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Quản trị marketing – Hệ thống thông tin Marketing và nghiên cứu Marketing

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Khái niệm và các thành phần của hệ thống thông tin Marketing : (M.I.S)
Một hệ thống thông tin Marketing bao gồm người, thiết bị và quy trình tập họp, xếp loại, phân tích, đánh giá và phân phối các thông tin chính xác, đúng thời điểm, cần thiết cho người làm công tác quyết định Marketing .
– Vai trò của MIS là để đánh giá, lượng định nhu cầu thông tin của nhà quản trị, triển khai tin tức cần thiết và phân phối thông tin trong thời điểm thích hợp của nhà quản trị Marketing.
– Thông tin cần thiết được triển khai qua báo cáo nội bộ công ty, các hoạt động trình báo Marketing, nghiên cứu Marketing và các phân tích hỗ trợ cho quyết định Marketing.
Hệ thống báo cáo nội bộ :
* Hệ thống hóa đơn, vận chuyển- đặt hàng : Bộ phận phụ trách đặt hàng làm hóa đơn và chuyển bản sao đến các bộ phận khác. Các danh mục hàng hóa được bán hết được đặt lại. Các danh mục hàng hóa được vận chuyển được đính kèm theo hồ sơ vận chuyển và hóa đơn cũng được sao chụp nhiều bản gởi các bộ phận khác.
* Hệ thống báo cáo bán hàng : Nhà quản trị Marketing nhận các báo cáo bán hàng sau một thời gian khi hàng đã được bán.
Hệ thống tình báo tiếp thị :
“ Hệ thống tình báo tiếp thị là một loạt tiến trình và nguồn nhà quản trị sử dụng để có được thông tin hàng ngày về sự phát triển phù hợp trong môi trường tiếp thị”
Hệ thống tình báo tiếp thị được thực hiện từng bước sau :
* Trước hết, bộ phận bán hàng là tai mắt của công ty, là những người ở vị trí tốt nhất để thu thập tin tức bị lãng quên bằng nhiều phương pháp khác nhau
* Thứ hai, Công ty kích thích người phân phối, bán lẻ và người môi giới cung cấp thêm tin tức quan trọng ấy
* Thứ ba, mua thông tin bên ngoài cung cấp thường do các công ty chuyên nghiệp thu thập.
* Thứ tư, Công ty tiến hành rà soát các ấn phẩm chủ yếu, các tin tức tóm tắt thích hợp và đánh giá thông tin. Thu thập và lập hồ sơ tin tức thích hợp.
Hệ thống nghiên cứu Marketing :
“ Nghiên cứu Marketing là sự hoạch định có hệ thống, sự thu thập, phân tích và báo cáo dữ liệu cũng như các phát hiện thích hợp cho tình hình Marketing đặc biệt mà công ty đang đối phó”
* Nguồn cung ứng :
Đối với các công ty nhỏ, nguồn cung ứng là các sinh viên hay giảng viên đại học thiết kế và thực hiện dự án, hoặc một công ty nghiên cứu Marketing nhỏ.
Đối với các công ty lớn, họ thành lập bộ phận nghiên cứu Marketing cho riêng mình và mua dịch vụ bên ngoài của các công ty nghiên cứu Marketing.
* Mục đích: Nhằm xác định đặc tính thị trường, đánh giá tiềm năng thị trường, phân tích cổ phiếu thị trường, phân tích bán hàng, nghiên cứu các khuynh hướng kinh doanh, dự đoán tầm ngắn (< 1 năm) , nghiên cứu sp cạnh tranh, dự đoán tầm xa (>1 năm), nghiên cứu giá cả, và thử nghiệm các sản phẩm hiện có.
* Quy trình :
            1. Xác định vấn đề và đối tượng nghiên cứu
            2. Triển khai kế hoạch nghiên cứu
            3. Thu thập thông tin
            4. Phân tích thông tin
            5. Trình bày các phát hiện

DienDan.Edu.Vn

DienDan.Edu.Vn Cám ơn bạn đã quan tâm và rất vui vì bài viết đã đem lại thông tin hữu ích cho bạn.
DienDan.Edu.Vn! là một website với tiêu chí chia sẻ thông tin,... Bạn có thể nhận xét, bổ sung hay yêu cầu hướng dẫn liên quan đến bài viết. Vậy nên đề nghị các bạn cũng không quảng cáo trong comment này ngoại trừ trong chính phần tên của bạn.
Cám ơn.

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