英文营销14课件.pptx
2000 Prentice HallObjectivesObjectivesComponents of a marketing information systemCriteria of good marketing researchDecision support systems for marketing managementDemand measurement and forecast2000 Prentice HallA marketing information system(MIS)marketing information system(MIS)consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.A marketing intelligence systemmarketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.2000 Prentice HallResearch ApproachesResearch ApproachesBehavioralFocus-groupSurveyExperimentalObservational2000 Prentice HallSecondary-Data SourcesSecondary-Data SourcesInternal SourcesGovernment PublicationsPeriodicals and BooksCommercial DataOn-LineAssociationsBusiness Information2000 Prentice HallGood Marketing Research:Good Marketing Research:Is scientificIs creativeUses multiple methodsRealizes the interdependence of models&dataAcknowledges the cost&value of informationMaintains“healthy”skepticismIs ethical2000 Prentice HallDemandDemandMarketDemandCompanyDemand2000 Prentice HallEstimating Current DemandEstimating Current DemandTotal Market PotentialArea Market PotentialIndustry SalesMarket Share2000 Prentice HallEstimating Future DemandEstimating Future DemandSurvey of Buyers IntentionsComposite of Sales Force OpinionExpert OpinionPast Sales AnalysisMarket Test Method1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Tuesday,March 28,20232、阅读一切好书如同和过去最杰出的人谈话。04:12:5904:12:5904:123/28/2023 4:12:59 AM3、越是没有本领的就越加自命不凡。3月-2304:12:5904:12Mar-2328-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。04:12:5904:12:5904:12Tuesday,March 28,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2304:12:5904:12:59March 28,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28 三月 20234:12:59 上午04:12:593月-237、最具挑战性的挑战莫过于提升自我。三月 234:12 上午3月-2304:12March 28,20238、业余生活要有意义，不要越轨。2023/3/28 4:12:5904:12:5928 March 20239、一个人即使已登上顶峰，也仍要自强不息。4:12:59 上午4:12 上午04:12:593月-2310、你要做多大的事情，就该承受多大的压力。3/28/2023 4:12:59 AM04:12:5928-3月-2311、自己要先看得起自己，别人才会看得起你。3/28/2023 4:12 AM3/28/2023 4:12 AM3月-233月-2312、这一秒不放弃，下一秒就会有希望。28-Mar-2328 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Tuesday,March 28,202328-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2304:12:5928 March 202304:12谢谢大家谢谢大家
