營(yíng)銷信息的功能幻燈片資料

UnitSix

InternationalMarketingInformationSystemandResearch營(yíng)銷信息的功能（1）市場(chǎng)營(yíng)銷信息是企業(yè)經(jīng)濟(jì)決策的前提和基礎(chǔ)企業(yè)營(yíng)銷過(guò)程中，無(wú)論是對(duì)于企業(yè)的營(yíng)銷目標(biāo)、發(fā)展方向等戰(zhàn)略問(wèn)題的決策，還是對(duì)于企業(yè)的產(chǎn)品、定價(jià)、銷售渠道、促銷措施等戰(zhàn)術(shù)問(wèn)題的決策，都必須在準(zhǔn)確地獲得市場(chǎng)營(yíng)銷信息的基礎(chǔ)上，才可能得到正確的結(jié)果。（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)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。（3）市場(chǎng)營(yíng)銷信息是實(shí)現(xiàn)營(yíng)銷控制的必要條件營(yíng)銷控制，是指按既定的營(yíng)銷目標(biāo)，對(duì)企業(yè)的營(yíng)銷活動(dòng)進(jìn)行監(jiān)督、檢查，以保證營(yíng)銷目標(biāo)實(shí)現(xiàn)的管理活動(dòng)。由于市場(chǎng)環(huán)境的不斷變化，企業(yè)在營(yíng)銷活動(dòng)中必須隨時(shí)注意市場(chǎng)的變化，進(jìn)行信息反饋，以此為依據(jù)來(lái)修訂營(yíng)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。（4）市場(chǎng)營(yíng)銷信息是進(jìn)行內(nèi)、外協(xié)調(diào)的依據(jù)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。6.1TheMarketingInformationSystemMIS:1.people,equipment,procedures2.gather,sort,analyze,evaluateanddistribute3.needed,timely,andaccurateinformation4.tomarketingdecisionmarkerTheMarketingInformationSystemMarketingManagersAnalysisPlanningImplementationOrganizationControlMarketingEnvironmentTargetMarketsMarketingChannelsCompetitorsPublicsMacroEnvironmentforcesAssessingInformationNeeds評(píng)估信息需求DistributingInformationDevelopingInformationInternalRecords內(nèi)部檔案MarketingIntelligence營(yíng)銷情報(bào)InformationanalysisMarketingResearch營(yíng)銷研究Marketingdecisionandcommunications6.1.1Assessinginformationneeds

評(píng)估信息需求1.balancestheinformationmanagerswouldlike,whattheyreallyneedandwhatisfeasibletooffer2.methods:interviewmanagerstofindoutwhatinformationtheywouldlikewatchthemarketingenvironmentforkeymarketingdecisionsdecidethecostandthevalue(weighcarefully)notice:toomuchinformationcanbeasharmfulastoolittle.Inmanycases,additionalinformationwilldolittletochangeorimproveamanager’sdecision,orthecostsoftheinformationmayexceedthereturnsfromtheimproveddecision.6.1.2Developinginformation信息形成1.primary&secondaryinformation(sourceofinformation)

secondaryinformation(betreatedwithcareandcaution):features:morequickly,lowercost,providedataanindividualcompanycannotcollectonitsownsources:government,internationalbodies,business,trade,professional,foreignembassies,trademissionsandotherdisadvantages:incomplete,ambiguousoroutofcontext(specificuse)comparabilitydifficulty(compileindifferentwaysindifferentcountries)methodologicalandinterpretiveproblemsnonexistent,unreliableorincomplete---inter-countrycomparisonsdifficulty)inflatedordeflated(politicalpurposes)primaryinformation:referstodatathatiscollectedforthefirsttimeduringamarketingresearchstudy

features:

longer,costalotresearchersmusttakegreatcaretoassurethatitwillberelevant,accurate,currentandunbiasedinformationmethods:RESEARCHAPPROACHESCONTACTMETHODSSAMPLINGPLANRESEARCHINSTRUMENTSObservationMailSamplingunitQuestionnaireFocusgroupMeetingTopics,issuesSurveyTelephoneSamplesizeMechanicalinstrumentsExperimentPersonalSamplingprocedure2.internalrecords,marketingintelligence,andmarketingresearch1)internalrecords(mostbasic)definition:informationgatheredfromsourceswithinthecompanytoevaluatemarketingperformanceandtodetectmarketingproblemsandopportunities(financialstatements,recordsofsales,costandcashflows,etc.)features:quickly,cheaplytogetincomplete,wrongformNotice:greatamountsofinformationrequiresinformationgathering,organizing,processingandindexingtomakeiteasilyandquicklyfound2)marketingintelligencedefinition:everydayinformationaboutpertinentdevelopmentsinthemarketingenvironmentthathelpsmanagersprepareandadjustmarketingplans.method:salesforcea:motivatedistributors,retailers,otherintermediaries,evenappointspecialistsb:purchasesinformationfromoutsidesuppliers,e.g.Researchfirmsc:establishaninternalmarketinginformationcenter3)marketingresearchdefinition:formalstudiesofspecificsituationsfunction:linksthemarketertoconsumersandthepublicthroughinformationidentifyanddefinemarketingopportunitiesandproblemsgenerate,refine,andevaluatemarketingactionsmonitormarketingperformanceimproveunderstandingofthemarketingprocessengagingin:marketpotentialandmarketsharestudiesassessmentsofcustomersatisfactionandpurchasebehaviorstudiesofpricing,product,distribution,andpromotionactivitiesThestartingpointofamarketingresearchproject,ofcourse,istheneedforinformationwithwhichtomakeamarketingdecision.6.1.3DistributinginformationTheinformationgatheredthroughdifferentsourcesmustbedistributedtotherightmarketingmanagersattherighttime,otherwisemarketinginformationhasnovalueuntilmanagersuseittomakebettermarketingdecisions.Decentralizedmarketinginformationsystems:withadvancedtechnology(computers,software,andtelecommunication),marketingmanagershavedirectaccesstotheinformationnetwork,obtaininformationfrominternalrecordsoroutsideinformationservices,analyzetheinformationusingstatisticalpackagesandmodels,preparereportsonawordprocessorordesk-toppublishingsystemfromanylocation,andcommunicatewithothersinthenetworkthroughelectroniccommunications,whichenablethemanagerstogettheinformationtheyneeddirectlyandquickly.6.2TheMarketingResearchProcessDefiningtheproblemExploratoryresearchFormulatingAhypothesisResearchdesignCollectingdataInterpretationAndpresentationThetermiscommonlyinterchangedwithmarketresearch;however,expertpractitionersmaywishtodrawadistinction,inthatmarketresearchisconcernedspecificallywithmarkets,whilemarketingresearchisconcernedspecificallyaboutmarketingprocessesMarketresearchisbroaderinscopeandexaminesallaspectsofabusinessenvironment.Itasksquestionsaboutcompetitors,marketstructure,governmentregulations,economictrends,technologicaladvances,andnumerousotherfactorsthatmakeupthebusinessenvironment.6.2.1ProblemdefinitionRequirement:clearlydefineProblemsarebarriersthatpreventtheattainmentoforganizationalgoals,soaclearlydefinedproblempermitsresearcherstofocustheresearchprocessonsecuringthedatanecessaryforsolvingtheproblem.Notice:farmoredifficult;researchersmustnotconfusesymptomswiththeproblemitself.E.g.(symptoms)fallingmarketshareMethod:1.firm’smarketingmixelementsandtargetmarket2.acloselookatthepromotionalstrategy3.externalenvironmentintheformofnewcompetitorsenteringthemarketwithsuperiorproductsandlowerprices6.2.2Exploratoryresearchdefinition:learnabouttheproblemarea,focusonspecificareasforstudyinseekingsolutionsincluding:discussingtheproblemwithinformedsources(withinthefirm,wholesalers,retailers,customers,andothersoutsidethefirm)examiningsecondarysourcesofinformationevaluatingthecompany’sownrecords(veryimportant---overallviewofcompanyefficiencyandacluetotheproblemunderinvestigation;thebasisforanalyzinginternaldata---financialstatements)situationanalysis:internaldatacollectionInformalinvestigation:exploratoryinterviewwithinformedpersonsoutsidethefirm6.2.3Formulatinghypothesesdefinition:atentativeexplanationforsomespecificeventastatementabouttherelationshipamongvariablesandcarriesclearimplicationsfortestingthisrelationshipprovidesabasisforinvestigationandaneventualdeterminationofitsaccuracyallowsthemovetothedevelopmentoftheresearchdesign6.2.4Researchdesigndefinition:representsacomprehensiveplanfortestingthehypothesisformulatedabouttheproblemaseriesofdecisionsthat,takentogether,compriseamasterplanormodelfortheconductoftheinvestigation6.2.5Informationcollectingandanalyzingincluding:collecting,processing,analyzingtheinformationthemostexpensive,themostpronetoerrorcarriedoutbythecompany’smarketingresearchstafforbyoutsidefirms6.2.6Interpretationandreportinginterpretthefindings,drawconclusions,reportthemtomanagementdiscussionsbetweenresearchersandmanagerswillhelppointtothebestinterpretationsresearchreport:understanding,organizingandwritingguidelines:1)thinkoftheaudience(tootechnicalandargonwordsX)2)conciseyetcomplete3)understandtheresultsanddrawconclusions美國(guó)汽車制造一度在世界上占霸主地位，而日本汽車工業(yè)則是20世紀(jì)50年代學(xué)習(xí)美國(guó)發(fā)展而來(lái)的，但是時(shí)隔30年，日本汽車制造業(yè)突飛猛進(jìn)，充斥歐美市場(chǎng)及世界各地，為此美國(guó)與日本之間出現(xiàn)了汽車磨擦。

在60年代，當(dāng)時(shí)有兩個(gè)因素影響汽車工業(yè)：一是第三世界的石油生產(chǎn)被工業(yè)發(fā)達(dá)國(guó)家所控制，石油價(jià)格低廉；二是轎車制造業(yè)發(fā)展很快，豪華車、大型車盛行。但是擅長(zhǎng)市場(chǎng)調(diào)查和預(yù)測(cè)的日本汽車制造商，首先通過(guò)表面經(jīng)濟(jì)繁榮，看到產(chǎn)油國(guó)與跨國(guó)公司之間暗中正醞釀和發(fā)展著的斗爭(zhēng)，以及發(fā)達(dá)國(guó)家消耗能量的增加，預(yù)見到石油價(jià)格會(huì)很快上漲。因此，必須改產(chǎn)耗油小的轎車來(lái)適應(yīng)能源短缺的環(huán)境。其次，隨汽車數(shù)增多，馬路上車流量增多，停車場(chǎng)的收費(fèi)會(huì)提高，因此，只有造小型車才能適應(yīng)擁擠的馬路和停車場(chǎng)。再次，日本制造商分析了發(fā)達(dá)國(guó)家家庭成員的用車情況。主婦上超級(jí)市