国际营销国际营销国际营销 (5).pdf
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1、Collecting Information and Forecasting DemandChapter 3studyLearning Objectives01What are the components of a modern marketing information system?02What are useful internal records for a marketing information system?03What makes up a marketing intelligence system?04What are some influential macroenvi
2、ronmentdevelopments?05How can companies accurately measure and forecast demandComponents of a Modern MarketingInformation System(MIS)Internal company recordsMarketing intelligence activitiesMarketing researchInternal records Internal reports of orders Sales Prices Costs Inventory levels Receivables
3、PayablesMarketing intelligenceMarketing intelligence system:a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environmentImproving marketing intelligenceMotivate sales force to report new developmentsMotivate intermediaries to pass a
4、long intelligenceHire external experts to collect intelligenceNetwork internally and externallyImproving marketing intelligenceSet up a customer advisory panelTake advantage of government-related data Purchase information from outside research vendorsCollect marketing intelligence on InternetMarketi
5、ng Intelligence on the internetIndependent customer goods and service review forumsDistributor or sales agent feedback sitesCombo sites offering customer reviews and expert opinionsCustomer complaint sitesPublic blogsCommunicating&Acting on Marketing intelligenceThe competitive intelligence function
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