菲利普科特勒-市场营销第10版全套19个PPT04.ppt

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1、Chapter4GatheringInformationandMeasuringMarketDemandMarketingManagementTenthEditionPhilipKotlerObjectivesComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecastAmarketinginformationsystem(MIS)cons

2、istsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.D

3、efiningtheProblem&ResearchObjectivesExploratoryResearchDescriptiveResearchCausalResearchTestcause-and-effectrelationships.Testshypothesesaboutcause-and-effectrelationships.Shedslightonproblem-suggestsolutionsornewideas.Ascertainmagnitudes.ResearchApproachesBehavioralFocus-groupSurve

4、yExperimentalObservationalSecondary-DataSourcesInternalSourcesGovernmentPublicationsPeriodicalsandBooksCommercialDataOn-LineAssociationsBusinessInformationTheMarketingResearchProcessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanCollecttheinformationAnalyzetheinform

5、ationPresentthefindingsGoodMarketingResearch:IsscientificIscreativeUsesmultiplemethodsRealizestheinterdependenceofmodels&dataAcknowledgesthecost&valueofinformationMaintains“healthy”skepticismIsethicalNinetyTypesofDemandMeasurement(6x5x3)AllsalesCompanysalesProductlinesalesProductfor

6、msalesProductitemsalesIndustrysalesProductlevelTerritoryRegionU.S.A.CustomerWorldSpacelevelShortrunMediumrunLongrunTimelevelDemandMarketDemandCompanyDemandEstimatingCurrentDemandTotalMarketPotentialAreaMarketPotentialIndustrySalesMarketShareEstimatingFutureDemandSurveyofBuyers’Inten

7、tionsCompositeofSalesForceOpinionExpertOpinionPastSalesAnalysisMarketTestMethodReviewComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecast