營銷信息的功能ppt課件(編輯修改稿)
2025-02-11 09:32 本頁面
【文章內(nèi)容簡介】 agers 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 ? improve understanding of the marketing process ? engaging in: market potential and market share studies ? assessments of customer satisfaction and purchase behavior ? studies of pricing, product, distribution, and promotion activities ? The starting point of a marketing research project, of course, is the need for information with which to make a marketing decision. Distributing information ? The information gathered through different sources must be distributed to the right marketing managers at the right time, otherwise marketing information has no value until managers use it to make better marketing decisions. ? Decentralized marketing information systems: with advanced technology( puters, software, and telemunication), marketing managers have direct access to the information work, obtain information from internal records or outside information services, analyze the information using statistical packages and models, prepare reports on a word processor or desktop publishing system from any location, and municate with others in the work through electronic munications, which enable the managers to get the information they need directly and quickly. The Marketing Research Process Defining the problem Exploratory research Formulating A hypothesis Research design Collecting data Interpretation And presentation ? The term is monly interchanged with market research。 however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1