菲利普.科特勒－市场营销讲义（原版）14

菲利普.科特勒－市场营销讲义（原版）14内容摘要：

菲利普.科特勒－市场营销讲义（原版）14 of a of of to to is a of by to in Is s of of s ethod你生本本天区和ObjectivesComponents of a marketing information本2 Criteria of good marketing research Decision Support systems for marketingmanagement汪Demand measurement and forecastAmarketing information system (MIS) consists ofpeople, equipment, and procedures to gather sort，analyze, evaluate, and distribute needed, timely andaccurate information to marketing decision makers.Amarketing intelligence system is a set ofprocedures and sources used by managers to obtaineveryday information about developments in themarketing environment. Research Approaches| Observational |Secondary-Data Sources Internal Sources汪Government PublicationsPeriodicals and Books地Commercial Data刁On-Line怀AssociationsBusiness Information症二不和本区区区全Good Marketing Research:xls scientific5ls creative:Uses multiple methodsRealizes the interdependence ofmodels & data“Acknowledges the cost & value ofinformationMaintains healthy” skepticismls ethicalDemand 1Estimating Current Demand刁Total Market PotentialArea Market Potential怀Industry SalesEU iTTL|Estimating Future Demand六Survey of Buyers' Intentions忆Composite of Sales Force Opinion怀Expert OpinionPast Sales Analysis汪Market Test Method。