Marketing chapter 9

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1

marketing information

everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

2

decision support system (DSS)

an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions

3

The system most commonly used these days for gathering marketing information is called

a marketing decision support system.

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characteristics of a true DSS are ______

Interactive, Flexible, Discovery oriented, & Accessible

5

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.

6

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.