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1、PartTwoDevelopingmarketingopportunitiesandstrategiesLectureFourMarketingresearchAtaglanceExplaintheimportanceofinformationtothecompanyDefinethemarketinginformationsystem(MIS)anddiscussitspartsOutlinethestepsinthemarketingresearchprocessComparethemethodsofcollectinginformationmarketinginformationsystemTargetmarketsmarketingchannelcompetitorsmacroenvironmentalforcesMarketingEnvironmentAnalysisPlanningImplementationOrganizationControlMarketingmanagersThemarketinginformationsystemInternalrecordsMar。
2、ketingintelligenceInformationanalysisMarketingresearchThemarketingresearchprocessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanforcollectinginformationImplementingtheresearchplan-collectingandanalyzingthedataInterpretingandreportingthefindingsMailquestionnairesTelephoneinterviewingFocusgroupinterviewingContactmethodsPrimarydataSecondarydataTypeofdataExploratoryDescriptiveCausalTypeofresearchSamplingunitSamplesizeSamplingprocedureSamplingplanObservationalresearchSurveyresearchCh。
3、eckoutscannersExperimentalresearchResearchapproachPlanningprimarydatacollectionDefiningmarketdemandMarketdemandforaproductorservicetotalvolumeboughtbydefinedconsumergroupdefinedgeographicalareadefinedtimeperioddefinedmarketingenvironmentdefinedlevelandmixofindustrymarketingeffortsMarketdemandinthespecifiedperiodIndustrymarketingexpendituresMarketdemandasafunctionofindustrymarketingexpendituresMarketpotentialMarketforecastMarketminimumPlannedexpenditureIndustrymarketingexpendituresMarketd。
4、emandinthespecifiedperiodMarketpotential(prosperity)Marketpotential(recession)prosperityrecessionMarketdemandasafunctionofindustrymarketingexpenditures(underprosperityvs.recession)CompanydemandQi=siQQicompanyi’sdemandsicompanyi’smarketshareQtotalmarketdemandSale-responsefunctioncompanysalespotentialcompanysalesforecastsalesquotasalesbudgetCompanydemandinthespecifiedperiodCompanymarketingexpendituresCompanypotentialCompanysalesforecastCompanyminimumPlannedexpenditureForecastingfuturedemandThr。
5、eeinformationbasesWhatpeoplesay?surveyofbuyers’intentioncompositeofsalesforceopinionexpertopinionWhatpeopledo?test-marketmethodWhatpeoplehavedone?TimeseriesanalysisleadingindicatorsstatisticaldemandanalysisNextweekConsumerbehaviorsAssignment:Reviewingthelecture4Textbook(chapter4)/P128-161;A1-8Orgnizingdiscussionofcaseonpage165-167.gettinginformationandwritingtheoutletontheConsumerbehaviorTextbook(chapter5-6)。
本文标题:开发的市场机会和战略(1)
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