国际市场营销调研.ppt

Chapter3 InternationalMarketingResearch国际市场营销调研 1 AnOverviewofInternationalMarketingResearch国际市场营销调研概述ProceduresandMethodsofInternationalMarketingResearch国际营销调研的程序与方法TheInformationSystemofInternationalMarketingResearch国际市场营销调研信息系统 Chapter3InternationalMarketingResearch国际市场营销调研 2 TheConceptofInternationalMarketingResearch国际营销调研的概念MainContentsofInternationalMarketingResearch国际市场营销调研的主要内容 AnOverviewofInternationalMarketingResearch国际市场营销调研概述 3 国际市场营销调研 指运用科学的方法 有目的地 系统地收集 记录和分析国际市场信息 以使开展国际营销的企业能正确认识市场环境 评价企业自身行为 为其制定国际营销决策提供充分依据的活动 Internationalmarketingresearchrefersto Theactivityinwhichbyusingscientificmethods marketerspurposefullyandsystematicallycollect recordandanalyzeinformationoninternationalmarketsinordertomakeacorrectunderstandingofthemarketenvironmentandtoevaluatecompanies ownbehaviorforprovidingasufficientbasisthedevelopmentofinternationalmarketingdecisions TheConceptofInternationalMarketingResearch国际营销调研的概念 4 ResearchforCapacityofMarketDemand市场需求容量的调研MaximumandMinimumcapacityofmarketdemand市场最大和最小的需求容量 潜在的和现有的PresentandpotentialcapacityofmarketdemandThecharacteristicsandscaleofneedsofdifferentcommodities不同产品的需求特点和规模Marketingopportunitiesofdifferentmarkets不同市场间的营销机会Currentmarketshareofcompetitors和竞争者之间的占有率ResearchforcontrollablefactorsResearchforuncontrollablefactors MainContentsofInternationalMarketingResearch国际市场营销调研的主要内容 5 ProductresearchPriceresearchPlaceresearchPromotionresearch Researchforcontrollablefactors可控因素调研 6 PoliticEnvironmentResearchEconomicDevelopmentResearchCulturalFactorResearchTechnologicalDevelopmentStatusandTrendResearchCompetitorResearch Researchforuncontrollablefactors不可控因素调研 7 8 主要国家和地区市场特点 美国市场的主要特点市场经济发达 市场化程度高美国市场容量巨大 需求层次多美国市场渠道畅通美国市场销售季节性强美国市场对产品质量要求高 注重广告宣传美国市场安全性强 8 9 主要国家和地区市场特点 西欧国家市场的主要特点西欧市场是世界第一大市场西欧市场为区域联盟大市场西欧市场是一个内部统一市场西欧市场是一个自由贸易市场西欧市场中商业零售发展快 形式新西欧各国政府对市场商品监督管理严格 9 10 主要国家和地区市场特点 日本市场的主要特点日本市场是一个垄断控制型市场日本市场是外向主导型市场日本市场规模大 消费水平高日本市场的对外开放性日益加强日本市场进口商品结构出现新变化日本市场的流通渠道复杂日本市场竞争激烈日本市场对商品质量要求高 10 11 主要国家和地区市场特点 东盟十国市场的主要特点市场容量较大管制方面较松华人众多非洲市场的主要特点市场潜力大 资源丰富市场竞争激烈经济落后 人均收入低 11 12 主要国家和地区市场特点 中东地区海湾市场的主要特点海湾地区盛产石油 国家比较富裕 有较强的市场购买力海湾市场是一个外汇比较充裕 关税低 限制少的现汇市场海湾市场是一个重要的转口市场海湾市场是世界重要的承包和劳务市场海湾市场吸引力大 竞争激烈 12 13 国际市场消费者行为特点 美国消费者行为特征赶时髦 猎新奇讲健康 求自然追求个性 要高档图方便 追求情趣借债购买 超前消费 13 14 国际市场消费者行为特点 日本消费者行为特征储蓄意识传统化日本消费者最为挑剔要求有充分的选择范围重视售后服务追求名牌 14 15 国际市场消费者行为特点 西欧消费者行为特征内部市场的 差别消费 精品王国的 平民消费 回归传统消费流行 单身消费 15 ProceduresofInternationalMarketingResearchMethodsofInternationalMarketingResearch ProceduresandMethodsofInternationalMarketingResearch国际营销调研的程序与方法 16 一 Phaseofpreparation调研准备阶段1 Theproposaloftheresearchproblem调研问题的提出2 Preliminaryanalysis初步调研分析Exploratoryresearch探测性调研3 Developingtheresearchplan制定调研方案二 Phaseofimplementation调研实施阶段Organizingandtrainingresearchers组织并培训调研人员Collectiondata收集资料SecondaryData DeskResearch第二手资料 次级资料 案头调研PrimaryData FieldResearch第一手资料 原始资料 实地调研三 Phaseofconclusion调研总结阶段Sortandanalyzedata资料的整理与分析Preparationofresearchreports编写调研报告 ProceduresofInternationalMarketingResearch国际营销调研的程序 17 ProceduresofInternationalMarketingResearch国际营销调研的程序 18 19 DevelopingtheResearchPlan Theresearchplanoutlinessourcesofexistingdataandspellsoutspecificresearchapproaches contactmethods samplingplans andinstrumentstogatherdata SecondarydataInformationthatalreadyexistssomewhere havingbeencollectedforanotherpurpose PrimarydataInformationcollectedforthespecificpurposeathand 19 20 Definingproblemandresearchobjectives Exploratoryresearchtogatherpreliminaryinformationthatwillhelpdefineproblemsandsuggesthypotheses Descriptiveresearchtobetterdescribemarketingproblems situations ormarkets suchasthemarketpotentialforaproductorthedemographicsandattitudesofconsumers Causalresearchtotesthypothesesaboutcause and effectrelationships Woulda10 decreaseintuitionataprivatecollegeresultinanenrollmentincreasetooffsetreducedtuition Oftenstartwithexploratoryresearchandfollowwithdescriptiveorcausalresearch 20 21 DevelopingtheResearchPlan Researchobjectivesmustbetranslatedintospecificinformationneeds ExampleofCampbellSoupCompanyResearchproblem howconsumerswouldreacttotheintroductionofanewpackaginginformationneedsCharacteristicsofcurrentusers demographic economic lifestyle Consumer usagepatternsforproducts how where when Retailerreactionstothenewpackaging Forecastsofsalesofbothnewandcurrentpackages 21 22 GatheringSecondaryData Sources Internaldatabaseofthecompany Externalsources Commercialdataservices Governmentsources getfreeinfo from industryassociation governmentagency businesspublication newsmedium Featuresofsecondarydata Beobtainedquicklyandlowercost Canprovidedataacompanycannotcollectonitsown Howtoevaluatesecondaryinformation Tomakecertainitis RelevantfitsresearchprojectAccurateReliablycollectedandreportedCurrentUp to dateenoughforcurrentdecisionsImpartialObjectivelycollectedandreported 22 23 PrimaryDataCollection Needtomakesuredata relevant accurate current unbiased PlanningPrimaryDataCollection 23 ResearchApproaches Observationisbestsuitedforexploratoryresearch surveysfordescriptiveresearch andexperimentalresearchforcausalresearch Observationalresearch gatheringprimarydatabyobservingrelevantpeople actions Peopleareunwillingorunabletoprovide Whataboutfeelings attitudes motivesorprivatebehavior 24 25 ResearchApproaches SurveyResearch gatheringprimarydatabyaskingpeoplequestionsabouttheirknowledge attitudes preferences andbuyingbehavior Flexible Unwillingtorespondtostrangers privacy ExperimentalResearch gatheringprimarydatabyselectingmatchedgroupsofsubjects givingthemdifferenttreatments controllingrelatedfactors andcheckingfordifferencesingroupresponses 25 26 ContactMethods TableStrengthsandweaknessesofcontactmethods 26 Samplingplan Sample asegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole Threedecisions Whoistobesurveyed whatsampleunit Howmanypeopleshouldbesurveyed whatsamplesize Samplesoflessthan1 ofapopulationcangiveagoodreliability Howshouldthepeopleinthesamplebechosen whatsamplingprocedure ProbabilitysampleSamplingerrorcanbemeasured Nonprobabilitysample 27 28 ResearchInstruments QuestionnaireThemostcommoninstrumentFlexibleClosed endquestionsMultiple choicequestionsScalequestionsOpen endquestionsEspeciallyusefulinexploratoryresearchWordingandorderingofquestionsSimple direct unbiasedwordingQuestionsshouldbeinlogicalorder firstquestionshouldcreateinterest anddifficultorpersonalquestionsshouldbeputlast 28 29 Considerthefollowingquestionnaire Whatisyourincometothenearesthundreddollars Personalquestion Areyouastrongorweaksupporterofovernightsummercampingforyourchildren Vaguemeaningof strong and weak Doyourchildrenbehavethemselveswellatasummercamp Yes No Howtodefine behavewell Willpeopleanswerhonestlyandobjectively Howmanycampsmailedore mailedyoulastyear Whocanrememberthis Whatarethemostsalientanddeterminantattributesinyourevaluationofsummercamps Bigwordsof salient and determinant Isitrighttodepriveyourchildoftheopportunitytogrowintoamaturepersonthroughcamping Aloadedandbiasedquestion Whocanansweryes 29 高露洁牙膏的调查问卷 高露洁牙膏市场调查问卷 30 ResearchInstruments MechanicaldevicesTomonitorconsumerbehaviorCheckoutscannerstorecordshoppers purchases Tomeasuresubjects physicalresponsesEyemovementwhilewatchingads eyesfocuspointsandhowlongtheystay 31 32 ImplementingtheResearchPlan DatacollectingBymarketingresearchstafforbyoutsidefirms WatchcloselyandguardagainstproblemswithcontactingrespondentsWithrespondentswhorefusecooperate orgivebiasedanswers Withinterviewerswhomakemistakesortakeshortcuts DataprocessingCheckdataforaccuracyandcompletenessCodeforanalysisDataanalyzingComputestatisticalmeasures 32 33 InterpretingandReportingtheFindings Presentusefulfindingsinmajordecisionsfacedbymanagement NOTtrywithnumbersandfancystatisticaltechniques Managersandresearchersmustworktogethercloselywheninterpretingresearchresults andbothshareresponsibilityforresearchprocessandresultingdecisions 33 ResearchbyAgentsThemarketresearchactivitiesundertakenbyinternationalmarketresearchagenciestoconductintelligencecollectionandanalysisthroughthecommissionofinternationalmarketingcompaniesInternationalmarketingresearchorganizationandtheirresponsibilitiesInternalmarketresearchagenciesProfessionalmarketresearchagenciesresearchdepartmentofnationalgovernmentoragenciesPracticeofresearchbyagentsResearchagentselectionResearchagencycontractThecooperationwithresearchagency MethodsofInternationalMarketingResearch ResearchbyAgents国际营销调研的方法 委托调研 34 ComponentsofinternationalmarketinginformationsystemTheroleofinternationalmarketinginformationsystemsThesourcesandcollectionchannelsofinternationalmarketinformation TheInformationSystemofInternationalMarketingResearch国际市场营销调研信息系统 35 InternalDataBaseInternationalMarketingIntelligenceSystemInternationalMarketingResearchSystemsInternationalMarketingDecisionSupportSystem Componentsofinternationalmarketinginformationsystem国际市场营销信息系统的组成 36 Marketinginformationsystem MIS People equipment andprocedurestogather sort analyze evaluate anddistributeneeded timely andaccurateinformationtomarketingdecisionmakers 37 38 DevelopingMarketingInformation Internaldatabase electroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinthecompanynetwork AccountingdepartmentFinancialstatement detailedrecordsofsales costs andcashflowsMarketingdepartmentInfo oncustomertransactions demographics psychographics CustomerservicedepartmentRecordsofcustomersatisfactionorserviceproblemSalesforceResellerreactionandcompetitoractivities 38 39 MarketingIntelligence systematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitionanddevelopmentinthemarketplace Sources Internal executives engineersandscientists purchasingagents andsalesforce External suppliers resellers keycustomers Observationoncompetitors publishedinfo Annualreport businesspublication tradeshowexhibits pressreleases advertisements andwebpages Internetsearchenginesforevents ortrends Websitesfortheircustomers partners suppliers investorsandfranchisees DevelopingMarketingInformation 39 TomeetmoreandmoreneedsofinternationalmarketinginformationformarketingpersonnelTomeetmoreandmoreneedsforcustomersTomeettheneedsofexpandinggeographicalscopeofinternationalmarketingactivitiesTomeettheneedsofenrichingthecontentsofinternationalmarketingactivities Theroleofinternationalmarketinginformationsystems国际市场营销信息系统的作用 40 DirectinformationsourceofInternationalMarketThroughcompanies technicalstaff informationstafformarketingstaffwhocollectmarketinformationbyon the spotinvestigationBydomesticoverseaeconomicandtradeinstitutionsThroughentrusteddomesticoverseaspersonnel especiallyeconomicandtechnicalmission ToobtaininformationconsistentlyfromthesalesoutletsofthecompanyaroundtheworldByagents retailers importers wholesalersorothermiddlemenlocatedinthehostcountryNetworkinformation Thesourcesandcollectionchannelsofinternationalmarketinformation国际市场信息的来源和收集渠道 41 IndirectinformationsourceofInternationalMarketInternalsourcesofinformationExternalsourcesofinformationHomecountry sgovernmentagenciesHostcountry sgovernmentagenciesLibrariesInternationalorganizationsChamberofcommerceTradeassoc