当代市场调研02(1)

1、Learning ObjectivesLearning ObjectivesTheMarketing Research IndustryCopyright 2002 South-Western/Thomson LearningCHAPTER twoLearning ObjectivesLearning ObjectivesLearning Objectives1. To appreciate the structure of the marketing research industry.2. To comprehend the nature of corporate marketing re

2、search 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 partnerin

3、g.7. To appreciate the trends in global marketing research.Learning ObjectivesLearning ObjectivesLevel 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 marketi

4、ng mixes.2. Evaluate success of operational marketing strategies.3. Assess changes in the external environment. To learn about the various types of firms and their functions in research.The Evolving StructureLearning ObjectivesLearning ObjectivesTo learn about the various types of firms and their fu

5、nctions in research.The Evolving StructureCorporate MarketingResearch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic PartneringandGlobal ResearchGeneral Categories of Institutions Involved in Marketing ResearchKraft General FoodsInstitutionActivitie

6、s, Functions, and ServicesLevel 1. Corporate marketing departmentsTable 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

7、, universitiesLearning ObjectivesLearning ObjectivesCorporateClient ACorporateClient BCustomResearchFirm ACustomResearchFirm BSyndicatedResearchFirm XSyndicatedResearchFirm YAdAgencyFieldOffice XFieldServiceFirm XFieldOffice YFieldServiceFirm YRRRRRRInterviewerInterviewerInterviewerInterviewerInterv

8、iewerLevel 1Level 2Level 3Level 4InformationUsersResearchDesignersandSuppliersDataCollectorsRespondentsFigure 2.1RRRRThe Structure of the Marketing Research IndustryLearning ObjectivesLearning Objectives4. Identify new target markets.5. Create new marketing mixes for new target markets. Level 2: Inf

9、ormation Users (Ad Agencies) serves corporate clients may be ultimate users of research data main business: the development and execution of ad campaigns. To learn about the various types of firms and their functions in research.The Evolving StructureLearning ObjectivesLearning ObjectivesLevel 3: Re

10、search Designers and Suppliers sell research services design research studies analyze results make recommendations to client they design research, manage its execution, and buy data collection from other firms To learn about the various types of firms and their functions in research.The Evolving Str

11、uctureLearning ObjectivesLearning ObjectivesLevel 4: Data Collectors Field service firms collect data for: syndicated research firms custom research firms ad agencies corporationsTo learn about the various types of firms and their functions in research.The Evolving StructureLearning ObjectivesLearni

12、ng ObjectivesOnly 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 attention will be devoted to marketing departments found in the more sophisticated, larger compani

13、es.To learn about the various types of firms and their functions in research.Corporate MarketingResearch DepartmentsLearning ObjectivesLearning ObjectivesLevel 3: The Big Marketing Research Companies Four largest firms in the industry: A. C. Nielsen Corporation retail measurement services IMS Health

14、 Incorporatedpharmacy and hospital auditsTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLearning ObjectivesLearning Objectives Information Resources IncorporatesTracks weekly sales and price for mass merchandisers Nielsen Media ResearchTelevi

15、sion industryTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLearning ObjectivesLearning ObjectivesLevel 3: Custom or Ad Hoc Research Firms One-of-a-kind marketing research projectsLevel 3: Syndicated Service FirmsCollect and sell the same mar

16、keting 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 IndustryLearning ObjectivesLearning ObjectivesCyber

17、marketing Research FirmsGreenfield 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 unders

18、tand the impact of the internet on the marketing research industry.Learning ObjectivesLearning ObjectivesCyber Support FirmsTo provide support in conducting Internet surveys.WebSurveyorCyberdata: The Internet is Changing the Way Old-Line Marketing Research Support Organizations Deliver Their Product

19、Survey Sampling Incorporated (SSI)ClaritasTo understand the impact of the internet on the marketing research industryThe Internet ImpactLearning ObjectivesLearning ObjectivesOther Organizations and Individuals Special contributions to marketing research government agencies university bureaus profess

20、orsTo understand the impact of the Internet on the marketing research industry.The Internet ImpactLearning ObjectivesLearning ObjectivesTo learn who uses marketing research.External Clients Vendors FranchiseesInternal Clients New product development, pricingTop Managements Use of ResearchOther Users

21、 of Marketing ResearchUsers of Marketing ResearchLearning ObjectivesLearning ObjectivesFigure 2.3Marketing Research CustomersLogisticsSalesAdvertisingandPromotionNewProductDev.BrandManagersPricingCommitteeProductEngineersFinanceManufac-turingLegalH.R.Mgmt.OtherDept.SeniorMgmt.MarketingDept.Franchise

22、esCompanyVendorsExternalUsers or Customersof Marketing ResearchInternalLearning ObjectivesLearning ObjectivesTo learn about the various types of firms and their functions in research.The Evolving StructureCorporate MarketingResearch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic ParterningandGlobal ResearchFords Marketing Research on Sample New Technology FeaturesSample features are shown below:Ta