最新MarketingResearch英语课件..ppt

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 about 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 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 research 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 research 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? lMeeting 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 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 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 information 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 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 managers 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 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 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 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 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 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 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 distribution 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 must 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 proposed 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 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 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, customer, 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 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 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 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 marketing 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 research-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 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 gather, 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 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 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 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 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 “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 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 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) 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 lPrepare 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 are 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 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 information. 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 marketing 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 and 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 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 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 studies 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 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 Step 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