营销调研Marketing Decision-Making and Marketing Decisions.ppt

* * Marketing Research Bangor Transfer Abroad Programme Marketing Research Bangor Transfer Abroad Programme Bangor Transfer Abroad Programme Marketing Research Marketing Decision-Making and Marketing Decisions The Knowledge Age Huge volumes of information now available Managers need to be selective and systematic As data is drawn from multiple sources, needs to be combined and analysed for it to be of value Decision levels in organisations Strategic Operational Tactical Marketing mix decisions Customer service levels Competitive responses Campaigns Business direction Market decisions Investment decisions New product development Positioning Information processing DATA INFORMATION INTELLIGENCE Input Output/input Output Value added Value added Uninformed Minimum cost Total uncertainty Informed Maximum cost Less uncertainty Typical applications for marketing research Market analysis New product/service development Selection of brand names and packaging Pricing decisions Advertising and promotion decisions Sales decisions Service support and complaint handling decisions Typical data requirements:Market analysis Market size Market profitability Market growth trends Main products in the market Customer attitudes and buying behaviours Major competitors and market shares Distribution patterns Marketing strategies used in the market Typical data requirements:Product research New products Gap between current products perception Consumer research Research from international markets Competitor research Long range economic studies Satisfaction levels and trends with current products Source: Hines Typical data requirements:Pricing decisions Competitor product prices Consumer attitudes to price what would they expect to pay? what would they be prepared to pay Cost/price/volume - what quantities are likely to sell at different price levels? Typical data requirements:Advertising and promotion Size of potential market De