市场营销学理论实践案例课件电子教案.ppt
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1、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,e
2、valuate,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
3、 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。Res
4、earch 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 Mar
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- 市场营销 理论 实践 案例 课件 电子 教案
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