市场营销学理论实践案例.ppt

ObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecastA marketing information system(MIS)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 systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.Defining the Problem&Research ObjectivesExploratoryResearchDescriptiveResearchCausalResearchTest cause-and-effect relationships.Tests hypotheses about cause-and-effect relationships.Sheds light on problem-suggest solutions ornew ideas.Ascertain magnitudes.Research ApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness InformationThe Marketing Research ProcessDefining theDefining theproblem andproblem andresearchresearchobjectivesobjectivesDevelopingDevelopingthe researchthe researchplanplanCollect the Collect the informationinformationAnalyze theAnalyze theinformationinformationPresent thePresent thefindingsfindingsGood Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethicalNinety Types of Demand Measurement(6 x 5 x 3)All salesAll salesCompany salesCompany salesProduct line salesProduct line salesProduct form salesProduct form salesProduct item salesProduct item salesIndustry salesIndustry salesProductProduct level levelTerritoryTerritoryRegionRegionU.S.A.U.S.A.CustomerCustomerWorldWorldSpaceSpacelevellevelShort runMedium runLong runTime levelTime levelDemandMarketDemandCompanyDemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket ShareEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test MethodReviewComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！