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Marketing Nintendo

1. Determine how the four Marketing Information System activities (Assessing information needs, Developing needed information, Using information and Distributing Information) would apply to Nintendo developing the information it needs to market a new game console.

The Marketing Information System (MIS) consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed , timely and accurate information to marketing decision makers. It is initiated by information users; in this case Nintendo’s marketing managers, who can better assess the information needs to develop and analyse the needed information before distributing and using the marketing information.

Nintendo’s marketing managers will have to assess the firm’s information needs before engaging in obtaining any information; balancing information they would like to have against what they need and what is feasibly obtainable. For example, Nintendo would be concerned with how the public receives its next release, and therefore should find out generally whether a motion-sensing capable console would be generally well received by the public(for the release of the Nintendo Wii). They should consider whether they are harnessing too much or little information to make key marketing decisions. Also, they should consider the availability of information, such as its competitors (Sony, Microsoft etc) advertising budgets and how the changes will affect market share, which will most likely not be available to the company. Also they should weigh the costs of obtaining information against the benefits resulting from it. It would be very beneficial for the company to do phone interviews with a large group of individuals that fall within its targeted demographic; however the high costs of doing so must be taken into consideration by the marketing managers.

Today, Nintendo focuses on continuously strengthening their branding and market share. They aim to be customer focused, through...