營(yíng)銷信息的功能-文庫(kù)吧
2025-01-02 13:21 本頁面
【正文】 formation (be treated with care and caution): ? features: more quickly ,lower cost, provide data an individual pany cannot collect on its own ? sources: government, international bodies, business, trade, professional, foreign embassies, trade missions and other ? disadvantages: inplete, ambiguous or out of context (specific use) ? parability difficulty ( pile in different ways in different countries ) ? methodological and interpretive problems ? nonexistent, unreliable or inplete intercountry parisons difficulty) ? inflated or deflated (political purposes) ? primary information: refers to data that is collected for the first time during a marketing research study ? features: longer, cost a lot ? researchers must take great care to assure that it will be relevant, accurate, current and unbiased information ? methods: RESEARCH APPROACHES CONTACT METHODS SAMPLING PLAN RESEARCH INSTRUMENTS Observation Mail Sampling unit Questionnaire Focus group Meeting Topics, issues Survey Telephone Sample size Mechanical instruments Experiment Personal Sampling procedure ? 2. internal records, marketing intelligence, and marketing research ? 1) internal records (most basic) ? definition: information gathered from sources within the pany to evaluate marketing performance and to detect marketing problems and opportunities ( financial statements, records of sales, cost and cash flows, etc.) ? features: quickly , cheaply to get ? inplete, wrong form ? Notice: great amounts of information requires information gathering, anizing, processing and indexing to make it easily and quickly found ? 2) marketing intelligence ? definition: everyday information about pertinent developments in the marketing environment that helps managers prepare and adjust marketing plans. ? method: sales force ? a: motivate distributors, retailers, other intermediaries, even appoint specialists ? b: purchases information from outside suppliers, . Research firms ? c: establish an internal marketing information center ? 3) marketing research ? definition: formal studies of specific situations ? function: links the marketer to consumers and the public through information ? identify and define marketing opportunities and problems ? generate, refine, and evaluate marketing actions ? monitor marketing performance ?
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