1、Unit SixInternational Marketing Information System and Research營銷信息的功能（1）市場營銷信息是企業經濟決策的前提和基礎 企業營銷過程中，無論是對于企業的營銷目標、發展方向等戰略問題的決策，還是對于企業的產品、定價、銷售渠道、促銷措施等戰術問題的決策，都必須在準確地獲得市場營銷信息的基礎上，才可能得到正確的結果。 （2）市場營銷信息是制定企業營銷計劃的依據 企業在市場營銷中，必須根據市場需求的變化，在營銷決策的基礎上，制定具體的營銷計劃，以確定實現營銷目標的具體措施和途徑。不了解市場信息，就無法制定出符合實際需要的計劃。 （3）市

2、場營銷信息是實現營銷控制的必要條件 營銷控制，是指按既定的營銷目標，對企業的營銷活動進行監督、檢查，以保證營銷目標實現的管理活動。由于市場環境的不斷變化，企業在營銷活動中必須隨時注意市場的變化，進行信息反饋，以此為依據來修訂營銷計劃，對企業的營銷活動進行有效控制，使企業的營銷活動能按預期目標進行。 （4）市場營銷信息是進行內、外協調的依據 企業營銷活動中，要不斷地收集市場營銷信息，根據市場和自身狀況的變化，來協調內部條件、外部條件和企業營銷目標之間的關系，使企業營銷系統與外部環境之間、與內部各要素之間始終保持協調一致。 寶潔公司和惠普公司的營銷調研 寶潔公司安排營銷調研人員到每一個產品部門，從

3、事對現行品牌的調研。它有兩個獨立的公司內部調研小組，一個負責整個公司的廣告調研，另一個負責市場測試。每組成員包括營銷調研經理、其他專家（調查設計者、統計學家、行為科學家）和負責執行與管理訪問工作的內部現場代表。每年寶潔公司電話與上門訪問超過100萬次，訪問的內容涉及到大約1，000個調研項目。 在惠普總部設立的市場研究與信息中心（MRIC）處理營銷信息。它分享全世界的惠普信息資源。該中心分3個組：市場信息中心提供行業、市場和競爭者背景資料，它應用報業辛迪加 (不同的報紙雜志，有償共享新聞報道、新聞圖片和專欄文章，從而打破各家媒體細分市場的格局，并形成規模，催生出優秀的新聞作品) ，和其他信息服

4、務；決策支持小組提供研究結論服務；地區衛星的建立使全世界各地的惠普分部得到有創見意見的服務。 6.1 The Marketing Information System MIS: 1. people, equipment, procedures 2. gather, sort, analyze, evaluate and distribute 3. needed, timely, and accurate information 4. to marketing decision markerThe Marketing Information SystemMarketing ManagersAna

5、lysisPlanningImplementationOrganizationControlMarketingEnvironmentTargetMarketsMarketingChannelsCompetitorsPublicsMacroEnvironmentforcesAssessingInformationNeeds評估信息需求Distributing InformationDeveloping InformationInternalRecords內部檔案MarketingIntelligence營銷情報InformationanalysisMarketingResearch營銷研究Mar

6、keting decision and communications6.1.1 Assessing information needs 評估信息需求1. balances the information managers would like , what they really need and what is feasible to offer2. methods: interview managers to find out what information they would like watch the marketing environment for key marketing

7、 decisions decide the cost and the value ( weigh carefully) notice: too much information can be as harmful as too little. In many cases, additional information will do little to change or improve a managers decision, or the costs of the information may exceed the returns from the improved decision.

8、6.1.2 Developing information 信息形成1. primary & secondary information (source of information) secondary information (be treated with care and caution): features: more quickly ,lower cost, provide data an individual company cannot collect on its own sources: government, international bodies, busine

9、ss, trade, professional, foreign embassies, trade missions and other disadvantages: incomplete, ambiguous or out of context (specific use) comparability difficulty ( compile in different ways in different countries ) methodological and interpretive problems nonexistent, unreliable or incomplete -int

10、er-country comparisons difficulty) inflated or deflated (political purposes)primary information: refers to data that is collected for the first time during a marketing research study features: longer, cost a lot researchers must take great care to assure that it will be relevant, accurate, current a

11、nd unbiased information methods:RESEARCH APPROACHESCONTACT METHODSSAMPLING PLANRESEARCH INSTRUMENTSObservationMailSampling unitQuestionnaireFocus groupMeetingTopics, issuesSurveyTelephoneSample sizeMechanical instrumentsExperimentPersonal Sampling procedure 2. internal records, marketing intelligenc

12、e, and marketing research 1) internal records (most basic) definition: information gathered from sources within the company to evaluate marketing performance and to detect marketing problems and opportunities ( financial statements, records of sales, cost and cash flows, etc.) features: quickly , ch

13、eaply to get incomplete, wrong form Notice: great amounts of information requires information gathering, organizing, processing and indexing to make it easily and quickly found 2) marketing intelligence definition: everyday information about pertinent developments in the marketing environment that h

14、elps managers prepare and adjust marketing plans. method: sales force a: motivate distributors, retailers, other intermediaries, even appoint specialists b: purchases information from outside suppliers, e.g. Research firms c: establish an internal marketing information center 3) marketing research d

15、efinition: formal studies of specific situations function: links the marketer to consumers and the public through information identify and define marketing opportunities and problems generate, refine, and evaluate marketing actions monitor marketing performance improve understanding of the marketing

16、 process engaging in: market potential and market share studies assessments of customer satisfaction and purchase behavior studies of pricing, product, distribution, and promotion activities The starting point of a marketing research project, of course, is the need for information with which to make

17、 a marketing decision.6.1.3 Distributing information The information gathered through different sources must be distributed to the right marketing managers at the right time, otherwise marketing information has no value until managers use it to make better marketing decisions. Decentralized marketin

18、g information systems: with advanced technology( computers, software, and telecommunication), marketing managers have direct access to the information network, obtain information from internal records or outside information services, analyze the information using statistical packages and models, pre

19、pare reports on a word processor or desk-top publishing system from any location, and communicate with others in the network through electronic communications, which enable the managers to get the information they need directly and quickly.6.2 The Marketing Research ProcessDefining the problemExplor

20、atoryresearchFormulatingA hypothesisResearch designCollecting dataInterpretationAndpresentation The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing resear

21、ch is concerned specifically about marketing processes Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make

22、up the business environment. 6.2.1 Problem definition Requirement: clearly define Problems are barriers that prevent the attainment of organizational goals, so a clearly defined problem permits researchers to focus the research process on securing the data necessary for solving the problem. Notice:

23、far more difficult; researchers must not confuse symptoms with the problem itself. E.g. (symptoms) falling market share Method: 1. firms marketing mix elements and target market 2. a close look at the promotional strategy 3. external environment in the form of new competitors entering the market wit

24、h superior products and lower prices 6.2.2 Exploratory research definition: learn about the problem area, focus on specific areas for study in seeking solutions including: discussing the problem with informed sources (within the firm, wholesalers, retailers, customers, and others outside the firm) e

25、xamining secondary sources of information evaluating the companys own records (very important-overall view of company efficiency and a clue to the problem under investigation; the basis for analyzing internal data-financial statements) situation analysis: internal data collection Informal investigat

26、ion: exploratory interview with informed persons outside the firm 6.2.3 Formulating hypotheses definition: a tentative explanation for some specific event a statement about the relationship among variables and carries clear implications for testing this relationship provides a basis for investigatio

27、n and an eventual determination of its accuracy allows the move to the development of the research design 6.2.4 Research design definition: represents a comprehensive plan for testing the hypothesis formulated about the problem a series of decisions that, taken together, comprise a master plan or mo

28、del for the conduct of the investigation 6.2.5 Information collecting and analyzing including: collecting, processing, analyzing the information the most expensive , the most prone to error carried out by the companys marketing research staff or by outside firms 6.2.6 Interpretation and reporting in

29、terpret the findings, draw conclusions, report them to management discussions between researchers and managers will help point to the best interpretations research report: understanding, organizing and writing guidelines:1) think of the audience (too technical and argon words X) 2) concise yet compl

30、ete 3) understand the results and draw conclusions 美國汽車制造一度在世界上占霸主地位，而日本汽車工業則是20世紀50年代學習美國發展而來的，但是時隔30年，日本汽車制造業突飛猛進，充斥歐美市場及世界各地，為此美國與日本之間出現了汽車磨擦。在60年代，當時有兩個因素影響汽車工業：一是第三世界的石油生產被工業發達國家所控制，石油價格低廉；二是轎車制造業發展很快，豪華車、大型車盛行。 但是擅長市場調查和預測的日本汽車制造商，首先通過表面經濟繁榮，看到產油國與跨國公司之間暗中正醞釀和發展著的斗爭，以及發達國家消耗能量的增加，預見到石油價格會很快上漲。因此，必須改產耗油小的轎車來適應能源短缺的環境。其次，隨汽車數增多，馬路上車流量增多，停車場的收費會提高，因此，只有造小型車才能適應擁擠的馬路和停車場。再次，日本制造商分析了發達國家家庭成員的用車情況。主婦上超級市場，主人上班，孩子上學，一個家庭只有一輛汽車顯然不能滿足需要。這樣，小巧玲瓏的轎車得到了消費者