市场营销第八章(英文)

1、 Copyright 2021 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinIdentify the reason for conducting marketing research.LO1Describe the five-step marketing research approach that leads to marketing actions.Explain how marketing uses secondary and primary data.LO3LO2LEARNING OBJ

2、ECTIVES (LO)AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: 8-2Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods.Explain how information technology and data mining lead to marketing actions.LO4LO5LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 8,

3、YOU SHOULD BE ABLE TO:Describe three approaches to developing a companys sales forecast.LO6 8-3TEST SCREENINGS: HOW LISTENING TO CONSUMERS REDUCES MOVIE RISKS 8-4Whats in aMovie Name?The Risks of Todays (and Tomorrows) Blockbuster MoviesConduct Test ScreeningsUse Tracking StudiesTEST SCREENINGS AND

4、TRACKING STUDIES: HOW LISTENING TO CONSUMERS REDUCES MOVIE RISKSCost of Producing andMarketing a Movie 8-5FIGURE 8-A Marketing research questions asked in test screenings of movies that lead to specific actions 8-6The Challenges in Doing Good Marketing ResearchFive-Step Marketing Research ApproachTH

5、E ROLE OF MARKETING RESEARCHLO1/LO2What is Marketing Research?DecisionDecision Making 8-7FIGURE 8-1 Five-step marketing research approach leading to marketing actions 8-8STEP 1: DEFINE THE PROBLEMSET THE RESEARCH OBJECTIVESLO2Be Specific, Measurable, and AchievableHave a ClearResearch PurposeMust Le

6、ad to Marketing Actions 8-9STEP 1: DEFINE THE PROBLEMIDENTIFY POSSIBLE MARKETING ACTIONSLO2Measures of SuccessPossible Marketing ActionsMeasure of Success: PlaytimeChildren Spent More TimePlaying with Old DesignChildren Spent More TimePlaying with New DesignContinue with Old Design;Dont Introduce Ne

7、w DesignIntroduce New Design;Drop Old DesignDoes the Research Lead to Different Outcomesthat Lead to Different Marketing Actions? 8-10STEP 2: DEVELOPTHE RESEARCH PLANLO2Specify ConstraintsIdentify Data Neededfor Marketing Actions 8-11STEP 2: DEVELOP THE RESEARCH PLANDETERMINE HOW TO COLLECT DATALO2C

8、onceptsMethodsNew-Product ConceptSamplingStatistical Inference 8-12STEP 3: COLLECT RELEVANT INFORMATION/DATALO3DataSecondary DataPrimary Data 8-13FIGURE 8-2 Types of marketing information 8-14STEP 3: COLLECT RELEVANT INFO/DATASECONDARY DATALO3InternalSales ReportsCustomer Inquiries/Complaints 8-15ST

9、EP 3: COLLECT RELEVANT INFO/DATASECONDARY DATALO3ExternalCensus Bureau2021CensusAmericanCommunitySurveySyndicated Panel Data2007EconomicCensus 8-16STEP 3: COLLECT RELEVANT INFO/DATASECONDARY DATALO3ExternalScanner DataTrade AssociationsBusiness Periodicals 8-17MARKETING MATTERSOnline Databases and I

10、nternet ResourcesUseful to MarketersLO3Statistical &Financial DataPortals &SearchEnginesWall StreetJournalCNBCInvestorsBusinessDailyFox BusinessNewsGoogleUSA.govSTAT-USACensusBureau 8-18STEP 3: COLLECT RELEVANT INFO/DATA+/ OF SECONDARY DATALO3AdvantagesTime SavingsInexpensiveOut of DateDefinitions/C

11、ategories Not RightDisadvantagesNot Specific Enough 8-19STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAWATCHING PEOPLELO4Mechanical MethodsObservational DataNielsens A2/M2Nielsens TV Ratings 8-20FIGURE 8-3 Nielsen Television Index Ranking Report for network primetime households: Week of May 17-23, 20

12、21 8-21STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAWATCHING PEOPLELO4Personal MethodsMystery ShopperVideorecordingEthnographic Research 8-22MARKETING MATTERSBuyology: How “Neuromarketingis Trying to Understand ConsumersLO4NeuromarketingMethodsWhat is it?Why is itImportant? 8-23STEP 3: COLLECT RELE

13、VANT INFO/DATAPRIMARY DATAASKING PEOPLELO4Questionnaire DataIndividual InterviewsIdea Generation MethodsDepth Interviews 8-24STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAASKING PEOPLELO4Focus GroupsIdea Generation Methods“Fuzzy Front End 8-25STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAASKING PEOP

14、LELO4IndividualInterviewSurveysMail/FaxSurveysTelephoneSurveysIdea Evaluation MethodsOnline(/Internet)SurveysMall Intercept Interview Surveys 8-26FIGURE 8-B Comparison of types of surveys 8-27STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAQUESTION FORMATSLO4Open-Ended QuestionsClosed-End or Fixed Alt

15、ernative QuestionsDichotomous QuestionsSemantic Differential QuestionsLikert Scale Questions 8-28FIGURE 8-4A Different types of questions in a sample Wendys survey (Q1-Q5) 8-29FIGURE 8-4A (Q1) Sample Wendys survey: Open-ended question 8-30FIGURE 8-4A (Q2) Sample Wendys survey: Dichotomous question 8

16、-31FIGURE 8-4A (Q3) Sample Wendys survey: Multiple choice question 8-32FIGURE 8-4A (Q4) Sample Wendys survey: Attitudinal question 8-33FIGURE 8-4A (Q5) Sample Wendys survey: Semantic differential scale question 8-34FIGURE 8-4B Different types of questions in a sample Wendys survey (Q6-Q9) 8-35FIGURE

17、 8-4B (Q6) Sample Wendys survey: Likert scale question 8-36FIGURE 8-4B (Q7) Sample Wendys survey: Media behavior question 8-37FIGURE 8-4B (Q8) Sample Wendys survey: Usage behavior question 8-38FIGURE 8-4B (Q9) Sample Wendys survey: Demographic questions 8-39FIGURE 8-C Typical problems when wording q

18、uestions 8-40STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAOTHER SOURCESLO4Social NetworksPanels 8-41STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAOTHER SOURCESLO4ExperimentsIndependent Variable:The CauseDependent Variable:The ResultTest Markets 8-42STEP 3: COLLECT RELEVANT INFO/DATAPRIMARY DATAOTHE

19、R SOURCESLO4Information TechnologySensitivity AnalysisData WarehouseData MiningRFID Technology 8-43FIGURE 8-5 How marketing researchers and managers use information technology to turn information into action 8-44FIGURE 8-D Sales drivers: factors that influence product or brand sales and are essentia

20、l for effective marketing programs 8-45STEP 3: COLLECT RELEVANT INFO/DATA+/ OF PRIMARY DATALO4AdvantageExpensiveTime ConsumingDisadvantagesMore Specific to the Problem 8-46STEP 4: DEVELOP FINDINGSLO5Present the FindingsAnalyze the DataHow are Sales?What FactorsContribute toSales Trends? 8-47FIGURE 8

21、-6 Marketing dashboards that present findings to Tonys marketing manager that leads to recommendationsand actions 8-48FIGURE 8-6A Findings presented to Tonys marketing manager 8-49FIGURE 8-6B Findings presented to Tonys marketing manager 8-50FIGURE 8-6C Findings presented to Tonys marketing manager

22、8-51FIGURE 8-6D Findings presented to Tonys marketing manager 8-52STEP 5: TAKE MARKETING ACTIONSLO5Evaluate the ResultsMake Action RecommendationsImplement the Action RecommendationsThe Decision Process UsedThe Decision Itself 8-53SALES FORECASTING TECHNIQUESLO6Sales ForecastJudgments of the Decisio

23、n MakerSurveys of Knowledgeable GroupsDirect ForecastLost-Horse ForecastSalesforce Survey ForecastSurvey of Buyers Intentions Forecast 8-54SALES FORECASTING TECHNIQUESLO6Statistical MethodsTrend ExtrapolationLinear Trend Extrapolation 8-55FIGURE 8-7 Linear trend extrapolation of sales revenues at Xe

24、rox (made at the startof 2000) 8-56FIGURE 8-E Top-down forecast: Survey of Buying Power 8-57FIGURE 8-F Build-up forecast: Apples four major product lines 8-58FORD CONSULTING GROUP, INC.: FROM DATA TO ACTIONSVIDEO CASE 8 8-59VIDEO CASE 8FORD CONSULTING GROUP 8-60VIDEO CASE 8FORD CONSULTING GROUP1. St

25、udy Table 1. (a) How does the situation in the Northeast compare with the other regions in the United States? (b) What are sales soft?(c) Write a 150-word with attachments to Mark Rehborg, your boss, giving your answers to (b). 8-61VIDEO CASE 8FORD CONSULTING GROUP 8-62VIDEO CASE 8FORD CONSULTING GR

26、OUP 8-63VIDEO CASE 8FORD CONSULTING GROUP2. Study Table 2. (a) What do you conclude from this information?(b) Summarize your conclusions in a 150-word with attachments to Mark, who needs them for a meeting tomorrow with Margaret, the Northeast sales region manager.(c) What marketing actions might yo

27、ur memo suggest? 8-64VIDEO CASE 8FORD CONSULTING GROUP 8-65Marketing ResearchMarketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. 8-66Measures of SuccessMeasures of success are criteria or standards used in evaluating proposed solutions to a problem. 8-67ConstraintsConstraints are, in a decision