5-1 Principles of Marketing Session 5 Marketing Information System and Marketing Research Text:Chapter 4 制卧经价蜀易大考 国际商学院市场营销学系
Marketing Information Marketing Information System and Marketing System and Marketing Research Research 5 － 1 5 － 1 Principles of Marketing Session 5 Session 5 Text: Chapter 4
5-2 Outline I.The Importance of information II.The Marketing Information System III.The Marketing Research Process IV.Research Plan Designing and Execution 国际商学院市场营销学系
Outline I. The Importance of I. The Importance of information information II. The Marketing Information II. The Marketing Information System III. The Marketing Research III. The Marketing Research Process Process IV. Research Plan Designing IV. Research Plan Designing and Execution and Execution 5－2 5－2
5-3 I.The Importance of Information Why Is Information Needed? >Customer Needs >Marketing Environment >Competition >Strategic Planning 制卧经价蜀易大考 国际商学院市场营销学系
¾Customer Needs ¾Marketing Environment ¾Competition ¾Strategic Planning I. The Importance of Information Why Is Information Needed? 5－3 5－3
Il.The Marketing Information System 5-4 Marketing Managers Distributing Assessing Information Needs Information Internal Analysis Records Marketing Marketing Research Intelligence Marketing Environment 制卧价蜀易大考 国际商学院市场营销学系
Information Analysis Internal Records Marketing Research Marketing Intelligence Distributing Information Assessing Needs Marketing Managers Marketing Environment Marketing Decisions and Communications II. The Marketing Information System 5 － 4 5 － 4
5-5 MIS Internal records system:info.available in everyday ecord of every department. Marketing intelligence system:info.about the competition obtained from the internal or external sources Marketing research system:seeking info.about the market,the customer through a formal study in order to find a solution to a specific problem. Information analysis system:to make the info.obtained more usable to managers through some statistic analysis 制卧价蜀易大考 国际商学院市场营销学系
MIS •Internal records system: info. available in everyday record of every department. • Marketing intelligence system: info. about the competition obtained from the internal or external sources • Marketing research system: seeking info. about the market, the customer through a formal study in order to find a solution to a specific problem. • Information analysis system: to make the info. obtained more usable to managers through some statistic analysis 5－5 5－5