THE IMPACT OF MARKETING INFORMATION SYSTEM IN NEW PLANNING DEVELOPMENT AND PLANNING
Information and reliable data form the bedrock of any management decision. They also form the basis for all the diagnostic and prognostic efforts of managers from marketing stand, point problems can only be anticipated identified analyzed resolved or prevented if accurate and reliable and external sources. This overriding impact of marketing information is so obvious that every trained marketing manger made deliberated efforts to generate analyzes and reliable marketed related information.
Marketing research and making information system are concered with information gathering. According to the American marketing association (A.M.A) marketing research is the systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services. A major weakness of this definition is that it implicitly ignore marketing problems the fact that not only marketing research analyzes and solves problems but identify them. Secondly, it has been criticized for not being clear on the goals of marketing. A short but acceptable definition sees marketing research as a formalize decision.
Taken together these two definitions which reveal the nature and scope of marketing research, Firstly, they show that the purpose of marketing research is to aid in marketing decision, it may help to identify and opportunities available course of action in resolving the matter.Secondly, it is a formalized or systematic means of obtaining the needed information. This is the process in either accident happened but deliberate and organized. It is systematic in the sense of following a defined and three tested procedure.
Thirdly, following closely from the second observation is the fact that marketing research seeks observation objectively, in so doing the marketing research process aim at being scientific in the sense of finding out what is although the information generated is expected among other thing to help determine what should be.
Finally, since it is an aid to marketing decision of the following; product planning, product development and modification product features, pricing, media selection effectiveness competitive factors.In focusing on any of these or any other marketing related issues, marketing research may help in problems identification as well as the choice among alternative solution for the problems.
It has often said that new product suddenly succeed in the market . this is not far from the truth , however many new products that meet the demands of the customer cannot in any way fail furthermore those that piad do as die to their inability to meet the needs of consumer by so doing they come face to face with tool rejection thereby leading to the failure.
Firstly, marketing research and marketing information system are concerned with information gathering according to the America marketing association (AMA). Marketing research is the systematic gathering recording and anal sizing of data about problems relating to the marketing of good and services A major weakness of this definition is that it implicitly ignores the face that not only marketing researcher analyze and solve problems but the identify them.
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