Assessment of the Status of Marketing Information System in Selected Manufacturing Companies
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Date
2010-02
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Addis Ababa University
Abstract
The main purpose oj the study was to assess the status oj marketing
iriformation system in selected manuJacturing companies which are Jound
in Addis Ababa. A set oj procedures and methods designed to generate.
analyze. disseminate and store anticipated marketing decision inJormation
on a regular and continuous bases is important Jor manuJacturing
companies. A descriptive survey method oj study was employed to study
marketing inJormation handling activities. sources oj marketing
iriformation. marketing environmental data collection and characteristics oj
marketing inJormation these companies are currently using. Sample
manuJacturing companies were drawn Jrom business directory prepared
by Addis Ababa Chamber oj Commerce and Sectoral Association
(AACCSA) which is issued in 2008. ManuJacturing companies were
selected on the basis oj simple random (to select sector) and purposive
sampling techniques (to select companies Jrom each sector). The subjects oj
the study were marketing managers oj manuJacturing companies. Data
was collected through questionnaire. The result oj the study depicted that
manuJacturing companies are in general at a Jair status in handling
marketing inJormation even though they are somewhat poor in collecting
and distributing pertinent marketing inJormation to users. In using
different sources oj marketing inJormation Jor decision making purpose;
they are good in using intemal records oj the company but poor in
gathe ring marketing intelligence (from customers. competitors. distributors
and suppliers) and using marketing research as a source oj marketing
inJormation. The research result also shows that manuJacturing companies
are poor in collecting marketing environmental data Jor decision making
purpose except legal/political environmental data. Additionally. the
research result shows that. the marketing iriformation manuJacturing
companies are getting currently is not relevant. timely. current and
complete to make sound marketing decisions. It is recommended that.
companies should establish a well organized marketing inJormation
system in terms oj appropriate manpower. equipment and procedures.
Description
Keywords
Status of Marketing Information System