THE RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY: Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sales forces and other staff. Government sources specialized agencies and sources.
Marketing information system provide relevant reliable and required information in respect of business environment both internal and external environment. And it is vital for successful decision making. Marketing information system helps to recognize marketing trends. The changing trends may be in respect of prices, product, design packaging promotion schemes etc and managers can take effective decision in respect of price, product, design etc. in response to changing trend in the environment.
Marketing Information System help achieving the organization decision making in every aspect of marketing, there is need to make constant correct decision properly designed, marketing information system promptly supplies reliable and relevant information, with the help of computers and other data processing equipment. The marketing managers can make the right decision at the right time.
Marketing information system provides marketing intelligence of the events that are happening in the external environment. E.g. changing in customer taste, expectation, competitors’ strategies, government policies, international environment with the help of marketing information system organization specialist.
It is possible to collect marketing intelligence which is vital to make effective marketing decision.
Marketing information system facilitates marketing planning and control. It required in terms of product planning, pricing, promotion and distribution. Such planning will be possible only if the company is possessing adequate and relevant information objective.
Marketing information system organization take quick decision for the purpose, it requires fast flow of information which is facilitated by a properly design. Marketing information system timely supply of marketing information management can make quick and effective decision.
STATEMENT OF THE PROBLEM
Observation has proved that for an organization to function very well and for it to have the dynamic and flexible outcome of production, it depends largely on the proper use of a marketing information system to minimize risk and failure in a manufacturing organization. The essence of this study is to show the relevance of (MIS) to marketing and in facilitating decision making of marketing and also to determine the extent to which it has enabled planning, control and operation all functions of an organization planning require marketing information system, the marketing has to retrieve information accurately from different reliable sources to enhance quality decision making marketing information system aid the reception.
That most organizations don’t have an effective information system and if they have their information are not effective as to its role towards goal objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision-making function many of them as a matter of facts don’t make use of the information supplied to them from within and outside the organization and if they do to some degree, they don’t make optimum use of the data received about the business environment. There is also the problem of evaluating the impact of marketing information systems towards the achievement of objectives many marketers are yet to capitalize on and utilize the information for decision making and goal attainment.
OBJECTIVE OF THE STUDY
The general objective of the study is to examine the relevance of marketing information system in the achievement of organizational objective. Specifically, the study will be guided under the following:
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To examine if marketing research aids in the achievement of organization objective.
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To ascertain whether the use of marketing intelligent system contribute significantly to the accuracy of marketing information system.
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To find out whether marketing internal reporting system is for any benefits to the achievement of organization objectives.
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To find out whether the performance of the marketing decision support system enhances organizational objective.
RESEARECH QUESTIONS
The following questions have been prepared for the study:
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Does marketing research aids in the achievement of organization objective?
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Does the use of marketing intelligent system contribute significantly to the accuracy of marketing information system?
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Does marketing internal reporting system have any benefits to the achievement of organization objectives?
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Does the performance of the marketing decision support system enhances organizational objective?
SIGNIFICANCE OF THE STUDY
The study will be significant to both public and private organization as with the help of a marketing information system, records on sales are stored properly to apply techniques to improve marketing concepts. It is also significant for an organization to protect the system in order not to temper by malicious operators of the marketing information system.
The study will be significant to the academic community as it will contribute to the existing literature.
SCOPE OF THE STUDY
This study will examine if marketing research aids in the achievement of organization objective. The study will further ascertain whether the use of marketing intelligent system contribute significantly to the accuracy of marketing information system. The study will also find out whether marketing internal reporting system is for any benefits to the achievement of organization objectives. Lastly, the study will find out whether the performance of the marketing decision support system enhances organizational objective. Hence the study will be delimited to Nigeria Bottling Company (NBC) Owerri