市场调查方法(英文版)第1章

市场调查方法(英文版)第1章LEARNINGOUTCOMESExplainwhymarketingresearchisessentialtobusinesssuccessDefinemarketingresearchIdentifythedifferencebetweenappliedandbasicresearchExplainhowmarketingresearchisrelevanttoproduct,pricing,promotion,anddistributiondecisionsDiscusshowmarketingresearchhelpsthefirmdevelopandimplementstrategyIdentifythesituationsthatcallformarketresearchandthosethatdon’tDescribehowtechnologyandinternationalizationareaffectingthewayresearchisconductedandusedAfterstudyingthischapter,youshouldbeableto2TheNatureofMarketingResearchUnderstandingtheValueEquationCompaniesmustproducebundlesofbenefitsthatconsumerswillviewasvaluable.Keyquestions:Whatdowesell?Howdoconsumersviewourcompany?Whatdoesourcompany/productmean?Whatdoesourcompany/productmean?Marketingresearchcanhelpacompanyachievethegoalofcreatingvaluableexperiencesforcustomers.3TheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocess4MarketingResearchMarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisionsTheprocessincludes:SpecifyingwhatinformationisrequiredDesigningthemethodforcollectinginformationManagingandimplementingthecollectionofdataAnalyzingtheresultsCommunicatingthefindingsandtheirimplications5AppliedandBasicMarketingResearchAppliedResearchResearchconductedtoaddressaspecificmarketingdecisionforaspecificfirmororganization.BasicResearchResearchconductedwithoutaspecificdecisioninmindthatusuallydoesnotaddresstheneedsofaspecificorganization.AttemptstoexpandthelimitsofmarketingknowledgeingeneralIsnotaimedatsolvingapragmaticproblem.6MarketingResearchExlesAppliedResearch:ShouldMcDonald’saddItalianpastadinnerstoitsmenu?BasicResearch:Doconsumersexperiencecognitivedissonanceinlow-involvementsituations?7TheScientificMethodScientificMethodThewayresearchersgoaboutusingknowledgeandevidencetoreachobjectiveconclusionsabouttherealworld.Theanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptions8EXHIBIT1.1

ASummaryoftheScientificMethod9AdoptingtheMarketingConceptConsumer-OrientedLong-runProfitabilityCross-FunctionalEffortMarketingConcept10TheMarketingConceptMarketingConceptAcentralideaofmarketingthatinvolvesfocusingonhowthefirmprovidesvaluetocustomersmorethanonthephysicalproductorproductionprocessCustomer-oriented—decisionsaremadewithaconsciousawarenessoftheireffectontheconsumer.Emphasisonlong-runprofitabilityratherthanshort-termprofitsorsalesvolume.Cross-functionalperspective—marketingisintegratedacrossotherbusinessfunctions.11BusinessOrientationsProduct-orientedFirmAfirmthatprioritizesdecisionmakinginawaythatemphasizestechnicalsuperiorityintheproductProduction-orientedFirmAfirmthatprioritizesefficiencyandeffectivenessoftheproductionprocessesinmakingdecisions12EXHIBIT1.2

BusinessMarketingOrientations13EXHIBIT1.3

Long-RunProfitability14KeepingCustomersandBuildingRelationshipsRelationshipMarketingTheideathatamajorgoalofmarketingistobuildlong-termrelationshipswiththecustomerscontributingtotheirsuccess.Asalenotastheendofaprocessbutisthestartoftheorganization’srelationshipwithacustomer—marketerswantcustomersforlife.Managingtherelationshipsthatwillbringaboutadditionalexchanges—satisfiedcustomerswillreturntoacompanythathastreatedthemwell.15MarketingResearch:AMeansfor

ImplementingtheMarketingConceptMarketingresearchcanhelp:maximizecustomersatisfactionwithpurchaseidentityafter-saleservicespreventcommercializationofproductsthatarenotconsumer-orientedidentifyoptimalpricingtomaximizeprofitabilityincreasesalesefficiencythrougheffectiveuseofmarketdata.16TheManagerialValueofMarketingResearchforStrategicDecisionMakingDevelopingandimplementingamarketingstrategyinvolvesfourstages:IdentifyingandevaluatingmarketopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectivesAnalyzingfirmperformance17IdentifyingandEvaluatingOpportunitiesMonitoringthecompetitiveenvironmentforsignalsindicatingabusinessopportunity:HelpsmanagersrecognizeproblemsandidentifyopportunitiesforenrichingmarketingeffortsMotivatesafirmtotakeactiontoaddressconsumerdesiresinawaythatisbeneficialtoboththecustomersandtothefirm.Identifieschangesincustomerneeds,uses,anddemandforproducts.18AnalyzingandSelectingTargetMarketsGeo-DemographicsReferstoinformationdescribingthedemographicprofileofconsumersinaparticulargeographicregion.Oncethecompanyknowsthegeo-demographicsofamarketsegment,itcaneffectivelycommunicatewiththosecustomersbychoosingmediathatreachthatparticularprofile.Exle:ArchitecturalDigestmagazine19PlanningandImplementingaMarketingMixMarketingresearchcanbeusedtosupportspecificdecisionsaboutaspectsofthemarketingmix.Itisessentialthatanoverallresearchplaninvolveallelementsofmarketingstrategy.20TypesofMarketingMixResearchProductResearchAllapplicationsofmarketingresearchthatseektodevelopproductattributesthatwilladdvalueforconsumers.ConcepttestingBrand-nameevaluationPackagetestingPricingResearchInvolvesfindingtheamountofmonetarysacrificethatbestrepresentsthevaluecustomersperceiveinaproductafterconsideringvariousmarketconstraints.21TypesofMarketingMixResearch(cont’d)DistributionResearchStudiesaimedatselectingretailsitesorwarehouselocationsinsupportofthedistributionchannel.MarketingChannelAnetworkofinterdependentinstitutionsthatperformthelogisticsnecessaryforconsumptiontooccur.SupplyChainAnothertermforachannelofdistribution,meaningthelinkbetweensuppliersandcustomers.22TypesofMarketingMixResearch(cont’d)PromotionResearchInvestigatestheeffectivenessofadvertising,premiums,coupons,sling,discounts,publicrelations,andothersalespromotions.Mediaresearchhelpsbusinessesmakedecisionsaboutwhichmediaalternativesarebestsuitedtoconveytheintendedmessage.Promotion—thecommunicationfunctionofthefirmresponsibleforinformingandpersuadingbuyers.23TheIntegratedMarketingMixIntegratedMarketingCommunicationConceptAllpromotionalefforts(advertising,publicrelations,personalselling,eventmarketing,andsoforth)arecoordinatedtocommunicateaconsistentimage.IntegratedMarketingMixResearchstudiesofteninvestigatetheeffectsofvariouscombinationsofmarketingmixelementsonimportantoutcomeslikesalesandimage.24AnalyzingMarketingPerformanceTotalValueManagementTryingtomanageandmonitortheentireprocessbywhichconsumersreceivebenefitsfromacompany.PerformanceMonitoringResearchResearchthatregularly,sometimesroutinely,providesfeedbackforevaluationandcontrolofmarketingactivity.“Whatwentright/wrongandwhy?”MarketingMetricsQuantitativewaysofmonitoringandmeasuringmarketingperformance.25WhenisMarketingResearchNeeded?Thedeterminationoftheneedformarketingresearchcenterson:TimeconstraintsTheavailabilityofdataThenatureofthedecisiontobemadeBenefitsversuscosts(thevalueoftheresearchinformationinrelationtocosts).Willthepayofforrateofreturnbeworththeinvestment?Willtheinformationimprovethequalityofthemarketingdecisionenoughtowarranttheexpenditure?Istheexpenditurethebestuseoftheavailablefunds?26EXHIBIT1.4

DeterminingWhentoConductMarketingResearch27MarketingResearchinthe21stCenturyCom