AN ANALYSIS OF THE IMPACT OF MARKETING INFORMATION

AN ANALYSIS OF THE IMPACT OF MARKETING INFORMATION SYSTEM IN NEW PLANNING DEVELOPMENT AND PLANNING (A CASE STUDY OF BERGER POINT PLC.

ABSTRACT

This part which. Marketing information system played in the satisfaction of customers cannot be other emphasized in the sense that marketing information system is that which firms used to identify y their customer needs and go satisfy them profitability . these research work made us to understand the extent of which information system have helped in staving the problems of customer more specifically Berger paints plc customer hence it is found out that effective marketing information increases the satisfy of customer needs therefore satisfy of customer needs therefore firms in the industrial should

TABLE OF CONTENTS

Title page – – – – – – – – – i

Approval page – – – – – – – – ii

Dedication – – – – – – – – iii

Acknowledgement – – – – – – – iv

Abstract – – – – – – – – – v

Table of contents – – – – – – – vi-ix

CHAPTER ONE

Introduction – – – – – – – 1
- Background of the study – – – – – 1-5
- Statement of the problems – – – – 6
- Objectives of the study – – – – – 7
- Research question – – – – – – 8
- Statement of hypothesis- – – – – – 8
- Significant of the study- – – – – – 9
- Scope of the study – – – – – – 10
- Limitation of the study- – – – – – 11
- Definition of terms – – – – – – – 11-12

Reference – – – – – – – – 13

CHAPTER TWO

Literature review- – – – – – – 14
- What is Marketing – – – – – – 15
- Marketing information system and

techniques in Berger – – – – – 16-21

2.3 The role of marketing – – – – – 22-29

2.4 Reasons why new product fail – – – – 30-39

2.5 A brief History of Berger paints Plc – – – 40-45

References – – – – – – – 46

CHAPTER THREE

Research design and methodology – – – 47
- Introduction – – – – – – – 47
- Research design- – – – – – – 48
- Sources/methods of data collection- – – 48
- Validity and reliability of measuring instrument- 49
- Method of data analysis – – – – – 50-51

CHAPTER FOUR

Presentation and analysis of data – – – 52
- Introduction- – – – – – – – 52
- Presentation of data – – – – – – 52
- Analysis of data – – – – – – 53-59
- Test of hypothesis – – – – – – 60-63

CHAPTER FIVE

summary, conclusion and recommendations – 64
- Summary of findings – – – – – 64
- Conclusion – – – – – – – 65
- Recommendations – – – – – – 66

Bibliography – – – – – – – 67

CHAPTER ONE

INTRODUCTION

Information and reliable data form the bedrock of any management decision. They also form the basis for all the diagnostic and prognostic efforts of managers from marketing stand, point problems can only be anticipated identified analyzed resolved or prevented if accurate and reliable and external sources. This overriding impact of marketing information is so obvious that every trained marketing manger made deliberated efforts to generate analyzes and reliable marketed related information.

Marketing research and making information system are concered with information gathering. According to the American marketing association (A.M.A) marketing research is the systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services.

A major weakness of this definition is that it implicitly ignores the fact that not only marketing research analyzes and solves problems but identify them. Secondly, it has been criticized for not being clear on the goals of marketing. A short but acceptable definition sees marketing research as a formalize decision.

Taken together these two definitions which reveal the nature and scope of marketing research, Firstly, they show that the purpose of marketing research is to aid in marketing decision, it may help to identify marketing problems and opportunities available course of action in resolving the matter.

Secondly, it is a formalized or systematic means of obtaining the needed information. This is the process in either accident happened but deliberate and organized. It is systematic in the sense of following a defined and three tested procedure.

Thirdly, following closely from the second observation is the fact that marketing research seeks observation objectively, in so doing the marketing research process aim at being scientific in the sense of finding out what is although the information generated is expected among other thing to help determine what should be.

Finally, since it is an aid to marketing decision of the following; product planning, product development and modification product features, pricing, media selection effectiveness competitive factors.

In focusing on any of these or any other marketing related issues, marketing research may help in problems identification as well as the choice among alternative solution for the problems.

A marketing information system (MIS) is a continuing and interacting structure of people equipment and procedures together, sort.

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