体育市场营销基础

Lesson9ManagingMarketingInformation4TheImportanceofInformationCompaniesneedinformationabouttheir:CustomerneedsMarketingenvironmentCompetitionMarketingmanagersdonotneedmoreinformation,theyneedbetterinformation.InformationOverload“Inthisohsooverwhelminginformationage,it’salltooeasytobeburied,burdened,andburnedoutbydataoverload.”TheMarketingInformationSystemTheMarketingResearchProcess

12341、DefiningtheProblem&ObjectivesGatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.ExploratoryResearchDescriptiveResearchCausalResearchDescribesthings(e.g.,marketpotentialforaproduct,Demographics,andattitudes).Testshypothesesaboutcause-and-effectrelationships.2、DevelopingtheResearchPlanIncludes:DeterminingtheexactinformationneededDevelopingaplanforgatheringitefficientlyPresentingthewrittenplantomanagementOutlines:SourcesofexistingdataSpecificresearchapproachesContactmethodsSamplingplansInstrumentsfordatacollection2.2GatheringSecondaryDataInformationthatalreadyexistssomewhereInternaldatabasesCommercialdataservicesGovernmentsourcesAvailablemorequicklyandatalowercostthanprimarydataMustberelevant,accurate,current,andimpartialOnlineDatabasesDialogputsanincrediblewealthofinformationatthekeyboardsofmarketingdecisionmakers.Dialogputs“informationtochangetheworld,oryourcornerofit”atyourfingertips.2.3ObservationalResearchThegatheringofprimarydatabyobservingrelevantpeople,actions,andsituations.Ethnographicresearch:Observationin“naturalenvironment”Mechanicalobservation:PeoplemetersCheckoutscannersObservationalResearchFisher-Pricesetupanobservationlabinwhichitcouldobservethereactionsoflittletotstonewtoys.SurveyResearchMostwidelyusedmethodforprimarydatacollection.Approachbestsuitedforgatheringdescriptiveinformation.Cangatherinformationaboutpeople’sknowledge,attitudes,preferences,orbuyingbehavior.ExperimentalResearchTriestoexplaincause-and-effectrelationships.Involves:selectingmatchedgroupsofsubjects,givingdifferenttreatments,controllingunrelatedfactors,andcheckingdifferencesingroupresponses.Strengths&WeaknessesofContactMethodsChoosingtheSampleSample–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SamplingunitHowmanypeopleshouldbesurveyed?SamplesizeHowshouldthepeopleinthesamplebechosen?SamplingprocedurePrimaryDataCollectionMechanicalDevicesPeopleMetersSupermarketScannersGalvanometerEyeCamerasQuestionnairesWhatquestionstoaskFormofeachquestionClosed-endedOpen-endedWordingOrderingResearchInstrumentsQuestionnairesSample–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SamplingunitHowmanypeopleshouldbesurveyed?SamplesizeHowshouldthepeopleinthesamplebechosen?Samplingprocedure问卷设计结构：封面信、问问题及答案案、编码及及其他资料料步骤：探索性工作作、设计问问卷、初稿稿试用、修修改定稿其它：结构：封面信：说明调查者者的身份：：“我（我我们）是谁谁”说明调查的的大致内容容：“我(们)正在在进行….方面的调调查”说明调查的的主要目的的：“我(们)这次次调查的目目的是….”说明调查对对象的选取取方法和对对调查结果果保密的措措施:““本调查以以不记名的的方式进行行，答案无无对错之分分，请您不不必有任何何的顾虑””。在信的结尾尾处，一定定要真诚地地感谢被调调查者的合合作与帮助助。指导语：““请您根据据自己的实实际情况在在合适的答答案上画圈圈….”问题及答案案：主体部部分开放式问题题：封闭式问题题编码及其他他资料：问卷编号、、调查员编编号、调查查日期、被调调查者住地地等。结构：步骤：探索性工作作：避免出现含含糊和不符符合实际的的问题设计问卷初初稿：卡片法和框框图法试用：小范围发放放，回收检检验修改定稿：：其它：问题的语言言要尽量简简洁、明确确、通俗、、易懂问题不带有有倾向性不要用否定定形式提问问不要直接询询问敏感性性问题问题的数量量：20-30分钟钟问题的顺序序：相倚问题：：BACKCollectingtheDataProcessingtheDataAnalyzingtheDataResearchPlanMostExpensive&SubjecttoError3、ImplementingtheResearchPlan4、Interpreting&ReportingFindingsManagersandresearchersmustworktogetherwheninterpretingresearchresults.Step1.InterprettheFindingsStep2.DrawConclusionsStep3.ReporttoManagementCustomerRelationshipManagementManycompaniesutilizeCRMCapturecustomerinformationfromallsourcesAnalyzeitindepthApplytheresultstobuildstrongerrelationships.Companieslookforcustomertouchpoints.CRManalystsdevelopdatawarehousesandusedataminingtechniquestofindinformationoutaboutcustomers.RestStop:Makeamarketingreport实践课：第第15周（（5月月31日））任务要求：：以小组为单单位，选择择一个品牌牌，对其产品其及及市场营销销情况做一一个调查，，并做一个描述性的的报告，上上交打印文文本。（1）文本本格式：题目为黑体体加粗4号号，文本字字体为宋体体小四，1.5倍间间距。（2）可有有图像或表表格，文本本内容不得得少于1500字。。9、静夜四无邻邻，荒居旧业业贫。。12月-2212月-22Saturday,December31,202210、雨中中黄叶叶树，，灯下下白头头人。。。02:45:1102:45:1102:4512/31/20222:45:11AM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。12月月-2202:45:1102:45Dec-2231-Dec-2212、故人江江海别，，几度隔隔山川。。。02:45:1102:45:1102:45Saturday,December31,202213、乍见翻疑梦梦，相悲各问问年。。12月-2212月-2202:45:1102:45:11December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20222:45:11上上午午02:45:1112月月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月222:45上午午12月-2202:45December31,202216、行动出出成果，，工作出出财富。。。2022/12/312:45:1102:45:1131December202217、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。2:45:11上上午2:45上上午02:45:1112月-229、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。02:45:1102:45:1102:4512/31/20222:45:11AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2202:45:1102:45Dec-2231-Dec-2212、世世间间成成事事，，不不求求其其绝绝对对圆圆满满，，留留一一份份不不足足，，可可得得无无限限完完美美。。。。02:45:1102:45:1102:45Saturday,December31,202213、不知香积寺寺，数里入云云峰。。12月-2212月-2202:45:1102:45:11December31,202214、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。31十二二月20222:45:11上上午02:45:1112月-2215、楚塞三三湘接，，荆门九九派通。。。。十二月222:45上午午12月-2202:45December31,202216、少年年十五五二十十时，，步行行夺得得胡马马骑。。。2022/12/312:45:1102:45:1131December202217、空山山新雨雨后，，天气气晚来来秋。。。2:45:11上上午2:45上上午午02:45:1112月月-229、杨柳散散和风，，青山澹澹吾虑。。。12月-2212月-22Saturday,December31,202210、阅读一切好好书如同和过过去最杰出的的人谈话。02:45:1102:45:1102:4512/31/20222:45:11AM11、越越是是没没有有本本领领的的就就越越加加自自命命不不凡凡。。