英语市场营销教学课件—marketing(3) (2)

《英语市场营销教学课件—marketing(3) (2)》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、3/7/2012Mark922Chapter4Week3Chapters4&5ManagingMarketingInformationtoGainCustomerInsightsPowerPointtoaccompany:PowerPointtoaccompany:ManagingmarketinginformationtogaincustomerinsightsMarketinginformationandcustomerinsightsLearningobjectivesObjective1Explaintheimportanceofinformationi

2、ngaininginsightsaboutthemarketplaceandcustomersObjective2DefinethemarketinginformationsystemanddiscussitspartsObjective3OutlinethestepsinthemarketingresearchprocessObjective4ExplainhowcompaniesanalyseandusemarketinginformationObjective5Discussthespecialissuessomemarketingresearchersf

3、ace,includingpublicpolicyandethicsissues•Tocreatevalueforcustomersandtobuildmeaningfulrelationshipswiththem,marketersmustfirstgainfresh,deepinsightsintowhatcustomersneedandwant•Customers’needsandbuyingmotivesareoftenanythingbutobvious•Companiesmustdesigneffectivemarketinginformations

4、ystems(MIS)thatgivemanagerstherightinformation,intherightform,attherighttime3Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e4Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5eMarketingi

5、nformationandcustomerinsights AssessingmarketinginformationneedsQuestionsforassessingmarketinginformationneeds1.Whattypesofdecisionsareyouregularlycalledupontomake?2.Whattypesofinformationdoyouneedtomakethesedecisions?.4.Whattypesofspecialstudiesdoyouperiodicallyrequest?5.Whattypesof

6、informationwouldyouliketogetthatyouarenotnow getting?5Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e6Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e13/7/2012Assessingmarketinginform

7、ationneeds DiscussionquestionQuestionsforassessingmarketinginformationneeds1.Whatinformationwouldyouwantdaily?Weekly?Monthly?Yearly?2.Whatmagazineandtradereportswouldyouliketoseeonaregular basis?3.Whatspecifictopicswouldliketobekeptinformedof?4.Whattypesofdataanalysisprogramswouldyou

8、liketoseemad