市场营销专业英语电子教案第二章

1、市场营销专业英语电子教案第二章市场营销专业英语电子教案第二章PAGE PAGE 5市场营销专业英语电子教案第二章Chapter 2 Marketing research一、教学目标1. 了解现代企业为什么需要营销信息；2了解市场调研的类型和方法；3学会市场调研的步骤；二、课时分配共三节，安排3个课时三、教学重点难点1. 市场调研的类型2. 市场调研的方法3市场调研的步骤四、教学大纲第一节Types of research1. Exploratory Research2. Descriptive Research 3. Causal Research第二节Research methodology

2、1. Research Approaches2. Contact Methods第三节Steps of marketing research1. Step 1: Define the Problem and Research Objectives2. Step 2: Developing the Research Plan3. Step 3: Implementing the Research Plan4. Step 4：Interpreting and Reporting the Findings五、主要概念1. marketing research2. research methodolo

3、gy3. research plan六、教学案例（注：不要与教材的案例重复）The Case of the Missing Market Research StudyThe Postal Services Big Hurry to consolidate 223 mail processing plants may be running into serious speed bumps. The AMP studies HYPERLINK /more-amp-studies-released-network-rationalization-not-looking-very-rational d

4、ont add up to anything like what the Postal Service says it will save nor do they reveal where most of the 35,000 eliminated positions will come from.Now theres news of a market research study on potential revenue losses the downsizing initiatives may cause that the Postal Service chose not to tell

5、anyone about and that it still wants to keep under wraps.News of this other research was first revealed back in February, in testimony by one of the Postal Service witnesses for the Advisory Opinion on the Network Rationalization plan being conducted by the Postal Regulatory Commission. Last week th

6、e Postal Service gave thePRCthe data from this market research, along with a request to keep the materials “non-public.” The Postal Service is also saying that because the research was “abandoned” before completion, there are no calculations on lost volume and revenues to look at.Thats not sitting w

7、ell with the participants in the Advisory Opinion process, and were going to be hearing a lot more about this missing market research study. Next week, witnesses for the Postal Service will be cross-examined before the Commissioners, and the market survey is sure to come up.In the meantime, today Co

8、ngressman Gerald E. Connolly of Virginia filed a HYPERLINK /Docs/81/81097/OCR-Motion%20Rep%20Connolly%5B1%5D.pdf Motion for Termination of Non-Public Statuswith the PRC. The Congressman argues that customers and policy makers should have the opportunity to review information on the likely revenue im

9、pact from these proposed reductions in service and facilities, and if the market research contains information that would help Members of Congress to better understand the ramifications of these proposals, the material should not be classified as non-public. As Congressman Connolly writes in his mot

10、ion, the public has a right to know about possible revenue impacts from these proposals.The two phases of market researchIn preparing its case to the PRC on the Network Rationalization plan, the Postal Service commissioned market research to determine how much the revised service standards and slowe

11、r First-Class mail would affect mail volumes and revenues. The qualitative research was conducted in August 2011, using focus groups and in-depth interviews with mailers large and small. The quantitative research was done later, in October. The results were incorporated into testimony presented to t

12、he PRC in December, when the Request for an Advisory Opinion was submitted.While the qualitative research took a broad look at various factors closing post offices, eliminating Saturday delivery, legislative proposals to change the pre-funding of retiree health care, as well as the plant consolidati

13、ons and changes in service standards the quantitative research presented in the testimony focused solely on the change in service standards.The research showed that mail volume would decline by 1.7% nearly 2.9 billion pieces a year. Just to put that in perspective, the HYPERLINK /future-postal-servi

14、ce/gcg-narrative.pdf Boston Consulting Group (BCG) has projected that diversion to the Internet would cause mail volumes to decline 1.5% a year through 2020. In other words, the plant consolidation plan would impact mail volumes even more than the Internet.This 1.7% decline in volumes translates to

15、a revenue loss of $1.3 billion (2% of annual revenues). That loss is adjusted to reflect the lower costs of processing lower volumes, resulting in a net “contribution” loss of $500 million. That amount is then subtracted from the total cost savings of $2.6 billion that the Postal Service hopes to re

16、alize from the plant consolidations, leaving us with a net savings of $2.1 billion. The accumulating evidence in the PRCs docket on Network Rationalization suggests that the market research presented in December was actually the second round of quantitative research. The first phase was done months

17、earlier, back in August or September, and rather than focusing solely on service standards, it encompassed the broader range of issues that the qualitative research examined, like the plan to close post offices and eliminate Saturday delivery.The story on the market research and how the Postal Servi

18、ce prepared and shared the plan to optimize the processing network is worth examining in detail, so here are a couple of timelines to help put the pieces of the puzzle together.The Optimization PlanReconfiguring the mail processing network has been in the works for at least a decade. Previous effort

19、s have included the HYPERLINK /FOIA_files/NO-AR-04-005.pdf Network Integration and Alignment(NIA) plan and the HYPERLINK /foia_files/NO-MA-06-001.pdf Evolutionary Network Development (END) initiative.Over the past few years there have been many Area Mail Processing (AMP) consolidations. Something li

20、ke HYPERLINK /foia_files/RARC-WP-11-006.pdf 145 facilities were closed between 2006 and 2010, including nine major Processing & Dlstribution Centers (P & DCs). The PRC has asked to see all the AMP studies and Post-Implementation Review (PIR) studies for these facilities, and yesterday the Postal Ser

21、vice turned over the materials, but this materialis classified as “non-public.”Last summer, the effort to reconfigure the processing network intensified. In July 2011, the USPS Office of Inspector General came out with HYPERLINK /foia_files/RARC-WP-11-006.pdf a report that envisioned a processing ne

22、twork consisting of 135 large P&DCs, about half the current number of 260.By that time, however, the Postal Service was already well along in developing its own version of “network optimization,” and by August it was confidentially briefing industry insiders on the plan.On August 10, 2011, for examp

23、le, at the HYPERLINK /Docs/79/79339/8-10%20ind%20ass%20exec%20mthly%20mtg%20agenda.pdf Industry Association Executives Monthly Meeting (where USPS executives meet with stakeholder representatives like Gene DelPolito and Art Sackler), twenty minutes were set aside for a presentation on “Network Optim

24、ization” by Chief Operating Officer Megan Brennan and David Williams, Vice President of Network Operations.Over the coming weeks, there would be several meetings between USPS officials and industry stakeholders like the Direct Marketing Association (DMA) and the National Association of Advertising D

25、istributors (NAAD).On August 17-18, 2011, VP Williams gave a presentation to the Mailers Technical Advisory Council (MTAC). The copy of the HYPERLINK /mtac/documents/tech_guides/MTAC0811/MTAC081711/NetworkOpt.pdf presentation materials available on the USPS website is heavily redacted, and every pag

26、e says, “CONFIDENTIAL For Internal Review and Discussion Only.” Not that the contents of the presentation are still a mystery they were subsequently incorporated into many AMP presentations at public meetings and the testimony before the PRC. You can see an un-redacted version of pretty much the sam

27、e presentation HYPERLINK /Docs/79/79339/Network%20Optimization%20Industry%20Briefing%20092611.pdf here.In his August 17 presentation, Williams ended with a slide indicating that the Postal Service would file with the PRC in October. After the meeting, several emails were exchanged responding to conc

28、erns expressed by the stakeholders, which you can see summarized HYPERLINK /Docs/79/79339/9-26%20SO%20eml%20fw%209-18%20ind%20fdbk.pdf here.On August 31, Williams gave his presentation again, this time for the “Monthly Members Call” of the National Association of Presort Mailers, as indicated by HYP

29、ERLINK /news/ this descriptionof the presentation on the NAPM website. This version of the presentation materials is available for viewing only to members of the NAPM.On September 6, the Postmaster General went public with the network optimization plan in HYPERLINK /news/speeches/2011/pr11_pmg0906.h

30、tm testimony before Congress. In his presentation about how the Postal Service would save $20 billion a year by 2015, the Postmaster General explained that he planned to “streamline” the processing network by reducing the number of processing locations from 508 to approximately 200 and eliminating 3

31、5,000 positions in the processing workforce, thereby saving $3 billion a year.On September 15, the Postal Service held a press conference to reveal the details of the network optimization plan to the public, but not before giving industry insiders a preview, as indicated by emails like HYPERLINK /Docs/79/79339/9-15%20SL%20eml%20w%20amp%20list%20artpierce.pdf this one.On September 21, a description of the plan was published in the Federal Register under the title “ HYPERLINK /news/webart/2011/11-113-services