市场营销国外原教材第一章

PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompany0Chapter1ManagementDecisionProblemsandtheResearchProcess0ChapterObjectivesAfterreadingthischapteryoushouldbeableto:DefinemarketingresearchfromanappliedorientationUnderstandthenatureandscopeofmarketingresearchUnderstandthemanagementpurposeofusingmarketresearchExplaintheroleofmarketingresearchinbusinessmanagementdecision-making0ChapterObjectives(continued)ConsiderthecareersavailableinthemarketresearchindustryDefinethesevenstepsofthemarketingresearchprocessListthekeyoutputsintheresearchprocessDescribetheactivitiesinvolvedindefiningthemanagementdecisionproblemExplainwhythemanagementdecisionproblemisthebaseonwhichmarketingsuccessisbuilt0ChapterOutlineWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionmakingCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummary0TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryWhatisMarketingResearch?InformationandknowledgeaboutthemarketenvironmentarevitalThesearemajorkeystosuccessMarketingresearchplaysaroleinnotonlymarketingdecisionmakingbutalsointhebroaderbusinesscontext0DefiningMarketingResearchMarketingresearchisthesystematicandobjectiveidentification,collection,analysis,anddisseminationofinformationforthepurposeofassistingmanagementindecision-makingrelatedtotheidentificationandsolutionofproblemsandopportunitiesinmarketing0AClassificationofMarketingResearchThisdefinitionstatesthatorganisationsconductmarketingresearchfortworeasons:IdentifymarketingproblemsSolvemarketingproblems0Problem-identificationResearchProblem-identificationresearchisundertakentohelpidentifythenatureofproblemsoropportunitiesExamplesare:MarketpotentialMarketshareMarketcharacteristicsBrandorcompanyimageSalesanalysisShortandlongrangeforecastingBusinesstrends0Problem-solvingResearchProblem-solvingresearchisundertakentoderiveasolutionwiththefindingsusedindecisionmakingforspecificproblemsExamplesare:SegmentationresearchProductresearchPricingresearchPromotionalresearchDistributionresearchRefertoTable1.1inthetextforfurtherdetailsoneachoftheseresearchareasDeterminebasisforsegmentationDetermineoptimalproductdesignImportanceofpriceinbrandselectionOptimalpromotionalmixAttitudesofchannelmembers0TheCentralRoleofMarketingResearchThescopeofmarketingresearchisclearlyseeninFig1.20TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryHistoryofMarketingResearchEvidenceofinformalmarketresearchprocessesdatesbacktothelate1300s1900-1930ssawanadhoccollectionofbusinessandsocialdata1930-1950ssawtheemergenceofthequestionnaire,samplingtheoriesandemphasisoneconomicmeasuresofproductdemand1950-1960ssawthedevelopmentandapplicationoffurtherquantitativetechniques0HistoryofMarketingResearch(continued)1960-1970ssawthedevelopmentofqualitativeresearch(termed“motivationalresearch”)alongwiththeearlyapplicationofthecomputerfordataanalysis1970-1980sgaverisetomoreemphasisonconsumerbehaviourmodelling,“new”qualitativemethodspromotedandtelephonesurveysemergedasanalternativetoin-homesurveys0HistoryofMarketingResearch(continued)1980-1990swasaperiodinwhichinternalandexternalsourceofmarketinginformationwereintegratedandusedformarketingdecisionplanning1990-2000wascharacterisedbyadvancedtechnologyinmeasurementactivities2001andbeyondbelongstoelectroniccommunicationsdevelopmentasameanstocollectconsumerinformation0TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryResearchforManagementDecisionMakingMarketingresearchresultsneedtobe:RelevantAccurateReliableValidTimelyEfficientMustaddresstheissuenotjustbe“interesting”WithinthebudgettheinformationmustbecorrectResilientovertime––resultsthesameifrepeatedInformationmustrepresentmeasuresofwhatisrequiredMustbecurrent&providedintimelymannerPricedtoreflecttheinformationvalue&costofcollection0ImprovingManagementDecisionMakingMarketingresearch’scontributiontodecisionmakingcanbethoughtofasalteringtherangeofpossibleprofitoutcomesforabusinessproject0Fig1.3:MarketResearch:ChangingtheProbabilityofSuccessShadedarearepresentsexpectedlossesUnshadedarearepresentsexpectedprofitsExpectedoverallprojectoutcomeiscombinationoftheshaded&unshadedareasResearch’’scontributionseeninhowitreducestheprobabilityofaloss0Research’’sRoleinBusinessDecisionsBusinessmanagersmakestrategicandtacticaldecisionsFig1.4Marketingresearchersareplayinganincreasinglyimportantroleindecisionmakingandmanagersaremoreinvolvedwithresearch0RoleofMarketingResearchinMMISandDSSInformationobtainedthroughmarketingresearchandsourcessuchasinternalrecordsandmarketingintelligencebecomesanintegralpartofthefirm’’smanagementinformationsystem(MIS)AMarketingManagementInformationSystem(MMIS)is:Aformalisedsetofproceduresforgenerating,analysing,storing,anddistributingpertinentinformationtomarketingdecisionmakersonanongoingbasisMMISdesignfocusesuponeachdecisionmaker’’sresponsibilities,style&informationneeds0RoleofMarketingResearchinMMISandDSS(continued)AnMMIScanberigidlystructuredandnoteasilymanipulatedADecisionSupportSystem(DSS)is:Aninformationsystem,whichenablesdecisionmakerstointeractdirectlywithbothdatabasesandanalysismodelsDifferencesbetweenanMMISandaDSSarerevealedinFig1.5(nextslide)0MMISVSDSSDSSshaveevolvedintoanExecutiveInformationSystem(EIS)whichprovidesinteractivedecision-orientatedbusinessdatadirectlytomanagementbycomputerinterfaceUnstructuredProblemsUseofModelsUserFriendlyInteractionAdaptabilityCanImproveDecisionMakingbyUsing““Whatif”AnalysisStructuredProblemsUseofReportsRigidStructureInformationDisplayingRestrictedCanImproveDecisionMakingbyClarifyingDataMMISDSSFig1.50TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryMarketingResearchProcessMarketingresearchprocessis:Asetofsevenstepswhichdefinesthetaskstobeaccomplishedinconductingamarketingresearchstudy.Theseinclude:ManagementdecisionproblemdefinitionMarketingresearchproblem(MRP)definitionSpecificationoftheresearchobjectivesResearchdesignformulationFieldworkordatacollectionDatapreparationandanalysisReportpreparationandpresentation0ManagementDecisionProblem(orOpportunity)DefinitionResearcherneedstoaccountfor:RelevantbackgroundinformationEnvironmentalcontextInformationfromproblemoropportunityauditProjectpurposeSpecificmanagementdecisionstobemadeInformationneededtomakethedecisionsValueoftheprojectProjectbudgetRequiresdiscussionswithvariousstakeholders,reviewofexistinginformation/secondarydataandperhapsexploratoryresearch0MarketingResearchProblemDefinitionIncludes:Considerationoftheobjectives&theoreticalfoundationsSpecificationofappropriateconceptualandanalyticalmodelsDescriptionofbroadandspecificcomponentsHypothesesdelineationFactorsthataffectscopeofresearchdesignListofallinformationrequiredClarificationofresearchquestionsRequiresresearcherstousetheirmarketing,socialandbusinesstheories0SpecificationoftheResearchObjectivesExactandspecificdescriptionofinformationrequirementsObjectivescontainwordssuchas:TodetermineTomeasureToestablishTorateTorankTocompareTorecordResearchobjectivesarethestartingpointforformulatingwhoshouldbethetargetrespondentsandtherangeofquestionstobeasked0ResearchDesignFormulationFrameworkforconductingtheresearchinvolving:TargetmarketdefinitionQualitativeandquantitativedatacollectionmethodsSamplingprocessandsamplesizeMeasurementandscalingproceduresQuestionnairedesignDataanalysisapproachAfterformulation–costsestimated&comparedtobudgetandthencompilationofaresearchproposal0FieldworkorDataCollectionDatacollectioninvolvesusingafieldteamorcollectingviamailSelection,training,supervision,outputvalidationandevaluationvitaltofieldworkProcessmanagedtominimiseinterviewingerrorsandmaintainquality0DataPreparationandAnalysisIncludes:CheckingEditingCodingTranscriptionVerificationDatacleaningDatapreparationisconcernedwithhavingacompletesetofvaliddatawhilstdataanalysisgivesmeaningtothedata0ReportPreparationandPresentationWrittenreportshouldinclude:ResearchquestionsDescriptionoftheapproachResearchdesignDatacollectionandanalysisproceduresResultsandmajorfindingsExecutivesummary0ManagementoftheResearchProcess0ManagementoftheResearchProcess(continued)ManagementoftheresearchprocessandthevariousactivitiesisacontinuousprocessTheintricaciesofthisprocessisillustratedinFigs1.8&1.90TheResearchProcesswithFeedbackandClarificationResponsibilitiesandtheResearchProcess0ResearchInputsandBusinessOutputsManagerialperspectiveoftheoutputsfromthemarketingresearchprocessisamajorfocusofeachstepintheresearchprocessTwoimportantoutputsare:ResearchbriefResearchproposalDocumentdescribingthebusinessdecisionproblemandtheexpectationsofaresearchdesigntocollectinformationtomakethedecisionOfficiallayoutoftheplannedresearchactivity,describingtheresearchproblem,theapproach,thedesign,anddatacollection,dataanalysisandreportingmethods0ResearchProcessInputsandBusinessOutputsTopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryDefiningtheManagementDecisionProblemUltimatefulfilmentofclient’sneedsdependsuponanaccurateandadequatedefinitionofthemanagementproblemWithoutthis,moneyandeffortwillbewastedWhilstinternalviewsdrivethisstepexternalviewscanenhancetheproblemdefinitionprocessProblemdefinitionprocessisillustratedinFig1.11(nextslide)0TasksInvolvedinDefiningtheProblemTasksinvolvedinclude:CollectingbackgroundinformationExaminingtheenvironmentalcontextConductingaproblem/opportunityaudit0CollectingBackgroundInformationSourcesofbackgroundinformation:DecisionmakersIndustryexpertsExistinginformation(inreports)SecondarydataExploratoryqualitativeresearchEnvironmentalcontext0ExaminingtheEnvironmentalContextExploratoryqualitativeresearch––providesunderstandingofclient’sbusinessandindustry–factorsneedingconsideration:Pastinformationandbusiness&industryforecastsFirmresourcesandconstraintsFirm’sanddecisionmakers’objectivesTrendswithrespecttosales,marketshare,profitability,technologyetcConstraintscouldbetime,clientfirm’spersonnel,theclient’scultureetcConstraintscouldbetime,clientfirm’spersonnel,theclient’scultureetc–conflictspossible0ExaminingtheEnvironmentalContext(continued)BuyerbehaviourLegalenvironmentEconomicenvironmentMarketingandtechnologicalskillsKnowledgeusefulinunderstandingandpredictingconsumers’reactionbasedonanindividual’sspecificcharacteristicsRegulatorypoliciesandnormswithinwhichorganisationsmustoperateConsistsofincome,prices,savings,creditandgeneraleconomicconditionsMarketingmixexpertise,leveloffirmtechnologyandtechnologicaladvancesrelevanttothefirm/industry0Problem/OpportunityAuditDistinctionbetweenproblemandopportunitynotalwaysclear-cutbutsomeonealmostalwayshastomakeadecisionProblemauditisacomprehensiveexaminationofamarketingproblemtounderstanditsoriginandnatureEntailsdiscussionwithdecisionmaker(DM)on,eg:Events/history,alternativecourseofactionopentoDM,informationrequired,howinformationistobeused,etc0Problem/OpportunityAudit(continued)AuditvitalasDMinmanycasesonlyhasavagueideaofwhattheproblemisImportanttodistinguishbetween:SymptomsCausesOutcomesrelatedtothemarketingproblembutwhichdisguisetherealnatureoftheunderlyingproblemLossofmarketsharecouldbecausedbysuperiorpromotionbyacompetitororinadequateproductdistributionorahostofotherfactorsOnlyafterunderlyingcausesareidentifiedcantheproblembesuccessfullyaddressed0InteractionbetweentheDMandtheresearchershouldbecharacterisedbythesevenCs:CommunicationCooperationConfidenceCandourClosenessContinuityCreativityProblem/OpportunityAudit(continued)0TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryInternationalMarketingResearchForeignmarketsmayappearattractivebutneedtoconsider:EconomicconditionsConsumerbehaviourandtastes“Redtape””MorecomplexthanconductingdomesticresearchGlobalisationrequiresunderstandingofdifferencesbetweencountriesDespitecomplexityinternationalmarketingresearchexpectedtogrowatafasterratethandomesticmarketingresearch0SummaryMarketingresearchprovidesinformationaboutconsumers,marketsetctomanagementtoassistwithdecisionmakingSevenstepprocess:Definemanagementdecisionproblem/opportunityDefinethemarketingresearchproblemSpecifytheresearchobjectivesFormulatearesearchdesignFieldworkanddatacollectionDatapreparationanddataanalysisReportpreparationandpresentation0TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummarySummaryMarketingresearchisintegraltoMMISandDSSProblemdefinitionvital––discussionbetweenmanagement(otherstakeholders)andresearcherimportantinthisstepFinaloutcome–writtenreportInternationalmarketingresearchcomplexbutgrowing09、静夜四无邻邻，荒居旧业业贫。。12月-2212月-22Saturday,December31,202210、雨中黄叶树树，灯下白头头人。。07:48:4407:48:4407:4812/31/20227:48:44AM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。12月月-2207:48:4407:48Dec-2231-Dec-2212、故故人人江江海海别别，，几几度度隔隔山山川川。。。。07:48:4407:48:4407:48Saturday,December31,202213、乍见翻翻疑梦，，相悲各各问年。。。12月-2212月-2207:48:4407:48:44December31,202214、他乡生白发发，旧国见青青山。。31十二月月20227:48:44上午07:48:4412月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。十二二月月227:48上上午午12月月-2207:48December31,202216、行行动动出出成成果果，，工工作作出出财财富富。。。。2022/12/317:48:4407:48:4431December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。7:48:44上上午7:48上上午午07:48:4412月月-229、没有有失败败，只只有暂暂时停停止成成功！！。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有结果果