营销信息管理.pptVIP

Managing MarketingInformation 营销信息管理 Objectives 目标 Understand the importance of information to the company. Know the definition of a marketing information system and be able to discuss its subparts. Learn the steps in the marketing research process. 向公司解释信息的重要性。 定义营销信息系统并讨论其组成部分。 概述市场研究过程的几个步骤。 Objectives 目标 Learn how companies analyze and distribute marketing information. Realize the special issues some marketing researchers face, including public policy and ethical issues. 解释公司怎样分析和传播营销信息。 讨论一些市场调查人员面临的具体问题，包括公共政策问题和伦理问题。 Case Study 案例研究 “New Coke” was a fiasco; consumer complaints resulted in the return of “Coke Classic” after only 3 months. $4 million was spent researching “New Coke”. Key issue: the research problem was too narrowly defined, and consumer feelings were ignored. Poor judgment in result interpretation was also a problem. Marketing Info. System营销信息系统 Marketing Information System (MIS) Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 营销信息系统（MIS） 指能够为营销决策时，准确地收集、整理、分析和评估并分送转达所需信息的人员、设备和程序。 Marketing Info. System营销信息系统 Assessing Marketing Information Needs The MIS serves company managers as well as external partners. The MIS must balance needs against feasibility: Not all information can be obtained. Obtaining, processing, sorting, and delivering information is costly. 评估信息需求 MIS不但服务于公司管理者，也服务于外部合作者。 MIS必须平衡需求与可行性： 并不是所有信息都是可以获得的。 获取、处理、储存和传递信息的需要成本的。 Internal data 内部数据 Internal data is gathered via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation. Marketing intelligence 营销情报 营销情报是对竞争对手和市场营销环境发展的公开可得信息的系统收集和分析。 竞争情报的收集活动大幅度增长。 竞争信息有许多来源。 Sources of Competitive Intelligence竞争情报的来源 Company employees Internet Garbage Published information Competito