THE IMPORTANCE OF MARKETING INFORMATION SYSTEM

THE IMPORTANCE OF MARKETING INFORMATION SYSTEM IN NEW PRODUCT DEVELOPMENT

ABSTRACT

In marketing, customers/ consumers are the main subject. Marketing information system is that which firms used to identify their customer’s needs and go satisfy them profitably. This research work made to understanding the extent at which information system have helped in solving the problems of customers more especially Berger paint plc customers . Hence it is found out that effectives marketing increase the satisfaction of customers need. Therefore firms in the industry should ensure that effective marketing information system is used for proper customers problem identification solving and satisfaction. Since marketing information system is unavailable firms in the manufacturing section should adopt t is improve that service and customer patronage

TABLE OF CONTENTS

Title page i

Approval page ii

Dedication iii

Acknowledgement iv

Abstract v

Table of content

CHAPTER ONE

1.0 introduction – – – – – – 1

1.1 Background of the study – – — – 2-4

1.2 Statement of the problem – – – 5-6

1.3 purpose of the study – – – – 6-7

1.4 Research questions – – – – 8-

1.5 Significance of the study – – – – 8

1.6 Scope of the study – – – – – – -9

1.7 Limitations of study – – – – – 10

1.8 Definitions of terms – – – – – 10

CHAPTER TWO

review of related literature – — 12

2.1 introduction – – – – – 13

2.2 the role of marketing – – – 17

2.3 new product development process – 21

2.4 adoption of innovation – – – 23

2.5 reason why new product fail – – 24

2.6 the planning function management – 25

2.7 a Brieft of Berger paint plc – – 27

CHAPTER THREE

3.0 Research design and methodology – 30

3.1 introduction – – – – 30-

3.2 section of primary data – – – 31

3.3. Sample techniques – – – – 31

3.4 sample size determination – – – 31-33

3.5 data analysis techniques – – 33

3.6 assumption – – – – – 33-34

CHAPTER FOUR

4.0 Presentation and analysis of data. – – 35

4.1 introduction – – – – – – 35-

4.2 presentations of data – – – – – 36-

4.3 analysis of data – – – – – 36-43

CHAPTER FIVE

Summary, Conclusion and recommendation – 44

5.1 introduction – – – – – – 44-45

5.1 Summary of findings – – – – 45-46

5.3 Conclusion – – – – – – 46

5.4 Recommendations – – – – – 47

References– – – – – – – – 48

Appendix – – – – – – – – 49

Questionnaire – – – – – – – 50-53

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY.

Information and reliable data from the bedrock of any management decision they also from the basis for all the diagnostic and effort of managers from marketing stand point problem can only be anticipated identified analyze and resolved or prevented if accurate and reliable information can be obtained from both reveal and external source.

This overdoing importance of marketing information is so obvious that every trained marketing manager make deliberate efforts of generate analyze and use reliable marketing related information marketing research and marketing information system are concerned with information gathering.

According to the American marketing association (Ama) marketing research is the systematic gathering recording and analysis of data about problem relating to the marketing of good and service . A major weakness of this definition is that it implicitly ignores that fact not only marketing research analyze and solve problem that the identify them. It has been critiesize for not being clear on the goods of marketing .

A short but acceptable definition sees marketing research as a ferulze decision.

Taken together these two definitions which reveal the nature and scope of marketing research .

Firstly, the show that the purpose of market research is to aid in marketing decision it may help to denitrify marketing problems and opportunities available course of a action in resolving the matter.

Secondly, it is a formulized to systematic means of obtaining the needed information thus 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 is 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 is expected among other thing to help determine what should be.

Finally, since it is an aid to marketing decision of the following planning, pricing, product, media selection effectiveness competition, factor

In focusing on any other marketing related issues marketing research may help in problem identification as well as the choice among alternative solution for the problem

A marketing information system (MIS) is a continuing and interacting structure of people equipment and procedures together sort, analyzed evaluate and distribute non recurrent basis, a marketing information system . Accurate information for the use by marketing managers to improve their marketing planning implementation and control

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