市场营销学理论实践案例课件PPT资料.ppt

市场营销学理论实践案例课件PPT资料.ppt

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ObjectivesObjectivesComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecastAmarketinginformationsystem（MIS）marketinginformationsystem（MIS）consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.Amarketingintelligencesystemmarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.DefiningtheProblem&@#@ResearchDefiningtheProblem&@#@ResearchObjectivesObjectivesExploratoryResearchDescriptiveResearchCausalResearchTestcause-and-effectrelationships.Testshypothesesaboutcause-and-effectrelationships.Shedslightonproblem-suggestsolutionsornewideas.Ascertainmagnitudes.ResearchApproachesResearchApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-DataSourcesSecondary-DataSourcesInternalSourcesGovernmentPublicationsPeriodicalsandBooksCommercialDataOn-LineAssociationsBusinessInformationTheMarketingResearchTheMarketingResearchProcessProcessDefiningtheDefiningtheproblemandproblemandresearchresearchobjectivesobjectivesDevelopingDevelopingtheresearchtheresearchplanplanCollecttheCollecttheinformationinformationAnalyzetheAnalyzetheinformationinformationPresentthePresentthefindingsfindingsGoodMarketingResearch:

@#@GoodMarketingResearch:

@#@IsscientificIscreativeUsesmultiplemethodsRealizestheinterdependenceofmodels&@#@dataAcknowledgesthecost&@#@valueofinformationMaintains“healthy”skepticismIsethicalNinetyTypesofDemandMeasurement（6x5x3）AllsalesAllsalesCompanysalesCompanysalesProductlinesalesProductlinesalesProductformsalesProductformsalesProductitemsalesProductitemsalesIndustrysalesIndustrysalesProductProductlevellevelTerritoryTerritoryRegionRegionU.S.A.U.S.A.CustomerCustomerWorldWorldSpaceSpacelevellevelShortrunMediumrunLongrunTimelevelTimelevelDemandDemandMarketDemandCompanyDemandEstimatingCurrentDemandEstimatingCurrentDemandTotalMarketPotentialAreaMarketPotentialIndustrySalesMarketShareEstimatingFutureDemandEstimatingFutureDemandSurveyofBuyersIntentionsCompositeofSalesForceOpinionExpertOpinionPastSalesAnalysisMarketTestMethodReviewReviewComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecast