A marketing information system (MIS) is a system consisting of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
ANSWERS TO APPLICATIONS QUESTIONS
12. Go to your library, either in person or online, and look through several business periodicals
such as Advertising Age, Business Week, Fortune, and Forbes. Find three examples of
companies using marketing research.
13. Select a company in a field in which you have a career interest and look up information on this
firm in your library or on the Internet. After gaining some knowledge of this company, its
products and services, customers, and competitors, list five different types of decisions that you
believe this company’s management may have made within the last two years. For each
decision, list the information the company’s executives would have needed to make these
Results will vary greatly based on students’ efforts and their career interests. Typical marketing
14. Think of the following situations. What component of the marketing information system would
a manager use to find the necessary information?
a. A manager of an electric utilities firm hears a friend at lunch talk about a new
breakthrough in solar panel technology she read about in a science publication.
b. A manager wants to know how many units of each of three of the company’s products
were sold during each month for the past three years.
c. A manager wants to estimate the contribution to company ROI (return on investment)
earned by ten different products in the company product line.
d. A manager is considering producing a totally new type of health food. But first, he
would like to know if consumers are likely to purchase the new food, at which meal they
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