Assume that you are a marketing information specialist for a large clothing manufacturer. Your task is to get functional managers to use the company's marketing information system (MIS) on a more regular basis. Which of the following reasons will be the most compelling?
A) All information is good information.
B) Not all of the information gathered will be accurate.
C) People and procedures will be needed to gather, analyze, and distribute.
D) Databases aid in "carpet bombing".
E) Companies with superior information enjoy a competitive advantage.

Question

Quizplus · Accepted Answer

Companies with superior information enjoy competitive advantage. This is the most compelling reason as it highlights the importance of using MIS to gain a competitive edge in the market. The other options (A, B, C, and D) either do not emphasize the benefits of MIS or acknowledge potential drawbacks, which may discourage functional managers from using the system.

Assume That You Are a Marketing Information Specialist for a Large