The Impact of Marketing Information System on Product Development - A Survey Study of the Opinions of A Sample of Employees at Baghdad Soft Drinks Company

Abstract

This research seeks to diagnose the correlation between the marketing information system and its dimensions (internal data, marketing intelligence system, marketing research system) and product development in its dimensions (functional and design specifications of the product, design testing, market entry, evaluation) as an analytical survey research in (Baghdad Soft Drinks Company) located in Baghdad as the study site. The research problem lies in the weak application of the marketing information system by the company's senior management, and the weak interest of these managers in the role that this system achieves in reducing costs and providing a large financial return in a way that contributes to increasing productivity and enhancing product development in the company.  In order to obtain data and information, the questionnaire was relied upon, and the statistical program (SPSS) was used to analyze the data for the research variables. The research came out with a number of results, the most important of which is the existence of an average correlation between the marketing information system and product development at the overall level in the company under study. The research reached a number of conclusions and recommendations, the most important of which is the company's weak reliance on the marketing information system in adopting new mechanisms and techniques to enhance product development. The most important recommendations are to use the marketing information system with quick and easy translation of market needs for products to enhance product development.