營銷信息管理(ppt25)-銷售管理(已修改)
2025-08-24 08:29 本頁面
【正文】 Managing Marketing Information 營銷信息管理 5 1 Objectives 目標 ? Understand the importance of information to the pany. ? Know the definition of a marketing information system and be able to discuss its subparts. ? Learn the steps in the marketing research process. ?向公司解釋信息的重要性。 ?定義營銷信息系統(tǒng)并討論其組成部分。 ?概述市場研究過程的幾個步驟。 5 2 Objectives 目標 ? Learn how panies analyze and distribute marketing information. ? Realize the special issues some marketing researchers face, including public policy and ethical issues. ?解釋公司怎樣分析和傳播營銷信息。 ?討論一些市場調(diào)查人員面臨的具體問題，包括公共政策問題和倫理問題。 5 3 Case Study 案例研究 ? “ New Coke” was a fiasco。 consumer plaints resulted in the return of “Coke Classic” after only 3 months. ? $4 million was spent researching “New Coke”. ? Key issue: the research problem was too narrowly defined, and consumer feelings were ignored. ? Poor judgment in result interpretation was also a problem. Coke 可口可樂 5 4 Marketing Info. System 營銷信息系統(tǒng) ? Marketing Information System (MIS) ? Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. ? 營銷信息系統(tǒng)（ MIS） ? 指能夠為營銷決策時，準確地收集、整理、分析和評估并分送轉(zhuǎn)達所需信息的人員、設(shè)備和程序。 5 5 Marketing Info. System 營銷信息系統(tǒng) ? Assessing Marketing Information Needs ? The MIS serves pany managers as well as external partners. ? The MIS must balance needs against feasibility: ? Not all information can be obtained. ? Obtaining, processing, sorting, and delivering information is costly. ? 評估信息需求 ? MIS不但服務于公司管理者，也服務于外部合作者。 ? MIS必須平衡需求與可行性： ?并不是所有信息都是可以獲得的。 ?獲取、處理、儲存和傳遞信息的需要成本的。 5 6 ? Internal data is gathered via cus
研究報告相關(guān)推薦
鄂ICP備17016276號-1