上海对外经贸大学工商管理学院市场营销学课件 Chapter4.pptVIP

Managing MarketingInformation Chapter 4 Learning Goals Explain the importance of information to the company Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market researchers Case StudyNew Coke New Coke Product Failure Poor sales Over 1,500 phone calls a day from angry customers Old Coke returns in only 3 months Was due largely to Research Failure Tested on taste only – not intangibles Decisions based on 60% ratings All for $4 million! Marketing Info. System Mark