（本科）市场营销专业英语Chapter 2ppt课件（全）

1、市场营销专业英语Chapter 2PPT模板下载：/moban/ 行业PPT模板：/hangye/ 节日PPT模板：/jieri/ PPT素材下载：/sucai/PPT背景图片：/beijing/ PPT图表下载：/tubiao/ 优秀PPT下载：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 资料下载：/ziliao/ PPT课件下载：/kejian/ 范文下载：/fanwen/ 试卷下载：/shiti/ 教案下载：/jiaoan/ 市场营销专业英语Chapter 2 Marketing ResearchTypes of

2、 Research2.12.2Research Methodology2.3Steps of Marketing Research2.1 Types of Research CaseQantas: Taking Off in Tomorrows MarketQANTAS, Australias international airline, was experiencing a demand bonanza. Its market area in the Pacific Basin contained some of the fastest growing economies in the wo

3、rldincluding Australia, China, Japan and the newly industrializing countries of Hong Kong, Malaysia, Singapore, South Korea, Taiwan and Thailand. The areas growth in air travel far exceeded world averages. Industry forecasts suggest that Pacific Basin air travel would grow at 1014 percent per year t

4、hrough 1998. 2.1 Types of ResearchSuch explosive growth presents a huge opportunity for Qantas and the other airlines serving the Pacific Basin. However, it also presents some serious headaches. To take advantage of the growing demand, Qantas must first forecast it accurately and prepare to meet it.

5、 Air-travel demand has many dimensions.2.1 Types of ResearchQantas must forecast how many and what kinds of people will be travelling, where they will want to go and when. It must project total demand as well as demand in each specific market it intends to serve. And Qantas must estimate what share

6、of this total demand it can capture under alternative marketing strategies and in various competitive circumstances.2.1 Types of ResearchMoreover, it must forecast demand not just for next year, but also for the next two years, five years and even further into the future. Forecasting air-travel dema

7、nd is not an easy task. A host of factors affect how often people will travel and where they will go. To make accurate demand forecasts, Qantas must first anticipate changes in the factors that influence demand: worldwide and country-by-country economic conditions, demographic characteristics, popul

8、ation growth, political developments, technological advances, competitive activity and many other factors.2.1 Types of ResearchQantas has little control over many of these factors. Demand can shift quickly and dramatically. For example, relative economic growth and political stability in Japan, Aust

9、ralia and other Pacific Basin countries have caused a virtual explosion of demand for air travel there. Everincreasing numbers of tourists from around the world are visiting these areas. In Australia, for instance, foreign tourists more than doubled between 1984 and 1988, and could triple between 19

10、88 and the year 2000. Also, people from the Pacific Basin countries themselves are travelling more.2.1 Types of Research For example, almost 12 million Japanese took holidays abroad in 1996, a 10 percent increase over the previous year. Pampered business travellers bolstered the profitability of air

11、lines in the region, but most new travellers are non-business people. By the turn of the century fewer than one in five passengers worldwide will be flying for business reasonsand many of those will be sitting in the economy section. Chinas regaining Hong Kong had gone smoothly, but there were warni

12、ng signals that the economies of some of the newly industrialized countries in the region were over heating. What if the bubble bursts?2.1 Types of ResearchTo make things even more complicated, Qantas must forecast more than just demand. The airline must also anticipate the many factors that can aff

13、ect its ability to meet that demand. For example, what airport facilities will be available and how this will affect Qantas? Will there be enough skilled labor to staff and maintain its aircraft? In the Pacific Basin, as demand has skyrocketed, the support system has not.2.1 Types of ResearchA short

14、age of runways and airport terminal space already limits the number of flights Qantas can schedule. As a result, Qantas may decide to buy fewer but larger planes. Fewer planes would require fewer crews, and larger planes could hold more passengers at one time, which might make flights more profitabl

15、e.2.1 Types of ResearchCompetition in the region is hotting up too. Efficient non-Asian carriers, such as American Airlines, British Airways, United and Virgin, are attacking the regions markets and slashing fares in the process. Meanwhile, new local competitors, such as Taiwans EVA Airways and Mala

16、ysias Air Asia, are cutting into the market. Singapore Airlines and Cathay Pacific are two of the worlds most profitable airlines and are fighting to hold on to their strong positions in the market.2.1 Types of ResearchSingapore Airlines already has 62 aircraft including 42 Boeing 747 jumbos. It pla

17、ns to buy at least 50 more jetsall 747s or large wide-body Airbuses, Qantas bases many important decisions on its forecasts. Perhaps the most important decision involves aircraft purchases. To meet burgeoning demand, Qantas knows that it will need more planes.2.1 Types of ResearchBut how many more p

18、lanes? If Qantas buys too few planes, it has few short-run solutions. It usually takes about two years to get delivery of a new plane. If Qantas overestimates demand by even a few percentage points, it will have costly overcapacity. If it underestimates demand, it could miss out on profit opportunit

19、ies and disappoint customers who prefer to fly Qantas, resulting in long-term losses of sales and goodwill.2.1 Types of Research TextBasic Ideas of Marketing ResearchManagers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require fo

20、rmal studies of specific situations. For example, Apple Computer wants to know how many and what kinds of people or companies will buy its new ultralight personal computer.2.1 Types of ResearchOr a Dutch pet product firm needs to know the potential market for slimming tablets for dogs. What percenta

21、ge of dogs are overweight, do their owners worry about it, and will they give the pill to their podgy pooches? In these situations, the marketing intelligence system will not provide the detailed information needed. Because managers normally do not have the skills or time to obtain the information o

22、n their own, they need formal marketing research.2.1 Types of ResearchMarketing research is the function linking the consumer, customer and public to the marketer through informationinformation used: to identify and define marketing opportunities and problems; to generate, refine and evaluate market

23、ing actions; to monitor marketing performance; and to improve understanding of the marketing process. Marketing researchers specify the information needed to address marketing issues, design the method for collecting information, manage and implement the data collection process, analyze the results

24、and communicate the findings and their implications. 2.1 Types of ResearchMarketing researchers engage in a wide variety of activities, ranging from analysis of market potential and market shares to studies of customer satisfaction and purchase intentions. Every marketer needs research. A company ca

25、n conduct marketing research in its research department or have some or all of it done outside. Although most large companies have their own marketing research departments, they often use outside firms to do special research tasks or special studies. A company with no research department will have t

26、o buy the services of research firms.2.1 Types of ResearchMany people think of marketing research as a lengthy, formal process carried out by large marketing companies. But many small businesses and nonprofit organizations also use marketing research. Almost any organization can find informal, low-c

27、ost alternatives to the formal and complex marketing research techniques used by research experts in large firms.2.1 Types of ResearchMarketing research provides information to reduce uncertainty. It helps focus decisionmaking. Sometimes marketing researchers know exactly what their marketing proble

28、ms are and design careful studies to test specific hypotheses. For example, a soft drink company introducing a new clear cola might want to know whether a gold or silver label would make the packaging more effective. This problem is fully defined and an experiment may be designed to answer the marke

29、ting question with little preliminary investigation. 2.1 Types of ResearchClassifying research by its purpose or function shows how the nature of the marketing problem influences the choice of methods. The nature of the problem will determine whether the research is (1) exploratory, (2) descriptive,

30、 or (3) causal. 2.1 Types of ResearchExploratory ResearchExploratory research is conducted to clarify the nature of ambiguous problems. Management may have discovered a general problem, but it may need research to gain a better understanding of the dimensions of the problem and to aid analysis. Expl

31、oratory research is not intended to provide conclusive evidence from which to determine a particular course of action.2.1 Types of Research Usually exploratory research is conducted with the expectation that subsequent research will be required to provide such conclusive evidence. Rushing into detai

32、led surveys before less expensive and more readily available sources of information have been exhausted can lead to serious mistakes.2.1 Types of ResearchFor example, suppose a Chinese fast-food restaurant chain is considering expanding its hours and product line with a breakfast menu. Exploratory r

33、esearch with a small number of current customers might find a strong negative reaction to eat a spicy vegetable breakfast at a Chinese fast-food outlet. Thus，exploratory research might help crystallize a problem and identify information needed for future research. 2.1 Types of ResearchDescriptive Re

34、search The major purpose of descriptive research, as the name implies, is to describe characteristics of a group of people. Marketing managers frequently need to determine who purchase a product, portray the size of the market, to identify competitors actions, and so on. Descriptive research seeks t

35、o determine the answers to why, what, when, where, and how questions.2.1 Types of ResearchInfiniti learned from descriptive research that Americans generally start to shop for a car by considering six models. They then narrow the field and usually visit three showrooms before they settle on a model.

36、 This takes an average of two weeks. However, buyers of luxury cars typically take twice as long to complete the decision and make a purchase. These descriptive findings, combined with knowledge that they faced competition from dozens of luxury models on the market2.1 Types of Researchinfluenced Inf

37、inities to encourage dealers to emphasize the quality of the consumers shopping experience. The company made sizable investments in dramatic architecture for showrooms and elegant furnishings such as fountains and indoor bridges. Some Infiniti showrooms have contemplation zonesdesignated areas where

38、 customers can sit without harassment to consider car purchases in Zenlike silence.2.1 Types of ResearchMagazines typically conduct descriptive surveys to identify the characteristics of their audience. For years teen magazine managers sensed that 12-to-15-year old girls cared a lot about fragrance,

39、 lipstick, and mascara, but they lacked any quantitative evidence. Their descriptive research found that 94.1 percent of 12-to-15-year old girls uses cream rinse/conditioner, 86.4 percent use fragrance, 2.1 Types of Researchand 84.9 percent use lip-gloss. Of the girls using fragrance, 73 percent pre

40、ferred using their own brand, 17 percent shared their brand, and 6 percent used someone elses brand. Results showed that most girls use cosmetics. Brand loyalty begins early, and 12-to-15-year olds prefer using and choosing their own brands.2.1 Types of ResearchAccuracy is of paramount importance in

41、 descriptive research. While they cannot completely eliminate errors, good researchers strive to descriptive precision. Suppose a study seeks to describe the market potential for personal photocopying machines. If the study does not precisely measure sales volume, it will mislead the managers who ar

42、e making production scheduling, budgeting, and other decisions based on it. 2.1 Types of ResearchUnlike exploratory research, descriptive studies are based on some previous understanding of the nature of the research problem. Although the researcher may have a general understanding of the situation,

43、 the conclusive evidence that answers questions of fact necessary to determine a course of action has yet to be collected.2.1 Types of ResearchMany circumstances require descriptive research to identify the reasons consumers give to explain the nature of things. In other words, a diagnostic analysis

44、 is performed when consumers answer questions such as “Why do you feel that way?” Although they may describe why consumers feel a certain way, the findings of a descriptive study such as this, sometimes called diagnostic, do not provide causal evidence. Frequently, descriptive research attempts to d

45、etermine the extent of differences in needs, attitudes, and opinions among subgroups.2.1 Types of ResearchCausal ResearchThe main goal of causal research is to identify causeand-effect relationships between variables. Exploratory and descriptive researches normally precede cause-and-effect relations

46、hip studies. In causal study researchers typically have an expectation about the relationship to be explained, such as predicting the influence of price, packaging, advertising, and the like on sales.2.1 Types of ResearchThus, researchers must be quite knowledgeable about the subject. Ideally the ma

47、nager wants to establish that one event is the means for producing another event. Causal research attempts to establish that when we do one thing, another thing will follow. The word cause is common in everyday conversation, but from a scientific research perspective, a true causal relationship is i

48、mpossible to prove. Nevertheless, researchers seek certain types of evidence to help them understand and predict relationships.2.1 Types of ResearchA typical causal study has management change one variable and then observes the effect on another variable. Some evidence for causality comes from the f

49、act that the cause precedes the effect. In other words, having an appropriate causal order of event, or temporal sequence, is one criterion for causality that must be met to be able to measure a relationship. If a consumer behavior theorist wishes to show that an attitude change causes a behavior ch

50、ange, one criterion that must be established is that attitude change must precede the behavior change in time.2.1 Types of ResearchIn the above example, some evidence of concomitant variation exists because advertising and sales appear to be associated. Concomitant variation occurs when two phenomen

51、a or events vary together. When the criterion of concomitant variation is not metthat is, when there is no association between the variablesreasoning suggests that no causal relationship exists.2.1 Types of ResearchIf two events vary together, one event may be the cause; however, this by itself is n

52、ot sufficient evidence for causality because the two events may have a common cause; that is, both may be influenced by a third variable. For instance, a large number of ice cream cones were sold one morning at Atlantic Citys beach. That afternoon, a large number of drowning occurred. 2.1 Types of R

53、esearchMost of us would not conclude that eating ice cream causes drowning; more likely, on that day the beach was crowded and the number of people probably influenced both ice cream sales and drowning. The effect could have been produced in other ways. Thus, causation requires more than concomitant

54、 variation and a proper time sequence between the occurrences of two events. There may be plausible alternative explanations for the observed relationship. A plurality of causes is possible.2.1 Types of ResearchIn the above example, the third variable that is the source of the spurious association i

55、s a very salient factor readily identifiable as the true influence of change. However, within the complex environment in which managers operate, identifying alternative or complex causal facts can be difficult.2.1 Types of Research DialoguesMarketing a SurveyDialogue 1A: I went over the sales figure

56、s in the market research report. If you take that report and compare it with our survey of consumer buying habits, theres only one conclusion.B: Whats that?2.1 Types of ResearchA: It seems this market is sensitive to price. When our product was marked up at a higher introductory price, our sales aft

57、er product launch were lower than low. At a discounted introductory price, we landed more sales.B: So, we should start low?A: I think that would be a good idea. Price is an important variable in our market, so we can use it to build our customer base. If our customers get hooked on the low introduct

58、ory price, they will buy and become more loyal to our brand. Later on, when we hit a peak in sales and after our customer base is sold on our products, we can bring the price up.B: That sounds like a really clever marketing strategy.2.1 Types of ResearchDialogue 2A: Did you get marketing survey resu

59、lts? How are sales abroad comparing to sales at home?B: According to our numbers, there is twice as much opportunity in the international market as there is in the domestic market.A: Where are the geographical areas of highest demand?B: Our European market has the highest current demand, but South A

60、merica has great potential for growth.2.1 Types of ResearchA: I have heard that Asia is booming now. Is the greater Asian market available to us now? What is the size of our hold on Asia?B: Honestly, we dont fully understand our market situation in Asia. I dont know much about it. We should probably