Ch05_服装市场调研与预测.pptx
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Ch05_服装市场调研与预测.pptx
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Chapter5服装营销调研与预测服装营销调研与预测MarketingResearchAndForecasting15.1市场营销信息系统的构成市场营销信息系统的构成TheComponentsofMarketingInformationSystem5.1.1营销信息系统的概念营销信息系统的概念TheConceptofMIS营销信息系统由人、设备和程序组成,它为营销决策者收集、挑选、分析、评估和分配需要的、及时的和准确的信息。
Amarketinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.2MarketingInformationSystemInformationAnalysisInternalDatabasesMarketingResearchMarketingIntelligenceDistributingInformationAssessingInformationNeedsMarketingManagersMarketingEnvironmentMarketingDecisionsandCommunicationsTheMarketingInformationSystemDevelopingInformation35.1.2营销信息系统的构成营销信息系统的构成TheComponentsofMarketingInformationSystem营销决策支持系统MarketingDecisionSupportSystem营销调研系统MarketingResearchSystem营销情报系统MarketingIntelligenceSystem内部报告系统InternalRecordsSystem41.内部报告系统内部报告系统InternalRecordsSystem订单收款循环TheOrder-to-PaymentCycle(Wal-mart)销售信息系统SalesInformationSystem5.1.2TheComponentsofMarketingInformationSystem52.营销情报系统营销情报系统MarketingIntelligenceSystem营销情报系统是使公司经理获得日常的关于营销环境发展的恰当信息的一整套程序和来源。
Amarketingintelligencesystemisasetofproceduresandsourcesusedbymanagerstoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.5.1.2TheComponentsofMarketingInformationSystem63.营销调研系统营销调研系统MarketingResearchSystem营销调研是系统的设计、收集、分析和提出数据资料以及提出公司所面临的特定营销状况有关的调查研究结果。
Marketingresearchisthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.(营销调研步骤见7.2)5.1.2TheComponentsofMarketingInformationSystem74.营销决策支持系统营销决策支持系统MarketingDecisionSupportSystem营销决策支持系统是一个组织,它通过软件与硬件支持,协调数据收集、系统、工具和技术,解释企业内部和外部环境的有关信息,并把它转化为营销活动的基础。
Amarketingdecisionsupportsystem(MDSS)isacoordinatedcollectionofdata,systems,tools,andtechniqueswithsupportingsoftwareandhardwarebywhichanorganizationgathersandinterpretsrelevantinformationfrombusinessandenvironmentandturnsitintoabasisformarketingaction.5.1.2TheComponentsofMarketingInformationSystem85.2营销调研的步骤营销调研的步骤TheMarketingResearchProcess确定问题和调研目标Definingtheproblemandresearchobjectives制定调研计划Developingtheresearchplanforcollectinginformation执行调研计划收集和分析信息Implementingtheresearchplan-collectingandanalyzingthedata陈述研究发现Interpretingandreportingthefindings9Step1.确定问题和调研目标确定问题和调研目标DefiningtheProblem&ResearchObjectives探测性调研ExploratoryResearch描述性调研DescriptiveResearch因果性调研CausalResearchTesthypothesesaboutcause-and-effectrelationships.Gatherspreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.Describesthingsasmarketpotentialforaproductorthedemographicsandconsumersattitudes.10Step2.制定调研计划制定调研计划DeveloptheResearchPlanResearchplandevelopmentfollowsthesesteps:
资料来源Datasources调研方法Researchapproaches调研工具Researchinstrument抽样计划Samplingplan11
(1)DeveloptheResearchPlan-DataSources资料来源资料来源GatheringSecondaryInformation二手资料InformationThatAlreadyExistsSomewhere.+ObtainedMoreQuickly,LowerCost.-MightNotbeUsableData.SecondaryBothMustBe:
相关的Relevant准确的Accurate及时的Current客观的Impartial一手资料InformationCollectedfortheSpecificPurposeatHand.Primary12
(2)DeveloptheResearchPlan-ResearchApproaches调研方法调研方法PlanningPrimaryDataCollection观察法ObservationalResearchGatheringdatabyobservingpeople,actionsandsituations(Exploratory)实验法ExperimentalResearchUsinggroupsofpeopletodeterminecause-and-effectrelationships(Causal)访问法SurveyResearchAskingindividualsaboutattitudes,preferencesorbuyingbehaviors(Descriptive)MostWidelyUsedForm13PlanningPrimaryDataCollectionContactMethods14MailTelephonePersonalOnlineFlexibilityPoorGoodExcellentGoodQuantityofDataCollectedGoodFairExcellentGoodControlofInterviewerExcellentFairPoorFairControlofSampleFairExcellentFairPoorSpeedofDataCollectionPoorExcellentGoodExcellentResponseRateFairGoodGoodGoodCostGoodFairPoorExcellent(3)DeveloptheResearchPlan-ResearchInstruments调研工具调研工具问卷Questionnaires15(4)DeveloptheResearchPlan-SamplingPlans抽样计划抽样计划PlanningPrimaryDataCollection抽样单位Whoistobesurveyed?
(WhatSamplingUnit?
)样本量Howmanyshouldbesurveyed?
抽样程序Howshouldthesamplebechosen?
抽样方法ProbabilityorNon-probabilitysampling?
Sample-representativesegmentofthepopulation16收集信息CollectingtheData加工信息ProcessingtheData分析信息AnalyzingtheDataResearchPlanStep3.执行调研计划执行调研计划ImplementingtheResearchPlanMostExpensive&SubjecttoError17Step4.陈述研究发现陈述研究发现InterpretingandReportingFindings调研者应提出对管理决策有用的重要发现。
ResearcherShouldPresentImportantFindingsthatareUsefulintheMajorDecisionsFacedbyManagement.Step1.解释发现InterprettheFindingsStep2.得出结果DrawConclusionsStep3.向管理层报告向管理层报告ReporttoManagement185.3市场需求的测量与预测市场需求的测量与预测DemandMeasurementandForecasting市场需求的测量ThemeasuresofMarketDemand测量哪个市场?
WhichMarkettoMeasure?
需求测量的有关词汇AVocabularyforDemandMeasurement估计目前市场需求EstimatingCurrentDemand估计未来需求EstimatingFutureDemand19市场需求的测量市场需求的测量ThemeasuresofMarketDemand10%100%PotentialTotal05%10%20%40%100%PotentialAvailableQualifiedAvailableTargetPenetrated总市场总市场TotalMarket潜在市场潜在市场PotentialMarket20AVocabularyforDemandMeasurement市场需求MarketDemand市场预测MarketForecast市场潜量MarketPotential企业需求CompanyDemand企业销售预测CompanySalesForecast企业销售潜量CompanySalesPotential21估计目前市场需求估计目前市场需求EstimatingCurrentDemand总市场潜量TotalMarketPotential地区市场潜量AreaMarketPotential行业销售额和市场份额IndustrySalesandMarketShares22估计未来需求估计未来需求EstimatingFutureDemand购买者意图调查法SurveyofBuyersIntentions销售人员意见综合法CompositeofForceOpinions专家意见法ExpertOpinion过去销售额分析Past-SalesAnalysis市场测试法Market-TestMethod23
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- Ch05_ 服装市场 调研 预测