服装营销调研与预测综述.docVIP

Chapter 5 服装营销调研与预测 Marketing Research And Forecasting 1 5.1市场营销信息系统的构成 The Components of Marketing Information System 5.1.1营销信息系统的概念 The Concept of M IS 营销信息系统由人、设备和程序组成，它为营销决策 者收集、挑选、分析、评估和分配需要的、及时的和 准确的信息。 A marketing information system(M IS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 2 The Marketing Information System Marketing Managers Marketing Information System Distributing Information Assessing Information Needs Developing Information Information Analysis