菲利普.科特勒的“市场营销”讲义04.ppt

Chapter 4
Gathering Information and
Marketing Management
Tenth Edition
Objectives
Components of a marketing information system
Criteria of good marketing research
Decision support systems for marketing management
Demand measurement and forecast
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 system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
Defining the Problem & Research Objectives
Exploratory
Research
Descriptive
Research
Causal
Research
Test cause- and-effect
relationships.
Tests hypotheses about cause-
and-effect relationships.
Sheds light on problem -
suggest solutions or
new ideas.
Ascertain magnitudes.
Research Approaches
Behavioral
Focus-group
Survey
Experimental
Observational
Secondary-Data Sources
Internal Sources
Government Publications
Periodicals and mercial Data
On-Line
Associations
Business Information
The Marketing Research Process
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings
Good Marketing Research:
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of models & data
Acknowledges the cost & value of information
Maintains “healthy” skepticism
Is ethical
y Types of Demand Measurement (6 x 5 x 3)
All sales
Company sales
Product line sales
Product form sales
Product item sales
Industry sales
Product
level
Territory
Region
.
Customer
World
Space
level
Short run
Medium run
Long run
Time level
Demand
Market
Demand
Company
Demand