chapter 3 Using Marketing Information to Make Better Decisions（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

Chapter Three Using Marketing Information to Make Better Decisions Learning Objectives For this chapter,you have to know ; 1.What is marketing information system; 2.How to do marketing research; 3.The specific way to solve marketing problems; 4.The importance of specific approach in marketing research; 5.New key terms . Chapter Outline Marketing Information System Marketing Research System The International Marketing Research Process Primary Data and Secondary Data Marketing Information System AccordingatoaPhilipabKotler,abfamousabAmericanabmarketingabauthor,consultant,andabprofessor,definedabinabhisabbookabtitled《MarketingabManagenment:Analysis,Planning,andadControl》MIS as an organized way of continually gathering, accessing, and analyzing information that marketing managers need in order to make decisions.MIS is short for marketing information system. This system aims to gathering customers’ evaluation and demands of the products in terms of quality ,property and etc.Based on these information,the company analyze its potential competitors and provide accurate information for the company to make marketing decisions..As a system gathering,accessing,and providing information,MIS is responsible for:the gathering and processing of the data;the analyzing and evaluating of the data;saving and search of the data ;delivering necessary information.Real market-oriented companies will realize that they should be updated with the market.For customers’needs often change in a very subtle way.For some companies,they will not make any major decisions unless they have study the market.Marketing research is helpful in many different activities,it facilitates the undetstanding of customers’needs,judges whether a product should be launched,gain customers’response to the service,evaluate the effectivity of the sponsor’s activity. But marketing research is beyond businese activities.So ,these work need be done by marketing research industry.Marketing research industry is very pros