市場調(diào)研指南英文PPT教案

1、市場調(diào)研指南英文市場調(diào)研指南英文Learning Objectives1.To review the marketing concept and the marketing mix.2.To comprehend the marketing environment within which managers must make decisions.3.To define marketing research.4.To understand the importance of marketing research in shaping marketing decisions.5.To learn

2、 when marketing research should and should not be conducted.第1頁/共39頁Learning Objectives6.To understand the history of marketing research.7.To examine career opportunities in marketing research.第2頁/共39頁To review the marketing concept and the marketing mix.Marketing:The process of planning and executi

3、ng the conception, pricing, promotion, and distribution of ideas, goods, and services.The Marketing Concept(1) a consumer orientation(2) a goal orientation(3) a systems orientationThe Nature of MarketingDeciding Whether to Conduct Market ResearchThe History and Future of Marketing ResearchThe Role o

4、f Market Research in Decision MakingThe Profound Impactof the Internet第3頁/共39頁To comprehend the marketing environment.Identifying Target Markets and Researching the Marketing Mix: The Opportunistic Nature of Marketing ResearchA marketing mix:The unique blend of product/service, pricing, promotion, a

5、nd distribution strategies designed to reach a specific target market.The Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetThe External Marketing EnvironmentAltering the marketing mix because of changes.Dec

6、iding Whether to Conduct Market Research第4頁/共39頁To define marketing research.Marketing Research DefinedThe planning, collection, and analysis of data relevant to market decision making and communication of the results of this analysis to management.The Importance of Marketing Research to Management

7、descriptive function diagnostic function predictive functionThe Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetDeciding Whether to Conduct Market Research第5頁/共39頁To understand the importance of marketing

8、research.The Paramount Importance of Keeping Existing CustomersManagers Must Understand the Ever-Changing MarketplaceThe Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetThe Unrelenting drive for Quality an

9、d Customer SatisfactionDeciding Whether to Conduct Market Research第6頁/共39頁To understand the importance of marketing research.The Proactive Role of Marketing ResearchA proactive management:alters the marketing mix to fit newly emerging patterns in economic, social, and competitive environmentsnew opp

10、ortunitiesdevelops a long-run marketing strategyThe Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetDeciding Whether to Conduct Market Research第7頁/共39頁Applied Research versus Basic ResearchApplied research

11、To better understand the market.Basic research To expand the frontiers of knowledge.To understand the importance of marketing research.The Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetDeciding Whether t

12、o Conduct Market Research第8頁/共39頁The Nature of the Applied Research Depends on the Type of Research ConductedProgrammatic researchTo better understand the market.Selective research To expand the frontiers of knowledge.Evaluative researchTo assess program performanceTo understand the importance of ma

13、rketing research.The Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetDeciding Whether to Conduct Market Research第9頁/共39頁Advantages of Internet SurveysRapid Development, Real Time ReportingDramatically Redu

14、ced Costs Readily PersonalizedEase and Convenience Encourage Respondent ParticipationContact the Hard-to-ReachTo understand the importance of marketing research.The Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the

15、InternetDeciding Whether to Conduct Market Research第10頁/共39頁Other Uses of the Internet by Marketing ResearchersReplacement of libraries and printed materialsDistribution of requests for proposals and proposals Collaboration between the client and the research supplierData management and on-line anal

16、ysisOral presentations of marketing surveysTo understand the importance of marketing research.The Nature of MarketingThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the InternetDeciding Whether to Conduct Market Research第11頁/共39頁To lear

17、n when marketing research should and should not be conducted.In a number of situations it is best not to conduct market research.The Nature of MarketingDeciding Whether to Conduct Market ResearchThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Im

18、pactof the Internet A Lack of Resourceslack of fundsinsufficient funds to implement decisions from research Research Results Would Not Be UsefulClients may be hard-pressed to use the information 第12頁/共39頁To learn when marketing research should and should not be conducted.The Nature of MarketingDecid

19、ing Whether to Conduct Market ResearchThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impactof the Internet Poor Timing in the MarketplaceMarketing research should not be undertaken if the opportunity for successful entry into a market has passe

20、d. The Decision Has Already Been MadeMarketing research may be used improperly.第13頁/共39頁To learn when marketing research should and should not be conducted.The Nature of MarketingDeciding Whether to Conduct Market ResearchThe History and Future of Marketing ResearchThe Role of Market Research in Dec

21、ision MakingThe Profound Impactof the InternetWhen Managers Cannot Agree on What They Need to Know to Make a DecisionThe wrong phenomena might be studiedWhen Decision-Making Already ExistsFurther research may be redundant and costlyWhen the Costs of Conducting Research Outweigh the BenefitsPotential

22、 new products with large profit margins may have a greater potential第14頁/共39頁To understand the history of marketing research.The Nature of MarketingDeciding Whether to Conduct Market ResearchThe History and Future of Marketing ResearchThe Role of Market Research in Decision MakingThe Profound Impact

23、of the InternetThe Development of Market ResearchThe Inception - Pre-1900Early Growth - 1900-1920The Adolescent Years - 1920-1950The Maturing of Marketing Research - 1950 to Present第15頁/共39頁The Decision Whether to Conduct Market ResearchCost likely to be greater than benefit; e.g., eyeglasses replac

24、ement screw SmallPossible benefits greater than cost; e.g., ultra expensive sportswearMarket SizeSmall Profit MarginLarge Profit MarginBenefits likely to be greater than costs; e.g., Stouffers frozen entriesBenefits likely to be greater than costs; e.g.,medical equipmentLargeTable 1.2第16頁/共39頁The En

25、dCopyright 2002 South-Western College Publishing Co.第17頁/共39頁TheMarketing Research IndustryCopyright 2002 South-Western/Thomson LearningCHAPTER two第18頁/共39頁Learning Objectives1. To appreciate the structure of the marketing research industry.2. To comprehend the nature of corporate marketing research

26、 departments.3. To learn the various types of firms and their research functions in the market research industry.4. To understand the impact of the Internet on the marketing research industry.5. To learn who uses marketing research.6. To understand the growing importance of strategic partnering.7. T

27、o appreciate the trends in global marketing research.第19頁/共39頁Level 1. Primary Information Users (Corporate Marketing Departments)The ultimate users of marketing researchMarketing research data is needed to:1. Determine how targets will react to alternative marketing mixes.2. Evaluate success of ope

28、rational marketing strategies.3. Assess changes in the external environment. To learn about the various types of firms and their functions in research.The Evolving Structure第20頁/共39頁To learn about the various types of firms and their functions in research.The Evolving StructureCorporate MarketingRes

29、earch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic PartneringandGlobal ResearchGeneral Categories of Institutions Involved in Marketing ResearchKraft General FoodsInstitutionActivities, Functions, and ServicesLevel 1. Corporate marketing departmen

30、tsTable 2.1Level 2. Ad agenciesLevel 3. Syndicated service firms Custom or ad hoc research firmsLevel 4. Field service firmsSpecialized firmsOthersJ. Walter ThompsonAC NeilsonMarket Factssubcontractspecialized support servicesgovernment, universities第21頁/共39頁CorporateClient ACorporateClient BCustomR

31、esearchFirm ACustomResearchFirm BSyndicatedResearchFirm XSyndicatedResearchFirm YAdAgencyFieldOffice XFieldServiceFirm XFieldOffice YFieldServiceFirm YRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel 1Level 2Level 3Level 4InformationUsersResearchDesignersandSuppliersDataCollectorsR

32、espondentsFigure 2.1RRRRThe Structure of the Marketing Research Industry第22頁/共39頁4. Identify new target markets.5. Create new marketing mixes for new target markets. Level 2: Information Users (Ad Agencies) serves corporate clients may be ultimate users of research data main business: the developmen

33、t and execution of ad campaigns. To learn about the various types of firms and their functions in research.The Evolving Structure第23頁/共39頁Level 3: Research Designers and Suppliers sell research services design research studies analyze results make recommendations to client they design research, mana

34、ge its execution, and buy data collection from other firms To learn about the various types of firms and their functions in research.The Evolving Structure第24頁/共39頁Level 4: Data Collectors Field service firms collect data for: syndicated research firms custom research firms ad agencies corporationsT

35、o learn about the various types of firms and their functions in research.The Evolving Structure第25頁/共39頁Only 15 percent of service companies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees.Companies are conducting less research internally.Our attenti

36、on will be devoted to marketing departments found in the more sophisticated, larger companies.To learn about the various types of firms and their functions in research.Corporate MarketingResearch Departments第26頁/共39頁Level 3: The Big Marketing Research Companies Four largest firms in the industry: A.

37、 C. Nielsen Corporation retail measurement services IMS Health Incorporatedpharmacy and hospital auditsTo learn about the various types of firms and their functions in research.The Marketing Research Industry第27頁/共39頁 Information Resources IncorporatesTracks weekly sales and price for mass merchandi

38、sers Nielsen Media ResearchTelevision industryTo learn about the various types of firms and their functions in research.The Marketing Research Industry第28頁/共39頁Level 3: Custom or Ad Hoc Research Firms One-of-a-kind marketing research projectsLevel 3: Syndicated Service FirmsCollect and sell the same

39、 marketing research to many firmsLevel 4: Field Service FirmsData collection specialists on a subcontract basis for corporate marketing research departmentsTo learn about the various types of firms and their functions in research.The Marketing Research Industry第29頁/共39頁Cybermarketing Research FirmsG

40、reenfield Online - claims to have the worlds largest Internet-based marketing research panel.Vividence - evaluates the effectiveness of websites.Media Metrix - tracks the popularity of websites.Relevant Knowledge, Net RatingsNielson Media ResearchThe Internet ImpactTo understand the impact of the in

41、ternet on the marketing research industry.第30頁/共39頁Cyber Support FirmsTo provide support in conducting Internet surveys.WebSurveyorCyberdata: The Internet is Changing the Way Old-Line Marketing Research Support Organizations Deliver Their ProductSurvey Sampling Incorporated (SSI)ClaritasTo understan

42、d the impact of the internet on the marketing research industryThe Internet Impact第31頁/共39頁Other Organizations and Individuals Special contributions to marketing research government agencies university bureaus professorsTo understand the impact of the Internet on the marketing research industry.The Internet Impact第32頁/共39頁To learn who uses marketing research.External Clients Vendors FranchiseesInternal Clients New product development, pricingTop Managemen