当代市场调研.ppt

1、,The Marketing Research Industry,Copyright 2002 South-Western/Thomson Learning,CHAPTER two,天马行空官方博客： ；QQ:1318241189；QQ群：175569632,Learning Objectives,1. To appreciate the structure of the marketing research industry.,2. To comprehend the nature of corporate marketing research departments.,3. To lear

2、n the various types of firms and their research functions in the market research industry.,4. To understand the impact of the Internet on the marketing research industry. 5. To learn who uses marketing research.,6. To understand the growing importance of strategic partnering.,7. To appreciate the tr

3、ends in global marketing research.,Level 1. Primary Information Users (Corporate Marketing Departments),The ultimate users of marketing research Marketing research data is needed to: 1. Determine how targets will react to alternative marketing mixes. 2. Evaluate success of operational marketing stra

4、tegies. 3. Assess changes in the external environment.,To learn about the various types of firms and their functions in research.,The Evolving Structure,To learn about the various types of firms and their functions in research.,The Evolving Structure,Corporate Marketing Research Departments,The Mark

5、eting Research Industry,The Internet Impact,Users of Marketing Research,Strategic Partnering and Global Research,General Categories of Institutions Involved in Marketing Research,Kraft General Foods,Institution,Activities, Functions, and Services,Level 1. Corporate marketing departments,Table 2.1,Le

6、vel 2. Ad agencies,Level 3. Syndicated service firms,Custom or ad hoc research firms,Level 4. Field service firms,Specialized firms,Others,J. Walter Thompson,AC Neilson,Market Facts,subcontract,specialized support services,government, universities,Level 1,Level 2,Level 3,Level 4,Information Users,Re

7、search Designers and Suppliers,Data Collectors,Respondents,Figure 2.1,The Structure of the Marketing Research Industry,4. Identify new target markets. 5. Create new marketing mixes for new target markets.,Level 2: Information Users (Ad Agencies),serves corporate clients may be ultimate users of rese

8、arch data main business: the development and execution of ad campaigns.,To learn about the various types of firms and their functions in research.,The Evolving Structure,Level 3: Research Designers and Suppliers,sell research services design research studies analyze results make recommendations to c

9、lient they design research, manage its execution, and buy data collection from other firms,To learn about the various types of firms and their functions in research.,The Evolving Structure,Level 4: Data Collectors,Field service firms collect data for: syndicated research firms custom research firms

10、ad agencies corporations,To learn about the various types of firms and their functions in research.,The Evolving Structure,Only 15 percent of service companies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees. Companies are conducting less research in

11、ternally. Our attention will be devoted to marketing departments found in the more sophisticated, larger companies.,To learn about the various types of firms and their functions in research.,Corporate Marketing Research Departments,Level 3: The Big Marketing Research Companies,Four largest firms in

12、the industry: A. C. Nielsen Corporation retail measurement services IMS Health Incorporated pharmacy and hospital audits,To learn about the various types of firms and their functions in research.,The Marketing Research Industry,Information Resources Incorporates Tracks weekly sales and price for mas

13、s merchandisers Nielsen Media Research,Television industry,To learn about the various types of firms and their functions in research.,The Marketing Research Industry,Level 3: Custom or Ad Hoc Research Firms,One-of-a-kind marketing research projects,Level 3: Syndicated Service Firms,Collect and sell

14、the same marketing research to many firms,Level 4: Field Service Firms,Data collection specialists on a subcontract basis for corporate marketing research departments,To learn about the various types of firms and their functions in research.,The Marketing Research Industry,Cybermarketing Research Fi

15、rms,Greenfield Online - claims to have the worlds largest Internet-based marketing research panel. Vividence - evaluates the effectiveness of websites. Media Metrix - tracks the popularity of websites. Relevant Knowledge, Net Ratings Nielson Media Research,The Internet Impact,To understand the impac

16、t of the internet on the marketing research industry.,Cyber Support Firms,To provide support in conducting Internet surveys. WebSurveyor Cyberdata: The Internet is Changing the Way Old-Line Marketing Research Support Organizations Deliver Their Product Survey Sampling Incorporated (SSI) Claritas,To

17、understand the impact of the internet on the marketing research industry,The Internet Impact,Other Organizations and Individuals,Special contributions to marketing research government agencies university bureaus professors,To understand the impact of the Internet on the marketing research industry.,

18、The Internet Impact,To learn who uses marketing research.,External Clients,Vendors Franchisees,Internal Clients,New product development, pricing Top Managements Use of Research Other Users of Marketing Research,Users of Marketing Research,Figure 2.3,Marketing Research Customers,Logistics,Sales,Adver

19、tising and Promotion,New Product Dev.,Brand Managers,Pricing Committee,Product Engineers,Finance,Manufac- turing,Legal,H.R. Mgmt.,Other Dept.,Senior Mgmt.,Marketing Dept.,Franchisees,Company Vendors,External,Users or Customers of Marketing Research,Internal,To learn about the various types of firms and their functions in research.,The Evolving Structure,Corporate Marketing Research Departments,The Marketing Research Industry,The Internet Impact,Users of Marketing Research,Strategic Parterning and Global Research,Fords Marketing Research on Sample New Technology Features,Sample features are sh