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Principles of Marketing

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Presentation on theme: "Principles of Marketing"— Presentation transcript:

1 Principles of Marketing
MRK 152 محمد عويس قرشي هاشمي

2 Marketing Information
CHAPTER 5 Managing Marketing Information to Gain Customer Insights

3 Chapter Outline Marketing Information and Customer Insights Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing and Using Marketing Information Other Marketing Information Considerations

4 Marketing Information and Customer Insights
Fresh understandings of customers… from customer insights That become the basis for creating customer value and relationships

5 Assessing Marketing Information Needs
يجب أن تحقيق التوازن A company must balance what the users would LIKE to have against what they really NEED and what is FEASIBLE for a firm to offer ذلك ممكنا

6 Assessing Marketing Information Needs
Customers Needs Wants Company Resources مورد

7 marketing intelligence
Developing Marketing Information تطوير Internal Databases marketing intelligence Marketing research داخلي

8 Marketing Research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization منهجية تصميم تحليل تقرير بيانات ذات الصلة محدد حالة

9 The Marketing Research Process
عملية تحديد المشكلة والهدف البحوث وضع الخطة البحثية لجمع المعلومات تنفيذ الخطة البحثية تفسير وتقديم تقرير عن النتائج

10 Defining the Problem and Research Objectives
تحديد المشكلة والهدف البحوث Exploratory Research Define the problem Suggest research Descriptive Research Describes things Causal Research Cause and effect relationships تشير الأبحاث البحث الاستكشافي يصف الأشياء وصفي للبحوث علاقة العلة والمعلول السببية بحوث

11 Developing the Research Plan Marketer’s Questions
تطوير أسئلة البحث المسوق خطة What information do we need? ما هي المعلومات التي نحتاج؟ وكيف نحصل عليه؟ How will we get it?

12 Types of Data Secondary data Primary data
أنواع البيانات موجود بالفعل في مكان ما Information that already exists somewhere, having been collected for another purpose Secondary data Information collected for the specific purpose at hand Primary data البيانات الثانوية بعد أن تم جمعها لغرض آخر البيانات الأولية محددة الغرض في متناول اليد

13 Primary Data Research Approaches
البيانات الأولية نهج Observational Survey Experimental ملاحظة مسح تجربة

14 Mechanical Instruments
Research Instrument Questionnaires Most common Flexible Mechanical Instruments Nielsen people meters Physical responses Neuromarketing الميكانيكي صك مرن

15 Implementing the Research Plan
تنفيذ الخطة البحثية Collecting Processing Analyzing تحليل عملية

16 Interpreting and Reporting Findings
تفسير وتقديم تقرير عن النتائج The Research should present IMPORTANT findings that are related to decision making. ربط صناعة القرار

17 Analyzing and Using Marketing Information
تحليل Company Intranet Extranets


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