Geena double majored in marketing and economics. She has been hired by a large department store chain in its marketing department. Her first assignment involves a line of swimsuits the chain recently adopted in its stores. The chain wants to determine how to best market the swimsuit line in different areas of the nation and during different seasons. For instance, during the fall and winter it believes it should discount its products in colder areas. Geena has collected the information on how seasonal and environmental changes will likely impact sales. She then tests a number of promotional scenarios using (a) _________________ to try and anticipate what form of promotion would work best in different areas of the United States during different seasons.

Question

Quizplus · Accepted Answer

Geena is using a marketing decision support system (MDSS) to test different promotional scenarios and determine the best marketing strategy for the swimsuit line in different areas of the nation and during different seasons. The MDSS helps marketers make better decisions by providing data analysis, modeling, and decision-making tools. A marketing information system (A) collects, organizes, and analyzes data from a variety of sources to provide timely and accurate information. Single-source systems (C) integrate data on consumer behavior and media exposure from a single source. Databases (D) are electronic collections of data that can be accessed, managed, and updated. Finally, a marketing research system (E) involves gathering and analyzing data to help marketers make informed decisions.

Geena Double Majored in Marketing and Economics