Economics · Marketing Management
In the strategic management of retail banking operations, the Marketing Information System (MKIS) serves as a continuous process of gathering, filtering, analyzing, and distributing timely information to marketing decision-makers. When conducting a longitudinal analysis of MKIS effectiveness in a large commercial bank, which of the following components is specifically responsible for converting raw internal data into meaningful strategic insights through the application of advanced statistical models and operations research techniques?
Verified Solution4 OptionsUpdated: October 2026👁️1 View
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- 1Marketing Research System which involves ad-hoc primary data collection for specific one-time projects.
- 2Marketing Decision Support System (MDSS) using quantitative tools to solve complex marketing problems.✓
- 3Internal Records System that merely archives historical transaction data from the core banking solution.
- 4Marketing Intelligence System which focuses on external macro-environmental trends and competitor movements.
Correct answer
Marketing Decision Support System (MDSS) using quantitative tools to solve complex marketing problems.
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