Marketing-Research英语课件.ppt
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1、Marketing Research,Alvin C. Burns Ronald F. Bush,This course is about gathering information in order to make better decisions. And you will learn about the basic process marketing researchers use to provide managers with the information they need to make better decisions. have already studied fundam
2、entals of marketing and elementary statistics.,Chapter 1 Introduction to Marketing Research,Learning Objectives To know the relationship of marketing research to marketing, the marketing concept and marketing strategy To know how to define marketing research To understand the purpose and uses of mar
3、keting research studies To know how to classify different types of marketing research studies To describe a MIS and understand why marketing research occupies a place in an MIS,1.1 The relationship of marketing research to marketing,Marketing research is part of marketing What is marketing? Meeting
4、needs profitably,The definition offered by the American Marketing Association: marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholde
5、rs.,Tangible product view of marketing Service-centered view of marketing,In order to practice marketing, marketing decision makers need information in order to make better decisions. In todays world, information is more important. Successful companies have the right information to help them make de
6、cisions leading to success. Marketing research provides information to decision makers.,So to practice marketing correctly, managers must have information-this is the purpose of marketing research. Marketing research is a part of marketing; it provides the necessary information to enable managers to
7、 market ideas, goods, and services properly.,how? Having the right philosophy, followed by proper marketing strategy,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 or sh
8、e make day-to-day decision in the business. A much better philosophy is called the “marketing concept”.,Philip Kotlers definition: The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in
9、 creating, delivering, and communicating customer value to its chosen target markets. The customers is God.,The “right philosophy” is an important first step in being Must put together the “right strategy”,The “right marketing strategy”,Strategy means developing plans of attack that would minimize t
10、he enemys ability to respond. So, by strategy, we mean a Plan, and one that should anticipate competitors reactions.,A 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 distribution
11、system to meet the wants and needs of the consumers within the target market.,In order to develop the “right” strategy, the following questions must be answered: What is the market, and how do we segment it? What are the wants and needs of each segment, and what is the size of each segment? Who are
12、our competitors, and how are they already meeting the wants and needs of consumers? Which segment(s) should we target? Which model of a proposed product will best suit the target market? What is the best price? Which promotional method will be the most efficient? How should we distribute the product
13、/service?,In order to make the right decisions, managers must have objective, accurate, and timely information. Marketing research supplies much of this information,1.2 Defining marketing research,Marketing research is the process of designing, gathering, analyzing, and reporting information that ma
14、y be used to solve a specific marketing problem. The AMA definition is : Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate m
15、arketing actions; monitor marketing performance; and improve the understanding of marketing as a process.,1.3 What is the purpose of marketing research?,The purpose of marketing research is to link the customer to the marketer by providing information that can be used in making marketing decisions.
16、Marketing research information is also routinely collected on entities other than the consumer: members of distribution channels, employees, and all the environments, including competitors.,Notice: Sometimes marketing research studies lead to the wrong decision.,1.4 What are the uses of marketing re
17、search?,Identify market opportunities and problems Generate, refine, and evaluate potential marketing actions Monitor marketing performance “tracking research” “see where we and our competitors are” Improve marketing as a process basic research-to expand our knowledge applied research-to solve speci
18、fic problem,1.5 Classifying marketing research studies,See table 1.1 (page 11),1.6 The marketing information system (MIS),Marketing decision makers have a number of sources of information available to them. An MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyz
19、e, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.,The role of the MIS is to determine 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 i
20、t for decision making.,The marketing research gathers information not gathered by the other MIS component subsystems. Marketing research projects, unlike the other components, are not continuous-they have a beginning and an end.,Chapter 2 Explaining the marketing Research Process,Learning Objective
21、To gain insights into marketing research by learning the steps in the marketing research process To understand the caveats associated with “a process” To know when marketing research may be needed and when it may not be needed To know which step is the most important in the marketing research proces
22、s To have a framework for understanding the topics to be covered in the rest of this book,2.1 The marketing research process,The process: 11 steps First, the steps give researchers and nonresearchers an overview of entire process. Second, they provide a procedure, in the sense that a researcher, by
23、referring to the steps, knows what tasks to consider and in what order.,11 steps in the marketing research process in Figure 2.1 (P. 20) Establish the need for marketing research Define the problem Establish research objectives Determine research design Identify information types and sources Determi
24、ne methods of accessing data Design data-collection forms Determine the sample plan and size Collect data Analyze data Prepare and present the final research report,Step-by-step process: some words of caution,Why 11 steps? Such as: Not all studies use all 11 steps Steps are not always followed in or
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