实用英语写作教师课件Cha.ppt

Chapter 5 Global Marketing Research and Information Systems Global Marketing Information System and Research oobjective : oPresent an information acquisition model for global marketing oPresent an outline of the global marketing research process Overview of Global Market Information Systems One purpose of a marketing information system (MIS) is to provide managers and other decision makers with a continuous flow of information about company operation Marketing Research nResearch is the only tool an organization has to keep in contact with its external operating environment. In order to be proactive and change with the environment simple questions need to be asked: nHow are customer needs changing? Can you meet these changing needs? What do your customers think about existing products or services? nHow are competitors operating within the environment? Are their strategies exceeding or influencing yours? What should you do? nHow are macro and micro environmental factors influencing your organization? Again how will you react? Market Research and Marketing Research a difference. nA common mistake by many students, lecturers and textbooks is that there is no understanding of the clear distinction between market research and marketing research. Definition of Marketing Research n1.Marketing research is a form of marketing intelligence that involves specific enquiries into problems to guide marketers decision making. n2. Marketing Research: In essence marketing research aims to discover the root cause for a specific problem within an organization ( e.g. declining sales) and put forward solutions to that problem. The Goal of Marketing Research To implement the marketing concept and marketing strategy, managers must make decisions. Many decisions require additional information and marketing research is needed to supply that information. Six Subject Agenda Categories For a Global Marketing Information System Category Market Potential Competitor Information Foreign Exchange Prescriptive Information Resource Information General Conditions Coverage nDemand estimates, consumer behavior, review of products, channels, communication media nCorporate, business, functional strategies nBalance of payments, interest rates, attractiveness of country, expectations of analysis nLaws, regulations, rulings concerning taxes, earnings, dividends in both host and home countries nAvailability of human, financial, information, physical resources nOverall review of socio cultural, political, technological environments The Importance of Information Companies need information about their: lMarketing environment lCompetition lCustomer needs lManagers dont need more information, they need better information. What is a Marketing Information System (MIS)? A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. The MIS helps managers to: nAssess Information Needs, nDevelop Needed Information, nDistribute Information. Sources of Market Information nHuman Sources nSecondhand information from personal sources nExecutives abroad in company subsidiaries, affiliates, and branches. nFriends, acquaintances, professional colleagues, consultants, and prospective new employees.( face-to- face communication) nDirect Perception nFirsthand information from sensory experience nGet the lay of the land nDocumentary source nInternet source II. Formal market research Global Marketing Research is the project- specific, systematic gathering of data in the search scanning mode on a global basis II. Formal market research Environmental Factors Affecting Global Marketing Research n1.The international marketing research differs from the domestic research in four specific environmental aspects p158 Researchers must be prepared for new parameters限定条件 of doing business “Cultural mega shock” 文化大冲击may occur With many markets comes many interacting factors. Research may help prevent psychological overload. Research may have to broaden view of competitors Primary Data Collection lAdvantages Specificity - yours, for your purpose Confidentiality Flexibility Both quantitative and qualitative data possible Can be self-administered lDisadvantages Time Money Secondary Data Collection lAdvantages Cheaper May not need primary work Avoid re-inventing the wheel Starting point for generating hypothesis/defining objectives lDisadvantages Specificity - not yours for your purpose Timeliness Subjects may respond with social desirability Translation may be difficult lUse back and parallel translations to ensure accuracy and validity 2.The Marketing Research Process (Fig. 4.2) 1.Identifying the problem and research objectives 2.Developing the research plan for collecting information 3.Implementing the research plan collecting and analyzing the data 4.Presenting the findings Implementing the Research Plan Sampling A sample is a selected subset of a population that is representative of the entire population. p164 Probability samples Non-probability samples Implementing the Research Plan Analyzing Data lDemand Pattern Analysis需求模式分析 lIncome Elasticity Measurements收入弹性测量 lMarket Estimation by Analogy市场类推估计 lTime-series displacement时间序列位移 lComparative Analysis比较分析 lCluster Analysis聚群分析 Marketing Research Process lStep 1. Interpret the Findings lStep 2. Draw Conclusions lStep 3. Report to management Global Issue