开发的市场机会和战略

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Part,Two,Developing marketing opportunities and strategies,Lecture Four,Marketing research,At a glance,Explain the importance of information to the company,Define the marketing information system(MIS) and discuss its parts,Outline the steps in the marketing research process,Compare the methods of collecting information,marketing information system,Target markets,marketing channel,competitors,macroenvironmental,forces,Marketing,Environment,Analysis,Planning,Implementation,Organization,Control,Marketing,managers,The marketing information system,Internal records,Marketing intelligence,Information analysis,Marketing research,The marketing research process,Defining the problem and research objectives,Developing the research plan for collecting information,Implementing the research plan- collecting and analyzing the data,Interpreting and reporting the findings,Mail questionnaires,Telephone interviewing,Focus group interviewing,Contact methods,Primary data,Secondary data,Type of data,Exploratory,Descriptive,Causal,Type of research,Sampling unit,Sample size,Sampling procedure,Sampling plan,Observational research,Survey research,Checkout scanners,Experimental research,Research approach,Planning primary data collection,Defining market demand,Market demand,for a product or service,total volume,bought by defined consumer group,defined geographical area,defined time period,defined marketing environment,defined level and mix of industry marketing efforts,Market demand in the specified period,Industry marketing expenditures,Market demand as a function of industry marketing expenditures,Market potential,Market,forecast,Market minimum,Planned expenditure,Industry marketing expenditures,Market demand in the specified period,Market potential,(prosperity),Market potential,(recession),prosperity,recession,Market demand as a function of industry marketing expenditures,(under prosperity vs. recession),Company demand,Q,i,= s,i,Q,Q,i,company,i,s demand,s,i,company,i,s market share,Q total market demand,Sale-response function,company sales potential,company sales forecast,sales quota,sales budget,Company demand in the specified period,Company marketing expenditures,Company potential,Company sales forecast,Company minimum,Planned expenditure,Forecasting future demand,Three information bases,What people say?,survey of buyers intention,composite of sales force opinion,expert opinion,What people do?,test-market method,What people have done?,Time series analysis,leading indicators,statistical demand analysis,