Marketing Assignment

Q/ Define Marketing Intelligence System. Explain how a decision support system can help M/S Darang Cycle to cater to the needs of the population of Tezpur in a more efficient manner. Also describe the steps involved in forecasting the demands for new mobile handsets in Tezpur during the next year starting from April 2009. Mention the assumption if you made any.

Ans

Marketing Intelligence System

It is a set of procedure and sources managers use to obtain everyday information about development in the marketing environment. This system supplies happening data. Marketing manager collect marketing intelligence by:-

• Reading books, newspaper and trade publications.

• Talking to customers, suppliers and distributors.

• Monitoring social media on the internet via online discussion groups.

• E-mailing lists and blogs.

• Meeting with other company managers.

Decision Support System

Decision Support Systems (DSS) are a specific class of computerized information system that supports business and organizational decision-making activities. A properly-designed DSS is an interactive software-based system intended to help decision makers compile useful information and take proper profitable decisions from raw data, documents, personal knowledge, and/or business models.

Typical information that a decision support application might gather and present would be:

• an inventory of all the organization’s current information assets (including legacy and relational data sources, cubes, data warehouses, and data marts),

• comparative sales figures between one week and the next,

• projected revenue figures based on new product sales assumptions;

• the consequences of different decision alternatives, given past experience in a context that is described.

Darang Cycle is a well established and reputed entity at the heart of Tezpur town which deals in electronic goods like TV, washing machine, freeze, air-conditioner and...