Ch05_服装市场调研与预测.ppt

1 Chapter5服装营销调研与预测MarketingResearchAndForecasting 2 5 1市场营销信息系统的构成TheComponentsofMarketingInformationSystem 5 1 1营销信息系统的概念TheConceptofMIS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 Amarketinginformationsystem MIS consistsofpeople equipment andprocedurestogather sort analyze evaluate anddistributeneeded timely andaccurateinformationtomarketingdecisionmakers 3 MarketingInformationSystem InformationAnalysis InternalDatabases MarketingResearch MarketingIntelligence DistributingInformation AssessingInformationNeeds MarketingManagers MarketingEnvironment MarketingDecisionsandCommunications TheMarketingInformationSystem DevelopingInformation 4 5 1 2营销信息系统的构成TheComponentsofMarketingInformationSystem 营销决策支持系统MarketingDecisionSupportSystem 营销调研系统MarketingResearchSystem 营销情报系统MarketingIntelligenceSystem 内部报告系统InternalRecordsSystem 5 1 内部报告系统InternalRecordsSystem 订单 收款循环TheOrder to PaymentCycle Wal mart 销售信息系统SalesInformationSystem 5 1 2TheComponentsofMarketingInformationSystem 6 2 营销情报系统MarketingIntelligenceSystem 营销情报系统是使公司经理获得日常的关于营销环境发展的恰当信息的一整套程序和来源 Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment 5 1 2TheComponentsofMarketingInformationSystem 7 3 营销调研系统MarketingResearchSystem 营销调研是系统的设计 收集 分析和提出数据资料以及提出公司所面临的特定营销状况有关的调查研究结果 Marketingresearchisthesystematicdesign collection analysis andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany 营销调研步骤见7 2 5 1 2TheComponentsofMarketingInformationSystem 8 4 营销决策支持系统MarketingDecisionSupportSystem 营销决策支持系统是一个组织 它通过软件与硬件支持 协调数据收集 系统 工具和技术 解释企业内部和外部环境的有关信息 并把它转化为营销活动的基础 Amarketingdecisionsupportsystem MDSS isacoordinatedcollectionofdata systems tools andtechniqueswithsupportingsoftwareandhardwarebywhichanorganizationgathersandinterpretsrelevantinformationfrombusinessandenvironmentandturnsitintoabasisformarketingaction 5 1 2TheComponentsofMarketingInformationSystem 9 5 2营销调研的步骤TheMarketingResearchProcess 确定问题和调研目标Definingtheproblemandresearchobjectives 制定调研计划Developingtheresearchplanforcollectinginformation 执行调研计划 收集和分析信息Implementingtheresearchplan collectingandanalyzingthedata 陈述研究发现Interpretingandreportingthefindings 10 Step1 确定问题和调研目标DefiningtheProblem ResearchObjectives 探测性调研ExploratoryResearch 描述性调研DescriptiveResearch 因果性调研CausalResearch Testhypothesesaboutcause and effectrelationships Gatherspreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses Describesthingsasmarketpotentialforaproductorthedemographicsandconsumers attitudes 11 Step2 制定调研计划DeveloptheResearchPlan Researchplandevelopmentfollowsthesesteps 资料来源Datasources调研方法Researchapproaches调研工具Researchinstrument抽样计划Samplingplan 12 1 DeveloptheResearchPlan DataSources资料来源GatheringSecondaryInformation 13 2 DeveloptheResearchPlan ResearchApproaches调研方法PlanningPrimaryDataCollection MostWidelyUsedForm 14 PlanningPrimaryDataCollection ContactMethods 15 3 DeveloptheResearchPlan ResearchInstruments调研工具问卷Questionnaires 16 4 DeveloptheResearchPlan SamplingPlans抽样计划PlanningPrimaryDataCollection 17 收集信息CollectingtheData 加工信息ProcessingtheData 分析信息AnalyzingtheData ResearchPlan Step3 执行调研计划ImplementingtheResearchPlan MostExpensive SubjecttoError 18 Step4 陈述研究发现InterpretingandReportingFindings 调研者应提出对管理决策有用的重要发现 ResearcherShouldPresentImportantFindingsthatareUsefulintheMajorDecisionsFacedbyManagement Step1 解释发现InterprettheFindings Step2 得出结果DrawConclusions Step3 向管理层报告ReporttoManagement 19 5 3市场需求的测量与预测DemandMeasurementandForecasting 市场需求的测量ThemeasuresofMarketDemand测量哪个市场 WhichMarkettoMeasure 需求测量的有关词汇AVocabularyforDemandMeasurement估计目前市场需求EstimatingCurrentDemand估计未来需求EstimatingFutureDemand 20 市场需求的测量ThemeasuresofMarketDemand 总市场TotalMarket 潜在市场PotentialMarket 21 AVocabularyforDemandMeasurement 市场需求MarketDemand市场预测MarketForecast市场潜量MarketPotential企业需求CompanyDemand企业销售预测CompanySalesForecast企业销售潜量CompanySalesPotential 22 估计目前市场需求EstimatingCurrentDemand 总市场潜量TotalMarketPotential地区市场潜量AreaMarketPo