有用英语写作教师演示课件chapter5.ppt

Chapter 5 Global Marketing Research and Information Systems Global Marketing Information System and Research objective : Present an information acquisition model for global marketing Present an outline of the global marketing research process Overview of Global Market Information Systems One purpose of a marketing information system (MIS) is to provide managers and other decision makers with a continuous flow of information about company operation Marketing Research Research is the only tool an organization has to keep in contact with its external operating environment. In order to be proactive and change with the environment simple questions need to be asked: How are customer needs changing? Can you meet these changing needs? What do your customers think about existing products or services? How are competitors operating within the environment? Are their strategies exceeding or influencing yours? What should you do? How are macro and micro environmental factors influencing your organization? Again how will you react? Market Research and Marketing Research a difference. A common mistake by many students, lecturers and textbooks is that there is no understanding of the clear distinction between market research and marketing research. Definition of Marketing Research 1.Marketing research is a form of marketing intelligence that involves specific enquiries into problems to guide marketer’s decision making. 2. Marketing Research: In essence marketing research aims to discover the root cause for a specific problem within an organization ( e.g. declining sales) and put forward solutions to that problem. The Goal of Marketing Research To implement the marketing concept and marketing strategy, managers must make decisions. Many decisions require additional information and marketing research is needed to supply that information. Six Subject Agenda Categories For a Global Marketing Information System Category Market Potential Competitor Information