1、Unit SixInternational Marketing Information System and Research營(yíng)銷(xiāo)信息的功能（1）市場(chǎng)營(yíng)銷(xiāo)信息是企業(yè)經(jīng)濟(jì)決策的前提和基礎(chǔ) 企業(yè)營(yíng)銷(xiāo)過(guò)程中，無(wú)論是對(duì)于企業(yè)的營(yíng)銷(xiāo)目標(biāo)、發(fā)展方向等戰(zhàn)略問(wèn)題的決策，還是對(duì)于企業(yè)的產(chǎn)品、定價(jià)、銷(xiāo)售渠道、促銷(xiāo)措施等戰(zhàn)術(shù)問(wèn)題的決策，都必須在準(zhǔn)確地獲得市場(chǎng)營(yíng)銷(xiāo)信息的基礎(chǔ)上，才可能得到正確的結(jié)果。 （2）市場(chǎng)營(yíng)銷(xiāo)信息是制定企業(yè)營(yíng)銷(xiāo)計(jì)劃的依據(jù) 企業(yè)在市場(chǎng)營(yíng)銷(xiāo)中，必須根據(jù)市場(chǎng)需求的變化，在營(yíng)銷(xiāo)決策的基礎(chǔ)上，制定具體的營(yíng)銷(xiāo)計(jì)劃，以確定實(shí)現(xiàn)營(yíng)銷(xiāo)目標(biāo)的具體措施和途徑。不了解市場(chǎng)信息，就無(wú)法制定出符合實(shí)際需要的計(jì)劃。 （3）市

2、場(chǎng)營(yíng)銷(xiāo)信息是實(shí)現(xiàn)營(yíng)銷(xiāo)控制的必要條件 營(yíng)銷(xiāo)控制，是指按既定的營(yíng)銷(xiāo)目標(biāo)，對(duì)企業(yè)的營(yíng)銷(xiāo)活動(dòng)進(jìn)行監(jiān)督、檢查，以保證營(yíng)銷(xiāo)目標(biāo)實(shí)現(xiàn)的管理活動(dòng)。由于市場(chǎng)環(huán)境的不斷變化，企業(yè)在營(yíng)銷(xiāo)活動(dòng)中必須隨時(shí)注意市場(chǎng)的變化，進(jìn)行信息反饋，以此為依據(jù)來(lái)修訂營(yíng)銷(xiāo)計(jì)劃，對(duì)企業(yè)的營(yíng)銷(xiāo)活動(dòng)進(jìn)行有效控制，使企業(yè)的營(yíng)銷(xiāo)活動(dòng)能按預(yù)期目標(biāo)進(jìn)行。 （4）市場(chǎng)營(yíng)銷(xiāo)信息是進(jìn)行內(nèi)、外協(xié)調(diào)的依據(jù) 企業(yè)營(yíng)銷(xiāo)活動(dòng)中，要不斷地收集市場(chǎng)營(yíng)銷(xiāo)信息，根據(jù)市場(chǎng)和自身狀況的變化，來(lái)協(xié)調(diào)內(nèi)部條件、外部條件和企業(yè)營(yíng)銷(xiāo)目標(biāo)之間的關(guān)系，使企業(yè)營(yíng)銷(xiāo)系統(tǒng)與外部環(huán)境之間、與內(nèi)部各要素之間始終保持協(xié)調(diào)一致。 寶潔公司和惠普公司的營(yíng)銷(xiāo)調(diào)研 寶潔公司安排營(yíng)銷(xiāo)調(diào)研人員到每一個(gè)產(chǎn)品部門(mén)，從

3、事對(duì)現(xiàn)行品牌的調(diào)研。它有兩個(gè)獨(dú)立的公司內(nèi)部調(diào)研小組，一個(gè)負(fù)責(zé)整個(gè)公司的廣告調(diào)研，另一個(gè)負(fù)責(zé)市場(chǎng)測(cè)試。每組成員包括營(yíng)銷(xiāo)調(diào)研經(jīng)理、其他專(zhuān)家（調(diào)查設(shè)計(jì)者、統(tǒng)計(jì)學(xué)家、行為科學(xué)家）和負(fù)責(zé)執(zhí)行與管理訪問(wèn)工作的內(nèi)部現(xiàn)場(chǎng)代表。每年寶潔公司電話(huà)與上門(mén)訪問(wèn)超過(guò)100萬(wàn)次，訪問(wèn)的內(nèi)容涉及到大約1，000個(gè)調(diào)研項(xiàng)目。 在惠普總部設(shè)立的市場(chǎng)研究與信息中心（MRIC）處理營(yíng)銷(xiāo)信息。它分享全世界的惠普信息資源。該中心分3個(gè)組：市場(chǎng)信息中心提供行業(yè)、市場(chǎng)和競(jìng)爭(zhēng)者背景資料，它應(yīng)用報(bào)業(yè)辛迪加 (不同的報(bào)紙雜志，有償共享新聞報(bào)道、新聞圖片和專(zhuān)欄文章，從而打破各家媒體細(xì)分市場(chǎng)的格局，并形成規(guī)模，催生出優(yōu)秀的新聞作品) ，和其他信息服

4、務(wù)；決策支持小組提供研究結(jié)論服務(wù)；地區(qū)衛(wèi)星的建立使全世界各地的惠普分部得到有創(chuàng)見(jiàn)意見(jiàn)的服務(wù)。 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(píng)估信息需求Distributing InformationDeveloping InformationInternalRecords內(nèi)部檔案MarketingIntelligence營(yíng)銷(xiāo)情報(bào)InformationanalysisMarketingResearch營(yíng)銷(xiāo)研究Mar

6、keting decision and communications6.1.1 Assessing information needs 評(píng)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(guó)汽車(chē)制造一度在世界上占霸主地位，而日本汽車(chē)工業(yè)則是20世紀(jì)50年代學(xué)習(xí)美國(guó)發(fā)展而來(lái)的，但是時(shí)隔30年，日本汽車(chē)制造業(yè)突飛猛進(jìn)，充斥歐美市場(chǎng)及世界各地，為此美國(guó)與日本之間出現(xiàn)了汽車(chē)磨擦。在60年代，當(dāng)時(shí)有兩個(gè)因素影響汽車(chē)工業(yè)：一是第三世界的石油生產(chǎn)被工業(yè)發(fā)達(dá)國(guó)家所控制，石油價(jià)格低廉；二是轎車(chē)制造業(yè)發(fā)展很快，豪華車(chē)、大型車(chē)盛行。 但是擅長(zhǎng)市場(chǎng)調(diào)查和預(yù)測(cè)的日本汽車(chē)制造商，首先通過(guò)表面經(jīng)濟(jì)繁榮，看到產(chǎn)油國(guó)與跨國(guó)公司之間暗中正醞釀和發(fā)展著的斗爭(zhēng)，以及發(fā)達(dá)國(guó)家消耗能量的增加，預(yù)見(jiàn)到石油價(jià)格會(huì)很快上漲。因此，必須改產(chǎn)耗油小的轎車(chē)來(lái)適應(yīng)能源短缺的環(huán)境。其次，隨汽車(chē)數(shù)增多，馬路上車(chē)流量增多，停車(chē)場(chǎng)的收費(fèi)會(huì)提高，因此，只有造小型車(chē)才能適應(yīng)擁擠的馬路和停車(chē)場(chǎng)。再次，日本制造商分析了發(fā)達(dá)國(guó)家家庭成員的用車(chē)情況。主婦上超級(jí)市場(chǎng)，主人上班，孩子上學(xué)，一個(gè)家庭只有一輛汽車(chē)顯然不能滿(mǎn)足需要。這樣，小巧玲瓏的轎車(chē)得到了消費(fèi)者