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1、Chapter 4,Gathering Information andMeasuring Market Demand,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Components of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast,A marketing information
2、 system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.,A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information abo
3、ut developments in the marketing environment.,Defining the Problem & Research Objectives,ExploratoryResearch,DescriptiveResearch,CausalResearch,Research Approaches,Behavioral,Focus-group,Experimental,Observational,Secondary-Data Sources,Internal SourcesGovernment PublicationsPeriodicals and BooksCom
4、mercial DataOn-LineAssociationsBusiness Information,The Marketing Research Process,Defining theproblem andresearchobjectives,Good Marketing Research:,Is scientificIs creativeUses multiple methodsRealizes the interdependence of models & dataAcknowledges the cost & value of informationMaintains “healt
5、hy” skepticismIs ethical,Ninety Types of Demand Measurement (6 x 5 x 3),Demand,Estimating Current Demand,Total Market PotentialArea Market PotentialIndustry SalesMarket Share,Estimating Future Demand,Survey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test Method,Review,Components of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast,
