營(yíng)銷(xiāo)信息系統(tǒng)是一整套的程序和方法課件

MarketingPrinciplesBriefreviewMarketingInformationSystemandMarketingResearchMarketingPrinciplesBriefreviWhattypeofinformationdoyouneedtogathertofindoutifyourcompanywillbesuccessfulForexample:Consumerbehaviour,SWOT,demographics,tourismactivities,營(yíng)銷(xiāo)信息系統(tǒng)是一整套的程序和方法課件WhatisMIS?‘MIS（marketinginformationsystem)isasetofproceduresandmethodsfortheregular,plannedcollection,analysisandpresentationofinformationforuseinmarketingdecisions’

營(yíng)銷(xiāo)信息系統(tǒng)是一整套的程序和方法，用來(lái)有計(jì)劃地收集、分析和提供信息，以用于市場(chǎng)營(yíng)銷(xiāo)地決策。WhatisMIS?‘MIS（marketinginThecomponentsofacomputerisedMIS電子營(yíng)銷(xiāo)信息系統(tǒng)構(gòu)成ModelBankDataBankStatisticalBankMKISDisplayunitMarketingManagerThecomponentsofacomputerisThecomponentsofacomputerisedMISDatabank（數(shù)據(jù)庫(kù)）-rawdatae.ghistoricalsalesdata,secondarydataStatisticalbank（統(tǒng)計(jì)庫(kù)）-programmestocarry-outsalesforecasts,spendingprojectionsAmodelbank（模型庫(kù)）-storesmarketingmodelse.gAnsoff’smatrix,BostonMatrixDisplayunit(顯示裝置）-VDUandkeyboardThecomponentsofacomputerisMarketingresearch營(yíng)銷(xiāo)調(diào)研Theprocessofsystematicallygathering,recording,andanalysingdataconcerningaparticularmarketingproblem

營(yíng)銷(xiāo)調(diào)研是指利用某種調(diào)查方式和方法，對(duì)特定地市場(chǎng)問(wèn)題，有系統(tǒng)地收集、記錄和分析數(shù)據(jù)信息，以便通過(guò)這些數(shù)據(jù)和資料和數(shù)據(jù)反映市場(chǎng)的客觀情況，更好地進(jìn)行營(yíng)銷(xiāo)決策。ThusmarketingresearchisusedinspecificsituationstoobtaininformationthatisnototherwiseavailabletodecisionmakersMarketingresearch營(yíng)銷(xiāo)調(diào)研TheproMISdiffersfrommarketingresearch‘MISisasetofproceduresandmethodsfortheregular,plannedcollection,analysisandpresentationofinformationforuseinmarketingdecisions’HOWEVER,MARKETINGRESEARCHIS:Theprocessofsystematicallygathering,recording,andanalysingdataconcerningaparticularmarketingproblemMISdiffersfrommarketingresTerminologyofMarketingResearch營(yíng)銷(xiāo)調(diào)研術(shù)語(yǔ)Primarydata第一手資料-collectedfirsthandSecondarydata第二手資料-alreadyexists,deskresearchQuantitativeresearch定量分析-statisticalbasisQualitativeresearch定性分析-subjectiveandpersonalSampling抽樣調(diào)查-studyingpartofa‘population（總體）’tolearnaboutthewholeTerminologyofMarketingReseaMarketingResearchTechniques營(yíng)銷(xiāo)調(diào)研方法Interviews訪問(wèn)face-to-face(indepthinterviews)telephonepostalquestionnaireAttitudemeasurement態(tài)度測(cè)試cognitivecomponent(know/believeaboutanact/object)affectivecomponent(feelaboutanact/object)conativecomponent(behavetowardsanobjectoract)MarketingResearchTechniques營(yíng)Likertscale李科特量表stronglyagreeagreeneitheragreenordisagreedisagreestronglydisagreeSemanticdifferentialscales語(yǔ)義差別量表-differencesbetweenwordse.g.Projectivetechniques投射法sentencecompletionpsychodrama(yourselfasaproduct)friendlymartian(whatsomeoneelsemightdo)Likertscale李科特量表Groupdiscussionandfocusgroup焦點(diǎn)小組訪談PostalresearchquestionnairesDiarypanels-sourcesofcontinuousdataIn-homescanning-hand-heldlightpentoscanbarcodesTelephoneresearchObservation觀察法homeauditdirectobservationIn-storetestingGroupdiscussionandfocusgroWhenShouldMarketingResearchbeUsed?WhenalternativeactionsareavailableWhentherearepotentiallydifferentpayoffsfromthedifferentactionsWhenthereisuncertaintyaboutwhichactiontotakeWhenyouarepotentiallywillingtoalteractionsbasedontheresearchresultsWhenitispossibletocollecttheinformationWhenthecostoftheresearchislessthantheaddedbenefitWhenShouldMarketingResearchTheMarketingResearchProcessSetobjectivesDefineresearchProblemAssessthevalueoftheresearchConstructaresearchproposalSpecifydatacollectionmethodSpecifytechniquesofmeasurementSelectthesampleDatacollectionAnalysisofresultsPresentinafinalreportTheMarketingResearchProcessSetobjectives確立調(diào)查目標(biāo)Thefirststepcallsforthemarketingmanagerandmarketingresearchertosetaobjectivesoftheresearch.Setobjectives確立調(diào)查目標(biāo)DefineresearchProblem定義調(diào)查問(wèn)題Theresearchproblemcannotbetoobroadortoonarrow.‘a(chǎn)problemwelldefinedishalfsolved.’DefineresearchProblem定義調(diào)查問(wèn)題Assessthevalueoftheresearch

評(píng)估調(diào)研價(jià)值Themarketingmanagerneedstoknowthecostoftheresearchplanbeforeapprovingit.AssessthevalueoftheresearConstructaresearchproposal

制定調(diào)研計(jì)劃Datasources：primarydatasecondarydataResearchapproaches:primarydatacanbecollectedinfourways:observation,focusgroup,survey,andexperiments.Researchinstruments:collectingprimarydata:questionnairesandmechanicaldevices.Constructaresearchproposal

Constructaresearchproposal

制定調(diào)研計(jì)劃Samplingplanprobabilitysample概率抽樣法:simplerandomsample簡(jiǎn)單隨機(jī)法stratifiedrandomsample分層法cluster(area)sample整群法nonprobabilitysample非概率抽樣法:conveniencesample便利法judgmentsample判斷法quotasample配額法Timetableandbudget日程表和預(yù)算Constructaresearchproposal

Activity3.1.3Thedatawillhelpmanagementindecisionmaking.thedatawillgivemanagementanideaofthecompetitivenessoftheindustry.Marketingshareinformationwillhelptheorganizationtosetrealisticobjectivesforthemselves.IndustrysaleswilltellmanagementoverallifthePCindustryisindecline,remainingthesameorgrowing.Activity3.1.3ThedatawillheActivity3.1.5Botharecrucial,secondaryresearchwillgivethecompanyinitialinformationonwhethertheindustryisindeclineornotandwillassistthemindecidingwhethertoentertheindustry.Primaryinformationwillgivethemagreaterinsightintotheneedsofparticularusers,whatthemainpurchaseneedsofparticularusers,whatthemainpurchasereasonforaPCis,fromwhereandsoon.Activity3.1.5BotharecrucialActivity3.4.2Theinternalrecordssystemcanprovideresultsdatasuchasreportsonorders,sales,prices,inventorylevels,receivables,payables,andsoon.Marketingintelligencesystemsupplieshappeningdatabyobtainingeverydayinformationaboutpertinentdevelopmentsinthemarketingenvironment.Marketingresearchcanfindrelevanttoaspecificmarketingsituationfacingthecompany.Activity3.4.2TheinternalrecCocaColaCaseStudyExampleofhowblindtastetestsmissedthepointInthemid1980’s,200,000consumerstookpartintastetests,oldCokevs.newCokef