文档介绍：Decision Support Systems and Marketing Research
Decision Support Systems
and Marketing Research
chapter
7
Prepared by
Deborah Baker
Texas Christian University
Learning Objectives
chapter
7
13>. Explain the concept and purpose of a marketing decision support system.
2. Define marketing research and explain its importance to marketing decision making.
3. Describe the steps involved in conducting a marketing research project.
Learning Objectives (continued)
chapter
7
4. Discuss the profound impact of the on marketing research.
5. Discuss the growing importance of scanner-based research.
6. Explain the concept petitive intelligence.
Learning Objective
1
Explain the concept and purpose
of a marketing decision support system.
Decision Support System
An interactive, puterized information system that enables managers to obtain and manipulate information as they are making decisions.
1
DSS System Characteristics
Characteristics of a
DSS System
Interactive
Flexible
Discovery-Oriented
Accessible
1
Database Marketing
The creation of a puterized file of customers’ and potential customers’ profiles and purchase patterns.
1
Learning Objective
2
Define marketing research and
explain its importance to
marketing decision making.
Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
2
Roles of Marketing Research
2
Descriptive
Diagnostic
Predictive
Marketing Research has three roles:
Roles of Marketing Research
Diagnostic
Predictive
Descriptive
Gathering and presenting factual statements
Explaining data
Attempting to estimate the results of a planned marketing decision
2
Management Uses of
Marketing Research
Improve the quality of decision making
Trace problems
Focus on keeping existing problems
Understand the ever-changing marketplace
2
Learning Objective
Describe the steps involved in
conducting a marketing research project.
3
The Marketing R