中山大学吴柏林教授“广告策划与策略”绝密资料.pptVIP

Chapter 4 Objectives Identify the components of a marketing information system. Describe how marketers can improve marketing decisions through intelligence systems, marketing research, and marketing decision support systems. Determine how demand can be accurately measured and forecasted. Explain key demographic, economic, natural, technological, political, and cultural developments in a macroenvironment. Supporting Marketing Decisions Explain a marketing information system (MIS). What are four ways that information is developed in an MIS? Explain how the order-to-payment cycle is different from the sales information systems. Explain what a marketing intelligence system is. Why is it different than an MIS? Improving a Marketing Intelligence System Marketing Research Much of a marketing research budget is spent with these types of outside research firms: The Marketing Research Process Defining the Problem Research Objectives Develop ResearchPlan: Data Sources What is the difference between primary and secondary data? Why do researchers usually start with secondary data? Think of four different sources from which to obtain secondary data. What is the difference between data warehouses and data mining? Research Approaches Research Instruments Examples of closed-ended questions: Where did you buy this product? ? retailer ? Internet Was it on sale? ? yes ? no Examples of open-ended questions: What made you interested in this product? ______ Where did you learn about our company? _______ Mechanical devices Galvanometer Audiometer Sampling Plan Forecasting and Demand Measurement Define the following terms or concepts: Market Potential market Available market Target market Penetrated market Market demand Ninety Types of Demand Measurement (6 x 5 x 3) Estimating Current Demand Estimating Future Demand MacroenvironmentalTrends and Forces Demographic environment Economic andNatural Environments Technological andPolitical-Legal Environment Technological environment