Download complete project materials Examination Of The Impact Of Marketing Information System As An Effective Tool For Decision Making In Soft Drink Companies
CHAPTER ONE
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INTRODUCTION
1.1Â Â Background of the Study
Marketing information system is the information system designed to support marketing decision making. It as a system in which data is formally gathered, stored, analyzed and distributed to managers in accordance with their information needs on a regular basis.
Marketing information system more broadly as people equipment, and procedures to gather, sort, analyzed, evaluate and distribute needed, timely and accurate information to marketing decision making.
A formal marketing information system can be of great benefit to any organization whether on profit making or non-profit making, no matter what its size or the level of managerial finess marketing information system is an indispensable resource to be carefully manage just like any other resource that the organization may have.
Marketing information system helps coordinate marketing plans though obtaining sufficient information for effective decision making.
Effective marketing requires an integrated information system that would facilitate planning as well as improved efficiency that enhances marketing opportunities and competitive advantage that were previously impossible.
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The inter-organizational system which allows marketing information to be shamed facilitates efficient transacting and promotes better relationship between a firm and its customers. Marketing information system also leads to the development of entirely new distribution channel as a result of salesmen report as marketing survey report As such marketing information a veritable tool required in the provision of useful information which are the basis of effective decision making in every organization.
Hence the need study the effect of marketing information system of seven-up bottling company on managerial decision making in seven- up bottling company pic becomes worthy and imperative.
1.2 Statement of the Problem
Marketing information is considered to be raw facts used is reposition an organization from the adverse effect of stiff competition, obtainable in the world of business today. Marketing information aid effective managerial decision making and consequently enhance the quality and performance of product.
But in spite of the laudable impacts of marketing information system as an effective tool on managerial decision making, marketing information in most organization is constraint with problems arising from lack of effective marketing intelligence network sequel is conflicting marketing policies, inappropriate planning an improper monitoring system and resistance is change by organization members.
This hamper good decision making. It is in respect of this, an attempt is made is research into this aspect of academic exercise in order is unveil the significant of marketing information system, in a competitive business world.
1.3 Objectives of the Study
The objectives of the study will be to examine the impact of marketing information system as an effective tool for decision making in soft drink companies the specific objectives are:
1. To determine how marketing information system aids decision making in 7up company.
2. To find out the benefits of marketing information system on 7up Bottling Pic drink
3. To identify the problems militating against effective operation marketing unit of Top company,
4. To identify the steps involved in obtaining useful
1.4Â Research Questions
The following questions would address the objectives of the study:
1. How does  marketing information  system  aid  decision making in 7up Bottling Company?
2. What are the benefits of marketing information system on 7up Bottling product?
3. What are the problems militating against effective gathering of data in the organization?
4. What are the steps involved in obtaining useful information for decisions making in 7up companies?
1.5Â Significance of the Study
1. The study will be beneficial to co-operate organization, research firms, tertiary institution and individual students who would want enhancing policy formation as regard marketing material to enhance their research
2. Chartered institute  of marketing will  also  found this study relevant as the finding of this research can be used as basis for improvement in the body of knowledge in chartered corporate body.
3. This study is a practical significance as of the perquisite of the  award  of Higher  National  Diploma  (HND) in marketing Kaduna polytechnics.
1.6Â Scope of the Study
The study concerns an empirical investigation on how marketing information system aids decisions making in seven-up .bottling company as well as the component of marketing information in seven-up holding company. The study equally covers the benefits of marketing information also the problems militating against marketing information in seven-lip Bottling Company.
1.7 Limitation of the Study
This study is limited is seven-up bottling company, as such it will be difficult to generalize the findings obtained to other organization. For the fact that a survey method used as well as questionnaire as the instrument of data collection. It is not certain if the same result would be obtained if other design as well as instrument is used.
Besides other limitation arise from the over exaggerated or understated responses which affected the validity of their responses. Also the nonchalant altitudes of some respondents are limitation to this study.
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