Which of the four components of the MIS can be expected to be most useful to make distribution decisions in the developing countries and why?
How are these components used by US companies to make distribution decisions in developing countries where marketing Information Systems are not been fully developed yet?
As we know, a Marketing Information System (MIS) has four components: (1) Internal Report System (2) Marketing Intelligence System (3) Marketing Decision Support System and (4) Marketing Research System.
It has to be supposed that Marketing Research has already been performed or the company would not be at the distribution stage. The component of MIS that may be most useful--though individual situations may reflect varying specific needs--in making distribution decisions in developing countries is the Marketing Intelligence System as it details:
- Market Opportunity
- Market Penetration Strategy
- Market Development Metrics