socialmediamarketinganalytics(社群網路行銷分析)-淡江大學.ppt

The Nature of Marketing Research * MarketingConcept Goals Customer Systems Marketing Mix Marketing Environment Opportunistic Nature Source: McDaniel Jr. and Gates (2009) The Marketing Research Process * (1) Problem Definition (Research Objective) (2) Research Design (3) Method of Research (4) Sampling Procedure (5) Data Collection (6) Analysis of Data (7) Writing and Presentation of the Report (8) Follow-up Source: McDaniel Gates (2009), Marketing Research, 8th Edition, Wiley The Measurement Process * (1) Identify the concept of interest (2) Develop a construct (3) A constitutive definition (4) An operational definition (5) A measurement scale (6) Evaluate the reliability and validity of the scale (7) Utilizes the scale (8) Research findings Source: McDaniel Gates (2009), Marketing Research, 8th Edition, Wiley Nothing is so practical as a good theory * Source: Backer Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage Marketing Management Tasks Developing marketing strategies (strategic fit) Capturing marketing insights (obtaining information) Connecting with customers (relationships) Building strong brands (understand strengths and weaknesses) Shaping market offerings Delivering value Communicating value Creating long-term growth (positioning and new-product development) * Source: Kotler and Keller (2008) Social Media Management Framework * Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. Culture Business Value Context Process People Policies Metrics CFO-COO Finance and Operations (Lagging) CEO CIO CFO * Source: /what-is-the-proper-relationship-for-the-cio-ceo-and-cfo/ CIO Enterprise Technology Integration CEO Strategy and Sales (Leading) CEO CIO CMO * CMO Marketing Communication CIO Enterprise Technology Integration CEO Strategy and Sales (Leading) Adapted from: /what-is-the-proper-relationship-for-the-cio-ceo-and-cfo/ CEO CIO CMO * Adapted from: /index.ph