSS) are computer-based systems that are designed to be used by, or at least to support, managers. They, as well as other less common methodologies, focus primarily on identifying managers’ information demands and how an MSS can fulfill information needs
Organization choice : Decisions can be grouped into three kinds based on the level at which they occur. Strategic decisions set the trajectory of an organization.
Tactical decisions are decisions concerning how things will get done. Finally, operational decisions refer to decisions that personnel make each day to make the organization run
MARKETING: According to Mazur (2001), marketing is the delivery of a standard of living to society; this definition is an attempt to answer the criticisms of marketing notably by those who perceive it as an agent of corruption in the community.
MANAGEMENT: This is a process of planning, coordinating, directing and regulating activities to accomplish the objectives and goal of the organization.
1.8 ORGANIZATION OF THE STUDY
This research effort is organized in five chapters, for simple understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
Chapter two highlights the theoretical framework on which the investigation is based, therefore the review of related literature. Chapter three deals on the research strategy and technique utilised in the study.
Chapter four concentrate on the data gathering and analysis and presenting of finding. Chapter five includes summary, conclusion, and suggestions made of the study.
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