Archer Appliances owner Chris Archer feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Chris needs to develop a

Question

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Archer Appliances needs a system to collect, organize, and analyze the information they are currently receiving. A marketing information system can help them make sense of the data and turn it into actionable insights for their business. A marketing research focus (A) would only provide additional data, but it would not solve the problem of organizing and analyzing the existing information. A marketing knowledge bank (B) is too vague and does not address the issue of information being wasted. A marketing strategy (D) is a broader concept that encompasses various elements including positioning, segmentation, and targeting, but it does not directly address information management. A data-gathering system (E) may be a part of a marketing information system, but it does not solve the problem of information waste on its own.

Archer Appliances Owner Chris Archer Feels That His Organization Has