CH05 中山大学吴柏林教授,Kotler营销管理(第11版),绝密资料.pptVIP

Chapter 5Gathering Information and Measuring Market Demandby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing Marketing is becoming a battle based more on information than on sales power. Chapter Objectives In this chapter, we focus on the following questions: What are the components of a modern marketing information system? What constitutes good marketing research? How can marketing decision support systems help marketing managers make better decisions? How can demand be more accurately measured and forecasted? The Components of a Modern Marketing Information System Marketing Information System (MIS) 10 useful questions for determining the information needs of marketing managers. What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request? The Components of a Modern Marketing Information System What information would you want that you are not getting now? What information would you want daily? Weekly? Monthly? Yearly? What magazines and trade reports would you like to see on a regular basis? What topics would you like to be kept informed of? What data analysis programs would you want? What are the four most helpful improvements that could be made in the present marketing information system? Internal Record Systems The Order-to-Payment Cycle Sales Information Systems Databases, Data Warehouses And Data-Mining The Marketing Intelligence System A Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Table 5-1: Secondary-Data Sources Marketing Research System Marketing Research Suppliers of Marketing Research Engaging students or professors to design and carry out projects Using the Internet Checking out rivals Syndicated-service research firms Custom marketing research firms Specialty-line marketing res