05 《了解市场，市场需求与市场环境》Understanding Markets, Market Demand, and the Marketing Environment.pptVIP

Chapter 5 Understanding Markets, Market Demand, and the Marketing Environment Objectives Identify the major components of a marketing system. Understand how marketers can improve marketing decisions through intelligence systems, marketing research, and marketing decision support systems. Objectives Learn how demand can be more accurately measured and forecasted. Understand key demographic, economic, natural, technological, political-legal, and socio-cultural developments. Supporting Marketing Decisions A Marketing Information System is defined as . . . “people, equipment, and procedures that