市场调查方法第一章

Chapter1

TheRoleofMarketingResearch*©2007Thomson/South-Western.

Allrightsreserved.第一页，共三十页。LEARNINGOUTCOMESExplainwhymarketingresearchisessentialtobusinesssuccessDefinemarketingresearchIdentifythedifferencebetweenappliedandbasicresearchExplainhowmarketingresearchisrelevanttoproduct,pricing,promotion,anddistributiondecisionsDiscusshowmarketingresearchhelpsthefirmdevelopandimplementstrategyIdentifythesituationsthatcallformarketresearchandthosethatdon’tDescribehowtechnologyandinternationalizationareaffectingthewayresearchisconductedandusedAfterstudyingthischapter,youshouldbeableto2*©2007Thomson/South-Western.Allrightsreserved.第二页，共三十页。TheNatureofMarketingResearchUnderstandingtheValueEquationCompaniesmustproducebundlesofbenefitsthatconsumerswillviewasvaluable.Keyquestions:Whatdowesell?Howdoconsumersviewourcompany?Whatdoesourcompany/productmean?Whatdoesourcompany/productmean?Marketingresearchcanhelpacompanyachievethegoalofcreatingvaluableexperiencesforcustomers.3*©2007Thomson/South-Western.Allrightsreserved.第三页，共三十页。TheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocess4*©2007Thomson/South-Western.Allrightsreserved.第四页，共三十页。MarketingResearchMarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisionsTheprocessincludes:SpecifyingwhatinformationisrequiredDesigningthemethodforcollectinginformationManagingandimplementingthecollectionofdataAnalyzingtheresultsCommunicatingthefindingsandtheirimplications5*©2007Thomson/South-Western.Allrightsreserved.第五页，共三十页。AppliedandBasicMarketingResearchAppliedResearchResearchconductedtoaddressaspecificmarketingdecisionforaspecificfirmororganization.BasicResearchResearchconductedwithoutaspecificdecisioninmindthatusuallydoesnotaddresstheneedsofaspecificorganization.AttemptstoexpandthelimitsofmarketingknowledgeingeneralIsnotaimedatsolvingapragmaticproblem.6*©2007Thomson/South-Western.Allrightsreserved.第六页，共三十页。MarketingResearchExamplesAppliedResearch:ShouldMcDonald’saddItalianpastadinnerstoitsmenu?BasicResearch:Doconsumersexperiencecognitivedissonanceinlow-involvementsituations?7*©2007Thomson/South-Western.Allrightsreserved.第七页，共三十页。TheScientificMethodScientificMethodThewayresearchersgoaboutusingknowledgeandevidencetoreachobjectiveconclusionsabouttherealworld.Theanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptions8*©2007Thomson/South-Western.Allrightsreserved.第八页，共三十页。EXHIBIT1.1

ASummaryoftheScientificMethod9*©2007Thomson/South-Western.Allrightsreserved.第九页，共三十页。AdoptingtheMarketingConceptConsumer-OrientedLong-runProfitabilityCross-FunctionalEffortMarketingConcept10*©2007Thomson/South-Western.Allrightsreserved.第十页，共三十页。TheMarketingConceptMarketingConceptAcentralideaofmarketingthatinvolvesfocusingonhowthefirmprovidesvaluetocustomersmorethanonthephysicalproductorproductionprocessCustomer-oriented—decisionsaremadewithaconsciousawarenessoftheireffectontheconsumer.Emphasisonlong-runprofitabilityratherthanshort-termprofitsorsalesvolume.Cross-functionalperspective—marketingisintegratedacrossotherbusinessfunctions.11*©2007Thomson/South-Western.Allrightsreserved.第十一页，共三十页。BusinessOrientationsProduct-orientedFirmAfirmthatprioritizesdecisionmakinginawaythatemphasizestechnicalsuperiorityintheproductProduction-orientedFirmAfirmthatprioritizesefficiencyandeffectivenessoftheproductionprocessesinmakingdecisions12*©2007Thomson/South-Western.Allrightsreserved.第十二页，共三十页。EXHIBIT1.2

BusinessMarketingOrientations13*©2007Thomson/South-Western.Allrightsreserved.第十三页，共三十页。EXHIBIT1.3

Long-RunProfitability14*©2007Thomson/South-Western.Allrightsreserved.第十四页，共三十页。KeepingCustomersandBuildingRelationshipsRelationshipMarketingTheideathatamajorgoalofmarketingistobuildlong-termrelationshipswiththecustomerscontributingtotheirsuccess.Asalenotastheendofaprocessbutisthestartoftheorganization’srelationshipwithacustomer—marketerswantcustomersforlife.Managingtherelationshipsthatwillbringaboutadditionalexchanges—satisfiedcustomerswillreturntoacompanythathastreatedthemwell.15*©2007Thomson/South-Western.Allrightsreserved.第十五页，共三十页。MarketingResearch:AMeansfor

ImplementingtheMarketingConceptMarketingresearchcanhelp:maximizecustomersatisfactionwithpurchaseidentityafter-saleservicespreventcommercializationofproductsthatarenotconsumer-orientedidentifyoptimalpricingtomaximizeprofitabilityincreasesalesefficiencythrougheffectiveuseofmarketdata.16*©2007Thomson/South-Western.Allrightsreserved.第十六页，共三十页。TheManagerialValueofMarketingResearchforStrategicDecisionMakingDevelopingandimplementingamarketingstrategyinvolvesfourstages:IdentifyingandevaluatingmarketopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectivesAnalyzingfirmperformance17*©2007Thomson/South-Western.Allrightsreserved.第十七页，共三十页。IdentifyingandEvaluatingOpportunitiesMonitoringthecompetitiveenvironmentforsignalsindicatingabusinessopportunity:HelpsmanagersrecognizeproblemsandidentifyopportunitiesforenrichingmarketingeffortsMotivatesafirmtotakeactiontoaddressconsumerdesiresinawaythatisbeneficialtoboththecustomersandtothefirm.Identifieschangesincustomerneeds,uses,anddemandforproducts.18*©2007Thomson/South-Western.Allrightsreserved.第十八页，共三十页。AnalyzingandSelectingTargetMarketsGeo-DemographicsReferstoinformationdescribingthedemographicproconsumersinaparticulargeographicregion.Oncethecompanyknowsthegeo-demographicsofamarketsegment,itcaneffectivelycommunicatewiththosecustomersbychoosingmediathatreachthatparticularprofile.Example:ArchitecturalDigestmagazine19*©2007Thomson/South-Western.Allrightsreserved.第十九页，共三十页。PlanningandImplementingaMarketingMixMarketingresearchcanbeusedtosupportspecificdecisionsaboutaspectsofthemarketingmix.Itisessentialthatanoverallresearchplaninvolveallelementsofmarketingstrategy.20*©2007Thomson/South-Western.Allrightsreserved.第二十页，共三十页。TypesofMarketingMixResearchProductResearchAllapplicationsofmarketingresearchthatseektodevelopproductattributesthatwilladdvalueforconsumers.ConcepttestingBrand-nameevaluationPackagetestingPricingResearchInvolvesfindingtheamountofmonetarysacrificethatbestrepresentsthevaluecustomersperceiveinaproductafterconsideringvariousmarketconstraints.21*©2007Thomson/South-Western.Allrightsreserved.第二十一页，共三十页。TypesofMarketingMixResearch(cont’d)DistributionResearchStudiesaimedatselectingretailsitesorwarehouselocationsinsupportofthedistributionchannel.MarketingChannelAnetworkofinterdependentinstitutionsthatperformthelogisticsnecessaryforconsumptiontooccur.SupplyChainAnothertermforachannelofdistribution,meaningthelinkbetweensuppliersandcustomers.22*©2007Thomson/South-Western.Allrightsreserved.第二十二页，共三十页。TypesofMarketingMixResearch(cont’d)PromotionResearchInvestigatestheeffectivenessofadvertising,premiums,coupons,sampling,discounts,publicrelations,andothersalespromotions.Mediaresearchhelpsbusinessesmakedecisionsaboutwhichmediaalternativesarebestsuitedtoconveytheintendedmessage.Promotion—thecommunicationfunctionofthefirmresponsibleforinformingandpersuadingbuyers.23*©2007Thomson/South-Western.Allrightsreserved.第二十三页，共三十页。TheIntegratedMarketingMixIntegratedMarketingCommunicationConceptAllpromotionalefforts(advertising,publicrelations,personalselling,eventmarketing,andsoforth)arecoordinatedtocommunicateaconsistentimage.IntegratedMarketingMixResearchstudiesofteninvestigatetheeffectsofvariouscombinationsofmarketingmixelementsonimportantoutcomeslikesalesandimage.24*©2007Thomson/South-Western.Allrightsreserved.第二十四页，共三十页。AnalyzingMarketingPerformanceTotalValueManagementTryingtomanageandmonitortheentireprocessbywhichconsumersreceivebenefitsfromacompany.PerformanceMonitoringResearchResearchthatregularly,sometimesroutinely,providesfeedbackforevaluationandcontrolofmarketingactivity.“Whatwentright/wrongandwhy?”MarketingMetricsQuantitativewaysofmonitoringandmeasuringmarketingperformance.25*©2007Thomson/South-Western.Allrightsreserved.第二十五页，共三十页。WhenisMarketingResearchNeeded?Thedeterminationoftheneedformarketingresearchcenterson:TimeconstraintsTheavailabilityofdataThenatureofthedecisiontobemadeBenefitsversuscosts(thevalueoftheresearchinformationinrelationtocosts).Willthepayofforrateofreturnbeworththeinvestment?Willtheinformationimprovethequalityofthemarketingdecisionenoughtowarranttheexpenditure?Istheexpenditurethebestuseoftheavailablefunds?26*©2007Thomson/South-Western.Allrightsreserved.第二十六页，共三十页。EXHIBIT1.4

DeterminingWhentoConductMarketingResearch27*©2007Thomson/South-Western.Allrightsreserved.第二十七页，共三十页。MarketingResearchinthe21stCenturyCommunicationTechnologiesIncreasingglobalizationAlways“connected”—time,place,anddistanceareirrelevant.Decre