Marketing chapter 9
everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
decision support system (DSS)
an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions
The system most commonly used these days for gathering marketing information is called
a marketing decision support system.
characteristics of a true DSS are ______
Interactive, Flexible, Discovery oriented, & Accessible
Interactive: Managers give simple instructions and see immediate results. The process is under their direct control. Managers don’t have to wait for scheduled reports.
Flexible: A DSS can sort, regroup, total, average, and manipulate the data in various ways. It will shift gears as the user changes topics, matching information to the problem at hand.
Discovery oriented: Managers can probe for trends, isolate problems, and ask “ what if” questions.
Accessible: Managers who aren’t skilled with computers can easily learn how to use a DSS. Novice users should be able to choose a standard, or default, method of using the system. They can bypass optional features so they can work with the basic system right away while gradually learning to apply its advanced features.