菲利普.科特勒的“市场营销”讲义4.ppt

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1、Chapter4GatheringInformationandMeasuringMarketDemandMarketingManagementTenthEditionPhilipKotlerObjectivesComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecastAmark

2、etinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaine

3、verydayinformationaboutdevelopmentsinthemarketingenvironment.DefiningtheProblem&ResearchObjectivesExploratoryResearchDescriptiveResearchCausalResearchTestcause-and-effectrelationships.Testshypothesesaboutcause-and-effectrelationships.Shedslightonproble

4、m-suggestsolutionsornewideas.Ascertainmagnitudes.ResearchApproachesBehavioralFocus-groupSurveyExperimentalObservationalSecondary-DataSourcesInternalSourcesGovernmentPublicationsPeriodicalsandBooksCommercialDataOn-LineAssociationsBusinessInformationTheM

5、arketingResearchProcessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanCollecttheinformationAnalyzetheinformationPresentthefindingsGoodMarketingResearch:IsscientificIscreativeUsesmultiplemethodsRealizestheinterdependenceofmodels&dataAck

6、nowledgesthecost&valueofinformationMaintains“healthy”skepticismIsethicalNinetyTypesofDemandMeasurement(6x5x3)AllsalesCompanysalesProductlinesalesProductformsalesProductitemsalesIndustrysalesProductlevelTerritoryRegionU.S.A.CustomerWorldSpacelevelShortr

7、unMediumrunLongrunTimelevelDemandMarketDemandCompanyDemandEstimatingCurrentDemandTotalMarketPotentialAreaMarketPotentialIndustrySalesMarketShareEstimatingFutureDemandSurveyofBuyers’IntentionsCompositeofSalesForceOpinionExpertOpinionPastSalesAnalysisMar

8、ketTestMethodReviewComponentsofamarketinginformationsystemCriteriaofgoodmarketingresearchDecisionsupportsystemsformarketingmanagementDemandmeasurementandforecast