营销管理科特勒第十二版第四章英文

MARKETINGMANAGEMENT12thedition,4ConductingMarketingResearchandForecastingDemand,KotlerKeller,4-2,ChapterQuestions,Whatconstitutesgoodmarketingresearch?Whataregoodmetricsformeasuringmarketingproductivity?Howcanmarketersassesstheirreturnoninvestmentofmarketingexpenditures?Howcancompaniesmoreaccuratelymeasureandforecastdemand?,4-3,MarketingResearchDefined,Systematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.,4-4,TypesofMarketingResearchFirms,SyndicatedCustomSpecialty-line,4-5,TheMarketingResearchProcess,DefinetheproblemDeveloptheresearchplanCollectinformationAnalyzeinformationPresentfindingsMakedecision,4-6,Step1,DefinetheproblemSpecifydecisionalternativesStateresearchobjectives,4-7,Step2,DatasourcesResearchapproachResearchinstrumentsSamplingplanContactmethods,4-8,ResearchApproaches,ObservationFocusgroupSurveyBehavioralDataExperimentation,4-9,ResearchInstruments,QuestionnairesQualitativeMeasuresMechanicalDevices,4-10,AvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor“other”infixedresponsequestions,QuestionnaireDosandDonts,EnsurequestionsarefreeofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswords,4-11,QuestionTypes-Dichotomous,Inarrangingthistrip,didyoucontactAmericanAirlines?YesNo,4-12,QuestionTypesMultipleChoice,Withwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganizedtourgroup,4-13,QuestionTypesLikertScale,Indicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree,4-14,QuestionTypesSemanticDifferential,AmericanAirlinesLarge.SmallExperienced.InexperiencedModern.Old-fashioned,4-15,QuestionTypesImportanceScale,Airlinefoodserviceis_tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant,4-16,QuestionTypesRatingScale,AmericanAirlinesfoodserviceis_.ExcellentVerygoodGoodFairPoor,4-17,QuestionTypesIntentiontoBuyScale,HowlikelyareyoutopurchaseticketsonAmericanAirlinesifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy,4-18,QuestionTypesCompletelyUnstructured,WhatisyouropinionofAmericanAirlines?,4-19,QuestionTypesWordAssociation,Whatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline_American_Travel_,4-20,QuestionTypesSentenceCompletion,WhenIchooseanairline,themostimportantconsiderationinmydecisionis:_.,4-21,QuestionTypesStoryCompletion,“IflewAmericanafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.”Nowcompletethestory._,4-22,QuestionTypesPicture(EmptyBalloons),4-23,QualitativeMeasures,ShadowingBehaviormappingConsumerjourneyCamerajournalsExtremeuserinterviewsStorytellingUnfocusedgroups,4-24,MechanicalDevices,GalvanometersTachistoscopeEyecamerasAudiometersGPS,4-25,SamplingPlan,Samplingunit:Whoistobesurveyed?Samplesize:Howmanypeopleshouldbesurveyed?Samplingprocedure:Howshouldtherespondentsbechosen?,4-26,TypesofSamples,ProbabilitySimplerandomStratifiedrandomCluster,NonprobabilityConvenienceJudgmentQuota,4-27,ContactMethods,MailquestionnaireTelephoneinterviewPersonalinterviewOnlineinterview,4-28,CharacteristicsofGoodMarketingResearch,ScientificmethodResearchcreativityMultiplemethodsInterdependenceValueandcostofinformationHealthyskepticismEthicalmarketing,4-29,Table4.4MarketingMetrics,ExternalAwarenessMarketshareRelativepriceNumberofcomplaintsCustomersatisfactionDistributionTotalnumberofcustomersLoyalty,InternalAwarenessofgoalsCommitmenttogoalsActivesupportResourceadequacyStaffinglevelsDesiretolearnWillingnesstochangeFreedomtofailAutonomy,4-30,Table4.5SampleCustomer-PerformanceScorecardMeasures,%ofnewcustomerstoaverage#%oflostcustomerstoaverage#%ofwin-backcustomerstoaverage#%ofcustomersinvariouslevelsofsatisfaction%ofcustomerswhowouldrepurchase%oftargetmarketmemberswithbrandrecall%ofcustomerswhosaybrandismostpreferred,4-31,ToolstoMeasureMarketingPlanPerformance,SalesanalysisMarketshareanalysisExpense-to-SalesAnalysisFinancialAnalysis,4-32,SalesAnalysis,Sales-VarianceAnalysisMicro-SalesAnalysis,4-33,MarketShareAnalysis,OverallmarketshareServedmarketshareRelativemarketshare,4-34,Marketing-ProfitabilityAnalysis,Step1:IdentifyingFunctionalExpenses,Step2:AssigningFunctionalExpensestoMarketingEntities,Step3:PreparingaProfit-and-LossStatementforeachMarketingEntity,4-35,DistinguishingTypesofCosts,DirectTraceablecommonNontraceablecommon,4-36,TheMeasuresofMarketDemand,PotentialmarketAvailablemarketTargetmarketPenetratedmarket,4-37,EstimatingCurrentDemand,TotalmarketpotentialAreamarketpotentialMarketbuildupmethodMultiple-factorindexmethodBranddevelopmentindex,4-38,EstimatingFutureDemand,SurveyofBuyersIntent