Monday, 18 January 2016

What role does a Marketing Information System (MIS) and market research play in a companys promotion decision making process? Specifically, how do...

A marketing
information system sets out the framework used by organizations to collect, organize, store,
analyze and distribute information for purposes of marketing decision making. In this case
before a business conducts any form of promotion it is important to develop knowledge about
exactly what they would like to achieve and the challenges associated with the project. This
forms the need for a system that will offer insights about the market, customers and competitors
among other variables that would impact the promotion activity.

Market
research involves the gathering of information from the market and is best incorporated within
the companys Marketing information system. The information obtained through research will be fed
through the system for purposes of storage, analysis and distribution. Finally the information
will be used to make the best decisions, in this case with regards to promotion. This will also
determine the goals of the promotion, type of promotion to be conducted, the time frame and
budgets, among other aspects.

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