当代市场调研.ppt

TheMarketingResearchIndustry Copyright 2002South Western ThomsonLearning CHAPTERtwo LearningObjectives 1 Toappreciatethestructureofthemarketingresearchindustry 2 Tocomprehendthenatureofcorporatemarketingresearchdepartments 3 Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearchindustry 4 TounderstandtheimpactoftheInternetonthemarketingresearchindustry 5 Tolearnwhousesmarketingresearch 6 Tounderstandthegrowingimportanceofstrategicpartnering 7 Toappreciatethetrendsinglobalmarketingresearch Level1 PrimaryInformationUsers CorporateMarketingDepartments TheultimateusersofmarketingresearchMarketingresearchdataisneededto 1 Determinehowtargetswillreacttoalternativemarketingmixes 2 Evaluatesuccessofoperationalmarketingstrategies 3 Assesschangesintheexternalenvironment Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure CorporateMarketingResearchDepartments TheMarketingResearchIndustry TheInternetImpact UsersofMarketingResearch StrategicPartneringandGlobalResearch GeneralCategoriesofInstitutionsInvolvedinMarketingResearch KraftGeneralFoods Institution Activities Functions andServices Level1 Corporatemarketingdepartments Table2 1 Level2 Adagencies Level3 Syndicatedservicefirms Customoradhocresearchfirms Level4 Fieldservicefirms Specializedfirms Others J WalterThompson ACNeilson MarketFacts subcontract specializedsupportservices government universities Level1 Level2 Level3 Level4 InformationUsers ResearchDesignersandSuppliers DataCollectors Respondents Figure2 1 TheStructureoftheMarketingResearchIndustry 4 Identifynewtargetmarkets 5 Createnewmarketingmixesfornewtargetmarkets Level2 InformationUsers AdAgencies servescorporateclientsmaybeultimateusersofresearchdatamainbusiness thedevelopmentandexecutionofadcampaigns Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Level3 ResearchDesignersandSuppliers sellresearchservicesdesignresearchstudiesanalyzeresultsmakerecommendationstoclienttheydesignresearch manageitsexecution andbuydatacollectionfromotherfirms Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Level4 DataCollectors Fieldservicefirmscollectdatafor syndicatedresearchfirmscustomresearchfirmsadagenciescorporations Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Only15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees Companiesareconductinglessresearchinternally Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemoresophisticated largercompanies Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch CorporateMarketingResearchDepartments Level3 TheBigMarketingResearchCompanies Fourlargestfirmsintheindustry A C NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalaudits Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheMarketingResearchIndustry InformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearch Televisionindustry Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheMarketingResearchIndustry Level3 CustomorAdHocResearchFirms One of a kindmarketingresearchprojects Level3 SyndicatedServiceFirms Collectandsellthesamemarketingresearchtomanyfirms Level4 FieldServiceFirms Datacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartments Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheMarketingResearchIndustry CybermarketingResearchFirms GreenfieldOnline claimstohavetheworld slargestInternet basedmarketingresearchpanel Vividence evaluatestheeffectivenessofwebsites MediaMetrix tracksthepopularityofwebsites RelevantKnowledge NetRatingsNielsonMediaResearch TheInternetImpact Tounderstandtheimpactoftheinternetonthemarketingresearchindustry CyberSupportFirms ToprovidesupportinconductingInternetsurveys WebSurveyorCyberdata TheInternetisChangingtheWayOld LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated SSI Claritas Tounderstandtheimpactoftheinternetonthemarketingresearchindustry TheInternetImpact OtherOrganizationsandIndividuals Specialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessors TounderstandtheimpactoftheInternetonthemarketingresearchindustry TheInternetImpact Tolearnwhousesmarketingresearch ExternalClients VendorsFranchisees InternalClients Newproductdevelopment pricingTopManagement sUseofResearchOtherUsersofMarketingResearch UsersofMarketingResearch Figure2 3 MarketingResearchCustomers Logistics Sales AdvertisingandPromotion NewProductDev BrandManagers PricingCommittee ProductEngineers Finance Manufac turing Legal H R Mgmt OtherDept SeniorMgmt MarketingDept Franchisees CompanyVendors External UsersorCustomersofMarketingResearch Internal Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure CorporateMarketingResearchDepartments TheMarketingResearchIndustry TheInternetImpact UsersofMarketingResearch StrategicParterningandGlobalResearch Ford sMarketingResearchonSampleNewTechnologyFeatures Samplefeaturesareshownbelow Table2 4 FingerprintPassiveEntry NightVisionSystem SunTrackingVisor FrontImpactWarning InfiniteDoorCheck SkinTemperatureSensor Toappreciatethetrendsinglobalmarketingresearch GlobalMarketingResearchTrends Inastrategicpartnership theclientandresearchfirmworktogether Servicesprovidedmayinclude datac