市场调查方法英文第一章

Chapter1

TheRoleofMarketingResearchLEARNINGOUTCOMESExplainwhymarketingresearchisessentialtobusinesssuccessDefinemarketingresearchIdentifythedifferencebetweenappliedandbasicresearchExplainhowmarketingresearchisrelevanttoproduct,pricing,promotion,anddistributiondecisionsDiscusshowmarketingresearchhelpsthefirmdevelopandimplementstrategyIdentifythesituationsthatcallformarketresearchandthosethatdon’tDescribehowtechnologyandinternationalizationareaffectingthewayresearchisconductedandusedAfterstudyingthischapter,youshouldbeableto2TheNatureofMarketingResearchUnderstandingtheValueEquationCompaniesmustproducebundlesofbenefitsthatconsumerswillviewasvaluable.Keyquestions:Whatdowesell?Howdoconsumersviewourcompany?Whatdoesourcompany/productmean?Whatdoesourcompany/productmean?Marketingresearchcanhelpacompanyachievethegoalofcreatingvaluableexperiencesforcustomers.3TheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocess4MarketingResearchMarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisionsTheprocessincludes:SpecifyingwhatinformationisrequiredDesigningthemethodforcollectinginformationManagingandimplementingthecollectionofdataAnalyzingtheresultsCommunicatingthefindingsandtheirimplications5AppliedandBasicMarketingResearchAppliedResearchResearchconductedtoaddressaspecificmarketingdecisionforaspecificfirmororganization.BasicResearchResearchconductedwithoutaspecificdecisioninmindthatusuallydoesnotaddresstheneedsofaspecificorganization.AttemptstoexpandthelimitsofmarketingknowledgeingeneralIsnotaimedatsolvingapragmaticproblem.6MarketingResearchExamplesAppliedResearch:ShouldMcDonald’saddItalianpastadinnerstoitsmenu?BasicResearch:Doconsumersexperiencecognitivedissonanceinlow-involvementsituations?7TheScientificMethodScientificMethodThewayresearchersgoaboutusingknowledgeandevidencetoreachobjectiveconclusionsabouttherealworld.Theanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptions8EXHIBIT1.1

ASummaryoftheScientificMethod9AdoptingtheMarketingConceptConsumer-OrientedLong-runProfitabilityCross-FunctionalEffortMarketingConcept10TheMarketingConceptMarketingConceptAcentralideaofmarketingthatinvolvesfocusingonhowthefirmprovidesvaluetocustomersmorethanonthephysicalproductorproductionprocessCustomer-oriented——decisionsaremadewithaconsciousawarenessoftheireffectontheconsumer.Emphasisonlong-runprofitabilityratherthanshort-termprofitsorsalesvolume.Cross-functionalperspective—marketingisintegratedacrossotherbusinessfunctions.11BusinessOrientationsProduct-orientedFirmAfirmthatprioritizesdecisionmakinginawaythatemphasizestechnicalsuperiorityintheproductProduction-orientedFirmAfirmthatprioritizesefficiencyandeffectivenessoftheproductionprocessesinmakingdecisions12EXHIBIT1.2BusinessMarketingOrientations13EXHIBIT1.3Long-RunProfitability14KeepingCustomersandBuildingRelationshipsRelationshipMarketingTheideathatamajorgoalofmarketingistobuildlong-termrelationshipswiththecustomerscontributingtotheirsuccess.Asalenotastheendofaprocessbutisthestartoftheorganization’’srelationshipwithacustomer—marketerswantcustomersforlife.Managingtherelationshipsthatwillbringaboutadditionalexchanges—satisfiedcustomerswillreturntoacompanythathastreatedthemwell.15MarketingResearch:AMeansfor

ImplementingtheMarketingConceptMarketingresearchcanhelp:maximizecustomersatisfactionwithpurchaseidentityafter-saleservicespreventcommercializationofproductsthatarenotconsumer-orientedidentifyoptimalpricingtomaximizeprofitabilityincreasesalesefficiencythrougheffectiveuseofmarketdata.16TheManagerialValueofMarketingResearchforStrategicDecisionMakingDevelopingandimplementingamarketingstrategyinvolvesfourstages:IdentifyingandevaluatingmarketopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectivesAnalyzingfirmperformance17IdentifyingandEvaluatingOpportunitiesMonitoringthecompetitiveenvironmentforsignalsindicatingabusinessopportunity:HelpsmanagersrecognizeproblemsandidentifyopportunitiesforenrichingmarketingeffortsMotivatesafirmtotakeactiontoaddressconsumerdesiresinawaythatisbeneficialtoboththecustomersandtothefirm.Identifieschangesincustomerneeds,uses,anddemandforproducts.18AnalyzingandSelectingTargetMarketsGeo-DemographicsReferstoinformationdescribingthedemographicprofileofconsumersinaparticulargeographicregion.Oncethecompanyknowsthegeo-demographicsofamarketsegment,itcaneffectivelycommunicatewiththosecustomersbychoosingmediathatreachthatparticularprofile.Example:ArchitecturalDigestmagazine19PlanningandImplementingaMarketingMixMarketingresearchcanbeusedtosupportspecificdecisionsaboutaspectsofthemarketingmix.Itisessentialthatanoverallresearchplaninvolveallelementsofmarketingstrategy.20TypesofMarketingMixResearchProductResearchAllapplicationsofmarketingresearchthatseektodevelopproductattributesthatwilladdvalueforconsumers.ConcepttestingBrand-nameevaluationPackagetestingPricingResearchInvolvesfindingtheamountofmonetarysacrificethatbestrepresentsthevaluecustomersperceiveinaproductafterconsideringvariousmarketconstraints.21TypesofMarketingMixResearch(cont’d)DistributionResearchStudiesaimedatselectingretailsitesorwarehouselocationsinsupportofthedistributionchannel.MarketingChannelAnetworkofinterdependentinstitutionsthatperformthelogisticsnecessaryforconsumptiontooccur.SupplyChainAnothertermforachannelofdistribution,meaningthelinkbetweensuppliersandcustomers.22TypesofMarketingMixResearch(cont’d)PromotionResearchInvestigatestheeffectivenessofadvertising,premiums,coupons,sampling,discounts,publicrelations,andothersalespromotions.Mediaresearchhelpsbusinessesmakedecisionsaboutwhichmediaalternativesarebestsuitedtoconveytheintendedmessage.Promotion—thecommunicationfunctionofthefirmresponsibleforinformingandpersuadingbuyers.23TheIntegratedMarketingMixIntegratedMarketingCommunicationConceptAllpromotionalefforts(advertising,publicrelations,personalselling,eventmarketing,andsoforth)arecoordinatedtocommunicateaconsistentimage.IntegratedMarketingMixResearchstudiesofteninvestigatetheeffectsofvariouscombinationsofmarketingmixelementsonimportantoutcomeslikesalesandimage.24AnalyzingMarketingPerformanceTotalValueManagementTryingtomanageandmonitortheentireprocessbywhichconsumersreceivebenefitsfromacompany.PerformanceMonitoringResearchResearchthatregularly,sometimesroutinely,providesfeedbackforevaluationandcontrolofmarketingactivity.“Whatwentright/wrongandwhy?”MarketingMetricsQuantitativewaysofmonitoringandmeasuringmarketingperformance.25WhenisMarketingResearchNeeded?Thedeterminationoftheneedformarketingresearchcenterson:TimeconstraintsTheavailabilityofdataThenatureofthedecisiontobemadeBenefitsversuscosts(thevalueoftheresearchinformationinrelationtocosts).Willthepayofforrateofreturnbeworththeinvestment?Willtheinformationimprovethequalityofthemarketingdecisionenoughtowarranttheexpenditure?Istheexpenditurethebestuseoftheavailablefunds?26EXHIBIT1.4DeterminingWhentoConductMarketingResearch27MarketingResearchinthe21stCenturyCommunicationTechnologiesIncreasingglobalizationAlways““connected”—time,place,anddistanceareirrelevant.Decreasesininformationacquisition,storage,access,andtransmissioncostsGlobalMarketingResearchBusinessresearchisincreasinglyglobal.Marketknowledgeisessential:Generalinformationaboutacountry’seconomicconditionsandpoliticalclimateCross-validationofculturalandconsumerfactorsMarketandcompetitiveconditions—demandestimation28KeyTermsandConceptsMarketingresearchAppliedmarketingresearchBasicmarketingresearchThescientificmethodProduct-orientedProduction-orientedMarketingconceptMarketingorientationCustomer-orientedRelationshipmarketingGeo-demographicsPricingMarketingchannelSupplychainPromotionPromotionresearchIntegratedmarketingcommunicationIntegratedmarketingmixTotalvaluemanagementPerformance-monitoringresearchMarketingmetricsCross-validate299、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Saturday,December31,202210、雨中黄黄叶树，，灯下白白头人。。。09:07:4609:07:4609:0712/31/20229:07:46AM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2209:07:4609:07Dec-2231-Dec-2212、故人江海海别，几度度隔山川。。。09:07:4609:07:4609:07Saturday,December31,202213、乍见翻翻疑梦，，相悲各各问年。。。12月-2212月-2209:07:4609:07:46December31,202214、他乡生白发发，旧国见青青山。。31十二月月20229:07:46上午09:07:4612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。。。。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