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MIS are also a powerful tool today; it facilitates marketing managers' access to databases containing numerous amounts of consumer responses. These databases can store information such as: what consumers prefer in a product or service, what they like or dislike about an existing product or service, and what they would like to see next, etc...
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The resulting reports are used to generate new marketing mixes to promote existing products and services. The information generated by MIS and the marketing research process is also utilized to spawn new ideas, products, and/or services, as well to penetrate new or existing market opportunities.
To reiterate the questions previously stated, what led to this failure in a company that makes it a priority to understand who their consumers are and what they look for in their product? Did they fail to do enough research, or did they fail to interpret the research correctly? The answers are: First, Coca-Cola did perform the research, but it failed to understand that to Coke drinkers "Coke" is more than a name, it is an emotional connection to the brand; a comment similarly expressed by the president of the company Donald R...
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