科特勒营销管理14.pptVIP

Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast Defining the Problem & Research Objectives Research Approaches Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information The Marketing Research Process Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical Ninety Types of Demand Measurement (6 x 5 x 3) Demand Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method Review Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast * ?2000 Prentice Hall * A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Exploratory Research Descriptive Research Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Sheds light on problem - suggest solutions or new ideas. Ascertain magnitudes. Behavioral Focus-group Survey Experimental Observational Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings All sales Company sales Product line sales Product form sales Product item sales Indu