对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 05 Marketing Information System and Marketing

Principles of Marketing 5-1 Session 5 Marketing Information System and Marketing Research Text:Chapter 4 箍對好酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 5－1 Marketing Information System and Marketing Research Principles of Marketing Session 5 Text: Chapter 4

Outline 5-2 I.The Importance of information II.The Marketing Information System III.The Marketing Research Process IV.Research Plan Designing and Execution 對至（竹質多土孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 5－2 Outline I. The Importance of information II. The Marketing Information System III. The Marketing Research Process IV. Research Plan Designing and Execution

1.The Importance of Information :對至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economic

I. The Importance of Information 国际商学院 市场营销学系

I.The Importance of Information 5-4 Why Is Information Needed? >Customer Needs >Marketing Environment >Competition >Strategic Planning 對至（的贫多大差 国际商学院市场营销学系 15 University of Intemational Business and Economic

国际商学院 市场营销学系 5－4 Customer Needs Marketing Environment Competition Strategic Planning I. The Importance of Information Why Is Information Needed?

ll.The Marketing Information System :封至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economic

II. The Marketing Information System 国际商学院 市场营销学系

What is a Marketing Information System (MIS)? 5-6 A MIS consists of people,equipment, and procedures to gather,sort,analyze, evaluate and distribute needed,timely, and accurate information to marketing decision makers. The MIS helps managers to: 1. Assess Information Needs, 2. Develop Needed Information, 3 Distribute Information. 對计至（竹宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 5－6 What is a Marketing Information System (MIS)?  A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.  The MIS helps managers to: 1. Assess Information Needs, 2. Develop Needed Information, 3. Distribute Information

ll.The Marketing Information System Marketing Managers 5-7 Distributing Assessing Information Needs Information Internal Analysis. Records Marketing Marketing Research Intelligence Marketing Environment 對至（竹置多大芳 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 5－7 Information Analysis Internal Records Marketing Research Marketing Intelligence Distributing Information Assessing Needs Marketing Managers Marketing Environment Marketing Decisions and Communications II. The Marketing Information System

MIS 5-8 Internal records system:info.available in everyday ecord of every department. Marketing intelligence system:info.about the competition obtained from the internal or external sources Marketing research system:seeking info.about the market,the customer through a formal study in order to find a solution to a specific problem. Information analysis system:to make the info.obtained more usable to managers through some statistic analysis 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 5－8 MIS •Internal records system: info. available in everyday record of every department. • Marketing intelligence system: info. about the competition obtained from the internal or external sources • Marketing research system: seeking info. about the market, the customer through a formal study in order to find a solution to a specific problem. • Information analysis system: to make the info. obtained more usable to managers through some statistic analysis

lll.The Marketing Research Process :封至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economic

III. The Marketing Research Process 国际商学院 市场营销学系

Ill.The Marketing Research Process Defining the 5-10 Problem Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings 滋 计至（竹置多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Defining the 5－10 Problem Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings III. The Marketing Research Process