4 marketing information system and marketing research
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บทที่ 4 ระบบข้อมูลทางการตลาดและการวิจัยตลาด (Marketing Information System and Marketing Research) PowerPoint PPT Presentation


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บทที่ 4 ระบบข้อมูลทางการตลาดและการวิจัยตลาด (Marketing Information System and Marketing Research). วัตถุประสงค์ เพื่อให้ทราบถึงความสำคัญของระบบข้อมูลทางการตลาดในปัจจุบัน เพื่อให้เข้าใจถึงระบบข้อมูลทางการตลาด และส่วนประกอบของระบบข้อมูลทางการตลาด เพื่อให้เข้าใจถึงกระบวนการของการวิจัยตลาด.

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บทที่ 4 ระบบข้อมูลทางการตลาดและการวิจัยตลาด (Marketing Information System and Marketing Research)

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4(Marketing Information System and Marketing Research)


(Marketing Information System)


Fromlocaltonational

toglobal business

Fromprice

tonon-price

competition

Frombuyer needs

tobuyer wants


Marketing Information System

Assessing

Information

Needs

Developing Information

Internal

Records

Marketing

Intelligence

Marketing Managers

Analysis, Planning,

Implementation, Control

Marketing Environment

Target Markets, Marketing Channels, Suppliers,

Competitors, Publics, Macroenvironment Force

Distributing

Information

Information

Analysis

Marketing

Research

Marketing Decisions and Communications

(Kotler)


1. (Internal Records System)


(1)

  • 6

()

()

()

(%)

..

2542

2541

2540

2539

2538

2537

36.0

35.0

32.0

25.0

21.0

20.0

36.0

34.7

30.4

24.5

21.8

18.0

300

275

220

170

150

120

12.0

12.6

13.8

14.4

14.8

15.0

: 2542


(2)

  • 2542

(%)

()

()

()

(%)

30

25

21

24

100

10.8

9.0

7.6

8.6

36.0

12.5

9.6

7.7

6.2

36.0

+1.7

+0.6

+0.1

-2.4

116

107

101

72


(3)

  • 2542

()

()

()

:

3,800

2,400

1,800

600

8,600

2,400

1,420

1,900

480

6,200

-1,400

-980

+100

-120

-2,400


2. ()(Marketing Intelligence System)


(1)

  • ( 2542)

Average retail price per strip

(Baht)

Size

(cm.)

Backingmaterial

Tensoplastic

19 x 72

Clear PE

1.75

1.00

Neoplast-S

19 x 75

Cotton

1.75

Band-Aid

19 x 72

PE

1.50

Hansaplast

19 x 72

PE


(2)

  • 2542

.

() (%)

.

() (%)

.

() (%)

(%)

()

xxx 100%

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

xxx 100%

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

xxx 100%

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

xxx yy

100%

zz

zz

zz

zz

zz

zz


3. (Marketing Research System)


  • .

xx

xx

xx

xx

xx

xxx

xx

xx

xx

xx

xx

100


4. (Information Analysis System)

    • (Marketing Decision Support System)


(1)

Sales = 2.308

+ 1.452 (Advertising $)

+ 0.781 (No. of retailers)

+ 3.543 (Quality index)

Forecasting Model

Marketing Models

Selecting location for a new retail outlet

=> Visibility

=> Competition intensity

=> Traffic or target group

=> Rental cost

Decision

Model


(2)

Perceptual Map

Performance

Economy


20%-

18%-

16%-

14%-

12%-

10%-

8%-

6%-

4%-

2%-

0

Star

Question mark

4

?

?

1

3

?

?

5

2

Market Growth Rate

Dog

Cash cow

8

6

7

10x 4x 2x 1.5x 1x

.5x .4x .3x .2x .1x

Relative Market Share

(3)

BCG Growth-Share Matrix


Marketing Information System

Internal

Records

Marketing

Intelligence

Marketing Environment

Target Markets, Marketing Channels, Suppliers,

Competitors, Publics, Macroenvironment Force

Information

Analysis

Marketing

Research


(Marketing Research)

    • /


(Marketing Research Process)


1. (Define the problem and research objectives)

    • :

    • :


(Symptom)

Dream World

(Research Problem)

DW ?

(Objectives)

( )

DW


2.(Determine source of data and research design)2.1

  • (Secondary Data)

    • Internet

  • (Primary Data)


2.(Determine source of data and research design)2.2

  • (Exploratory Research)

  • (Descriptive Research)

  • (Causal Research)


Secondary Data-->

Primary Data--> DW

Descriptive Research

Causal Research

DW ?

:

Dream World

Exploratory

Research ?


3. (Design of data collection methods and forms)

  • -->

  • -->

    • (Observation)

    • (Survey)

      • Mail, Telephone, Personal interview, Internet

    • (Experiment)

      • Field experiment, Test market


(Questionnaire)

  • (Survey)

    • 2 (Dichotomous)

    • 1 (Multiple choice)

    • 1 (Checklist)

    • (Ranking)

    • (Rating)

    • (Open ended)

  • (Pretest)


Dichotomous

Dream World

( ) ( )

Multiple choice, Checklist Ranking

( 1 )

( 1 )

(1 = )

( ) ( ) ( )

( ) ( ) ( )

(1)

: 3


Rating

Dream World

1 2 3 4 5 6 7 8 9 10

Open ended

Dream World

(2)


4. (Sample design and data collection)

  • (Population)

  • (Sample)


4. (Sample design and data collection)

  • (Sample size)

    • (Confidence interval)

  • (Sampling method)

  • (Data collection Field work)


5. (Interpreting and analyzing the findings)


(1)

24

140

6

2

14

186

12.9

75.3

3.2

1.1

7.6

100.0

:


(2)

Two shoe salespersons went to Africa

to conduct a market assessment

Terrible market.

No one wear shoes.

Both had access to exactly

the same data but formed

very different conclusions

Wonderful market !!

No one wear shoes.


6.(Reporting the findings)


4(Marketing Information System and Marketing Research)


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