營(yíng)銷信息的功能PPT學(xué)習(xí)教案

1、會(huì)計(jì)學(xué)1上，才可能得到正確的結(jié)果。n（2）市場(chǎng)營(yíng)銷信息是制定企業(yè)營(yíng)銷計(jì)劃的依據(jù)n企業(yè)在市場(chǎng)營(yíng)銷中，必須根據(jù)市場(chǎng)需求的變化，在營(yíng)銷決策的基礎(chǔ)上，制定具體的營(yíng)銷計(jì)劃，以確定實(shí)現(xiàn)營(yíng)銷目標(biāo)的具體措施和途徑。不了解市場(chǎng)信息，就無(wú)法制定出符合實(shí)際需要的計(jì)劃。第1頁(yè)/共30頁(yè)銷計(jì)劃，對(duì)企業(yè)的營(yíng)銷活動(dòng)進(jìn)行有效控制，使企業(yè)的營(yíng)銷活動(dòng)能按預(yù)期目標(biāo)進(jìn)行。n（4）市場(chǎng)營(yíng)銷信息是進(jìn)行內(nèi)、外協(xié)調(diào)的依據(jù)n企業(yè)營(yíng)銷活動(dòng)中，要不斷地收集市場(chǎng)營(yíng)銷信息，根據(jù)市場(chǎng)和自身狀況的變化，來(lái)協(xié)調(diào)內(nèi)部條件、外部條件和企業(yè)營(yíng)銷目標(biāo)之間的關(guān)系，使企業(yè)營(yíng)銷系統(tǒng)與外部環(huán)境之間、與內(nèi)部各要素之間始終保持協(xié)調(diào)一致。第2頁(yè)/共30頁(yè)第3頁(yè)/共30頁(yè)第4頁(yè)/

2、共30頁(yè)Marketing ManagersAnalysisPlanningImplementationOrganizationControlMarketingEnvironmentTargetMarketsMarketingChannelsCompetitorsPublicsMacroEnvironmentforcesAssessingInformationNeeds評(píng)估信息需求Distributing InformationDeveloping InformationInternalRecords內(nèi)部檔案MarketingIntelligence營(yíng)銷情報(bào)Informationanalysi

3、sMarketingResearch營(yíng)銷研究Marketing decision and communications第5頁(yè)/共30頁(yè)decisionsn decide the cost and the value ( weigh carefully)n notice: too much information can be as harmful as too little. n In many cases, additional information will do little to change or improve a managers decision, or the costs

4、of the information may exceed the returns from the improved decision. 第6頁(yè)/共30頁(yè)out of context (specific use)n comparability difficulty ( compile in different ways in different countries )n methodological and interpretive problemsn nonexistent, unreliable or incomplete -inter-country comparisons diffi

5、culty)n inflated or deflated (political purposes)第7頁(yè)/共30頁(yè)RESEARCH APPROACHESCONTACT METHODSSAMPLING PLANRESEARCH INSTRUMENTSObservationMailSampling unitQuestionnaireFocus groupMeetingTopics, issuesSurveyTelephoneSample sizeMechanical instrumentsExperimentPersonal Sampling procedure第8頁(yè)/共30頁(yè)第9頁(yè)/共30頁(yè)第10頁(yè)/共30頁(yè)第11頁(yè)/共30頁(yè)第12頁(yè)/共30頁(yè)第13頁(yè)/共30頁(yè)第14頁(yè)/共30頁(yè)Defining the problemExploratoryresearchFormulatingA hypothesisResearch designCollecting dataInterpretationAndpresentation第15頁(yè)/共30頁(yè)第16頁(yè)/共30頁(yè)第17頁(yè)/共30頁(yè)第18頁(yè)/共30頁(yè)第19頁(yè)/共30頁(yè)第