BUSMKT 1040 Lecture Notes - Lecture 9: Decision Support System, Entscheidungsproblem, Marketing Mix
Document Summary
Interactive: managers give simple instructions and see immediate results. Managers don"t have to wait for scheduled reports. Flexible: the dss can support, 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: easy to use for managers who aren"t skilled with computers. Ex: determining the impact on sales of a change in the design of the package. Steps in a marketing research project: virtually all firms that have adopted the marketing concept engage in some marketing research because it offers decision makers many benefits, marketing research problem: information oriented. Involves determining what information is needed and how that information can be obtained efficiently and effectively: marketing research objective: specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.
