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1、营销信息管理营销信息管理PPTPPT课课件件Objectives 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。1Objectives 目标Learn how co
2、mpanies 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。2Case Study 案例研究“New Coke”was a New Coke”was a fiasco;consumer fiasco;consumer complaints resulte
3、d complaints resulted in the return of in the return of“Coke Classic”after“Coke Classic”after only 3 months.only 3 months.$4 million was spent$4 million was spent researching“New researching“New Coke”.Coke”.Key issue:the Key issue:the research problem research problem was too narrowly was too narrow
4、ly defined,and defined,and consumer feelings consumer feelings were ignored.were ignored.Poor judgment in Poor judgment in result interpretation result interpretation was also a problem.was also a problem.Coke 可口可乐可口可乐3Marketing Info.System营销信息系统Marketing Information System(MIS)Consists of people,Co
5、nsists of people,equipment,and equipment,and procedures that gather,procedures that gather,sort,analyze,evaluate,sort,analyze,evaluate,and distribute needed,and distribute needed,timely,and accurate timely,and accurate information to information to marketing decision marketing decision makers.makers
6、.营销信息系统（MIS）指能够为营销决指能够为营销决策时，准确地收策时，准确地收集、整理、分析集、整理、分析和评估并分送转和评估并分送转达所需信息的人达所需信息的人员、设备和程序。员、设备和程序。4Marketing Info.System营销信息系统Assessing Marketing Assessing Marketing Information NeedsInformation Needs The MIS serves company The MIS serves company managers as well as managers as well as external part
7、ners.external partners.The MIS must balance The MIS must balance needs against feasibility:needs against feasibility:vv Not all information can be Not all information can be obtained.obtained.vv Obtaining,processing,Obtaining,processing,sorting,and delivering sorting,and delivering information is co
8、stly.information is costly.评估信息需求评估信息需求 MISMIS不但服务于公司不但服务于公司管理者，也服务于外管理者，也服务于外部合作者。部合作者。MISMIS必须平衡需求与必须平衡需求与可行性：可行性：vv并不是所有信息都是并不是所有信息都是可以获得的。可以获得的。vv获取、处理、储存和获取、处理、储存和传递信息的需要成本传递信息的需要成本的。的。5 Internal data is gathered Internal data is gathered via customer databases,via customer databases,financial
9、records,and financial records,and operations reports.operations reports.Advantages of internal Advantages of internal data include quick/easy data include quick/easy access to information.access to information.Disadvantages stem from Disadvantages stem from the incompleteness or the incompleteness o
10、r inappropriateness of data inappropriateness of data to a particular situation.to a particular situation.Internal data 内部数据内部数据的来源有消内部数据的来源有消费者数据库、财务记费者数据库、财务记录和操作报告。录和操作报告。内部数据的好处包括内部数据的好处包括迅速和易于获取数据。迅速和易于获取数据。缺点包括对于特定情缺点包括对于特定情况数据会不够完备或况数据会不够完备或有错误。有错误。6Marketing intelligence 营销情报营销情报是对竞争对手和市场营销环
11、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 intelligenceMarketing intelligence is is the systematic collection the systematic collection and analysis of publicly and analysis of publicly available information available information about competitors and about competitors and trends in the m
12、arketing trends in the marketing environment.environment.Competitive intelligence Competitive intelligence gathering activities have gathering activities have grown dramatically.grown dramatically.Many sources of Many sources of competitive information competitive information exist.exist.7Company em
13、ployeesCompany employeesInternetInternetGarbageGarbagePublished informationPublished informationCompetitors Competitors employeesemployeesTrade showsTrade showsBenchmarkingBenchmarkingChannel members and Channel members and key customerskey 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 Competitiv
14、e Intelligence竞争情报的来源竞争情报的来源8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Marketing researchMarketing research is is the systematic design,the systematic design,collection,analysis,collection,analysis,and reporting of data and reporting of data relevant to a specific relev
15、ant to a specific marketing situation marketing situation facing an organization.facing an organization.Steps in the marketing Steps in the marketing research process.research process.9Marketing Info.System营销信息系统Steps in the Marketing Steps in the Marketing Research Process:Research Process:Defining
16、 the problem and Defining the problem and research objectives.research objectives.Developing the research Developing the research plan for collecting plan for collecting information.information.Implementing the research Implementing the research plan collecting and plan collecting and analyzing the
17、data.analyzing the data.Interpreting and reporting Interpreting and reporting the findings.the findings.市场调查程序：确定问题和调查确定问题和调查目标。目标。制定调查计划以制定调查计划以收集信息。收集信息。招待调查计划招待调查计划收集和分析数据。收集和分析数据。解释并报告调查解释并报告调查结果。结果。10Marketing Info.System营销信息系统Step 1:Defining the Step 1:Defining the problem and research problem
18、 and research objectivesobjectives Dont confuse the Dont confuse the symptoms of the problem symptoms of the problem with its cause when with its cause when defining the problem.defining the problem.Exploratory,descriptive,Exploratory,descriptive,and causal research each and causal research each ful
19、fill different objectives.fulfill different objectives.步骤一：确定问题和调查目标在定义问题时不在定义问题时不要混淆问题的症要混淆问题的症状与成因。状与成因。探索性调查、描探索性调查、描述性调查和因果述性调查和因果性调查满足不同性调查满足不同的目标。的目标。11Marketing Info.System营销信息系统 Step 2:Developing the Step 2:Developing the Research PlanResearch Plan Research objectives guide the Research obje
20、ctives guide the determination of specific determination of specific information needs.information needs.Research proposals outline the Research proposals outline the type of data needed and the type of data needed and the research plan.research plan.vv Secondary data:Secondary data:Information Info
21、rmation collected for another purpose collected for another purpose which already exists.which already exists.vv Primary data:Primary data:Information Information collected for the specific purpose collected for the specific purpose at handat hand第二步：制定调查计第二步：制定调查计划划 目标研究帮助确定具目标研究帮助确定具体信息需求。体信息需求。调查
22、建议列出了所需调查建议列出了所需的数据类型和研究计的数据类型和研究计划。划。vv二手信息：二手信息：已经存在已经存在的为其他目的而收集的为其他目的而收集的信息。的信息。vv原始信息：原始信息：为当前目为当前目标而专门收集的信息。标而专门收集的信息。12Secondary data 二手信息二手信息的来源：二手信息的来源：政府信息政府信息 因特网、商业数据库、因特网、商业数据库、在线数据库在线数据库 出版物出版物优势：优势：迅速获得迅速获得 比原始数据花费少比原始数据花费少缺点：缺点：信息也许并不存在或信息也许并不存在或不可用。不可用。Secondary data sources:Seconda
23、ry data sources:Government informationGovernment information Internal,commercial,and Internal,commercial,and online databasesonline databases PublicationsPublications Advantages:Advantages:Obtained quicklyObtained quickly Less expensive than Less expensive than primary dataprimary data Disadvantages
24、:Disadvantages:Information may not exist Information may not exist or may not be usable.or may not be usable.13Evaluate the Following When Judging Data Quality判别数据质量时要评价以下因素判别数据质量时要评价以下因素Marketing Info.System营销信息系统RelevanceAccuracyCurrencyImpartiality相关性准确性及时性公平性14Primary data 原始数据计划收集原始数据调查方法：调查方法：
25、vv观察法、调查法、实观察法、调查法、实验法验法访问方法：访问方法：vv邮寄、电话、网络、邮寄、电话、网络、个人采访个人采访抽样计划：抽样计划：vv样本单位、样本规模、样本单位、样本规模、抽样过程抽样过程研究手段研究手段vv调查问卷、仪器设备调查问卷、仪器设备 Planning primary research:Planning primary research:Research approaches:Research approaches:vvObservation,survey,Observation,survey,experimentexperiment Contact methods:
26、Contact methods:vvMail,telephone,online,Mail,telephone,online,personalpersonal Sampling plan:Sampling plan:vvSampling unit,sample size,Sampling unit,sample size,sampling proceduresampling procedure Research instruments:Research instruments:vvQuestionnaire,mechanical Questionnaire,mechanical instrume
27、ntsinstruments15Marketing Info.System营销信息系统Research approaches:Research approaches:Observation research Observation research using people or machinesusing people or machinesvv Mystery shoppers,traffic Mystery shoppers,traffic counters,web site“cookies”counters,web site“cookies”are some examples.are
28、some examples.vv Discovers behavior but not Discovers behavior but not motivations.motivations.vv Ethnographic research Ethnographic research expands observation research expands observation research to include consumer to include consumer interviews.interviews.调查手段使用人员或机器使用人员或机器进行观察研究进行观察研究vv例如：秘密买
29、者、例如：秘密买者、顾客计数器、网顾客计数器、网站站“cookie”cookie”。vv发现行为，但不发现行为，但不是动机。是动机。16Marketing Info.System营销信息系统Research approaches:Research approaches:Survey research is widely Survey research is widely used to gather descriptive used to gather descriptive information.information.vv Single source data systems Singl
30、e source data systems gather information from gather information from consumer panelsconsumer panelsvv Survey research faces many Survey research faces many problemsproblems Experimental research Experimental research investigates cause and effect investigates cause and effect relationships.relation
31、ships.研究方法：研究方法：调查者在收集描述调查者在收集描述性信息时使用很广性信息时使用很广泛泛vv单一来源数据系统单一来源数据系统从消费者抽样中收从消费者抽样中收集信息集信息vv调查研究面对很多调查研究面对很多问题问题 实验研究致力于研实验研究致力于研究成因和效果关系。究成因和效果关系。17Marketing Info.System营销信息系统Key Contact Methods Key Contact Methods Include:Include:Mail surveysMail surveys Telephone surveysTelephone surveys Personal
32、 interviewing:Personal interviewing:vv Individual or focus group Individual or focus group Online(Internet)Online(Internet)researchresearchEach contact method has Each contact method has strengths and weaknessesstrengths and weaknesses主要访问方法包括：主要访问方法包括：邮寄调查邮寄调查 电话调查电话调查 个人访谈：个人访谈：vv个人或小组深度访谈个人或小组深度访
33、谈 在线（因特网）调在线（因特网）调查查第种访问方法都有第种访问方法都有有优势和劣势有优势和劣势18Strengths and Weaknesses of Contact Methods Relate to:访问方法的优势和劣势关系到：访问方法的优势和劣势关系到：FlexibilitySample controlData quantityCostInterviewer effectsSpeed of data collectionResponse rate可变性样本控制数据量成本访谈效果数据收集的速度反应率19Marketing Info.System营销信息系统Sample:subgroup
34、 of Sample:subgroup of population from whom population from whom information will be information will be collectedcollectedSampling Plan Sampling Plan Decisions:Decisions:Sampling unitSampling unit Sample sizeSample size Sampling procedure:Sampling procedure:vv Probability samples Probability sample
35、svv Non-probability samples Non-probability samples样本：从总体中挑选出的一部分抽样计划决策：样本单元样本单元样本规模样本规模抽样过程：抽样过程：vv概率抽样概率抽样vv非概率抽样非概率抽样20Marketing Info.System营销信息系统Research Instruments:Questionnaires Questionnaires vv Include open-ended Include open-ended and closed-ended and closed-ended questions questionsvv Phr
36、asing and question Phrasing and question order are keyorder are keyMechanical Mechanical instrumentsinstruments调查手段：调查问卷vv包括封闭式问包括封闭式问题和开放式问题和开放式问题题vv措词和问题次措词和问题次序很关键序很关键仪器21Marketing Info.System营销信息系统 Step 3 of the Research Step 3 of the Research Process:Process:Implementing the Research Implementi
37、ng the Research Plan Plan Involves collecting,processing,Involves collecting,processing,and analyzing information.and analyzing information.Step 4 of the Research Step 4 of the Research Process:Process:Interpreting and Reporting Interpreting and Reporting the Findingsthe Findings第三步：实施调查计划包括收集、处理和分析
38、信息。第四步：解释并报告调查结果22Marketing Info.System营销信息系统 Analyzing Marketing Analyzing Marketing InformationInformation Customer relationship Customer relationship management(CRM)helps management(CRM)helps manage information.manage information.CRM offers many benefits and CRM offers many benefits and can help
39、a firm gain a can help a firm gain a competitive petitive advantage.Technology alone cannot build Technology alone cannot build profitable customer profitable customer relationships.relationships.分析营销信息顾客关系管理顾客关系管理（CRMCRM）会帮助）会帮助管理信息。管理信息。CRMCRM有很多好处，有很多好处，可以帮助公司获可以帮助公司获取竞争优势。取竞争优势。只有技术不能建只有技术不能建立可获
40、利的顾客立可获利的顾客关系。关系。23Marketing Info.System营销信息系统Distributing and Using Distributing and Using Marketing InformationMarketing Information Routine reporting makes Routine reporting makes information available in information available in a timely manner.a timely manner.User friendly databases User friend
41、ly databases allow for special queries.allow for special queries.Intranets and extranets Intranets and extranets help distribute help distribute information to company information to company employees and value-employees and value-network work members.传递并使用营销信息常规报告使信息及时常规报告使信息及时可得。可得。用户友好的数据库允用户友好的数
42、据库允许消费者提供质疑。许消费者提供质疑。内部网和外部网可以内部网和外部网可以帮助向公司雇员和价帮助向公司雇员和价值网成员传递信息。值网成员传递信息。24Other Considerations其他方面Marketing research in Marketing research in small businesses and not-small businesses and not-for-profit organizations for-profit organizations International marketing International marketing researchresearchPublic policy and ethicsPublic policy and ethics Consumer privacy issuesConsumer privacy issuesMisuse of research Misuse of research findingsfindings小型企业和非营利组织的市场调查网络营销调查公共政策和伦理问题消费者隐私问题消费者隐私问题调查结果的误用25