The Impact of Marketing System on Managerial Decision Making (a Case Study of Nestle Nigeria Plc Lagos)
CHAPTER ONE
Objective of the study
- To determine if a functional marketing information system (MIS) is actually put in place in Nestle Nigeria plc
- To ascertain the application or use of marketing information system (MIS) in marketing decision making process in Nestle Nigeria Plc
- To establish whether information supplied from marketing information system (MIS) profitably impact the decision made by the marketing managers.
- To find out the relevance of information contained in the marketing information system (MIS) in decision making in Nestle Nigeria plc
- To determine the existence (if any) of the adverse or negative impact of marketing information (MIS) on marketing decision making.
CHAPTER TWO
Limitations under this heading deal with those constraints, which the researcher must encounter during the course of this study. In a research work like this, it is always difficult to complete the work without going through a number of factors, which constitute impediment. This are:
- As a final year student I had limited time to invest in this study, as a result of other academic activities.
- Attitude of the people interviewed Nigeria are very reserved because of the level of corruption in the societies. Thus they are very restrictive in given information.
- Financial Constrain, as a student I had limited finance resources to meet in this study
Definition of terms
The following terms are defined and explained as they apply to this study.
Marketing: The American marketing association defined marketing as the performance of business activities that direct one flow of goods and services from one procedure to the consumer or end-user.
Marketing Information System: This is defined as the continuing and interacting structure of people, equipment, timely and accurate information for use by marketing decision makers to improve their marketing planning, execution and control.
CHAPTER THREE
Marketing Research: This is an aid to make better decision by proving additional information to a specific marketing problem. It is concern with decision making.
Marketing Concept: It is defined management philosophy that seeks to determine and satisfied customer needs using integrated marketing programmes in order to achieve organization goals.
Selling: It is define as combination of activities which bring preserve to bear on potential customer and include personal selling, advertising, branding and packaging.
CHAPTER FOUR
Product: Aproduct is a set of tangible attributes including packages, colour, price, manufacturer and relater’s service which the buyer accepts as the offering wants satisfaction
Product Research: This is concerned with all research that deals with product and their packaging relative to improving that which are presently offered and planning and developing new products.
Services: Services are those separately identifiable (essentially intangible activities) which are not necessary filed to sale of a product or other activities.
CHAPTER FIVE
REFERENCE
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