-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler05-exs

ManagingMarketingInformationChapter55-1Objectives•Understandtheimportanceofinformationtothecompany.•Knowthedefinitionofamarketinginformationsystemandbeabletodiscussitssubparts.•Learnthestepsinthemarketingresearchprocess.5-2Objectives•Learnhowcompaniesanalyzeanddistributemarketinginformation.•Realizethespecialissuessomemarketingresearchersface,includingpublicpolicyandethicalissues.5-3CaseStudy•“NewCoke”wasafiasco;consumercomplaintsresultedinthereturnof“CokeClassic”afteronly3months.•$4millionwasspentresearching“NewCoke”.•Keyissue:theresearchproblemwastoonarrowlydefined,andconsumerfeelingswereignored.•Poorjudgmentinresultinterpretationwasalsoaproblem.Coke5-4MarketingInfo.System•MarketingInformationSystem(MIS)Consistsofpeople,equipment,andproceduresthatgather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.5-5MarketingInfo.System•AssessingMarketingInformationNeedsTheMISservescompanymanagersaswellasexternalpartners.TheMISmustbalanceneedsagainstfeasibility:Notallinformationcanbeobtained.Obtaining,processing,sorting,anddeliveringinformationiscostly.5-6MarketingInfo.System•Internaldataisgatheredviacustomerdatabases,financialrecords,andoperationsreports.•Advantagesofinternaldataincludequick/easyaccesstoinformation.•Disadvantagesstemfromtheincompletenessorinappropriatenessofdatatoaparticularsituation.•Internaldata•Marketingintelligence•MarketingresearchDevelopingInformation5-7MarketingInfo.System•Marketingintelligenceisthesystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsandtrendsinthemarketingenvironment.•Competitiveintelligencegatheringactivitieshavegrowndramatically.•Manysourcesofcompetitiveinformationexist.•Internaldata•Marketingintelligence•MarketingresearchDevelopingInformation5-8SourcesofCompetitiveIntelligenceMarketingInfo.System•Companyemployees•Internet•Garbage•Publishedinformation•Competitor’semployees•Tradeshows•Benchmarking•Channelmembersandkeycustomers5-9MarketingInfo.System•Marketingresearchisthesystematicdesign,collection,analysis,andreportingofdatarelevanttoaspecificmarketingsituationfacinganorganization.•Stepsinthemarketingresearchprocess.•Internaldata•Marketingintelligence•MarketingresearchDevelopingInformation5-10MarketingInfo.System•StepsintheMarketingResearchProcess:Definingtheproblemandresearchobjectives.Developingtheresearchplanforcollectinginformation.Implementingtheresearchplan–collectingandanalyzingthedata.Interpretingandreportingthefindings.5-11MarketingInfo.System•Step1:DefiningtheproblemandresearchobjectivesDon’tconfusethesymptomsoftheproblemwithitscausewhendefiningtheproblem.Exploratory,descriptive,andcausalresearcheachfulfilldifferentobjectives.5-12MarketingInfo.System•Step2:DevelopingtheResearchPlanResearchobjectivesguidethedeterminationofspecificinformationneeds.Researchproposalsoutlinethetypeofdataneededandtheresearchplan.Secondarydata:Informationcollectedforanotherpurposewhichalreadyexists.Primarydata:Informationcollectedforthespecificpurposeathand5-13MarketingInfo.System•Secondarydatasources:GovernmentinformationInternal,commercial,andonlinedatabasesPublications•Advantages:ObtainedquicklyLessexpensivethanprimarydata•Disadvantages:Informationmaynotexistormaynotbeusable.•Secondarydata•PrimarydataTypesofData5-14EvaluatetheFollowingWhenJudgingDataQualityMarketingInfo.System•Relevance•Accuracy•Currency•Impartiality5-15MarketingInfo.System•Planningprimaryresearch:Researchapproaches:Observation,survey,experimentContactmethods:Mail,telephone,online,personalSamplingplan:Samplingunit,samplesize,samplingprocedureResearchinstruments:Questionnaire,mechanicalinstruments•Secondarydata•PrimarydataTypesofData5-16MarketingInfo.System•Researchapproaches:ObservationresearchusingpeopleormachinesMysteryshoppers,trafficcounters,website“cookies”aresomeexamples.Discoversbehaviorbutnotmotivations.Ethnographicresearchexpandsobservationresearchtoincludeconsumerinterviews.5-17MarketingInfo.System•Researchapproaches:Surveyresearchiswidelyusedtogatherdescriptiveinformation.SinglesourcedatasystemsgatherinformationfromconsumerpanelsSurveyresearchfacesmanyproblemsExperimentalresearchinvestigatescauseandeffectrelationships.5-18MarketingInfo.System•KeyContactMethodsInclude:MailsurveysTelephonesurveysPersonalinterviewing:IndividualorfocusgroupOnline(Internet)research•Eachcontactmethodhasstrengthsandweaknesses5-19StrengthsandWeaknessesofContactMethodsRelateto:MarketingInfo.System•Flexibility•Samplecontrol•Dataquantity•Cost•Interviewereffects•Speedofdatacollection•Responserate5-20MarketingInfo.System•Sample:subgroupofpopulationfromwhominformationwillbecollected•SamplingPlanDecisions:SamplingunitSamplesizeSamplingprocedure:ProbabilitysamplesNon-probabilitysamples5-21MarketingInfo.System•ResearchInstruments:QuestionnairesIncludeopen-endedandclosed-endedquestionsPhrasingandquestionorderarekeyMechanicalinstruments5-22MarketingInfo.System•Step3oftheResearchProcess:ImplementingtheResearchPlanInvolve