营销信息系统是一整套的程序和方法课件

MarketingPrinciplesBriefreviewMarketingInformationSystemandMarketingResearchMarketingPrinciplesBriefreviWhattypeofinformationdoyouneedtogathertofindoutifyourcompanywillbesuccessfulForexample:Consumerbehaviour,SWOT,demographics,tourismactivities,营销信息系统是一整套的程序和方法课件WhatisMIS?‘MIS（marketinginformationsystem)isasetofproceduresandmethodsfortheregular,plannedcollection,analysisandpresentationofinformationforuseinmarketingdecisions’

营销信息系统是一整套的程序和方法，用来有计划地收集、分析和提供信息，以用于市场营销地决策。WhatisMIS?‘MIS（marketinginThecomponentsofacomputerisedMIS电子营销信息系统构成ModelBankDataBankStatisticalBankMKISDisplayunitMarketingManagerThecomponentsofacomputerisThecomponentsofacomputerisedMISDatabank（数据库）-rawdatae.ghistoricalsalesdata,secondarydataStatisticalbank（统计库）-programmestocarry-outsalesforecasts,spendingprojectionsAmodelbank（模型库）-storesmarketingmodelse.gAnsoff’smatrix,BostonMatrixDisplayunit(显示装置）-VDUandkeyboardThecomponentsofacomputerisMarketingresearch营销调研Theprocessofsystematicallygathering,recording,andanalysingdataconcerningaparticularmarketingproblem

营销调研是指利用某种调查方式和方法，对特定地市场问题，有系统地收集、记录和分析数据信息，以便通过这些数据和资料和数据反映市场的客观情况，更好地进行营销决策。ThusmarketingresearchisusedinspecificsituationstoobtaininformationthatisnototherwiseavailabletodecisionmakersMarketingresearch营销调研TheproMISdiffersfrommarketingresearch‘MISisasetofproceduresandmethodsfortheregular,plannedcollection,analysisandpresentationofinformationforuseinmarketingdecisions’HOWEVER,MARKETINGRESEARCHIS:Theprocessofsystematicallygathering,recording,andanalysingdataconcerningaparticularmarketingproblemMISdiffersfrommarketingresTerminologyofMarketingResearch营销调研术语Primarydata第一手资料-collectedfirsthandSecondarydata第二手资料-alreadyexists,deskresearchQuantitativeresearch定量分析-statisticalbasisQualitativeresearch定性分析-subjectiveandpersonalSampling抽样调查-studyingpartofa‘population（总体）’tolearnaboutthewholeTerminologyofMarketingReseaMarketingResearchTechniques营销调研方法Interviews访问face-to-face(indepthinterviews)telephonepostalquestionnaireAttitudemeasurement态度测试cognitivecomponent(know/believeaboutanact/object)affectivecomponent(feelaboutanact/object)conativecomponent(behavetowardsanobjectoract)MarketingResearchTechniques营Likertscale李科特量表stronglyagreeagreeneitheragreenordisagreedisagreestronglydisagreeSemanticdifferentialscales语义差别量表-differencesbetweenwordse.g.Projectivetechniques投射法sentencecompletionpsychodrama(yourselfasaproduct)friendlymartian(whatsomeoneelsemightdo)Likertscale李科特量表Groupdiscussionandfocusgroup焦点小组访谈PostalresearchquestionnairesDiarypanels-sourcesofcontinuousdataIn-homescanning-hand-heldlightpentoscanbarcodesTelephoneresearchObservation观察法homeauditdirectobservationIn-storetestingGroupdiscussionandfocusgroWhenShouldMarketingResearchbeUsed?WhenalternativeactionsareavailableWhentherearepotentiallydifferentpayoffsfromthedifferentactionsWhenthereisuncertaintyaboutwhichactiontotakeWhenyouarepotentiallywillingtoalteractionsbasedontheresearchresultsWhenitispossibletocollecttheinformationWhenthecostoftheresearchislessthantheaddedbenefitWhenShouldMarketingResearchTheMarketingResearchProcessSetobjectivesDefineresearchProblemAssessthevalueoftheresearchConstructaresearchproposalSpecifydatacollectionmethodSpecifytechniquesofmeasurementSelectthesampleDatacollectionAnalysisofresultsPresentinafinalreportTheMarketingResearchProcessSetobjectives确立调查目标Thefirststepcallsforthemarketingmanagerandmarketingresearchertosetaobjectivesoftheresearch.Setobjectives确立调查目标DefineresearchProblem定义调查问题Theresearchproblemcannotbetoobroadortoonarrow.‘aproblemwelldefinedishalfsolved.’DefineresearchProblem定义调查问题Assessthevalueoftheresearch

评估调研价值Themarketingmanagerneedstoknowthecostoftheresearchplanbeforeapprovingit.AssessthevalueoftheresearConstructaresearchproposal

制定调研计划Datasources：primarydatasecondarydataResearchapproaches:primarydatacanbecollectedinfourways:observation,focusgroup,survey,andexperiments.Researchinstruments:collectingprimarydata:questionnairesandmechanicaldevices.Constructaresearchproposal

Constructaresearchproposal

制定调研计划Samplingplanprobabilitysample概率抽样法:simplerandomsample简单随机法stratifiedrandomsample分层法cluster(area)sample整群法nonprobabilitysample非概率抽样法:conveniencesample便利法judgmentsample判断法quotasample配额法Timetableandbudget日程表和预算Constructaresearchproposal

Activity3.1.3Thedatawillhelpmanagementindecisionmaking.thedatawillgivemanagementanideaofthecompetitivenessoftheindustry.Marketingshareinformationwillhelptheorganizationtosetrealisticobjectivesforthemselves.IndustrysaleswilltellmanagementoverallifthePCindustryisindecline,remainingthesameorgrowing.Activity3.1.3ThedatawillheActivity3.1.5Botharecrucial,secondaryresearchwillgivethecompanyinitialinformationonwhethertheindustryisindeclineornotandwillassistthemindecidingwhethertoentertheindustry.Primaryinformationwillgivethemagreaterinsightintotheneedsofparticularusers,whatthemainpurchaseneedsofparticularusers,whatthemainpurchasereasonforaPCis,fromwhereandsoon.Activity3.1.5BotharecrucialActivity3.4.2Theinternalrecordssystemcanprovideresultsdatasuchasreportsonorders,sales,prices,inventorylevels,receivables,payables,andsoon.Marketingintelligencesystemsupplieshappeningdatabyobtainingeverydayinformationaboutpertinentdevelopmentsinthemarketingenvironment.Marketingresearchcanfindrelevanttoaspecificmarketingsituationfacingthecompany.Activity3.4.2TheinternalrecCocaColaCaseStudyExampleofhowblindtastetestsmissedthepointInthemid1980’s,200,000consumerstookpartintastetests,oldCokevs.newCokef