市场营销Title行销学

1、National National Chiao Tung University Department of Management ScienceDeFinal ExaminationTerm: SpringYear: 2009Student Name (Chinese Characters):黃彥銘Student ID Number: 9631033Student Name (Chinese Characters):林韋君Student ID Number: 9631010Student Name (Chinese Characters):李春霈Student ID Number: 96310

2、11Student Name (Chinese Characters):郭曉蓉Student ID Number: 9631013Student Name (Chinese Characters):張欣怡Student ID Number: 9631052Course Abbreviation and NumberDMS4577Course Title行銷學, Principles of MarketingInstructor張力元老師, Professor TrappeyFinal ProjectServing Target MarketsDue DateJune 25, 2009Numbe

3、r of Homework Pages15 pagesHomework TypeTyped, class hand-in, e3 logAdditional Materials AllowedTextbook, journal, magazine, observationMarking Scheme:Analysis of CI Data:50%Application of Concepts:50%Grade:IntroductionWe are going to make a survey for the Xiang-Si bean curd pudding store located in

4、 Dorm-Female-2 restaurant in NCTU. The store provides different kinds of drinks and sweets such as bean curd pudding, shaved ice and sweet soup. One of the workers, named aunt Chen-Jun, in the store is so nice that she remembers everyones name and favorite sweet. With her hard work, she is voted to

5、be the most famous person in NCTU. The reporter in TTV even came to do an interview with her and promoted this store on TV. Sadly, although the store already had been promoted on TV news,the sales amount of the store just keeps in a “good” level, not in an “excellent”level.We want to use sales promo

6、tion to increase the sales amount of the store.Figure 1Xiang-Si bean curd pudding store located in Dorm-Female-2 restaurant in NCTU.Literature ReviewFirst, we define the sales promotion.According to Kotler (2000), “Sales promotion is composed of varieties of inducing tool, and the most are short-ter

7、m property. It can promote customers and dealers to purchase more specific commodities.”The sales promotions include a wide range of tools-from samples, coupons, refunds, premiums, price packs, promotional products, point-of-purchase, consumer contests, sweepstakes, games, caused related marketing a

8、nd stamps.After ours discussion, we decide to use the “stamps” tool to promote the sales amount of this store.The definition of “stamps” is that consumers can exchange for money or products with different amounts of the pointsthey collect.That we use the stamps to collect points to get rewards is ca

9、lled Frequency program.The following is the definition of Frequency program. According to Blattberg and Neslin(1990), “Costumers consumption has to reach a designed amount of money or times in specific time and in specific customer place.”A research shows that students take “whether the convenience

10、store supplies the frequency program for them to exchange presents or not “as their consideration to choose which convenience store they want to go and buy products from that store. Moreover, a manager of Feng-Chia Business Park said that it is effective to release “stamps” during the depression. Wi

11、th higher discount, the turnover will be faster. We also found a research shows that from April 27th to July 19th, 2005, 7-11 released a “Collecting Hello Kitty magnet” activity. It was so successful that the gross of May reached 84.3 hundred million, and the gross rate of sales was 22% higher than

12、in 2004. In June, the gross grew up to 93.89 hundred million, and the gross rate of sales was 36% higher than in 2004.Because the main customers are the students that dont have stable income, we consider that sales promotion- frequency program is the most suitable one for this store.From the support

13、ive sources above, we strongly believe that the frequency program is the most suitable sales promotion.We want to know how stamps stimulate consumers behavior. We want to try to use our “Point Credit Card” to see if it can stimulate consumers and make them buy product from the store. Therefore, we p

14、robe into the principal factors of the stamps whether influence the customer purchasing behavior or not.The following are the hypotheses to the principal factors of the stamps.HypothesesXiang-Si bean curd pudding store is a store selling tofu pudding and drinks in Dorm-Female 2. Although it was repo

15、rted on TV several months ago, there was no obvious increase for its sales. As a result, we want to know if consumers in NCTU would increase their frequencies to buy products in Xiang-Si bean curd pudding store by issuing a point credit card. For the usage of point credit cards, if consumers in NCTU

16、 prefer to use point credit cards, there are four factors we want to find out, which include the amount of cash to get one point, length of activity period, amount of points to get a banana ship, and banana ships character. Except the fourth factors hypothesis (Hypothesis 7), we made subordinate hyp

17、otheses (Hypothesis 2, Hypothesis 4, and Hypothesis 6) individually under the three factors hypotheses (Hypothesis 1, Hypothesis 3, and Hypothesis 5). That is, Hypothesis 2 is established if Hypothesis 1 is failed to be rejected, Hypothesis 4 is established if Hypothesis 3 is failed to be rejected,

18、and Hypothesis 6 is established if Hypothesis 5 is failed to be rejected.These four factors would be the main reasons that affect the consumers in using point credit cards. We want to design a point credit card to boost the pudding stores sales. After collecting valid data, we can find the best comb

19、ination of several factors to design an attractive point credit card for consumers. Therefore, the following hypotheses are proposed:Hypothesis 1: The period of activity does affect consumers behavior.Hypothesis 2: The period of activity does affect consumers behavior. Among the three alternatives：”

20、two weeks”, ” one month”, and” two months”, we suppose that “one month” is the shortest limit that consumers could accept for the activity.Hypothesis 3: The amount of points to get the banana ship affects consumers behavior.Hypothesis 4: The amount of points to get the banana ship affects consumers

21、behavior. Among the three alternatives：”ten points”, “fifteen points”, and” twenty points”, we suppose that “twenty points” are the highest limit for consumers to attend the activity.Hypothesis 5: The amount of cash to get one point affects consumers behavior.Hypothesis 6: The amount of cash to get

22、one point affects consumers behavior. Among the three alternatives：”twenty dollars”, “twenty-five dollars”, and” thirty dollars”, we suppose that “twenty-five dollars” is the highest limit for a consumer to get one point.Hypothesis 7: The characteristic that HYPERLINK /search?ei=UTF-8&p=%E7%89%B9%E6

23、%80%A7 banana ship is just sent for consumers finishing the point credit card and not for sale affects consumers behavior.MethodologiesAnalyzing toolsOur target sample for this survey consists of students in NCTU, the main customers of the bean curd pudding store questionnaires were distributed arou

24、nd the campus. We use network questionnaires to investigate that whether thefeature of the bonus credit activities can affect the customers desire of collecting points.First, the individual hypotheses were examined by using Microsoft Excelpie charts. In the first step, we input the collecting data t

25、o the Microsoft Excel.In the second step, we use Excel to calculate the individual percentage of the four factors that we have assumed in the beginning and the amount of the survey candidates agreement or disagreement. After inputting those data, we will have some pie charts.In the third step, we ca

26、n make use of the pie charts to do the statistic analyses by comparing between the four factors and we will find out which factor influences customers behavior most and the relationship among the factors.Second, we can use Minitab to analyze the collecting data. At first, we test the four factors to

27、 consider whether over half of the interviewees think that the four factors really influence consumers behavior or not. Then, if the result shows that there are 50% of interviewees think the four factors really affect consumers behavior, we would test the three choices of each factor to see what the

28、 most helpful choice for selling is.Here are the steps of using Minitab. At first, we choose the “Stat” on the tool bar and select “Basic Statistics”, “2 proportions”, and “Summarized data”. Then, under the “Summarized data”, we fill out the relating data in “First sample” and “Second sample”. The “

29、Option” sub dialog box gives us a chance to specify the confidence level (95.0), test proportion (0.05), alternative hypothesis (greater than), and whether Minitab should use a pooled estimate of p for the test. Finally, we will get the analyses and we can conclude from the confidence interval and p

30、-value from the data.Questionnaire(Appendix I. II)Although the bean curd pudding store in Dorm-Female-2 restaurant in NCTU already had been promoted on TV news, the amount of sales is still in a “good” level but not in an “excellent” level. We consider whether “Point Credit Card” can stimulate consu

31、mers to consume and increase the stores turnover.To back up our suggestion, we have to do a survey to collect data withquestionnaire. Consumers who did the questionnaires are students in NCTU. Prior to make the survey, we suppose that releasing point credit cards will increase revenue of the store.

32、The purpose of questionnaire is to confer whether those characteristics of the point credit card will affect the aspiration of collecting points by consumers.First, we want to know that whether the limited period of activity will affect the aspiration of consumers. If they agree that the limited per

33、iod is important to them, there are three choices for them to choose in the following, which are two weeks, one month and two months. They are going to choose which one is the shortest limited period they can accept.The other specific element we want to confer is whether the quantity of points shoul

34、d consumers collect to exchange for a banana ship. If they agree that the quantity of points will affect their buying behavior, there are three choices for them to choose in the following, which are ten points, fifteen points and twenty points. They are going to choose which one is the best quantity

35、 they can accept.Moreover, we also want to probe whether the price that consumers have to spend to get one point will influence them on supporting the point credit cards or not. If they approve, there are three choices which are twenty NTD, twenty-five NTD and thirty NTD. They are going to choose on

36、e which they can accept from the three choices.Lastly, we set the present as “Banana Ship”, and we want to consider whether students in NCTU would like the dessert or not. Through the questionnaires, we will be aware of their interest in “Banana Ship”.After collecting all the data from the questionn

37、aire, we will know well whether “Point Credit Card” can stimulate consumers to consume and increase the stores turnover.ResultTest and CI for One Proportion: x1 Event = 1Variable X N Sample p 95% CIx1 36 50 0.720000 (0.575095, 0.837689)Figure 2The period of activity will affect your aspiration to co

38、nsumeIn Hypothesis 1, we suppose that the amount of cash to get one point affects consumers behavior.Then, we suppose that H0: P0.5. If the confidence interval is over 0.5, we can reject H0. Therefore, we have the sufficient evidence to conclude that theHypothesis 1 is true. Test and CI for Two Prop

39、ortions: C2(two weeks), C3(one month)Event = 1Variable X N Sample pC2 6 36 0.166667C3 27 36 0.750000Difference = p (C2) - p (C3)Estimate for difference: -0.58333395% CI for difference: (-0.769956, -0.396711)Test for difference = 0 (vs not = 0): Z = -6.13 P-Value = 0.000Fishers exact test: P-Value =

40、0.000Test and CI for Two Proportions: C2 (two weeks), C4 (two months)Event = 1Variable X N Sample pC2 6 36 0.166667C4 3 36 0.083333Difference = p (C2) - p (C4)Estimate for difference: 0.083333395% CI for difference: (-0.0682308, 0.234897)Test for difference = 0 (vs not = 0): Z = 1.08 P-Value = 0.281

41、Fishers exact test: P-Value = 0.478* NOTE * The normal approximation may be inaccurate for small samples.Test and CI for Two Proportions: C3 (one month), C4 (two months)Event = 1Variable X N Sample pC3 27 36 0.750000C4 3 36 0.083333Difference = p (C3) - p (C4)Estimate for difference: 0.66666795% CI

42、for difference: (0.498861, 0.834473)Test for difference = 0 (vs not = 0): Z = 7.79 P-Value = 0.000Fishers exact test: P-Value = 0.000* NOTE * The normal approximation may be inaccurate for small samples.Figure 3How long of the limited period of activity will you accept?In Hypothesis 2, we supposetha

43、t one month is the shortest limit that consumers could accept for the activity.Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest probability. By using t

44、he method mentioned before, we find out that “one month” is the one with the biggest probability. Therefore, we can conclude that“one month” is the shortest limit that consumers could accept for the activity.Test and CI for One Proportion: x2 Event = 1Variable X N Sample p 95% CIx2 44 50 0.880000 (0

45、.756899, 0.954665)Figure 4Quantity of points in a point credit card will affect your aspiration to consume.In Hypothesis 3, we suppose that the period of activity does affect consumers behavior.Then, we suppose that H0: P0.5. If the confidence interval is over 0.5, we can reject H0. Therefore, we ha

46、ve the sufficient evidence to conclude that theHypothesis 3 is true. Test and CI for Two Proportions: 10points, 15pointsEvent = 1Variable X N Sample p10 points 26 43 0.60465115 points 8 43 0.186047Difference = p (10 points) - p (15 points)Estimate for difference: 0.41860595% CI for difference: (0.23

47、1832, 0.605378)Test for difference = 0 (vs not = 0): Z = 4.39 P-Value = 0.000Fishers exact test: P-Value = 0.000Test and CI for Two Proportions: 10 points, 20 pointsEvent = 1Variable X N Sample p10 points 26 43 0.60465120 points 9 43 0.209302Difference = p (10 points) - p (20 points)Estimate for dif

48、ference: 0.39534995% CI for difference: (0.205243, 0.585455)Test for difference = 0 (vs not = 0): Z = 4.08 P-Value = 0.000Fishers exact test: P-Value = 0.000Test and CI for Two Proportions: 15 points, 20 pointsEvent = 1Variable X N Sample p15 points 8 43 0.18604720 points 9 43 0.209302Difference = p

49、 (15 points) - p (20 points)Estimate for difference: -0.023255895% CI for difference: (-0.191521, 0.145009)Test for difference = 0 (vs not = 0): Z = -0.27 P-Value = 0.786Fishers exact test: P-Value = 1.000Figure 5What is the highest quantity of points that you are willing to collect in a point?In Hy

50、pothesis 4, we suppose that “twenty points”is the highest limit for consumers to attend the activity.Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest p

51、robability. By using the method mentioned before, we find out that “ten points” is the one with the biggest probability. Therefore, we can conclude that” ten points” is the highest limit that consumers could accept for the activity.Test and CI for One Proportion: x3 Event = 1Variable X N Sample p 95

52、% CIx3 42 50 0.840000 (0.708874, 0.928299)Figure 6Price of spending to get one point will affect your aspiration to consume.In Hypothesis 5, we suppose that the amount of cash to get one point affects consumers behavior.Then, we suppose that H0: P0.5. If the confidence interval is over 0.5, we can r

53、eject H0. Therefore, we have the sufficient evidence to conclude that theHypothesis 5 is true. Test and CI for Two Proportions: 20NTD, 25 NTDEvent = 1Variable X N Sample p20NTD 8 42 0.19047625NTD 13 42 0.309524Difference = p (20NTD) - p (25NTD)Estimate for difference: -0.11904895% CI for difference:

54、 (-0.302489, 0.0643934)Test for difference = 0 (vs not = 0): Z = -1.27 P-Value = 0.203Fishers exact test: P-Value = 0.314Test and CI for Two Proportions: 20NTD, 30NTDEvent = 1Variable X N Sample p20 NTD 8 42 0.19047630 NTD 20 42 0.476190Difference = p (20 NTD) - p (30 NTD)Estimate for difference: -0

55、.28571495% CI for difference: (-0.477853, -0.0935759)Test for difference = 0 (vs not = 0): Z = -2.91 P-Value = 0.004Fishers exact test: P-Value = 0.010Test and CI for Two Proportions: 25 NTD, 30 NTDEvent = 1Variable X N Sample p25 NTD 13 42 0.30952430 NTD 20 42 0.476190Difference = p (25 NTD) - p (3

56、0 NTD)Estimate for difference: -0.16666795% CI for difference: (-0.372486, 0.0391522)Test for difference = 0 (vs not = 0): Z = -1.59 P-Value = 0.112Fishers exact test: P-Value = 0.180Figure 7What is the highest price that you are willing to pay for one point?In Hypothesis 6, we suppose that “twenty-

57、five dollars” is the highest limit for a consumer to get one point.Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest probability. By using the method me

58、ntioned before, we find out that “thirty dollars” is the one with the biggest probability. However, we also find out that there is no significant difference between “twenty-five dollars” and “thirty dollars”. Therefore, we have no enough evidence to conclude that “twenty-five dollars” is the highest

59、 limit that consumers could accept for the activity.Test and CI for One Proportion: x4 Event = 1Variable X N Sample p 95% CIx4 31 50 0.620000 (0.471749, 0.753499)Figure 8“Banana Ship” as a “not for sale” present will attract you to collect the points.In Hypothesis 7, we suppose that the amount of ca

60、sh to get one point affects consumers behavior.Then, we suppose that H0: P0.5. If the confidence interval is over 0.5, we can reject H0. However, we find out that the confidence interval is not over 0.5 completely. Therefore, we have no sufficient evidence to conclude that theHypothesis 7 is true. C