体育市场营销基础.pptVIP

Lesson9 Managing Marketing Information 4 第一页，共二十七页。 The Importance of Information Companies need information about their: Customer needs Marketing environment Competition Marketing managers do not need more information, they need better information. 第二页，共二十七页。 Information Overload “In this oh so overwhelming information age, it’s all too easy to be buried, burdened, and burned out by data overload.” 第三页，共二十七页。 The Marketing Information System 第四页，共二十七页。 The Marketing Research Process 1 2 3 4 第五页，共二十七页。 1、Defining the Problem Objectives Gather preliminary information that