商务英语市场营销第4章

名词解释

MIS:is an organized way of continually gathering and analyzing data to provide marketing managers with information they need to make decisions. Marketing intelligence:is the systematic colletion and analysis of publicly available information about competitors and developments in the marketing environment.

Internal database:consist of computerized collections of information obtained from data sources within the company.

Observational research:is a method of collecting data on a topic of interest by watching and recording behavior,actions,and facts. Experimental research:is a type of primary marketing research in which the expetimenter systematically manipulate the values of one or more variables,while controlling the values of other variables,to measure the effect of the changes in the independent variables on one or more other variables.

简答

1 Marketing intelligence information can be gathered from many sources:

(1)Suppliers,resellers,and key customers may pass along important intelligence about competitors and their products.

(2)Obtain good information by observing competitors or analyzing physical evidence.It can buy and analyze competitors’products,monitor their sales,and

check for new patents.

(3)Government agencies are another goog intelligence source.

(4)Competitors themselves may reveal information through their annual reports,business publications,trade show exhibits,press releases,advertisements,and Web pages.

2 A marketing research project has three types of objectives:the objective of exploratory research;the objective of descriptive research;the objective causal research.

3 Information in the database can come from many internal sources:

(1)The accounting department prepares financial statements and keeps detailed records of sales,costs,and cash flows

(2)Manufacturing reports on production schedules,shipments,and inventories.

(3)The sales force reports on reseller reactions and competitor activities.

(4)The marketing department furnishes information on customer

demographics,psychographics,and buying behavior.

(5)The customer service department keeps records of customer satisfaction or sevice problems. (6)Research studies done for one department may provide useful information for several others.

4 The most significant advantages of secondary data are the time and money they save the researcher.If the information being sought is available as secondary data,the researcher can simply go to the library or go online,locate the appropriate source or sources,and gather the information desired.This should take no more than a few days and involve little cost.Two problems that commonly arise with secondary data are(1)they do not completely fit the problem,and (2)they are not totally accurate.