内容简介：Marketing_Management04.ppt－某咨询公司案例
Objectives
Components of a marketing information system
Criteria of good marketing research
Decision support systems for marketing management
Demand measurement and forecast
Defining the Problem & Research Objectives
Research Approaches
Secondary-Data Sources
Internal Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line
Associations
Business Information
The Marketing Research Process
Good Marketing Research:
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of models & data
Acknowledges the cost & value of information
Maintains “healthy” skepticism
Is ethical
Ninety Types of Demand Measurement (6 x 5 x 3)
Demand
Estimating Current Demand
Total Market Potential
Area Market Potential
Industry Sales
Market Share
Estimating Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinion
Expert Opinion
Past Sales Analysis
Market Test Method
Review
Components of a marketing information system
Criteria of good marketing research
Decision support systems for marketing management
Demand measurement and forecast
等等...
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