Which of the following is an example of an MKIS being used to evaluate industry trends within a market?

The correct choice reflects an essential function of a Marketing Information System (MKIS), which is to assist businesses in understanding larger market trends and competitive landscapes. In this case, determining whether a decrease in sales of a specific frozen food product is a company-specific issue or if it is a broader trend impacting all companies selling that product type indicates an analysis of industry trends.

This type of evaluation is crucial as it allows business managers to differentiate between internal challenges and external market conditions, guiding strategic decisions regarding product management, marketing strategies, and inventory control. By assessing industry-wide performance, businesses can better align their strategies with market dynamics, making informed decisions that respond effectively to both consumer behavior and competitive actions.

In contrast, other options, while relevant to the application of MKIS, focus more on localized trends or consumer behavior rather than on a broader industry evaluation. For instance, analyzing seasonal purchasing habits or gathering customer feedback pertains more to segmenting consumer behaviors rather than understanding overarching market trends like sales decrements across an entire product category.