Question

10. The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n) ________.

Answer 1

Answer:

Marketing information system

Explanation:

A marketing information system (MKIS) is a management information system (MIS) designed to support marketing decision making.

Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis."

We can see from the scenario that''The market researchers at HoneyCamp Foods gather daily sales data'' which conforms with the regular basis stated in the definition above.

It is also stated in the scenario that ''they develop the data needed by marketing managers'' which aligns with the content of the definition that ''data is formally gathered, stored, analysed and distributed to managers''

Hence the mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a marketing information system.