Which one of the following best characterizes a marketing information system (MIS)?
a) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data.
b) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.
c) An MIS is conducted on a special-project basis when needed.
d) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system.
e) An MIS involves internal information collection about employees and customers.
Answer: b