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1、Unit Six,International Marketing Information System and Research,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。,（
2、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。,6.1 The Marketing Information Syst
3、em,MIS: 1. people, equipment, procedures 2. gather, sort, analyze, evaluate and distribute 3. needed, timely, and accurate information 4. to marketing decision marker,The Marketing Information System,Marketing Managers Analysis Planning Implementation Organization Control,Marketing Environment Targe
4、t Markets Marketing Channels Competitors Publics Macro Environment forces,Assessing Information Needs 评估信息需求,Distributing Information,Developing Information,Internal Records 内部档案,Marketing Intelligence 营销情报,Information analysis,Marketing Research 营销研究,Marketing decision and communications,6.1.1 Asse
5、ssing information needs 评估信息需求,1. balances the information managers would like , what they really need and what is feasible to offer 2. methods: interview managers to find out what information they would like watch the marketing environment for key marketing decisions decide the cost and the value (
6、 weigh carefully) notice: too much information can be as harmful as too little. In many cases, additional information will do little to change or improve a managers decision, or the costs of the information may exceed the returns from the improved decision.,6.1.2 Developing information 信息形成,1. prima
7、ry however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes Market research is broader in scope and examines all aspects of a business environment. It ask
8、s questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment.,6.2.1 Problem definition,Requirement: clearly define Problems are barriers that prevent the attainment of organizational
9、 goals, so a clearly defined problem permits researchers to focus the research process on securing the data necessary for solving the problem. Notice: far more difficult; researchers must not confuse symptoms with the problem itself. E.g. (symptoms) falling market share Method: 1. firms marketing mi
10、x elements and target market 2. a close look at the promotional strategy 3. external environment in the form of new competitors entering the market with superior products and lower prices,6.2.2 Exploratory research definition: learn about the problem area, focus on specific areas for study in seekin
11、g solutions including: discussing the problem with informed sources (within the firm, wholesalers, retailers, customers, and others outside the firm) examining secondary sources of information evaluating the companys own records (very important-overall view of company efficiency and a clue to the pr
12、oblem under investigation; the basis for analyzing internal data-financial statements) situation analysis: internal data collection Informal investigation: exploratory interview with informed persons outside the firm,6.2.3 Formulating hypotheses definition: a tentative explanation for some specific
13、event a statement about the relationship among variables and carries clear implications for testing this relationship provides a basis for investigation and an eventual determination of its accuracy allows the move to the development of the research design,6.2.4 Research design definition: represent
14、s a comprehensive plan for testing the hypothesis formulated about the problem a series of decisions that, taken together, comprise a master plan or model for the conduct of the investigation,6.2.5 Information collecting and analyzing including: collecting, processing, analyzing the information the
15、most expensive , the most prone to error carried out by the companys marketing research staff or by outside firms,6.2.6 Interpretation and reporting interpret the findings, draw conclusions, report them to management discussions between researchers and managers will help point to the best interpreta
16、tions research report: understanding, organizing and writing guidelines:1) think of the audience (too technical and argon words X) 2) concise yet complete 3) understand the results and draw conclusions,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
