营销信息的功能幻灯片资料

UnitSix

InternationalMarketingInformationSystemandResearch营销信息的功能（1）市场营销信息是企业经济决策的前提和基础企业营销过程中，无论是对于企业的营销目标、发展方向等战略问题的决策，还是对于企业的产品、定价、销售渠道、促销措施等战术问题的决策，都必须在准确地获得市场营销信息的基础上，才可能得到正确的结果。（2）市场营销信息是制定企业营销计划的依据企业在市场营销中，必须根据市场需求的变化，在营销决策的基础上，制定具体的营销计划，以确定实现营销目标的具体措施和途径。不了解市场信息，就无法制定出符合实际需要的计划。（3）市场营销信息是实现营销控制的必要条件营销控制，是指按既定的营销目标，对企业的营销活动进行监督、检查，以保证营销目标实现的管理活动。由于市场环境的不断变化，企业在营销活动中必须随时注意市场的变化，进行信息反馈，以此为依据来修订营销计划，对企业的营销活动进行有效控制，使企业的营销活动能按预期目标进行。（4）市场营销信息是进行内、外协调的依据企业营销活动中，要不断地收集市场营销信息，根据市场和自身状况的变化，来协调内部条件、外部条件和企业营销目标之间的关系，使企业营销系统与外部环境之间、与内部各要素之间始终保持协调一致。6.1TheMarketingInformationSystemMIS:1.people,equipment,procedures2.gather,sort,analyze,evaluateanddistribute3.needed,timely,andaccurateinformation4.tomarketingdecisionmarkerTheMarketingInformationSystemMarketingManagersAnalysisPlanningImplementationOrganizationControlMarketingEnvironmentTargetMarketsMarketingChannelsCompetitorsPublicsMacroEnvironmentforcesAssessingInformationNeeds评估信息需求DistributingInformationDevelopingInformationInternalRecords内部档案MarketingIntelligence营销情报InformationanalysisMarketingResearch营销研究Marketingdecisionandcommunications6.1.1Assessinginformationneeds

评估信息需求1.balancestheinformationmanagerswouldlike,whattheyreallyneedandwhatisfeasibletooffer2.methods:interviewmanagerstofindoutwhatinformationtheywouldlikewatchthemarketingenvironmentforkeymarketingdecisionsdecidethecostandthevalue(weighcarefully)notice:toomuchinformationcanbeasharmfulastoolittle.Inmanycases,additionalinformationwilldolittletochangeorimproveamanager’sdecision,orthecostsoftheinformationmayexceedthereturnsfromtheimproveddecision.6.1.2Developinginformation信息形成1.primary&secondaryinformation(sourceofinformation)

secondaryinformation(betreatedwithcareandcaution):features:morequickly,lowercost,providedataanindividualcompanycannotcollectonitsownsources:government,internationalbodies,business,trade,professional,foreignembassies,trademissionsandotherdisadvantages:incomplete,ambiguousoroutofcontext(specificuse)comparabilitydifficulty(compileindifferentwaysindifferentcountries)methodologicalandinterpretiveproblemsnonexistent,unreliableorincomplete---inter-countrycomparisonsdifficulty)inflatedordeflated(politicalpurposes)primaryinformation:referstodatathatiscollectedforthefirsttimeduringamarketingresearchstudy

features:

longer,costalotresearchersmusttakegreatcaretoassurethatitwillberelevant,accurate,currentandunbiasedinformationmethods:RESEARCHAPPROACHESCONTACTMETHODSSAMPLINGPLANRESEARCHINSTRUMENTSObservationMailSamplingunitQuestionnaireFocusgroupMeetingTopics,issuesSurveyTelephoneSamplesizeMechanicalinstrumentsExperimentPersonalSamplingprocedure2.internalrecords,marketingintelligence,andmarketingresearch1)internalrecords(mostbasic)definition:informationgatheredfromsourceswithinthecompanytoevaluatemarketingperformanceandtodetectmarketingproblemsandopportunities(financialstatements,recordsofsales,costandcashflows,etc.)features:quickly,cheaplytogetincomplete,wrongformNotice:greatamountsofinformationrequiresinformationgathering,organizing,processingandindexingtomakeiteasilyandquicklyfound2)marketingintelligencedefinition:everydayinformationaboutpertinentdevelopmentsinthemarketingenvironmentthathelpsmanagersprepareandadjustmarketingplans.method:salesforcea:motivatedistributors,retailers,otherintermediaries,evenappointspecialistsb:purchasesinformationfromoutsidesuppliers,e.g.Researchfirmsc:establishaninternalmarketinginformationcenter3)marketingresearchdefinition:formalstudiesofspecificsituationsfunction:linksthemarketertoconsumersandthepublicthroughinformationidentifyanddefinemarketingopportunitiesandproblemsgenerate,refine,andevaluatemarketingactionsmonitormarketingperformanceimproveunderstandingofthemarketingprocessengagingin:marketpotentialandmarketsharestudiesassessmentsofcustomersatisfactionandpurchasebehaviorstudiesofpricing,product,distribution,andpromotionactivitiesThestartingpointofamarketingresearchproject,ofcourse,istheneedforinformationwithwhichtomakeamarketingdecision.6.1.3DistributinginformationTheinformationgatheredthroughdifferentsourcesmustbedistributedtotherightmarketingmanagersattherighttime,otherwisemarketinginformationhasnovalueuntilmanagersuseittomakebettermarketingdecisions.Decentralizedmarketinginformationsystems:withadvancedtechnology(computers,software,andtelecommunication),marketingmanagershavedirectaccesstotheinformationnetwork,obtaininformationfrominternalrecordsoroutsideinformationservices,analyzetheinformationusingstatisticalpackagesandmodels,preparereportsonawordprocessorordesk-toppublishingsystemfromanylocation,andcommunicatewithothersinthenetworkthroughelectroniccommunications,whichenablethemanagerstogettheinformationtheyneeddirectlyandquickly.6.2TheMarketingResearchProcessDefiningtheproblemExploratoryresearchFormulatingAhypothesisResearchdesignCollectingdataInterpretationAndpresentationThetermiscommonlyinterchangedwithmarketresearch;however,expertpractitionersmaywishtodrawadistinction,inthatmarketresearchisconcernedspecificallywithmarkets,whilemarketingresearchisconcernedspecificallyaboutmarketingprocessesMarketresearchisbroaderinscopeandexaminesallaspectsofabusinessenvironment.Itasksquestionsaboutcompetitors,marketstructure,governmentregulations,economictrends,technologicaladvances,andnumerousotherfactorsthatmakeupthebusinessenvironment.6.2.1ProblemdefinitionRequirement:clearlydefineProblemsarebarriersthatpreventtheattainmentoforganizationalgoals,soaclearlydefinedproblempermitsresearcherstofocustheresearchprocessonsecuringthedatanecessaryforsolvingtheproblem.Notice:farmoredifficult;researchersmustnotconfusesymptomswiththeproblemitself.E.g.(symptoms)fallingmarketshareMethod:1.firm’smarketingmixelementsandtargetmarket2.acloselookatthepromotionalstrategy3.externalenvironmentintheformofnewcompetitorsenteringthemarketwithsuperiorproductsandlowerprices6.2.2Exploratoryresearchdefinition:learnabouttheproblemarea,focusonspecificareasforstudyinseekingsolutionsincluding:discussingtheproblemwithinformedsources(withinthefirm,wholesalers,retailers,customers,andothersoutsidethefirm)examiningsecondarysourcesofinformationevaluatingthecompany’sownrecords(veryimportant---overallviewofcompanyefficiencyandacluetotheproblemunderinvestigation;thebasisforanalyzinginternaldata---financialstatements)situationanalysis:internaldatacollectionInformalinvestigation:exploratoryinterviewwithinformedpersonsoutsidethefirm6.2.3Formulatinghypothesesdefinition:atentativeexplanationforsomespecificeventastatementabouttherelationshipamongvariablesandcarriesclearimplicationsfortestingthisrelationshipprovidesabasisforinvestigationandaneventualdeterminationofitsaccuracyallowsthemovetothedevelopmentoftheresearchdesign6.2.4Researchdesigndefinition:representsacomprehensiveplanfortestingthehypothesisformulatedabouttheproblemaseriesofdecisionsthat,takentogether,compriseamasterplanormodelfortheconductoftheinvestigation6.2.5Informationcollectingandanalyzingincluding:collecting,processing,analyzingtheinformationthemostexpensive,themostpronetoerrorcarriedoutbythecompany’smarketingresearchstafforbyoutsidefirms6.2.6Interpretationandreportinginterpretthefindings,drawconclusions,reportthemtomanagementdiscussionsbetweenresearchersandmanagerswillhelppointtothebestinterpretationsresearchreport:understanding,organizingandwritingguidelines:1)thinkoftheaudience(tootechnicalandargonwordsX)2)conciseyetcomplete3)understandtheresultsanddrawconclusions美国汽车制造一度在世界上占霸主地位，而日本汽车工业则是20世纪50年代学习美国发展而来的，但是时隔30年，日本汽车制造业突飞猛进，充斥欧美市场及世界各地，为此美国与日本之间出现了汽车磨擦。

在60年代，当时有两个因素影响汽车工业：一是第三世界的石油生产被工业发达国家所控制，石油价格低廉；二是轿车制造业发展很快，豪华车、大型车盛行。但是擅长市场调查和预测的日本汽车制造商，首先通过表面经济繁荣，看到产油国与跨国公司之间暗中正酝酿和发展着的斗争，以及发达国家消耗能量的增加，预见到石油价格会很快上涨。因此，必须改产耗油小的轿车来适应能源短缺的环境。其次，随汽车数增多，马路上车流量增多，停车场的收费会提高，因此，只有造小型车才能适应拥挤的马路和停车场。再次，日本制造商分析了发达国家家庭成员的用车情况。主妇上超级市