菲利普科特勒“市場營銷”講義4

1、Chapter 4Gathering Information andMarketing ManagementTenth Edition1ObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast2A marketing information system (MIS) consists of people, equip

2、ment, 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 environ

3、ment.3Defining 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.4Research ApproachesBehavioralFo

4、cus-groupSurveyExperimentalObservational5Secondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness Information6The Marketing Research ProcessDefining theproblem andresearchobjectivesDevelopingthe researchplanCollect the informationAn

5、alyze theinformationPresent thefindings7Good Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models & dataAcknowledges the cost & value of informationMaintains “healthy” skepticismIs ethical8Ninety Types of Demand Measurement (6 x 5 x 3)All salesCompan

6、y salesProduct line salesProduct form salesProduct item salesIndustry salesProduct levelTerritoryRegionU.S.A.CustomerWorldSpacelevelShort runMedium runLong runTime level9DemandMarketDemandCompanyDemand10Estimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket Share11Estimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test Method12ReviewComponents of a marketing information systemCriteria of