The Quick Response Concept Abstract This study examined

This study examined the concept of quick response as a marketing management application. In the past, communications channels between vendors (producers and distributors) and retailers has often been ineffective. Substandard marketing communications have frequently worked to the disadvantage of consumers who either could not get the product they wanted when they wanted it or had to pay more for a product than should have been necessary.

Innovation in information systems technology is changing this situation rapidly. Improved communications technologies will enhance information transfer. Improved computer technologies will enhance the capacity of economic organizations and institutions to make rapid and effective decisions. One significant advance is expected to be the combining of sophisticated decisionsupport systems and artificial intelligencebased knowledge systems.

The quick response concept is an information system network that connects vendors and retailers. A continuous stream of information between vendor and retailer enables both entities to provide superior customer service, and permits the development of efficiencies in production management, inventory management, and shipping. The quick response concept is widely regarded as the key to growth for marketing organizations in the mid and late1990s and perhaps beyond.

The future of the quick response concept is not in doubt through the end of the century. The overbearing attitude of retailers such

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y, consistent with specific production plans and retail sales requirements. MRP employs a stepwise process, in which quantities to be produced or ordered are determined from the top down on what is termed a production tree. An MRP schedule denotes by day, week, and month the quantities of goods to be ordered or produced. MRP requires the access to and the use of an enormous volume of data. As such MRP is ideally suited for use in conjunction with computers. In fact, the use of MRP is somewhat impractical, in the absence of computers. The capability of computers to process data rapidly and to provide reports of the results of such processing makes it possible for MRP to provide managers with the timely and accurate information required to support effective inventory management decisions in dynamic environments. Some of the more significant of the advantages of MRP are the following: 1. A reduction in required lead times for either ordering goods or for the scheduling of production runs is a significant advantage. 2. A reduction in waiting times builtin to production processes or the ordering processes is another advantage. 3. A reduction in inventory losses due to obsolescence represents ye

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