第4章市场营销.docVIP

第4章 MRSMIS Components of a Modern Marketing Information System 现代营销信息系统的组成部份MIS The major responsibility for identifying significant marketplace changes falls to the companys marketers. More than any other group in the company, they must be the trend trackers and opportunity seekers. Although every manager in an organization needs to observe the outside environment, marketers have two advantages: They have disciplined methods for collecting information and they also spend more time interacting with customers and observing competition. Some firms have developed marketing information systems that provide management with rich detail about buyer wants, preferences, and behavior. 识别重要的市场变化的主要责任落在了公司营销者身上。比起公司里其他人员，营销者必须成为趋势的追踪者和机会的寻求者。尽管一个组织内的每个管理人员都需要观察外部环境，营销人员由两大优势：他们有严格的方法来搜集信息，同时花更多时间与顾客往来和观察竞争。 一些公司开发了市场营销系统，向管理提供了关于购买者欲望、偏爱和行为的大量信息。 DuPont commissioned marketing studies to uncover personal pillow behavior for its Dacron Polyester unit, which supplies filling to pillow makers and sells its own Comforel brand. One challenge is that people dont give up their old pillows: 37 percent of one sample described their relationship with their pillow as being like an old married couple, and an additional 13 percent characterized it as being like a childhood friend. They found that people fell into distinct groups in terms of pillow behavior: stackers (23%), plumpers (20%), rollers or folders (16%), cuddlers (16%), and smashers, who pound their pillows into a more comfy shape (10%). Women were more likely to plump, whereas men were more likely to fold. The prevalence of stackers led the company to sell more pillows packaged as pairs, as well as to market different levels of softness or firmness. 杜邦公司委托营销研究机构为它的聚酯达克伦业务揭示人们使用枕头的行为。这项业务向枕头生产商提供填充物并销售自有品牌Comforel。一个挑战是人们不丢弃他们的旧枕头：一个抽样中37%的人说他们和枕头的关系就像“老伴儿，”还有13%的人把枕头形容为“儿时伙伴。”他们还发现人们在枕头行为上进入了截然不同的分类：摞着用(23%)， 鼓囊囊的(20%)，卷着或者折叠用(16%)，抱着(16%)，和把枕头拍成舒服的形状用(10%)。妇女更喜欢鼓囊囊的，男人更倾向于折叠。摞着用的人多了，将使公司销售更多的成双包装的枕头，同时还有不同软硬程度的枕头。 Marketers also