ANALYSIS OF THE IMPORTANCE OF MARKETING INFORMATION SYSTEM IN NEW PRODUCT DEVELOPMENT AND PLANNING

1.0 Introduction

1.1 Background of the Study

information and reliable data the bedrock of any management decision they also from the basis for all the diagnostic and prognostic effort of managers from marketing stand point problem can only be anticipated identified analyze and resolved or prevented if accurate and reliable information can be obtained from both internal and external sources.

This overriding importance of marketing information is so obvious that every trained marketing manager make deliberate efforts to generate analyze and use information system are concerned with information gathering.

According to the America marketing association (AMA) marketing research is the systematic gathering recording and analysis of data about problem relating to the marketing of goods and services. A major weakness of this definition is that it implicitly ignores the fact that not only marketing researcher analyze and solve problems that the identify them.

Secondly, it has been criticized for not being clea on the end of goals of marketing research. A short but acceptable definition sees marketing research as of formalize decision. Taken together these two definition which reveal the nature and scope of marketing research.

Firstly, they show that the purpose of marketing research is to aid in marketing decision it may help to identify marketing problems and opportunities available courses of action in resolving the matter.

Secondly, it is a formulized or systematic means of obtaining the needed information. Thus the process is neither accident haphazard but deliberate and organize it is systematic in the sense of following a defined and three tested procedure. Thirdly following closely from the second observation is the fact that marketing research is seek objectively.

In so doing, the marketing research process aim at being scientific in the sense of findings out what is although the information so generate is expected among other things to help determine what should be.

Finally, since it is an aid to marketing decision of the following product, planning, product development and modification, product feature, pricing media selection and effectiveness, competition, target market other marketing and environment factor.

In focusing on any other marketing related issues marketing research may help in problem identification structure of people equipment and procedures together sort, analysis, evaluate and distribute perineum timely and accurate information for use by marketing decision makes to improve their marketing planning implementation and control.

When compared with the definition of marketing research given earlier the difference becomes obvious.

First where as marketing research gather and analyze needed information on an adhere non-recurrent basis a marketing information system is installed to do this on a regular basis.

Secondly, it has also been suggested that while marketing research focuses on information generation, marketing information to marketing decision makes.

Thirdly, it would appear that while marketing research is more of a curative medicine a marketing information system is both curative preventive.

Finally, marketing research is a part and parcel of an organization marketing information system since the latter is much broader is scope.

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1.2 Statement of the Problem

It has often been said that new product. Suddenly succeed in the market. This is not far from the truth however many new product that meet the demand of the customers cannot in nay way fail further more those that paid do so die to their inability to meet the needs of consumer by so doing they come face to face with total rejection thereby heading to their failure.

The importance of relevance information cannot be over emphasized because it has been said by authorities that information is the life blood of every marketing organization, without information the marketer cannot ascertain the decision as well as the heart of their customers whom they are meet to satisfy and so they fail.

The way of generating relevant information and ensuring that it get to marketers for use is through the marketing information like towns that cannot be separated unfortunately however most organization take them for granted either due to total lack of knowledge of the essence of the marketing concept or due to the enormous expenditure involves in gathering information this invariably affects the quality of their decision and the ability of their new products to meet consumer demands.

The essence of this work therefore is to examine the importance system on new product development and planning.

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1.3 Objective of the Study

The aim of this study is to examine the application of marketing information system in new product planning and development. Especially the study intends to achieve the following objective.

1. To determine of Berger paint have a market unit
2. To determine the status of marketing information system/marketing research in Berger paint.
3. To determine if the firm has resources to marketing information system in planning and developing new product
4. To determine the essence of marketing information system in generating data for new product planning and development.

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1.4 Research Questions

The research has the main tasks of finding out the following

1. Do Berger paint have a market unit
2. To determine the status of marketing information system/ marketing research in Berger paint
3. To determine if the firm has resources to marketing information system in planning and developing new product.
4. To determine the essence of marketing information system in generating data for new product planning and development.

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1.5 Significance of the Study

The need for this study cannot be over emphasize letter or no attention has been given to the importance of the marketing information system in new product planning and development.

Thus, It is expected that this study will be beneficial to Berger paint plc on which this research work is being conduct on as its finding will guide the product or R and D managers in product planning development. Consumer will also benefit from this study and it findings. If it is implemented very well it will guide the company and other companies in creating products that will meet the taste and preference of consumer. Also the work when completed will serve as a reference material to other scholars in this field of study.

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1.6 Scope of the Study

Berger paint plc is one of the firms in the ohi geopolitics market of paints industry in Nigeria it has the following Clover paint plc Aka paint plc Seclux paint and Besta paint as it major rivals the choice of Berger paint plc as the case study of this research was informed by difficulties met of this researcher in the same industry. Within it firm the personal in the marketing department were interviewed in executing the work equally consumer of Berger resident in Aba area were used.

It has to be so, because the product is a national brand and the researcher could not cover the whole nations hence Aba area was picked as a good representative of all the market.

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1.7 Limitations of the Study

In carrying out this research the researcher was faced with so many problem which hampered the researcher efforts to some extent.

There was the problem of insufficient fund and limited time of further research from this there is won for further research from this point by any one who would wish to continent from this point.

During the administration of the questionnaire there a problem of reluctance on the part of the staff to respond to question of the questionnaire it took time before id be convenience to do so. There was the problem of refusal to disclosed some information required from them.

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1.8 Definition of Terms

Here are the technical and professional term that appear in this research work and their contextual meaning.

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1. Marketing research:

Marketing research is systematic gathering recording and analysis of data about problem relating to the marketing of goods and services.

2. Marketing information system:

Marketing information s1gsn is a structured interacting complex of person machines and produces designed to generate on order flow of pertinent information collected from inter and extra firm sources for use as the basis for decision making.

3. Marketing:

Marketing is defined as a social and management process by which individual and groups obtain what they need and want through creating offering and exchanging product of value with others.

4. New product:

Comprised original product, product modification and the brands that the firm develops through its own research and develops through its own research and development efforts.

5. Development:

Development is the process of producing or creating a new or new or advanced product.