现代企业营销组合预算及销售反应函数研究

A Research on Marketing Mix Budget and Sales-Response Function in Modern Enterprises

营销是驱动经营和发展企业的引擎,如何制定营销预算是中外企业界普遍面临的挑战之一。在综合研究营销理论的基础上,提出了制定营销预算的动态系统方法;并结合有代表性的案例,使用统计分析的方法得出销售反应函数的一般模型。

In buyers＇ market, Marketing is an engine to drive companies to operate and develop, and it＇ s a mix of product, price, place and promotion. How to make appropriate marketing budget items offers a challenge to all enterprisers widely. After study markefing theories, dynamic and systemic method to make marketing budget has been advanced. In a representative case, a set of common sales-response functions hasbeen concluded by statistical method.