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[经济学]1123InternationalMarketingChapter5
2008-11-4 International Marketing 2010-2011(1) Chapter Five Chapter Five Market Information and Marketing Research Objectives: When students finish this chapter, they should be able to accomplish the following: A. Explain the importance of information to the company; B. Understand the advantages and disadvantages of various methods of collecting information; C. Use the main methods for estimating current market demand. Key terms 1. personal disposable income: PDI, the amount of an individuals total income left after taxes 个人可支配收入 。 per capita disposable income 人均可支配收入 (Discretionary income (可自由支配收入)is income after subtracting taxes and normal expenses (such as rent or mortgage and food) to maintain a certain standard of living. It is the amount of an individuals income available for spending after the essentials (such as food, clothing, and shelter) have been taken care of: 个人收入中可以用于购买非必需品的部分。 Discretionary income = Gross income - taxes – necessities) Key terms 2. marketing information system (MIS): A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 营销信息系统 3. marketing intelligence: Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and developments in the marketing environment. 营销情报 4. marketing research: The systematic design, collection, analysis, and reporting of data relevant to specific marketing situation facing an organization. 营销调研 Key terms 5. franchising: an arrangement called a franchising agreement by which a monopoly producer (the franchisor) gives another producer or trader (the franchisee) by formal licence the exclusive right, i.e. a right held by no one else, to manufacture or sell the products of the franchisor in a certain area such as a town, county, or country. The franchisee may pay the franchisor by an amount based on the num
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