文档介绍：Principles of Marketing
55--11
SessionSession 55
MarketingMarketing InformationInformation
SystemSystem andand MarketingMarketing
ResearchResearch
Text: Chapter 4
国际商学院市场营销学系
Outline
55--22
. TheThe ImportanceImportance ofof
informationinformation
. TheThe MarketingMarketing InformationInformation
SystemSystem
. TheThe MarketingMarketing ResearchResearch
ProcessProcess
. ResearchResearch PlanPlan DesigningDesigning
andand ExecutionExecution
国际商学院市场营销学系
. TheThe ImportanceImportance ofof
InformationInformation
国际商学院市场营销学系
I. The Importance of Information
55--44
Why Is Information Needed?
¾Customer Needs
¾Marketing Environment
¾Competition
¾Strategic Planning
国际商学院市场营销学系
. TheThe MarketingMarketing InformationInformation
SystemSystem
国际商学院市场营销学系
What is a Marketing
Information System (MIS)?
55--66
z A MIS consists of people, equipment,
and procedures to gather, sort, analyze,
evaluate and distribute needed, timely,
and accurate information to marketing
decision makers.
z The MIS helps managers to:
1. Assess Information Needs,
2. Develop Needed Information,
3. Distribute Information.
国际商学院市场营销学系
II. The Marketing Information System
55--77
Marketing Managers
Distributing Assessing
Information Needs
Information Internal
Analysis Records
Marketing Marketing
Research Intelligence
Marketing Decisions munications Marketing Environment
国际商学院市场营销学系
MIS
55--88
•Internal records system: info. available in everyday
record of every department.
• Marketing intelligence system: info. about petition
obtained from the internal or external sources
• Marketing research system: seeking info. about the market,
the customer through a formal study in order to find a
solution to a specific problem.
• Information analysis system: to make the info. obtained
more usable to managers through some statistic analysis
国际商学院市场营销学系