營銷信息的功能(文件)
【正文】 erall performance of the marketing mix: Product attitudes to packaging, size and flavour。主婦上超級市場，主人上班，孩子上學(xué)，一個家庭只有一輛汽車顯然不能滿足需要。 ? 但是擅長市場調(diào)查和預(yù)測的日本汽車制造商，首先通過表面經(jīng)濟繁榮，看到產(chǎn)油國與跨國公司之間暗中正醞釀和發(fā)展著的斗爭，以及發(fā)達國家消耗能量的增加，預(yù)見到石油價格會很快上漲。 however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes ? Market research is broader in scope and examines all aspects of a business environment. It asks questions about petitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment. Problem definition ? Requirement: clearly define ? Problems are barriers that prevent the attainment of anizational goals, so a clearly defined problem permits researchers to focus the research process on securing the data necessary for solving the problem. ? Notice: far more difficult。 ? 在惠普總部設(shè)立的市場研究與信息中心（ MRIC）處理營銷信息。 ? 寶潔公司和惠普公司的營銷調(diào)研 ? 寶潔公司安排營銷調(diào)研人員到每一個產(chǎn)品部門，從事對現(xiàn)行品牌的調(diào)研。不了解市場信息，就無法制定出符合實際需要的計劃。 ? （ 2）市場營銷信息是制定企業(yè)營銷計劃的依據(jù) ? 企業(yè)在市場營銷中，必須根據(jù)市場需求的變化，在營銷決策的基礎(chǔ)上，制定具體的營銷計劃，以確定實現(xiàn)營銷目標(biāo)的具體措施和途徑。 ? （ 4）市場營銷信息是進行內(nèi)、外協(xié)調(diào)的依據(jù) ? 企業(yè)營銷活動中，要不斷地收集市場營銷信息，根據(jù)市場和自身狀況的變化，來協(xié)調(diào)內(nèi)部條件、外部條件和企業(yè)營銷目標(biāo)之間的關(guān)系，使企業(yè)營銷系統(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。每年寶潔公司電話與上門訪問超過 100萬次，訪問的內(nèi)容涉及到大約 1， 000個調(diào)研項目。 The Marketing Information System ? MIS: 1. people, equipment, procedures ? 2. gather, sort, analyze, evaluate and distribute ? 3. needed, timely, and accurate information ? 4. to marketing decision marker The Marketing Information System Marketing Managers Analysis Planning Implementation Organization Control Marketing Environment Target Markets Marketing Channels Competitors Publics Macro Environment forces Assessing Information Needs 評估信息需求 Distributing Information Developing Information Internal Records 內(nèi)部檔案 Marketing Intelligence 營銷情報 Information analysis Marketing Research 營銷研究 Marketing decision and munications Assessing information needs 評估信息需求 ? 1. balances the information managers would like , what they really need and what is feasible to offer ? 2. methods: ? interview managers to find out what information they would like ? watch the marketing environment for key marketing decisions ? decide the cost and the value ( weigh carefully) ? notice: too much information can be a
電大資料相關(guān)推薦
鄂ICP備17016276號-1