实用英语写作教师课件Cha

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1、Chapter5GlobalMarketingResearchandInformationSystemsGlobalMarketingInformationSystemandResearchobjective:PresentaninformationacquisitionmodelforglobalmarketingPresentanoutlineoftheglobalmarketingresearchprocessOverviewofGlobalMarketInformationSystemsOnepurposeofamarketi

2、nginformationsystem(MIS)istoprovidemanagersandotherdecisionmakerswithacontinuousflowofinformationaboutcompanyoperationMarketingResearchResearchistheonlytoolanorganizationhastokeepincontactwithitsexternaloperatingenvironment.Inordertobeproactiveandchangewiththeenvironment

3、simplequestionsneedtobeasked:Howarecustomerneedschanging?Canyoumeetthesechangingneeds?Whatdoyourcustomersthinkaboutexistingproductsorservices?Howarecompetitorsoperatingwithintheenvironment?Aretheirstrategiesexceedingorinfluencingyours?Whatshouldyoudo?Howaremacroandmicroe

4、nvironmentalfactorsinfluencingyourorganization?Againhowwillyoureact?MarketResearchandMarketingResearchadifference.Acommonmistakebymanystudents,lecturersandtextbooksisthatthereisnounderstandingofthecleardistinctionbetweenmarketresearchandmarketingresearch.DefinitionofMark

5、etingResearch1.Marketingresearchisaformofmarketingintelligencethatinvolvesspecificenquiriesintoproblemstoguidemarketer’sdecisionmaking.2.MarketingResearch:Inessencemarketingresearchaimstodiscovertherootcauseforaspecificproblemwithinanorganization(e.g.decliningsales)andpu

6、tforwardsolutionstothatproblem.TheGoalofMarketingResearchToimplementthemarketingconceptandmarketingstrategy,managersmustmakedecisions.Manydecisionsrequireadditionalinformationandmarketingresearchisneededtosupplythatinformation.SixSubjectAgendaCategoriesForaGlobalMarketin

7、gInformationSystemCategoryMarketPotentialCompetitorInformationForeignExchangePrescriptiveInformationResourceInformationGeneralConditionsCoverageDemandestimates,consumerbehavior,reviewofproducts,channels,communicationmediaCorporate,business,functionalstrategiesBalanceofpa

8、yments,interestrates,attractivenessofcountry,expectationsofanalysisLaws,regulations,rulingsconcerningta