当代市场调研（英文版）.PPT

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1、,TheRoleofMarketingResearchinManagementDecisionMaking,ChapterOne,Copyright2002South-WesternCollegePublishingCo.,LearningObjectives,1.Toreviewthemarketingconceptandthemarketingmix.,2.Tocomprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.,3.Todefinemarketingresearch.,4.Tounderstandth

2、eimportanceofmarketingresearchinshapingmarketingdecisions.,5.Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,LearningObjectives,6.Tounderstandthehistoryofmarketingresearch.,7.Toexaminecareeropportunitiesinmarketingresearch.,Toreviewthemarketingconceptandthemarketingmix.,Marketing:Theproce

3、ssofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservices.,TheMarketingConcept,(1)aconsumerorientation(2)agoalorientation(3)asystemsorientation,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketRes

4、earchinDecisionMaking,TheProfoundImpactoftheInternet,Tocomprehendthemarketingenvironment.,IdentifyingTargetMarketsandResearchingtheMarketingMix:TheOpportunisticNatureofMarketingResearch,Amarketingmix:Theuniqueblendofproduct/service,pricing,promotion,anddistributionstrategiesdesignedtoreachaspecifict

5、argetmarket.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheExternalMarketingEnvironment,Alteringthemarketingmixbecauseofchanges.,DecidingWhethertoConductMarketResearch,Todefinemarketingresearch.,MarketingResearch

6、Defined,Theplanning,collection,andanalysisofdatarelevanttomarketdecisionmakingandcommunicationoftheresultsofthisanalysistomanagement.,TheImportanceofMarketingResearchtoManagement,descriptivefunctiondiagnosticfunctionpredictivefunction,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRo

7、leofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheParamountImportanceofKeepingExistingCustomers,ManagersMustUnderstandtheEver-ChangingMarketplace,TheNatureofMarketing,TheHistoryandFutureofMarketin

8、gResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheUnrelentingdriveforQualityandCustomerSatisfaction,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheProactiveRoleofMarketingResearch,Aproactivemanagement:altersthemarketingmixtof

9、itnewlyemergingpatternsineconomic,social,andcompetitiveenvironmentsnewopportunitiesdevelopsalong-runmarketingstrategy,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,AppliedResea

10、rchversusBasicResearch,AppliedresearchTobetterunderstandthemarket.BasicresearchToexpandthefrontiersofknowledge.,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhe

11、thertoConductMarketResearch,TheNatureoftheAppliedResearchDependsontheTypeofResearchConducted,ProgrammaticresearchTobetterunderstandthemarket.SelectiveresearchToexpandthefrontiersofknowledge.EvaluativeresearchToassessprogramperformance,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketin

12、g,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,AdvantagesofInternetSurveys,RapidDevelopment,RealTimeReportingDramaticallyReducedCostsReadilyPersonalizedEaseandConvenienceEncourageRespondentPartici

13、pationContacttheHard-to-Reach,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,OtherUsesoftheInternetbyMarketingResearchers,Replaceme

14、ntoflibrariesandprintedmaterialsDistributionofrequestsforproposalsandproposalsCollaborationbetweentheclientandtheresearchsupplierDatamanagementandon-lineanalysisOralpresentationsofmarketingsurveys,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResear

15、ch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,Inanumberofsituationsitisbestnottoconductmarketresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistorya

16、ndFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,ALackofResourceslackoffundsinsufficientfundstoimplementdecisionsfromresearchResearchResultsWouldNotBeUsefulClientsmaybehard-pressedtousetheinformation,Tolearnwhenmarketingresearchshouldandshouldnotbeco

17、nducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,PoorTimingintheMarketplaceMarketingresearchshouldnotbeundertakeniftheopportunityforsuccessfulentryintoamarkethaspassed.Th

18、eDecisionHasAlreadyBeenMadeMarketingresearchmaybeusedimproperly.,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,WhenMa

19、nagersCannotAgreeonWhatTheyNeedtoKnowtoMakeaDecisionThewrongphenomenamightbestudiedWhenDecision-MakingAlreadyExistsFurtherresearchmayberedundantandcostlyWhentheCostsofConductingResearchOutweightheBenefitsPotentialnewproductswithlargeprofitmarginsmayhaveagreaterpotential,Tounderstandthehistoryofmarke

20、tingresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheDevelopmentofMarketResearchTheInception-Pre-1900EarlyGrowth-1900-1920TheAdolescentYears-1920-1950TheMaturingofMar

21、ketingResearch-1950toPresent,TheDecisionWhethertoConductMarketResearch,Costlikelytobegreaterthanbenefit;e.g.,eyeglassesreplacementscrew,Small,Possiblebenefitsgreaterthancost;e.g.,ultraexpensivesportswear,MarketSize,SmallProfitMargin,LargeProfitMargin,Benefitslikelytobegreaterthancosts;e.g.,Stouffersfrozenentries,Benefitslikelytobegreaterthancosts;e.g.,medicalequipment,Large,Table1.2,TheEnd,Copyright2002South-WesternCollegePublishingCo.,

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