Gathering Information and Measuring Market Demand参考.ppt

Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast Defining the Problem Research Objectives Research Approaches Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information The Marketing Research Process Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models data Acknowledges the cost value of information Maintains “healthy” skepticism Is ethical Ninety Types of Demand Measurement (6 x 5 x 3) Demand Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method Review Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast Objectives Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments Macroenvironmental Forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter countertrade Move towards market economies “Global” lifestyles Macroenvironmental Forces Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic religious conflict Global branding Demographic Environment Economic Environment Social/Cultural Environment Social/Cultural Environment Review Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments * ?2000 Prentice Hall * A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute