第六章 网络营销调研.ppt

第六章 E-Marketing Research网络营销调研 网络调研在刚问世时只是一种新鲜事物， 如今， 实施网络调研已经成为营销调研不可或缺的一个环节。 史蒂夫·科菲 Chapter 6 Learning Objectives After reading Chapter 6 you will be able to: Understand Marketing, its concept and strategy Marketing Knowledge Management Marketing Information System and its Components Source of Data: Internal Record System, Secondary Data, Primary Data, and Primary Research Step What’s Marketing Research Market Research VS. Marketing Research Chapter 6 Learning Objectives Marketing Research Process E-Marketing Research Primary VS. Secondary Data E-Marketing Direct Research E-Marketing Indirect Research E-Commerce Information Preparing and Presenting Findings Because Marketing Research is part of Marketing we should understand: What is marketing? What is the marketing concept? What is marketing strategy? What is Marketing? Marketing has been defined by the AMA (American Management Association) as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. What is the Marketing Concept? The Marketing Concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets. What is Marketing Strategy? A Marketing Strategy consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. Marketing Knowledge Management Knowledge management is the process of managing the creation, use and dissemination of knowledge. 知识管理是指对知识的产生，运用和传播进行管理的一种方法。 The Marketing Information System Marketers manage knowledge through a marketing information system (MIS). Many