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) ________.

Question

Quizplus · Accepted Answer

A marketing information system (MIS) is a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated marketing decision information regularly, and it includes the people, equipment, and procedures necessary to execute these procedures. The scenario described in the question involves a process in which HoneyCamp Foods gathers and sorts daily sales data by product line and region to develop market insights to evaluate market share, which is a typical function of an MIS. Therefore, the best choice is D) marketing information system. The other options, such as enterprise planning system, product mix, strategic planning system, and business portfolio, do not adequately describe the process of generating actionable marketing insights from sales data.

The Market Researchers at HoneyCamp Foods Gather Daily Sales Data