ch05Marketing Ination Systems and Marketing Research(营销管理,菲利普·科特勒教材).ppt

1、,Chapter 5 Marketing Information Systems and Marketing Research,“Know your enemy and know yourself, and in a hundred battles you will never be in peril”-Sun-Tzu,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Chap

2、ter Objectives,Explain the concept of the marketing information system Identify the different kinds of information the company might use Outline the marketing research process,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen,

3、and Makens,Marketing Information System,A Marketing Information System (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers,2006 Pearson Education, Inc. Marketing for Hospitality a

4、nd Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Marketing Information System,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Assessing Information Needs,There must be a balance betwe

5、en what information is wanted and what is cost effective, obtainable and needed Too much information can be as harmful as too little Information gathering costs can add up quickly,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bow

6、en, and Makens,Developing Information,Information can be obtained from internal company records, marketing intelligence and marketing research Data warehouses contain all customer information in a single, accessible source Guest history information the most valuable,2006 Pearson Education, Inc. Mark

7、eting for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Guest Information Trends,Booking patterns Cancellations Conversion percentages,Overbooking patterns Historical occupancy trends Yield pattern by season,2006 Pearson Education, Inc. Marketing for Hos

8、pitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Guest Information Management,Guest comment cards Listening to and speaking with guests Automated systems Mystery shoppers,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Sad

9、dle River, NJ 07458 Kotler, Bowen, and Makens,Guest Information Management,Company records Point-of-sale information Corporate customer and marketing intermediary information,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, a

10、nd Makens,Marketing Intelligence,Marketing intelligence includes everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Sad

11、dle River, NJ 07458 Kotler, Bowen, and Makens,Marketing Intelligence Forms,Internal marketing intelligence External marketing intelligence Competitive information,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,In

12、ternal Marketing Intelligence,Company executives Hotel owners and managers Contact personnel,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,External Marketing Intelligence,Macro market information Competitive inf

13、ormation New innovation and trends,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Competitive Information,Competitors annual reports Trade magazines, press releases, advertisements In todays information age, comp

14、anies leave a paper trail,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Marketing Research,Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates

15、 marketing actions and performance, and communicates the findings and implications to management,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Marketing Research Process,Define the problem and research objective

16、s Develop the research plan Implement the research plan Interpret and report the findings,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Defining the Problem and Research Objectives,Exploratory research gather pr

17、eliminary information to help define the problem and suggest hypotheses Descriptive research describe the size and composition of the market Causal research tests hypotheses about cause and effect relationships,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Sad

18、dle River, NJ 07458 Kotler, Bowen, and Makens,Developing the Research Plan,Determining Specific Information Needs translate research objectives into specific information needs Gathering Secondary Information collect information that is already in existence Planning Primary Data Collection informatio

19、n being collected for the specific purpose at hand,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Research Approaches,Observational research Survey research Experimental research,2006 Pearson Education, Inc. Mark

20、eting for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Contact Methods in Research,Mail Telephone Personal Interview Individual (intercept) interview In-depth interview Internet surveying Electronic mail Web page Focus groups,2006 Pearson Education, Inc

21、. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Sampling Plan,A sample is a segment of the population selected to represent the population as a whole To design a sample four decisions must be made: Who will be surveyed? How many people will

22、 be surveyed? How will the sample be chosen? Probability or nonprobability samples When will the survey be given?,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Research Instruments,Primary research instruments T

23、he interview structured e.g questionnaires unstructured Mechanical devices Structured models eg. test markets What are some types of closed-ended and open-ended questions?,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and

24、Makens,Information Analysis,Analysis of collected information can assist in distinguishing relationships between data Help managers answer questions like “what if” and “which is best”,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler,

25、 Bowen, and Makens,Distributing Information,Information is not helpful unless it is able to reach the managers clearly and in a timely manner Recent developments in information handling have led to a revolution in its distribution,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4

26、th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,International Marketing Research,Many barriers exist that can make international research more difficult: Lack of secondary information Language Culture,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Best Practices,Marriott Research Priorities Market segmentation and sizing Concept development and product testing Price-sensitivity assessment Advertising and