GatheringInformationandMeasuringMarketDemand幻灯片.pptVIP

?2000 Prentice Hall Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Defining the Problem Research Objectives Exploratory Research Descriptive Research Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Sheds light on problem - suggest solutions or new ideas. Ascertain magnitudes. Research Approaches Behavioral Focus-group Survey Experimental Observational Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models data Acknowledges the cost value of information Maintains “healthy” skepticism Is ethical Ninety Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level Territory Region U.S.A. Customer World Space level Short run Medium run Long run Time level Demand Market Demand Company Demand Objectives Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments Macroenvironmental Forces World trade enablers Asian economic power Rise of trade blocs International monetary crise