国际市场营销调研

Chapter3InternationalMarketingResearch国际市场营销调研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

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’ownbehavior

forprovidingasufficientbasisthedevelopmentofinternationalmarketingdecisionsTheConceptofInternationalMarketingResearch

国际营销调研的概念

ResearchforCapacityofMarketDemandMaximumandMinimumcapacityofmarketdemandPresentandpotentialcapacityofmarketdemandThecharacteristicsandscaleofneedsofdifferentcommoditiesMarketingopportunitiesofdifferentmarketsCurrentmarketshareofcompetitorsResearchforcontrollablefactorsResearchforuncontrollablefactorsMainContentsofInternationalMarketingResearch

国际市场营销调研的主要内容ProductresearchPriceresearchPlaceresearchPromotionresearchResearchforcontrollablefactors

可控因素调研PoliticEnvironmentResearchEconomicDevelopmentResearchCulturalFactorResearchTechnologicalDevelopmentStatusandTrendResearchCompetitorResearchResearchforuncontrollablefactors

不可控因素调研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”ProceduresofInternationalMarketingResearchMethodsofInternationalMarketingResearchProceduresandMethods

ofInternationalMarketingResearch

国际营销调研的程序与方法PhaseofpreparationTheproposaloftheresearchproblemPreliminaryanalysisExploratoryresearchDevelopingtheresearchplanPhaseofimplementationOrganizingandtrainingresearchersCollectiondataSecondaryDataDeskResearchPrimaryDataFieldResearchPhaseofconclusionSortandanalyzedataPreparationofresearchreportsProceduresofInternationalMarketingResearch

国际营销调研的程序ProceduresofInternationalMarketingResearch

国际营销调研的程序DefiningtheproblemandresearchobjectivesDevelopingtheresearchplanforcollectinginformationImplementingtheresearchplancollectingandanalyzingthedataInterpretingandreportingthefindings.FigureThemarketingresearchprocess19DefiningproblemandresearchobjectivesExploratoryresearchtogatherpreliminaryinformationthatwillhelpdefineproblemsandsuggesthypotheses.Descriptiveresearchtobetterdescribemarketingproblems,situations,ormarkets.suchasthemarketpotentialforaproductorthedemographicsandattitudesofconsumers.Causalresearchtotesthypothesesaboutcause-and-effectrelationships.Woulda10%decreaseintuitionataprivatecollegeresultinanenrollmentincreasetooffsetreducedtuition?Oftenstartwithexploratoryresearchandfollowwithdescriptiveorcausalresearch20DevelopingtheResearchPlanTheresearchplanoutlinessourcesofexistingdataandspellsoutspecificresearchapproaches,contactmethods,samplingplans,andinstrumentstogatherdata.SecondarydataInformationthatalreadyexistssomewhere,havingbeencollectedforanotherpurpose.PrimarydataInformationcollectedforthespecificpurposeathand.21DevelopingtheResearchPlanResearchobjectivesmustbetranslatedintospecificinformationneeds.ExampleofCampbellSoupCompanyResearchproblem:howconsumerswouldreacttotheintroductionofanewpackaginginformationneedsCharacteristicsofcurrentusers:demographic,economic,lifestyle;Consumer-usagepatternsforproducts:how,where,when;Retailerreactionstothenewpackaging;Forecastsofsalesofbothnewandcurrentpackages.22GatheringSecondaryDataSources:Internaldatabaseofthecompany;Externalsources:Commercialdataservices;Governmentsources;getfreeinfo.from:industryassociation,governmentagency,businesspublication,newsmedium.Featuresofsecondarydata:Beobtainedquicklyandlowercost;Canprovidedataacompanycannotcollectonitsown.Howtoevaluatesecondaryinformation?Tomakecertainitis:RelevantfitsresearchprojectAccurateReliablycollectedandreportedCurrentUp-to-dateenoughforcurrentdecisionsImpartialObjectivelycollectedandreported23PrimaryDataCollectionNeedtomakesuredata:relevant,accurate,current,unbiasedResearchapproachesContactmethodsSamplingPlanResearchinstruments-Observation-Survey-Experiment-Mail-Telephone-personal-online-Samplingunit-Samplesize-Samplingprocedure-Questionnaire-MechanicalinstrumentsPlanningPrimaryDataCollectionResearchApproachesObservationisbestsuitedforexploratoryresearch,surveysfordescriptiveresearch,andexperimentalresearchforcausalresearch.Observationalresearch:gatheringprimarydatabyobservingrelevantpeople,actions,&situations.When?can’tobtainbysimplyaskingquestions;Peopleareunwillingorunabletoprovide.Whataboutfeelings,attitudes,motivesorprivatebehavior?25ResearchApproachesSurveyResearch:gatheringprimarydatabyaskingpeoplequestionsabouttheirknowledge,attitudes,preferences,andbuyingbehavior.Flexible;Unwillingtorespondtostrangers;privacy;ExperimentalResearch:gatheringprimarydatabyselectingmatchedgroupsofsubjects,givingthemdifferenttreatments,controllingrelatedfactors,andcheckingfordifferencesingroupresponses.26ContactMethodsmailtelephonepersonalonlineFlexibilitypoorgoodexcellentgoodQuantityofdatagoodfairexcellentgoodControlofinterviewereffectexcellentfairpoorfairControlofsampleFairexcellentgoodexcellentSpeedofdatacollectionpoorexcellentgoodexcellentResponseratefairgoodgoodgoodCostgoodfairpoorexcellentTableStrengthsandweaknessesofcontactmethodsSamplingplanSample:asegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole.Threedecisions:Whoistobesurveyed(whatsampleunit)?Howmanypeopleshouldbesurveyed(whatsamplesize)?Samplesoflessthan1%ofapopulationcangiveagoodreliability;Howshouldthepeopleinthesamplebechosen(whatsamplingprocedure)?ProbabilitysampleSamplingerrorcanbemeasured.Nonprobabilitysample28ResearchInstrumentsQuestionnaireThemostcommoninstrumentFlexibleClosed-endquestionsMultiple-choicequestionsScalequestionsOpen-endquestionsEspeciallyusefulinexploratoryresearchWordingandorderingofquestionsSimple,direct,unbiasedwordingQuestionsshouldbeinlogicalorder;firstquestionshouldcreateinterest,anddifficultorpersonalquestionsshouldbeputlast.29Considerthefollowingquestionnaire:Whatisyourincometothenearesthundreddollars?Personalquestion.Areyouastrongorweaksupporterofovernightsummercampingforyourchildren?Vaguemeaningof“strong”and“weak”Doyourchildrenbehavethemselveswellatasummercamp?Yes()No()Howtodefine“behavewell”?Willpeopleanswerhonestlyandobjectively?Howmanycampsmailedore-mailedyoulastyear?Whocanrememberthis?Whatarethemostsalientanddeterminantattributesinyourevaluationofsummercamps?Bigwordsof“salient”and“determinant”Isitrighttodepriveyourchildoftheopportunitytogrowintoamaturepersonthroughcamping?Aloadedandbiasedquestion.Whocanansweryes?高露洁牙膏的调查问卷高露洁牙膏市场调查问卷/jq/1487281.aspx高露洁漱口水市场调查问卷/jq/2623549.aspxResearchInstrumentsMechanicaldevicesTomonitorconsumerbehaviorCheckoutscannerstorecordshoppers’purchases.Tomeasuresubjects’physicalresponsesEyemovementwhilewatchingads:eyesfocuspointsandhowlongtheystay.32ImplementingtheResearchPlanDatacollectingBymarketingresearchstafforbyoutsidefirms.WatchcloselyandguardagainstproblemswithcontactingrespondentsWithrespondentswhorefusecooperate,orgivebiasedanswers,Withinterviewerswhomakemistakesortakeshortcuts.DataprocessingCheckdataforaccuracyandcompletenessCodeforanalysisDataanalyzingComputestatisticalmeasures.33InterpretingandReportingtheFindingsPresentusefulfindingsinmajordecisionsfacedbymanagement.NOTtrywithnumbersandfancystatisticaltechniques.Managersandresearchersmustworktogethercloselywheninterpretingresearchresults,andbothshareresponsibilityforresearchprocessandresultingdecisions.ResearchbyAgentsThemarketresearchactivitiesundertakenbyinternationalmarketresearchagenciestoconductintelligencecollectionandanalysisthroughthecommissionofinternationalmarketingcompaniesInternationalmarketingresearchorganizationandtheirresponsibilitiesInternalmarketresearchagenciesProfessionalmarketresearchagenciesresearchdepartmentofnationalgovernmentoragenciesPracticeofresearchbyagentsResearchagentselectionResearchagencycontractThecooperationwithresearchagencyMethodsofInternationalMarketingResearch

-ResearchbyAgents

国际营销调研的方法－委托调研ComponentsofinternationalmarketinginformationsystemTheroleofinternationalmarketinginformationsystemsThesourcesandcollectionchannelsofinternationalmarketinformationTheInformationSystemofInternationalMarketingResearch

国际市场营销调研信息系统InternalDataBaseInternationalMarketingIntelligence

SystemInternationalMarketingResearchSystemsInternationalMarketingDecisionSupport

SystemComponentsofinternationalmarketinginformationsystem

国际市场营销信息系统的组成Marketinginformationsystem(MIS):

People,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.

MarketinginformationsystemDevelopingneededinformationMarketingenvironmentTargetMarketingCompetitorsPublicsMacro-environmentMarketschannelsforcesMarketingmanagersAnalysisPlanningImplementOrganizationControlDistributinginformationAssessingInformationneedsInternalDatabasesInformationanalysisMarketingintelligenceMarketingresearch38DevelopingMarketingInformationInternaldatabase:electroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinthecompanynetwork.AccountingdepartmentFinancialstatement;detailedrecordsofsales,costs,andcashflowsMarketingdepartmentInfo.oncustomertransactions,demographics,psychographics.CustomerservicedepartmentRecordsofcustomersatisfactionorserviceproblemSalesforceResellerreactionandcompetitoractivities.39MarketingIntelligence: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.DevelopingMarketingInformationTomeetmoreandmoreneedsofinternationalmarketinginformationformarketingpersonnelTomeetmoreandmoreneedsforcustomersTomeettheneedsofexpandinggeographicalscopeofinternationalmarketingactivitiesTomeettheneedsofenrichingthecontents

ofinternationalmarketingactivitiesTheroleofinternationalmarketinginformationsystems

国际市场营销信息系统的作用DirectinformationsourceofInternationalMarketThroughcompanies’technicalstaff、informationstafformarketingstaffwhocollectmarketinformationbyon-the-spot

investigationBydomesticoverseaeconomicandtradeinstitutionsThroughentrusteddomesticoverseaspersonnel

(especiallyeconomicandtechnicalmission)Toobtaininformationconsistentlyfromthesalesoutlets

ofthecompanyaroundtheworldByagents,retailers,importers,wholesalersorothermiddlemenlocatedinthehostcountryNetwork

informationThesourcesandcollectionchannelsofinternationalmarketinformation

国际市场信息的来源和收集渠道IndirectinformationsourceofInternationalMarketInternalsourcesofinformationExternalsou