Moreover, the author supports the use of brain while making decisions (Duboff, 2012).Marketers and decision makers have to be very critical before making decisions as those decisions are very important for them and the future of their organizations. For this reason, these marketers and decision makers utilize information, which is best available and contains facts and figures to them to understand the future market trends and possibilities. However, according to the article the information is not always useful and utilized in decision making as the consumer behavior and consumer decisions are of greater importance and have subjective components (Duboff, 2012). For this, decision makers need to rely on their own judgment and evaluation of the market and its participants to come up with something new, which differentiates their business from others.Marketers and decisions makers have to understand the 4P’s and target consumer audience along with information that is available. The information alone is not subjective and decision maker’s only looks for the facts and subjective data that are helpful in making decisions. The information is best utilized in understanding the future trends and the right target. Various researches and evidences have also witnessed the fact that the best decision makers use the available information in their best interest by using their own sense and brain (Duboff, 2012).According to the author, majority of marketers and decision makers are now working on the same model or basic paradigm that has been set and is used. The decision makers now do not even try to think of something else. However, they use information as per their requirements and which is in best favor of the individual or organization. Only Steve Jobs of Apple Inc. has the ability to use his skills in a unique manner and derive ideas of his own. He used information in a very inimitable manner. This case is not very common and the majority of the decision makers are following the standardized model (Duboff, 2012).Thus according to the article it can be concluded that information is a good thing that is utilized by the decision makers and marketers but the majority of the decisions are not completely based on that information. Decision makers depend majorly on facts and researches that predict the future trends and the target audience and decide wisely. Therefore, in order to decide in the most appropriate way that should
Duboff, R. S. (2012). Can More Information be a Bad Thing. Marketing Management, 25-29.
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