COMM 223 Chapter Notes - Chapter 5: Sampling Error, Sample Size Determination
12 Dec 2016
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Document Summary
Marketing information system (mis): consists of people and procedures for assessing information needs, developing the needed information, and helping decision-makers use the information to generate and validate actionable customer and market insights. The mis can also provide information to external partners, such as suppliers, resellers, or marketing services agencies. A good mis balances the information users would like to have against what they really need and what is feasible to offer. The mis must monitor the marketing environment to provide decision makers with information they should have to better understand customers and make key marketing decisions. Sometimes the company cannot provide the needed information, because of its unavailability or the mis" limitations. A company"s mis may not be advanced enough to forecast resulting changes in market shares. Can be very costly to obtain, analyze, store and deliver information: developing marketing information. Companies acquire information from internal data, marketing intelligence and marketing research.
