In Class, 10–20 Minutes for Teams figure 4.1 outlines the four types of data that make up a marketing information system (MIS). Thinking about a large retail bank

(that has an extensive customer database) as well as a large snack food manufacturer (which sells its products via wholesalers and retailers), which of the four types of data would each of these firms mainly utilize (that is, they would have lots of available and reliable data) and which ones would they use less (as they would limited data)? How would the difference in the availability of data impact their marketing decision making?