Effect of Marketing management support system on organizations’ decision making. A case of The Nigerian bottling company iddo house, Lagos State

Abstract

This study was on Effect of Marketing management support system on organizations’ decision making. A case of The Nigerian bottling company iddo house, Lagos State.  The total population for the study is 200 staff of Nigerian bottling company iddo house, Lagos State was selected randomly. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up managers, human resource managers, senior staff and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies.

Chapter one

Introduction

A Marketing Management  Support  Systems  can  be  defined  as  any  device  combining  (i) information technology, (ii) marketing data and/ or knowledge, and (iii) analytical capabilities, made available to one or more marketing decision-makers with the objective to improve the quality of marketing decision-making. Three types of  MMSS,  developed so  far,  can be  identified: marketing information systems, marketing decision support systems and marketing knowledge-based systems. Each of these systems emphasize different components.

This issue of Marketing Science is about managerial decision making, how marketing managers now go about making decisions and the description of a number of new decision aids that support marketing managers in the preparation, execution, and evaluation of marketing activities. The purpose of this opening study is to provide a framework for evaluating these decision aids and providing a better understanding of the interaction of these aids with the marketing manager.

Information Systems can be conceptualized in terms of three types of systems: Transactional Processing Systems (TPS), Management Information Systems (MIS), and Expert Systems. MIS has several subsets such as Decision Support Systems and Executive Information Systems. The role of MIS in decision support is best discussed  in the context  of the  subset referred to  as Decision Support System (DSS). A DSS is a computer based system (an application program) capable of analyzing an organizational (or business) data and then presents it in a way that helps the  user  to  make  business  decisions  more  efficiently  and  effectively.  It  is  basically  an informational application which depends on the information already input while answering to a given query. Based on this background the researcher wants to investigate the effect of marketing management support system on organization decision making

Statement of the problem

This issue of Marketing is about managerial decision making, how marketing managers now go about making decisions and the description of a number of new decision aids that support marketing managers in the preparation, execution, and evaluation of marketing activities. The purpose of this opening study is to provide a framework for evaluating these decision aids and providing a better understanding of the interaction of these aids with the marketing manager

Objective of the study

The objectives of the study are;

1. To ascertain the relationship between marketing management support system and organizational decision making
2. To ascertain the effect of marketing management support system and organizational performance
3. To ascertain the aid of marketing management support system on manager decision making
4. To ascertain roles managers play and how marketing information systems can support them in these roles

Research hypotheses

For the successful completion of the study, the following research                                                                                                                                                             hypotheses were formulated by the researcher;

H₀: there is no relationship between marketing management support system and organizational decision making.

H₁: there is relationship between marketing management support system and organizational decision making

H₀²: there is no effect of marketing management support system and organizational performance

H₂: there is effect of marketing management support system and organizational performance

Significance of the study

The study will be very significant to students and organizations. The study will give a clear insight on Effect of Marketing management support system on organizations’ decision making. The study will also serve as a reference to other researcher that will embark on the related topic

Scope and limitation of the study

The scope of the study covers Effect of Marketing management support system on organizations’ decision making. The researcher encounters some constrain which limited the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

DEFINITION OF TERMS

Management Support Systems (MSS) are computer-based systems that are supposed to be used by, or at least to support, managers. They, as well as other less used methods, focus primarily on specifying managers’ information needs and how an MSS can fulfill information needs

Organization decision : Decisions can be classified into three categories based on the level at which they occur. Strategic decisions set the course of an organization. Tactical decisions are decisions about how things will get done. Finally, operational decisions refer to decisions that employees make each day to make the organization run

 MARKETING: According to Mazur (2001), marketing is the delivery of a standard of living to society; this definition is an attempt to counter the criticisms of marketing especially by those who see it as an agent of corruption in the society.

MANAGEMENT: This is a process of planning, organizing, directing and controlling activities to meet the objectives and goal of the organization.

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study.

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