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1、Managing Marketing Information营销 信息管理天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632 1Objectives 目标 Understand the importance of information to the company. Know the definition of a marketing information system and be able to discuss its subparts. Learn the steps in the marketing research process. 向公司解
2、释信 息的重要性。 定义营销 信 息系统并讨 论其组成部 分。 概述市场研究 过程的几个步 骤。 2Objectives 目标 Learn how companies analyze and distribute marketing information. Realize the special issues some marketing researchers face, including public policy and ethical issues. 解释公司怎样 分析和传播营 销信息。 讨论 一些市场 调查 人员面临 的具体问题 ， 包括公共政策 问题 和伦理问 题。3Case
3、Study 案例研究 “New Coke” was a fiasco; consumer complaints resulted in the return of “Coke Classic” after only 3 months. $4 million was spent researching “New Coke”. Key issue: the research problem was too narrowly defined, and consumer feelings were ignored. Poor judgment in result interpretation was
4、also a problem.Coke Coke 可口可可口可乐乐乐乐4Marketing Info. System 营销信息系统 Marketing Information System (MIS) Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 营销 信息系统（ MIS） 指能够为营销 决 策时，准确地
5、收 集、整理、分析 和评估并分送转 达所需信息的人 员、设备和程序 。5Marketing Info. System 营销信息系统 Assessing Marketing Information Needs The MIS serves company managers as well as external partners. The MIS must balance needs against feasibility:v Not all information can be obtained.v Obtaining, processing, sorting, and delivering
6、information is costly. 评估信息需求 MIS不但服务于公司 管理者，也服务于外 部合作者。 MIS必须平衡需求与 可行性：v并不是所有信息都是 可以获得的。v获取、处理、储存和 传递 信息的需要成本 的。6 Internal data is gathered via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem fro
7、m the incompleteness or inappropriateness of data to a particular situation.Internal data 内部数据 内部数据的来源有消 费者数据库、财务记 录和操作报告。 内部数据的好处包括 迅速和易于获取数据 。 缺点包括对于特定情 况数据会不够完备或 有错误。7Marketing intelligence 营销情报 营销 情报是对竞 争对手和市场营销 环境发展的公开可 得信息的系统收集 和分析。 竞争情报的收集活 动大幅度增长。 竞争信息有许多来 源。 Marketing intelligence is the sy
8、stematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown dramatically. Many sources of competitive information exist.8 Company employees Internet Garbage Published informatio
9、n Competitors employees Trade shows Benchmarking Channel members and key customers 公司雇员 因特网 垃圾 公开信息 公司竞争者 贸易展 补缺市场 渠道成员Sources of Competitive IntelligenceSources of Competitive Intelligence 竞竞竞竞争情争情报报报报的来源的来源9系统地设计 、收 集、分析和报告 与某个组织 面临 的特定营销问题 有关的各种数据 和资料。市场调查过 程的 步骤。Marketing research 市场调 查 Marketin
10、g research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Steps in the marketing research process.10Marketing Info. System 营销信息系统 Steps in the Marketing Research Process: Defining the problem and research objec
11、tives. Developing the research plan for collecting information. Implementing the research plan collecting and analyzing the data. Interpreting and reporting the findings. 市场调查 程序： 确定问题和调查 目标。 制定调查计 划以 收集信息。 招待调查计 划 收集和分析数据 。 解释并报告调查 结果。11Marketing Info. System 营销信息系统 Step 1: Defining the problem and
12、 research objectives Dont confuse the symptoms of the problem with its cause when defining the problem. Exploratory, descriptive, and causal research each fulfill different objectives. 步骤一：确定问 题和调查 目标 在定义问题时 不 要混淆问题的症 状与成因。 探索性调查、描 述性调查和因果 性调查满 足不同 的目标。12Marketing Info. System 营销信息系统 Step 2: Develop
13、ing the Research Plan Research objectives guide the determination of specific information needs. Research proposals outline the type of data needed and the research plan.v Secondary data: Information collected for another purpose which already exists.v Primary data: Information collected for the spe
14、cific purpose at hand 第二步：制定调查 计划 目标研究帮助确定具 体信息需求。 调查建议列出了所 需的数据类型和研究 计划。v二手信息：已经存在 的为其他目的而收集 的信息。v原始信息：为当前目 标而专门 收集的信息 。13Secondary data 二手信息 二手信息的来源： 政府信息 因特网、商业数据库 、在线数据库 出版物 优势： 迅速获得 比原始数据花费少 缺点： 信息也许并不存在或 不可用。 Secondary data sources: Government information Internal, commercial, and online datab
15、ases Publications Advantages: Obtained quickly Less expensive than primary data Disadvantages: Information may not exist or may not be usable.14Evaluate the Evaluate the Following When Following When Judging Data Judging Data QualityQuality 判判别别别别数据数据质质质质量量时时时时要要评评评评价以下因素价以下因素Marketing Info. System 营销信息系统 Relevance Accuracy Currency Impartiality 相关性 准确性 及时性 公平性15Primary data 原始数据 计划收集原始数据 调查方法：v观察法、调查法、 实验法 访问方法：v邮寄、电话、网络 、个人采访 抽样计划：v样本单位、样本规 模、抽样过程 研究手段v调查问 卷、仪器设 备 Planning primary
