MARKETING INFORMATION SYSTEM AS TOOL FOR DECISION MAKING IN MARKETING MANAGEMENT

CHAPTER ONE

INTRODUCTION

• Background of the study

In human society, they are many organic sections and they are goals oriented. These goal and objectives could be achieved through information.

A major consideration for marketing managers is the problem of getting information in such a way that organization achieves their goals. Heskett, J. L. (1977) put in this what “to manage a business well is to manage the future and to manages the future is to manage the information” in other words successful marketing strategies requires information potential target market and their likely response to marketing mix as well as competition and other marketing  environment.

Philip Kotler (2002) define marketing information system as a continuing and  interacting structure of people equipment and procedure designed together, sort, analyze, evaluate and distributed timely and accurate information for use by marketing decision makers to improve their marketing planning execution and control.

According to David Jobber (1998:144) marketing information system has been defined as the system  in which marketing information is formally gathered, stored analyzed and distributed to the manager in accord with their information need in their regular planning basis, the systems is build upon the  understanding of the information need of marketing management and suppliers that information when where and how the manager   requires it, data are de rived from the  marketing environment and transferred into information that marketing managers can use in   their decision making, managers need information for implementation and control, without good information they are left to guess and in toady’s changing marketing that invite failure  yet to you  Seldom have all the information you need, both customers and competitors  can by  unreadable, getting more information may cost too much or take too long, for example, data in international marketing is often incomplete or difficult  to obtain so the manager often must decide what information is really critical and how to get it.

The  marketing manager of British tobacco should see  on mis can help their decision marketing and these will  make eager for more information also mis can improve all aspects of their planning further, they can compare result against plans and name necessary changes more quickly.

During the nineteenth century sellers where generally close to buyers and know their want first hand. The owner of a general store know his customers and their response the things.

A small manufacturer would personally visit prospective and correct customers and gather their reactions. Marketing information was picked up by being around people, observing the and asking them questions, hence organization wider their scope, the need for information to be systematically collected, analyze solve.

• Statement of the Problem

In the long history of business enterprise, management has devoted most of its attention to managing money, materials, machine and men. Philip Kotler (1980:135) opined that although the need for marketing information grand geometrically and supply never seem sufficient, management has paid less attention to the fifth critical resources of the firm “information” it is hard for ford company “executive who are highly satisfied with their marketing information” their companies include;

1. There is not among marketing information of the right kind
2. There is too much marketing information of the wrong kind
3. Marketing information is sometimes suppressed be subordinate when they belief it will reflect unfavorably on their performance
4. Marketing information is also dispersed throughout the company that it takes a greats effort to locate simple fact
5.  Important information often arrive too late to be useful
6. It is difficult to know whether the information is accurate.

The researcher therefore intends to examine critically the marketing information whether the right kind is not enough other wrong kind is too much of decision making.

Problem of marketing information is so dispersed             throughout the company which takes a great effort to   locate simple fact.

In effective and inefficient support of information on the part of subordinate timing and accuracy of marketing information decision making.

• History Background of the case Study

EEMJM hotels and suits was formed on 11 March 2008. It is one of the high ranked hotel in  Akwa Ibom State.  The company is a private company approved by national Association of Hotels and tourism board. The company is an integrative process that will impact on some aspect of tourism like accommodations, catteries and swimming pools. The company has only one branch at the moment which is located in Uyo Akwa Ibom State and was commissioned by Chief Godswill Akpabio.

Since incorporation in 2008 the company has been on a heavy recruitment drive and has employed over two hundred people. In 2015 the company has paid over N13.8 billions in taxes to government.

To ensure that the company is a responsible corporate organization, they have deployed an independently versed process known as social reporting process (SRP) which allows the company top engages their stockholders in continuous dialogue.

As the company demonstrates responsibility and excellent practice in all their operations in Nigerian, they look forward to the health and mutually beneficial business relationship with government and people of Nigeria.

1.4     Scope and Limitation of the Study

The research work is to be carried out in EEMJM hotels and Su.it, Uyo. Akwa Ibom State. Data obtained are to be used for the purpose of analytical process of the study as well as a presentation of fact concerning marketing information system as a tool for decision making with special reference to EEMJM hotel and suit Uyo Akwa Ibom State. Also the instrument for data collection will be questionnaire and personal interview.

• Purpose of the Study

A growing number of company that take a comprehensive look at the marketing information need of theirs executive and are beginning to develop a more formally marketing information system (MIS) to need the needs.

The following are the guideline:

1. To study and analysis the effectiveness of marketing  information system in management decision making
2. To examine whether there is any relationship between the marketing information system and people sort, analyze accurate information to marketing decision making
3. To examine whether the company has made conscious effort to utilize various concept of marketing information system and to what extent it has succeeded or failed.
4. To whether there is any relationship between marketing information system and subordinate when the believe it reflect unfavorable on their performance.
5. To make suggestion and recommendation to the management of this great company for the approved marketing information system based on Dultlome finally.

1.6      Significance of the Study

The significance of the study is summarized as follows:

1. The research will be of interest to the employee and management of EEJM hotel and Suit Uyo when it is successfully implemented
2. The study will broader the researcher information system
3. It will be as a source of material references to other researcher in future.
4. Other organization wishing to understand more about the important of marketing information system in marketing management making will find this work very useful.

1.7   Research Questions

1. What are the possible solutions to the problems of marketing management?