ch04conducting marketing research and forecasting demand(市场营销,科特勒,英文版)

1、MARKETING MANAGEMENT12th edition4 Conducting Marketing Research and Forecasting DemandKotlerKeller4-2Chapter QuestionsnWhat constitutes good marketing research?nWhat are good metrics for measuring marketing productivity?nHow can marketers assess their return on investment of marketing expenditures?n

2、How can companies more accurately measure and forecast demand?4-3Marketing Research DefinedSystematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.4-4Types of Marketing Research FirmsnSyndicatednCustomnSpecialty-line4-5T

3、he Marketing Research ProcessnDefine the problemnDevelop the research plannCollect informationnAnalyze informationnPresent findingsnMake decision4-6Step 1nDefine the problemnSpecify decision alternativesnState research objectives4-7Step 2nData sourcesnResearch approachnResearch instrumentsnSampling

4、plannContact methods4-8Research ApproachesnObservationnFocus groupnSurveynBehavioral DatanExperimentation4-9Research InstrumentsnQuestionnairesnQualitative MeasuresnMechanical Devices4-10nAvoid negativesnAvoid hypotheticalsnAvoid words that could be misheardnUse response bandsnUse mutually exclusive

5、 categoriesnAllow for “other” in fixed response questionsQuestionnaire Dos and DontsnEnsure questions are free of biasnMake questions simplenMake questions specificnAvoid jargonnAvoid sophisticated wordsnAvoid ambiguous words4-11Question Types - DichotomousIn arranging this trip, did you contact Ame

6、rican Airlines? Yes No4-12Question Types Multiple ChoiceWith whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group4-13Question Types Likert ScaleIndicate your level of agreement with the following statement:

7、 Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree4-14Question Types Semantic DifferentialAmerican AirlinesLarge .SmallExperienced.InexperiencedModern.Old-fashioned4-15Question Types Importance ScaleAirline food s

8、ervice is _ to me. Extremely important Very important Somewhat important Not very important Not at all important4-16Question Types Rating ScaleAmerican Airlines food service is _. Excellent Very good Good Fair Poor4-17Question Types Intention to Buy ScaleHow likely are you to purchase tickets on Ame

9、rican Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy4-18Question Types Completely UnstructuredWhat is your opinion of American Airlines?4-19Question Types Word AssociationWhat is the first word that comes to your mind wh

10、en you hear the following?Airline _American _Travel _4-20Question Types Sentence CompletionWhen I choose an airline, the most important consideration in my decision is: _.4-21Question Types Story Completion“I flew American a few days ago. I noticed that the exterior and interior of the plane had ver

11、y bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _4-22Question Types Picture (Empty Balloons)4-23Qualitative MeasuresnShadowingnBehavior mappingnConsumer journeynCamera journalsnExtreme user interviewsnStorytellingnUnfocused groups 4-24Mechanical Devi

12、cesnGalvanometersnTachistoscopenEye camerasnAudiometersnGPS4-25Sampling PlannSampling unit: Who is to be surveyed?nSample size: How many people should be surveyed?nSampling procedure: How should the respondents be chosen?4-26Types of SamplesProbabilitynSimple randomnStratified randomnClusterNonproba

13、bilitynConveniencenJudgmentnQuota4-27Contact MethodsnMail questionnairenTelephone interviewnPersonal interviewnOnline interview4-28Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethica

14、l marketing4-29Table 4.4 Marketing MetricsnExternalnAwarenessnMarket sharenRelative pricenNumber of complaintsnCustomer satisfactionnDistributionnTotal number of customersnLoyaltynInternalnAwareness of goalsnCommitment to goalsnActive supportnResource adequacynStaffing levelsnDesire to learnnWilling

15、ness to changenFreedom to failnAutonomy4-30Table 4.5 Sample Customer-Performance Scorecard Measuresn% of new customers to average #n% of lost customers to average #n% of win-back customers to average #n% of customers in various levels of satisfactionn% of customers who would repurchasen% of target m

16、arket members with brand recalln% of customers who say brand is most preferred4-31Tools to Measure Marketing Plan PerformancenSales analysisnMarket share analysisnExpense-to-Sales AnalysisnFinancial Analysis4-32Sales AnalysisnSales-Variance AnalysisnMicro-Sales Analysis4-33Market Share AnalysisnOver

17、all market sharenServed market sharenRelative market share4-34Marketing-Profitability AnalysisStep 1: Identifying Functional ExpensesStep 2: Assigning Functional Expenses to Marketing EntitiesStep 3: Preparing a Profit-and-Loss Statementfor each Marketing Entity4-35Distinguishing Types of CostsnDire

18、ctnTraceable commonnNontraceable common4-36The Measures of Market DemandnPotential marketnAvailable marketnTarget marketnPenetrated market4-37Estimating Current DemandnTotal market potentialnArea market potentialMarket buildup methodMultiple-factor index methodnBrand development index4-38Estimating

19、Future DemandnSurvey of Buyers IntentionsnComposite of Sales Force OpinionsnExpert OpinionnPast-Sales AnalysisnMarket-Test Method4-39Purchase Probability ScaleDo you intend to buy an automobile within the next 6 months?0.00 No0.20 Slight possibility0.40 Fair possibility0.60 Good possibility0.80 High

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