营销信息管理.ppt

ManagingMarketingInformation,营销信息管理,天马行空官方博客：,5-1,Objectives目标,Understandtheimportanceofinformationtothecompany.Knowthedefinitionofamarketinginformationsystemandbeabletodiscussitssubparts.Learnthestepsinthemarketingresearchprocess.,向公司解释信息的重要性。定义营销信息系统并讨论其组成部分。概述市场研究过程的几个步骤。,5-2,Objectives目标,Learnhowcompaniesanalyzeanddistributemarketinginformation.Realizethespecialissuessomemarketingresearchersface,includingpublicpolicyandethicalissues.,解释公司怎样分析和传播营销信息。讨论一些市场调查人员面临的具体问题，包括公共政策问题和伦理问题。,5-3,CaseStudy案例研究,“NewCoke”wasafiasco;consumercomplaintsresultedinthereturnof“CokeClassic”afteronly3months.$4millionwasspentresearching“NewCoke”.,Keyissue:theresearchproblemwastoonarrowlydefined,andconsumerfeelingswereignored.Poorjudgmentinresultinterpretationwasalsoaproblem.,Coke可口可乐,5-4,MarketingInfo.System营销信息系统,MarketingInformationSystem(MIS)Consistsofpeople,equipment,andproceduresthatgather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.,营销信息系统（MIS）指能够为营销决策时，准确地收集、整理、分析和评估并分送转达所需信息的人员、设备和程序。,5-5,MarketingInfo.System营销信息系统,AssessingMarketingInformationNeedsTheMISservescompanymanagersaswellasexternalpartners.TheMISmustbalanceneedsagainstfeasibility:Notallinformationcanbeobtained.Obtaining,processing,sorting,anddeliveringinformationiscostly.,评估信息需求MIS不但服务于公司管理者，也服务于外部合作者。MIS必须平衡需求与可行性：并不是所有信息都是可以获得的。获取、处理、储存和传递信息的需要成本的。,5-6,Internaldataisgatheredviacustomerdatabases,financialrecords,andoperationsreports.Advantagesofinternaldataincludequick/easyaccesstoinformation.Disadvantagesstemfromtheincompletenessorinappropriatenessofdatatoaparticularsituation.,Internaldata内部数据,内部数据的来源有消费者数据库、财务记录和操作报告。内部数据的好处包括迅速和易于获取数据。缺点包括对于特定情况数据会不够完备或有错误。,5-7,Marketingintelligence营销情报,营销情报是对竞争对手和市场营销环境发展的公开可得信息的系统收集和分析。竞争情报的收集活动大幅度增长。竞争信息有许多来源。,Marketingintelligenceisthesystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsandtrendsinthemarketingenvironment.Competitiveintelligencegatheringactivitieshavegrowndramatically.Manysourcesofcompetitiveinformationexist.,5-8,CompanyemployeesInternetGarbagePublishedinformationCompetitorsemployeesTradeshowsBenchmarkingChannelmembersandkeycustomers,公司雇员因特网垃圾公开信息公司竞争者贸易展补缺市场渠道成员,SourcesofCompetitiveIntelligence竞争情报的来源,5-9,系统地设计、收集、分析和报告与某个组织面临的特定营销问题有关的各种数据和资料。市场调查过程的步骤。,Marketingresearch市场调查,Marketingresearchisthesystematicdesign,collection,analysis,andreportingofdatarelevanttoaspecificmarketingsituationfacinganorganization.Stepsinthemarketingresearchprocess.,5-10,MarketingInfo.System营销信息系统,StepsintheMarketingResearchProcess:Definingtheproblemandresearchobjectives.Developingtheresearchplanforcollectinginformation.Implementingtheresearchplancollectingandanalyzingthedata.Interpretingandreportingthefindings.,市场调查程序：确定问题和调查目标。制定调查计划以收集信息。招待调查计划收集和分析数据。解释并报告调查结果。,5-11,MarketingInfo.System营销信息系统,Step1:DefiningtheproblemandresearchobjectivesDontconfusethesymptomsoftheproblemwithitscausewhendefiningtheproblem.Exploratory,descriptive,andcausalresearcheachfulfilldifferentobjectives.,步骤一：确定问题和调查目标在定义问题时不要混淆问题的症状与成因。探索性调查、描述性调查和因果性调查满足不同的目标。,5-12,MarketingInfo.System营销信息系统,Step2:DevelopingtheResearchPlanResearchobjectivesguidethedeterminationofspecificinformationneeds.Researchproposalsoutlinethetypeofdataneededandtheresearchplan.Secondarydata:Informationcollectedforanotherpurposewhichalreadyexists.Primarydata:Informationcollectedforthespecificpurposeathand,第二步：制定调查计划目标研究帮助确定具体信息需求。调查建议列出了所需的数据类型和研究计划。二手信息：已经存在的为其他目的而收集的信息。原始信息：为当前目标而专门收集的信息。,5-13,Secondarydata二手信息,二手信息的来源：政府信息因特网、商业数据库、在线数据库出版物优势：迅速获得比原始数据花费少缺点：信息也许并不存在或不可用。,Secondarydatasources:GovernmentinformationInternal,commercial,andonlinedatabasesPublicationsAdvantages:ObtainedquicklyLessexpensivethanprimarydataDisadvantages:Informationmaynotexistormaynotbeusable.,5-14,EvaluatetheFollowingWhenJudgingDataQuality判别数据质量时要评价以下因素,MarketingInfo.System营销信息系统,RelevanceAccuracyCurrencyImpartiality,相关性准确性及时性公平性,5-15,Primarydata原始数据,计划收集原始数据调查方法：观察法、调查法、实验法访问方法：邮寄、电话、网络、个人采访抽样计划：样本单位、样本规模、抽样过程研究手段调查问卷、仪器设备,Planningprimaryresearch:Researchapproaches:Observation,survey,experimentContactmethods:Mail,telephone,online,personalSamplingplan:Samplingunit,samplesize,samplingprocedureResearchinstruments:Questionnaire,mechanicalinstruments,5-16,MarketingInfo.System营销信息系统,Researchapproaches:ObservationresearchusingpeopleormachinesMysteryshoppers,trafficcounters,website“cookies”aresomeexamples.Discoversbehaviorbutnotmotivations.Ethnographicresearchexpandsobservationresearchtoincludeconsumerinterviews.,调查手段使用人员或机器进行观察研究例如：秘密买者、顾客计数器、网站“cookie”。发现行为，但不是动机。,5-17,MarketingInfo.System营销信息系统,Researchapproaches:Surveyresearchiswidelyusedtogatherdescriptiveinformation.SinglesourcedatasystemsgatherinformationfromconsumerpanelsSurveyresearchfacesmanyproblemsExperimentalresearchinvestigatescauseandeffectrelationships.,研究方法：调查者在收集描述性信息时使用很广泛单一来源数据系统从消费者抽样中收集信息调查研究面对很多问题实验研究致力于研究成因和效果关系。,5-18,MarketingInfo.System营销信息系统,KeyContactMethodsInclude:MailsurveysTelephonesurveysPersonalinterviewing:IndividualorfocusgroupOnline(Internet)researchEachcontactmethodhasstrengthsandweaknesses,主要访问方法包括：邮寄调查电话调查个人访谈：个人或小组深度访谈在线（因特网）调查第种访问方法都有有优势和劣势,5-19,StrengthsandWeaknessesofContactMethodsRelateto:访问方法的优势和劣势关系到：,FlexibilitySamplecontrolDataquantityCostInterviewereffectsSpeedofdatacollectionResponserate,可变性样本控制数据量成本访谈效果数据收集的速度反应率,5-20,MarketingInfo.System营销信息系统,Sample:subgroupofpopulationfromwhominformationwillbecollectedSamplingPlanDecisions:SamplingunitSamplesizeSamplingprocedure:ProbabilitysamplesNon-probabilitysamples,样本：从总体中挑选出的一部分抽样计划决策：样本单元样本规模抽样过程：概率抽样非概率抽样,5-21,MarketingInfo.System营销信息系统,ResearchInstruments:QuestionnairesIncludeopen-endedandclosed-endedquestionsPhrasingandquestionorderarekeyMechanicalinstruments,调查手段：调查问卷包括封闭式问题和开放式问题措词和问题次序很关键仪器,5-22,MarketingInfo.System营销信息系统,Step3oftheResearchProcess:ImplementingtheResearchPlanInvolvescollecting,processing,andanalyzinginformation.Step4oftheResearchProcess:InterpretingandReportingtheFindings,第三步：实施调查计划包括收集、处理和分析信息。第四步：解释并报告调查结果,5-23,MarketingInfo.System营销信息系统,AnalyzingMarketingInformationCustomerrelationshipmanagement(CRM)helpsmanageinformation.CRMoffersmanybenefitsandcanhelpafirmgainacompetitiveadvantage.Techn