国际市场营销第五章国际市场调研ppt课件.ppt

Case 经过24年的努力 1995年美国果农终于了通过日本海关的检查 如愿以偿地向日本出口苹果 当年日本人对美国苹果的消费量达8500吨 可是第二年销售量剧减到800吨 是什么原因造成如此的变化 美国果农忽略了日本的文化环境 当时世界的经济形势和竞争对手的实力市场调研的重要性 Chapter5InternationalMarketingResearch 国际市场调研 1TheContentofInternationalMarketingResearch Outline 1 Whatismarketingresearch Marketingresearchisthesystematicdesign collection analysisandreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany 2 Whatarethefunctionsofmarketingresearch 1 Todescribeandanalyzeexistingmarketconditionssothatfindnewmarketopportunityandexplorepotentialmarket 2 Toexplaincertainmarketbehaviorssothatformingreasonablemarketingmixstrategy 3 Topredicthowconsumersmightrespondtonewproductsandchangesinmarketingmixes 4 Toevaluateandsupervisetheimplementofmarketingactivities 5 Toofferthere underforgovernmentdecision 3 Whatisthesenseofmarketingresearch Propermarketingresearchwillhelpthecompany 1 Todeterminehowtocorrectlytargetyourmarketingcampaigns 2 Toidentifyopportunitiesinthemarket 3 Todeterminewhatthecompanyisdoingwrongaswellaswhatitisdoingright 4 Touncoverproblemswithyourbusinessthatmaynothavesurfacedotherwise 5 Toevaluatethesuccesswithmeasurabledata 4 Whatisinternationalmarketingresearch Itmeansthecompanyusessomecertainandscientificapproachesorwaystocollection note settleandanalysesallrelatinginternationalmarketinginformationfromtheinternationalmarketandtheforeignconsumersorusers behaviorssothatitcouldmakereasonabledecisionsorstrategyinitsinternationalmarketingactivities 5 Whatisthedifferencebetweenmarketingresearchandinternationalmarketingresearch 1 Internationalmarketingresearchneedsmoresufficient timelyandveraciousinformation 2 Internationalmarketingresearchneedsdifferentinformation 3 Internationalmarketingresearchismoredifficultandcomplexthanmarketingresearch Thecontentofinternationalmarketingresearch 1 thetypesofinternationalmarketingresearchinformation 1 Commoninformationrelatingtothehostcountry areaormarket 2 Necessaryinformationtopredictfuturemarketingdemandsthroughanalyzingthedevelopmenttrendsofspecificmarketorthesocial culture consumerandindustryofthehostcountry 3 Necessaryinformationneededtomakemarketingdecisionandplanaboutproduct price promotionanddistribution 2 Themaininformationofinternationalmarketingresearch 1 Economicinformation commoninformationrelatingtoeconomicdevelopment inflation businesscycle trendandsoon economicresearchinformationabouttherelatedindustry specificinformationofprofitanalysisaboutitsproductinhostcountry economicindexofmaincountryintheworld thetotaldemandsinworldmarket 2 Politicalinformation commoninformationrelatingtopoliticalsituationinhostcountry theinformationaboutevaluatingthepoliticalrisk 3 Competitiveinformation informationaboutsaleincome methodofmarketsegmentation productandobviousoperatingstrategyofinternationalcompetitiveopponent 2InformationCollection inInternationalMarketing Theprocessofconductinginternationalmarketingresearch Effectivemarketingresearchinvolvesthefivestepsasfollows 1 DefinetheproblemandresearchobjectiveThemostimportantandcriticalstep2 DeveloptheresearchplanHowtodeveloptheresearchworkDeterminedatacollectivemethodDesigndatacollectionforms DecidesampleandfinaldataTheroleandcontentofresearchplan P154 3 Collectioninformation 1 DecidetheinformationsourceTypeofDataNeededinInternationalMarketingResearch PrimarydataandSecondarydataForinstance socioeconomic demographicdata Attitudes options awareness knowledge Intentions motivations consumerbehaviors Fourtypesofinformationsources Personalsources Commercialsources Publicsources ExperientialsourcesMaininformationsources Foreigngovernment Somerelatinggovernmentinstitutions Internationalorganizationanditspublication Competitiveopponent Publicmediaandlibrary Embassyandothertradeinstitution Famousconsultationinstitutionanditspublication Bank chamberofcommercial tradeassociationandconsumerorganization 2 Decidethecollectiveapproach 3 Collectinformation 4 AnalyzetheinformationToanalyzetheprobabilitytoenterthemarketToanalyzetheprobabilitytogainprofitToanalyzethemarketsize5 Presentthefindings Approachofmarketingresearch 1 Spotcheck2 Feildsurvey3 Questionsurvey4 Experimentation 3MarketingInformationSystems What sMarketingInformationSystems MarketingInformationSystems MIS isacontinuousprocessormethodconstitutedbyperson machineandprogramsforsystematiccollection settlement store analysisandexplainingmarketingdata ExcepttheMISwealsocoulduseTechnologytoImproveMarketingInformationGatheringandAnalysis Databases MarketingDecisionSupportSystems MDSS TheInternetandonlineinformationservices What sthesenseofMIStointernationalmarketing Tohelpandassurethecompanytocollectallofthenecessaryinformationfortheirmarketingdecision Tohelpandassuretheinformationcouldbetransmittedthemosteffectivelyandusedthemostfullyinsidethecompany ThecomposingofMISInter reportingsystemMarketinginformationsystemMarketingresearchsystemMarketinganalysissystem ThemaininformationofMIS 1 NecessaryinformationforenteringinternationalmarketTotalworldwidedemandofitsproduct itspotentialmarketshare itsopportunitycostandprobableprofit2 NecessaryinformationforchoosingmarketMarketattraction includingtheindexsuchasaverageGNP laborforce import demographicincreaseandsoon Marketcompetitiveadvantages includingthefactorssuchasitsowncost competitorconditioninthesamelineandsoon Marketrisks includingtheindexsuchaspoliticalstability currencystability therelationbetweenitsowngovernmentandthehostcountrygovernmentandsoon 3 NecessaryinformationforenteringwaySizeofthetargetmarket Importrestrictionfromthehostcountry Localcompetitivestatus Transportcosts Politicalsituationofhostcountry4 NecessaryinformationformakingmarketingdecisionPurchaser sbehavior Competitor smarketingstrategy Perfectdegreeofthesalechannel Salepromotionmedia 5 NecessaryinformationformakingdecisioninresourcecollocatingSalesituationinforeignmarket Operatingactualityandforegroundininternationalmarket Thedifferentproductlifecycleinforeignmarket 6 Necessaryinformationforanalyzingbusinessbuyingbehavior 1 Buyingroles购买者的角色Toresearchtheconsumer srole IncludingInitiator发起者 Influencer影响者 Decider决策者 Buyer购买者andUser使用者 2 Buyingbehavior购买行为Toresearchtheconsumer srole Therearefourtypesofbuyingbehavior Complexbuyingbehavior复杂的购买行为 maladjustment reducingbuyingbehavior减少失调的购买行为 Habitualbuyingbehavior习惯性的购买行为 Variety seekingbuyingbehavior寻找多样化的购买行为 ComplexbuyingbehaviorThereare3steps a Thebuyerdevelopsbeliefsabouttheproductb Thebuyerdevelopsattitudesabouttheproductc ThebuyermakesathoughtfulchoiceSoMarketersneedtodevelopstrategiestoassistthebuyerinlearningitsproductanditscompany Dissonance reducingbuyingbehaviorAfterthepurchase theconsumermightexperiencedissonance Marketingcommunicationsshouldsupplybeliefsandevaluationsthathelptheconsumerfeelgoodaboutthebuyer sbrandchoice HabitualbuyingbehaviorThebuyingprocessbeginswithbrandbeliefformedbypassivelearningandisfollowedbypurchasebehavior whichmaybefollowedbyevaluation Itiseffectivetousepriceandsalespromotionstostimulateproducttrial Variety seekingbuyingbehaviorBrandswitchingoccursforthesakeofvarietyratherthandissatisfaction Marketleaderwilltrytoencouragehabitualbuyingbehaviorbydominatingtheshelfspace avoidingout of stockconditionsandsponsoringfrequentreminderadvertising Challengerfirms lowerprices deals coupons freesamples etc MarketingResearchReport 1 WrittenReportFunction ToCommunicatewiththereader Toofferthere underforthedecision makerRequirement TobeaccuracyandcompletenessForm Titlepage Tableofcontents 目录 Executivesummary Introduction problemstatement Methodology Findings Conclusionsandrecommendations Appendix2 OralReport Exercise Marketresearchpaperandpresentation youwillselectacountryyoubelieveexhibitssignificantmarketpotentialandgatherinformationaboutthatcountry Oralpresentationsbasedonthisinformationwillbemadewithyourclassmates Themostpromisingmarketswillbeselectedforfurtheranalysisanddiscussion Thismarketingopportunitieswillbeexaminedbysmallgroupsofstudents andeachgroupwillhandoutamarketingplan Yourstrategicplansandanalysiswillbepresentedinclassandsubmittedinwriting 中国市场的营销调研