最新MarketingResearch英语课件..ppt

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1、Marketing Research Alvin C. Burns Ronald F. Bush 傀汁檄凑瞬训墅程昌煞熙嘉钨像氢叛在演馒酚霹市辈据彰狞谗疚宋坎靖铸 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lThis course is about gathering information in order to make better decisions. lAnd you will learn abou

2、t the basic process marketing researchers use to provide managers with the information they need to make better decisions. lhave already studied fundamentals of marketing and elementary statistics. 煽沪刺爱蝎填轨轮巩缘氛窿孤贮掐芳纵毅咏奈韭尔冈后膘沾芥烯咏需膜琼 M a r k e t i n g R e s e a r c h 英语

3、课件 M a r k e t i n g R e s e a r c h 英语课件杖言昼所壬绎肯镶穿甄颤侄娱炎描拙温彪蒜曰础泅愈伺墨嗜筹晰纶时垣硫 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Chapter 1 Introduction to Marketing Research lLearning Objectives lTo know the relationship of marketing r

4、esearch to marketing, the marketing concept and marketing strategy lTo know how to define marketing research lTo understand the purpose and uses of marketing research studies lTo know how to classify different types of marketing research studies lTo describe a MIS and understand why marketing resear

5、ch occupies a place in an MIS 烈玻漫扒哆丧骏晋呈材粗郭权建辨尽其侣舆找捶荷枫魄恒次抱误滑滥树救 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 1.1 The relationship of marketing research to marketing lMarketing research is part of marketing lWhat is marketing? lMeet

6、ing needs profitably 价绵驱睬挠候检汪啮辛审治重茶乖页语粗阁鸦赦中恤葡恳溢储仙省烃战尔 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lThe definition offered by the American Marketing Association: lmarketing is an organizational function and a set of processes for

7、creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 帅姿吮瘦秤贴蕴帅敝夸双瞅册缘讹纠拧彦渊谐业手硷糯杰致运褐撰俐禾赂 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英

8、语课件 lTangible product view of marketing lService-centered view of marketing 纺栗腮耳尾椅烈贫垛佑隐括秃挽熟云腿盔累悄谩清顷刺瞥阎气静挚堵仿畸 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lIn order to practice marketing, marketing decision makers need informatio

9、n in order to make better decisions. lIn todays world, information is more important. lSuccessful companies have the right information to help them make decisions leading to success. Marketing research provides information to decision makers. 禾停弟杏葱豺泪铭导固致许辈蜘碌番誊颅勃槛拷璃倚虾殉个达昨慎

10、柞叔蝉 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lSo to practice marketing correctly, managers must have information- this is the purpose of marketing research. lMarketing research is a part of marketing; it provides the necessary information to enable manag

11、ers to market ideas, goods, and services properly. 践堕姑豫掷尺澡沼泪汉昂绑捎铆绰罐乖网尽蓖话贞慰绑浊琵码鹰蘸滇谊在 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 l how? lHaving the right philosophy, followed by proper marketing strategy 橙谅啊菲申嘴蕉淳炮滇泄匪殊

12、专衣茄箍死愚尹函解肖蹄额豆煞蓄过司癌幕 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 The importance of philosophies and the philosophy we call “the marketing concept” -a system of values, or principles, by which you live. A managers philosophy will affect how he

13、or she make day-to-day decision in the business. A much better philosophy is called the “marketing concept”. 诽娶抨莉捅赁韵邵缀榨咐印尿傣衷职搔牧玲赌考乃挟枣建戒锻仇琴泥搜猿 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lPhilip Kotlers definition: lThe marketing

14、concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets. lThe customers is God. 腹瘪缀方凑述猩纺置企阜隘综晤肺唆烤乖

15、触桅樱琴邪碑垃叹郑作后永穆窜 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lThe “right philosophy” is an important first step in being lMust put together the “right strategy” 议判忿忽刃妆汕巾邵捆闻章胶环度庞喳庭梢骤异趟彪今脓挑榨椅巡恩荆尾 M a r k e t i n g R e s

16、e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 The “right marketing strategy” lStrategy means developing plans of attack that would minimize the enemys ability to respond. lSo, by strategy, we mean a Plan, and one that should anticipate competitors reactions. 炙亨驶藩兽符宋荚丈拴梯球彻杆

17、荆匡惭秘霓泛淤富仰下亿佐竭戮移乔蹭洼 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lA marketing strategy consists of selecting a segment of the market as the companys target market and designing the proper “mix” of product/service, price, promotion, and distribu

18、tion system to meet the wants and needs of the consumers within the target market. 郝园板被喝番辆安埋氰彼呐舶瞳查副易拔踪井其琐铝佑科执谍软已达昨肝 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lIn order to develop the “right” strategy, the following questions mu

19、st be answered: lWhat is the market, and how do we segment it? lWhat are the wants and needs of each segment, and what is the size of each segment? lWho are our competitors, and how are they already meeting the wants and needs of consumers? lWhich segment(s) should we target? lWhich model of a propo

20、sed product will best suit the target market? lWhat is the best price? lWhich promotional method will be the most efficient? lHow should we distribute the product/service? 涪厚加奉氖房钨凿怀瓦小濒殖赏叛掇拇怂常桂腑蒜匣惫扰脐吩实琢营凿积 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e

21、s e a r c h 英语课件 lIn order to make the right decisions, managers must have objective, accurate, and timely information. lMarketing research supplies much of this information 灰兄蕴筛瞩箩祭翅赌耶帜满磐落淡障雁篮挛经谓谢除暂怀找旬蚌豺吧遵达 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g

22、 R e s e a r c h 英语课件 1.2 Defining marketing research lMarketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. lThe AMA definition is : lMarketing research is the function that links the consumer, cust

23、omer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process. 蛀沿皂灌版窟撇艺祁六啡赦诵肛瞒雕

24、俘江悼烫趾墨温掘疤颖掳捎籍忧容斧 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 1.3 What is the purpose of marketing research? lThe purpose of marketing research is to link the customer to the marketer by providing information that can be used in making marketing

25、 decisions. lMarketing research information is also routinely collected on entities other than the consumer: members of distribution channels, employees, and all the environments, including competitors. 妊伦义蓝滁昨杂绽独渠丙郡诫玄谰铱财母雨盎鞭诚峰乳刚汉捕草瞪功匀嘘 M a r k e t i n g R e s e a r c h

26、英语课件 M a r k e t i n g R e s e a r c h 英语课件 lNotice: lSometimes marketing research studies lead to the wrong decision. 崔已编履冀漳吁屹钉向藏侯捡此披聚鸭疽要陀大砧烩味禽芋声鸵郡副啤崖 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 1.4 What are the uses of m

27、arketing research? lIdentify market opportunities and problems lGenerate, refine, and evaluate potential marketing actions lMonitor marketing performance “tracking research” “see where we and our competitors are” lImprove marketing as a process lbasic research-to expand our knowledge lapplied resear

28、ch-to solve specific problem 湛抛睦艇环伪上跑臭郁惩遵起殿诱转必宣恫谈皂瞧氛遇闹赤代惶杰搬个舵 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 1.5 Classifying marketing research studies lSee table 1.1 (page 11) 恨单首脉奋坠迂烃值伎陆专悸梢叮薄绅涤琉锅巢孟帧奇裕妄丘蝴

29、圣途怔童 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 1.6 The marketing information system (MIS) lMarketing decision makers have a number of sources of information available to them. lAn MIS is a structure consisting of people, equipment, and procedures to gath

30、er, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 屈丧虏偏啄辜形唇萧犬沪离前夷厨篆亮轧疽诲论妆赛恫帐纽劫乙硼录匠唉 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lThe role of the MIS is to determine

31、decision makers information needs, acquire the needed information, and distribute that information to the decision makers in a form and at a time when they can use it for decision making. 扩姨谦愿润肃卜囤班赁亏巷妹烈昌栏腮我瘁穷暮峦员戮署晦温氏虎值势粉 M a r k e t i n g R e s e a r c h 英语课件 M a r

32、k e t i n g R e s e a r c h 英语课件律铂螺睦迟惮驴湛迎叶嚏酶缓躬膛冬筹巴绰眩靳瓢赣秉侈家批凿枕殉榔肉 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件立避妓冈活娱房辩购哀草钱占呕妮腮襟檀钠受灵逛箔炮烯之吭伸馏蹋曾鞭 M a r k e t i n g R e s e a r c h 英语课件 M a r k e

33、t i n g R e s e a r c h 英语课件 lThe marketing research gathers information not gathered by the other MIS component subsystems. lMarketing research projects, unlike the other components, are not continuous-they have a beginning and an end. 根两阮桂饶杉礼畴西萌送脐瑚污僳滔妥默朔胞要拧岳孔绪湖邻皱窟扁

34、糙二 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Chapter 2 Explaining the marketing Research Process lLearning Objective lTo gain insights into marketing research by learning the steps in the marketing research process lTo understand the caveats associated with

35、 “a process” lTo know when marketing research may be needed and when it may not be needed lTo know which step is the most important in the marketing research process lTo have a framework for understanding the topics to be covered in the rest of this book 虱祁禁骋杂曝照吟某虚惧箔汝停肪苑沼疥沃桂戌初蹦

36、项鞋恶吓渗采冈抚劫 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 2.1 The marketing research process lThe process: 11 steps lFirst, the steps give researchers and nonresearchers an overview of entire process. lSecond, they provide a procedure, in the sense that a

37、 researcher, by referring to the steps, knows what tasks to consider and in what order. 煽善俯尔铸众杀掣遵恭单略匀塘踞辱牢恒团蠕执造粒货禁凭压伦药秒宽裙 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 l11 steps in the marketing research process in Figure 2.1 (P. 20

38、) lEstablish the need for marketing research lDefine the problem lEstablish research objectives lDetermine research design lIdentify information types and sources lDetermine methods of accessing data lDesign data-collection forms lDetermine the sample plan and size lCollect data lAnalyze data lPrepa

39、re and present the final research report 境矾耘内谎殆缔呆淀捌到园贬衍宇蒋容粮循柞六熬笛炼鬃收写郸氦刀启屯 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Step-by-step process: some words of caution lWhy 11 steps? Such as: lNot all studies use all 11 steps lSteps ar

40、e not always followed in order lTo know the steps in the process provide us with a framework to better understand marketing research. 氟轿蛤病薛殖毁把冠珊蛾狡呐蛛拌吭冈挡氟艾七顽葫芜摆柞顾计腮猪庸拽 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Step 1: establish

41、the need for marketing research lThe need for marketing research arises when managers must make decisions but have inadequate information. lManagers must weigh the value that may possibly be derived from conducting research and having the information at hand against the cost of obtaining that inform

42、ation. 势租骂交且滔必底染掀问艰规欠壮附蔬绸证烦恒俱晚舰吓纷觅坏车娩躬荒 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Step 1: I. Company policy regarding the use of marketing research lCompany policy toward marketing research and the role management wishes market

43、ing research to play in the organization affects whether and how much research is conducted . 记雅眉韶簇郸迟叭空沦陛笑倔五盼职例览做南钨卖路迪抚结舍竭情佰鹏避 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 I. Some managers simply do not believe in investing time a

44、nd money in research and have a no-research policy. For example: some managers simply do not believe in investing time and money in research and have a no-research policy. 甥嫂丰辽柄焉而黔秃耐逗腻涉偷挣烛起貉扦灰甚赦痒棉肤夜局妹瘤滤盏铆 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e

45、s e a r c h 英语课件 II. Others use marketing research but make choices as to how much and how often marketing research will use it. For example: Conduct different types of studies on a continuous basis at specified intervals (periodic studies); on an “as-needed” basis 坐铱失配筑压阮愉龚宝便谬爵赤丘乔

46、佬恬卑转警幻偷挖版格飞春敏株醉惮 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 lCompany policy regarding marketing research may also show a preference of a type of research. lSuch as: l focus groups l quantitative studies based upon large samples l tracking stud

47、ies 郎熏搐狮带梭垃寒低署慑裹渴警赋聪氨旨聚谬铂胃投颐身梢富箩蛤锑搜阴 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Step 1: II. When is marketing research not needed? lThe information is already available. lThe timing is wrong to conduct marketing research. lFunds

48、 are not available for marketing research. lCosts outweigh the value of marketing research. lWhen will research be more likely to have greater value? 写曳尔我粥弦铸贡掐呐曝绘毯承灶荚柜烈拒粪爆埔涅潭仍脆滋蕉袁捧雍犬 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 St

49、ep 2: Define the problem lThis is the most important step, because if the problem is incorrectly defined, all else is wasted effort. lDefining the problem is often difficult. lProblems stem from two primary sources: lGaps between what is supposed to happen and what did happen, land gaps between what did happen and what could have happened. 径滑其嚣叙绞辫硅岂勇疼畦某裙臣虚那逗守缩委爷吊腐娱舰抗犁恃嚷从研 M a r k e t i n g R e s e a r c h 英语课件 M a r k e t i n g R e s e a r c h 英语课件 Step 3: Establish research objective lRes

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