开发的市场机会和战略(1)

PartTwoDevelopingmarketingopportunitiesandstrategiesLectureFourMarketingresearchAtaglanceExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystem(MIS)anddiscussitspartsOutlinethestepsinthemarketingresearchprocessComparethemethodsofcollectinginformationmarketinginformationsystemTargetmarketsmarketingchannelcompetitorsmacroenvironmentalforcesMarketingEnvironmentAnalysisPlanningImplementationOrganizationControlMarketingmanagersThemarketinginformationsystemInternalrecordsMarketingintelligenceInformationanalysisMarketingresearchThemarketingresearchprocessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanforcollectinginformationImplementingtheresearchplan-collectingandanalyzingthedataInterpretingandreportingthefindingsMailquestionnairesTelephoneinterviewingFocusgroupinterviewingContactmethodsPrimarydataSecondarydataTypeofdataExploratoryDescriptiveCausalTypeofresearchSamplingunitSamplesizeSamplingprocedureSamplingplanObservationalresearchSurveyresearchCheckoutscannersExperimentalresearchResearchapproachPlanningprimarydatacollectionDefiningmarketdemandMarketdemandforaproductorservicetotalvolumeboughtbydefinedconsumergroupdefinedgeographicalareadefinedtimeperioddefinedmarketingenvironmentdefinedlevelandmixofindustrymarketingeffortsMarketdemandinthespecifiedperiodIndustrymarketingexpendituresMarketdemandasafunctionofindustrymarketingexpendituresMarketpotentialMarketforecastMarketminimumPlannedexpenditureIndustrymarketingexpendituresMarketdemandinthespecifiedperiodMarketpotential(prosperity)Marketpotential(recession)prosperityrecessionMarketdemandasafunctionofindustrymarketingexpenditures(underprosperityvs.recession)CompanydemandQi=siQQicompanyi’sdemandsicompanyi’smarketshareQtotalmarketdemandSale-responsefunctioncompanysalespotentialcompanysalesforecastsalesquotasalesbudgetCompanydemandinthespecifiedperiodCompanymarketingexpendituresCompanypotentialCompanysalesforecastCompanyminimumPlannedexpenditureForecastingfuturedemandThreeinformationbasesWhatpeoplesay?surveyofbuyers’intentioncompositeofsalesforceopinionexpertopinionWhatpeopledo?test-marketmethodWhatpeoplehavedone?TimeseriesanalysisleadingindicatorsstatisticaldemandanalysisNextweekConsumerbehaviorsAssignment:Reviewingthelecture4Textbook(chapter4)/P128-161;A1-8Orgnizingdiscussionofcaseonpage165-167.gettinginformationandwritingtheoutletontheConsumerbehaviorTextbook(chapter5-6)