市场营销学理论实践案例课件电子教案.ppt

第一页，共13页。ObjectivesObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast第二页，共13页。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 systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.第三页，共13页。Defining the Problem&Research Defining the Problem&Research ObjectivesObjectivesExploratoryResearchDescriptiveResearchCausalResearchTest cause-and-effect relationships.Tests hypotheses about cause-and-effect relationships.Sheds light on problem-suggest solutions ornew ideas.Ascertain magnitudes.第四页，共13页。Research ApproachesResearch ApproachesBehavioralFocus-groupSurveyExperimentalObservational第五页，共13页。Secondary-Data SourcesSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness Information第六页，共13页。The Marketing Research ProcessThe Marketing Research ProcessDefining theDefining theproblem andproblem andresearchresearchobjectivesobjectivesDevelopingDevelopingthe researchthe researchplanplanCollect the Collect the informationinformationAnalyze theAnalyze theinformationinformationPresent thePresent thefindingsfindings第七页，共13页。Good Marketing Research:Good Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethical第八页，共13页。Ninety 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 salesProduct levelTerritoryTerritoryRegionRegionU.S.A.U.S.A.CustomerCustomerWorldWorldSpacelevelShort runMedium runLong runTime level第九页，共13页。DemandDemandMarketDemandCompanyDemand第十页，共13页。Estimating Current DemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket Share第十一页，共13页。Estimating Future DemandEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test Method第十二页，共13页。ReviewReviewComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast第十三页，共13页。