版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
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
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2024年学习廉政准则心得体会样本(3篇)
- 广东省东莞市(莞外、松山湖实验)达标名校2024-2025学年全国初三大联考英语试题含答案
- 2024年购房按揭合同参考样本(二篇)
- 安徽省宿州市时村中学2024年高三数学试题下学期4月考试题
- 安徽省黄山市屯溪区第一中学2024年高三3月第一次高考模拟数学试题
- 北师大同步练习宝典解读
- 2024年大功率多功能电子式电度表项目申请报告范稿
- 新苏教版三年级上数学期末考卷
- 北师大小学三年级的成语宝藏
- 北师大版小学英语教材目录
- 小学秋季教导处2024工作计划范本(5篇)
- YBT 5055-2014 起重机用钢轨
- 《BIM建模技术》教案-6创建墙体
- 陕西省西安市西咸新区2023-2024学年七年级下学期期末英语试题(解析版)
- 彭建国《《深入实施国有企业改革深化提升行动》》
- 2021-2022学年新疆师大附中高三(上)月考语文试卷(三)(附详解)
- 2024上海室内装饰施工合同示范文本
- 个人代账合同范本
- 剪映功能使用教程
- 全飞秒SMILE手术原理术前及术后注意事项-健康科普
- 五年级四则混合运算
评论
0/150
提交评论