营销信息的功能

UnitSixInternationalMarketingInformationSystemandResearch•营销信息的功能•（1）市场营销信息是企业经济决策的前提和基础•企业营销过程中，无论是对于企业的营销目标、发展方向等战略问题的决策，还是对于企业的产品、定价、销售渠道、促销措施等战术问题的决策，都必须在准确地获得市场营销信息的基础上，才可能得到正确的结果。•（2）市场营销信息是制定企业营销计划的依据•企业在市场营销中，必须根据市场需求的变化，在营销决策的基础上，制定具体的营销计划，以确定实现营销目标的具体措施和途径。不了解市场信息，就无法制定出符合实际需要的计划。•（3）市场营销信息是实现营销控制的必要条件•营销控制，是指按既定的营销目标，对企业的营销活动进行监督、检查，以保证营销目标实现的管理活动。由于市场环境的不断变化，企业在营销活动中必须随时注意市场的变化，进行信息反馈，以此为依据来修订营销计划，对企业的营销活动进行有效控制，使企业的营销活动能按预期目标进行。•（4）市场营销信息是进行内、外协调的依据•企业营销活动中，要不断地收集市场营销信息，根据市场和自身状况的变化，来协调内部条件、外部条件和企业营销目标之间的关系，使企业营销系统与外部环境之间、与内部各要素之间始终保持协调一致。•宝洁公司和惠普公司的营销调研•宝洁公司安排营销调研人员到每一个产品部门，从事对现行品牌的调研。它有两个独立的公司内部调研小组，一个负责整个公司的广告调研，另一个负责市场测试。每组成员包括营销调研经理、其他专家（调查设计者、统计学家、行为科学家）和负责执行与管理访问工作的内部现场代表。每年宝洁公司电话与上门访问超过100万次，访问的内容涉及到大约1，000个调研项目。•在惠普总部设立的市场研究与信息中心（MRIC）处理营销信息。它分享全世界的惠普信息资源。该中心分3个组：市场信息中心提供行业、市场和竞争者背景资料，它应用报业辛迪加(不同的报纸杂志，有偿共享新闻报道、新闻图片和专栏文章，从而打破各家媒体细分市场的格局，并形成规模，催生出优秀的新闻作品)，和其他信息服务；决策支持小组提供研究结论服务；地区卫星的建立使全世界各地的惠普分部得到有创见意见的服务。6.1TheMarketingInformationSystem•MIS:1.people,equipment,procedures•2.gather,sort,analyze,evaluateanddistribute•3.needed,timely,andaccurateinformation•4.tomarketingdecisionmarkerTheMarketingInformationSystemMarketingManagersAnalysisPlanningImplementationOrganizationControlMarketingEnvironmentTargetMarketsMarketingChannelsCompetitorsPublicsMacroEnvironmentforcesAssessingInformationNeeds评估信息需求DistributingInformationDevelopingInformationInternalRecords内部档案MarketingIntelligence营销情报InformationanalysisMarketingResearch营销研究Marketingdecisionandcommunications6.1.1Assessinginformationneeds评估信息需求•1.balancestheinformationmanagerswouldlike,whattheyreallyneedandwhatisfeasibletooffer•2.methods:•interviewmanagerstofindoutwhatinformationtheywouldlike•watchthemarketingenvironmentforkeymarketingdecisions•decidethecostandthevalue(weighcarefully)•notice:toomuchinformationcanbeasharmfulastoolittle.•Inmanycases,additionalinformationwilldolittletochangeorimproveamanager’sdecision,orthecostsoftheinformationmayexceedthereturnsfromtheimproveddecision.6.1.2Developinginformation信息形成•1.primary&secondaryinformation(sourceofinformation)•secondaryinformation(betreatedwithcareandcaution):•features:morequickly,lowercost,providedataanindividualcompanycannotcollectonitsown•sources:government,internationalbodies,business,trade,professional,foreignembassies,trademissionsandother•disadvantages:incomplete,ambiguousoroutofcontext(specificuse)•comparabilitydifficulty(compileindifferentwaysindifferentcountries)•methodologicalandinterpretiveproblems•nonexistent,unreliableorincomplete---inter-countrycomparisonsdifficulty)•inflatedordeflated(politicalpurposes)•primaryinformation:referstodatathatiscollectedforthefirsttimeduringamarketingresearchstudy•features:longer,costalot•researchersmusttakegreatcaretoassurethatitwillberelevant,accurate,currentandunbiasedinformation•methods:RESEARCHAPPROACHESCONTACTMETHODSSAMPLINGPLANRESEARCHINSTRUMENTSObservationMailSamplingunitQuestionnaireFocusgroupMeetingTopics,issuesSurveyTelephoneSamplesizeMechanicalinstrumentsExperimentPersonalSamplingprocedure•2.internalrecords,marketingintelligence,andmarketingresearch•1)internalrecords(mostbasic)•definition:informationgatheredfromsourceswithinthecompanytoevaluatemarketingperformanceandtodetectmarketingproblemsandopportunities(financialstatements,recordsofsales,costandcashflows,etc.)•features:quickly,cheaplytoget•incomplete,wrongform•Notice:greatamountsofinformationrequiresinformationgathering,organizing,processingandindexingtomakeiteasilyandquicklyfound•2)marketingintelligence•definition:everydayinformationaboutpertinentdevelopmentsinthemarketingenvironmentthathelpsmanagersprepareandadjustmarketingplans.•method:salesforce•a:motivatedistributors,retailers,otherintermediaries,evenappointspecialists•b:purchasesinformationfromoutsidesuppliers,e.g.Researchfirms•c:establishaninternalmarketinginformationcenter•3)marketingresearch•definition:formalstudiesofspecificsituations•function:linksthemarketertoconsumersandthepublicthroughinformation•identifyanddefinemarketingopportunitiesandproblems•generate,refine,andevaluatemarketingactions•monitormarketingperformance•improveunderstandingofthemarketingprocess•engagingin:marketpotentialandmarketsharestudies•assessmentsofcustomersatisfactionandpurchasebehavior•studiesofpricing,product,distribution,andpromotionactivities•Thestartingpointofamarketingresearchproject,ofcourse,istheneedforinformationwithwhichtomakeamarketingdecision.6.1.3Distributinginformation•Theinformationgatheredthroughdifferentsourcesmustbedistributedtotherightmarketingmanagersattherighttime,otherwisemarketinginformationhasnovalueuntilmanagersuseittomakebettermarketingdecisions.•Decentralizedmarketinginformationsystems:withadvancedtechnology(computers,software,andtelecommunication),marketingmanagershavedirectaccesstotheinformationnetwork,obtaininformationfrominternalrecordsoroutsideinformationservices,analyzetheinformationusingstatisticalpackagesandmodels,preparereportsonawordprocessorordesk-toppublishingsystemfromanylocation,andcommunicatewithothersinth