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

4(Marketing Information System and Marketing Research)


Marketing information system

(Marketing Information System)


4 marketing information system and marketing research

Fromlocaltonational

toglobal business

Fromprice

tonon-price

competition

Frombuyer needs

tobuyer wants


4 marketing information system and marketing research

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. (Internal Records System)


4 marketing information system and marketing research

(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


4 marketing information system and marketing research

(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


4 marketing information system and marketing research

(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

2. ()(Marketing Intelligence System)


4 marketing information system and marketing research

(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


4 marketing information system and marketing research

(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

3. (Marketing Research System)


4 marketing information system and marketing research

  • .

xx

xx

xx

xx

xx

xxx

xx

xx

xx

xx

xx

100


4 information analysis system

4. (Information Analysis System)

    • (Marketing Decision Support System)


4 marketing information system and marketing research

(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


4 marketing information system and marketing research

(2)

Perceptual Map

Performance

Economy


4 marketing information system and marketing research

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


4 marketing information system and marketing research

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)

    • /


Marketing research process

(Marketing Research Process)


1 define the problem and research objectives

1. (Define the problem and research objectives)

    • :

    • :


4 marketing information system and marketing research

(Symptom)

Dream World

(Research Problem)

DW ?

(Objectives)

( )

DW


2 determine source of data and research design 2 1

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

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

  • (Exploratory Research)

  • (Descriptive Research)

  • (Causal Research)


4 marketing information system and marketing research

Secondary Data-->

Primary Data--> DW

Descriptive Research

Causal Research

DW ?

:

Dream World

Exploratory

Research ?


3 design of data collection methods and forms

3. (Design of data collection methods and forms)

  • -->

  • -->

    • (Observation)

    • (Survey)

      • Mail, Telephone, Personal interview, Internet

    • (Experiment)

      • Field experiment, Test market


Questionnaire

(Questionnaire)

  • (Survey)

    • 2 (Dichotomous)

    • 1 (Multiple choice)

    • 1 (Checklist)

    • (Ranking)

    • (Rating)

    • (Open ended)

  • (Pretest)


4 marketing information system and marketing research

Dichotomous

Dream World

( ) ( )

Multiple choice, Checklist Ranking

( 1 )

( 1 )

(1 = )

( ) ( ) ( )

( ) ( ) ( )

(1)

: 3


4 marketing information system and marketing research

Rating

Dream World

1 2 3 4 5 6 7 8 9 10

Open ended

Dream World

(2)


4 sample design and data collection

4. (Sample design and data collection)

  • (Population)

  • (Sample)


4 sample design and data collection1

4. (Sample design and data collection)

  • (Sample size)

    • (Confidence interval)

  • (Sampling method)

  • (Data collection Field work)


5 interpreting and analyzing the findings

5. (Interpreting and analyzing the findings)


4 marketing information system and marketing research

(1)

24

140

6

2

14

186

12.9

75.3

3.2

1.1

7.6

100.0

:


4 marketing information system and marketing research

(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

6.(Reporting the findings)


4 marketing information system and marketing research1

4(Marketing Information System and Marketing Research)


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