PM--Chapter07Marketing Research and Marketing Information(营销原理).ppt

PM--Chapter07Marketing Research and Marketing Information(营销原理).ppt

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Ch. 7: Marketing Research and Marketing Information Chapter 7 Skip: Global Marketing Information Systems (p. 183-184) Ethical Issues in Marketing Research (p. 199-200) Chapter 7 Outline: Marketing Information System Marketing Research Marketing Decision Support System Marketing Intelligence System Marketing Information System (MIS) Usefulness of MIS: Examples The Coca-Cola Company knows that we put 3.2 ice cubes in a glass, see 69 of its commercials every year, and prefer cans to pop out of vending machines at a temperature of 35 degrees. Hoover learned that we spend about 35 mins each week vacuuming, sucking up about 8 pounds of dust each year and using 6 bags to do so. MIS is developed from internal company records, marketing research, marketing decision support system, and marketing intelligence activities. Internal Records System Supplying results data, internal records system includes reports on orders, sales, prices, costs, inventory levels, receivables, payables. Marketing Intelligence System Supplying happenings data to the marketers, marketing intelligence system is a set of procedures and sources used by manager to obtain everyday information about developments in the marketing environment. Marketing Intelligence System How to collect marketing intelligence: Reading books, newspapers, and trade publications Talking to customers, suppliers, and distributors Meeting with other company managers Marketing Decision Support System (MDSS) A coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. The Needs for Marketing Research Markets and market segments: using MR to explore the needs of the market Products and brands: using MR to explore the most needed characteristics of the product, and to test the brand (names, logo, etc.) Advertising: using MR to investigate ide

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