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INFORMATION REQUIREMENTS
An organizations strategy, planning and operational control is dependent on information that is
available to the decision maker. A situation analysis is a method of considering this
information,
and then relating it to the operations of the organization. Environmental scanning should then be
undertaken, as well as studying the internal marketing system, and this should then be made
available
to key decision makers. This forms the basis for strategic marketing decisions which are
monitored
to ensure that objectives are achieved. The MkIS provides the medium through which information
is collected, channelled, focused and communicated.
370 Marketing information systems and research
Marketing information systems and research 371
Decisions support systems (DSS) were developed in the late 1970s and these are designed
from
the viewpoint of an individual decision maker. They are computer-based systems that are
interactive
and flexible, so results can be generated on the spot and then sorted and regrouped and
manipulated
as required. Managers can probe for trends and isolate problems.
The MkIS is an invaluable aid to decision making and is a specialized subset of the corporate
management information system (MIS). The term management information system, along
with