出口行销学ch3.ppt

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1、Chapter3:UsingMarketingInformationtoMakeBetterDecisions“Marketingisbecomingmoreofabattlebasedoninformationthanonebasedonsalespower.”ChapterObjectives1.Knowaboutmarketinginformationsystems;2.Understandthescientificapproachtomarketingresearch;3.Knowhowtodefineandsolvemarketingproblems;4.Knowabou

2、tgettingsecondaryandprimarydata;5.Understandtheroleofobserving,questioning,andusingexperimentalmethodsinmarketingresearch;6.Understandtheimportantnewterms.1.Whydomarketersneedresearch?ChangingmarketingenvironmentModernmarketingconceptdeterminesmarketingstartsfromcollecting,recordingandanalyzin

3、ginformationondemand.Acompetitiveadvantageintoday’sinformation-basedsociety2.MISMIS–anorganizedwayofcontinuallygathering,accessing,andanalyzinginformationthatmarketingmanagersneedinordertomakedecisions.MarketingInformationSystemsMarketResearchStudiesInternalDataSourcesExternalDataSourcesDataba

4、sesDecisionSupportSystem(DSS)MarketingManagerDecisionsOutcomesMarketingModelsInformationTechnologySpecialistsInputs?AnswersNewInformationFeedbackInformationSourcesQuestionsandAnswersDecisionMakerResultsSub-systemsofMISTheinternalrecordssystem-orders,sales,prices,costs,inventorylevel,receivable

5、sandpayables,etc.Themarketingintelligencesystem-asetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment(byreadingbooks,newspapersandtradepublications;talkingtocustomers,suppliersanddistributors;andmeetingwithothercompanymanagers.)Themarketi

6、ngresearchsystemThemarketingdecisionsupportsystem(MDSSorDSS)-acomputerprogramthatmakesiteasyformarketingmanagerstogetanduseinformationastheyaremakingdecisions.3.MarketingresearchsystemMarketingresearch–theprocedurestodevelopandanalyzenewinformationtohelpmarketingmanagersmakedecisions.Whodoesth

7、ework?Largecompanies;Smallfirms;NonprofitsEffectiveresearchrequiresco-operation4.ThescientificmethodandhypothesesScientificmethod–adecision-makingapproachthatfocusesonbeingobjectiveandorderlyintestingideasbeforeacceptingthem.Hypotheses–