当代市场调研（英文版）.PPT

,,TheRoleofMarketingResearchinManagementDecisionMaking,ChapterOne,,Copyright2002South-WesternCollegePublishingCo.,,,LearningObjectives,1.Toreviewthemarketingconceptandthemarketingmix.,2.Tocomprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.,3.Todefinemarketingresearch.,4.Tounderstandtheimportanceofmarketingresearchinshapingmarketingdecisions.,5.Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,,LearningObjectives,6.Tounderstandthehistoryofmarketingresearch.,7.Toexaminecareeropportunitiesinmarketingresearch.,Toreviewthemarketingconceptandthemarketingmix.,Marketing:Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservices.,TheMarketingConcept,(1)aconsumerorientation(2)agoalorientation(3)asystemsorientation,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,Tocomprehendthemarketingenvironment.,IdentifyingTargetMarketsandResearchingtheMarketingMix:TheOpportunisticNatureofMarketingResearch,Amarketingmix:Theuniqueblendofproduct/service,pricing,promotion,anddistributionstrategiesdesignedtoreachaspecifictargetmarket.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheExternalMarketingEnvironment,,Alteringthemarketingmixbecauseofchanges.,DecidingWhethertoConductMarketResearch,Todefinemarketingresearch.,MarketingResearchDefined,Theplanning,collection,andanalysisofdatarelevanttomarketdecisionmakingandcommunicationoftheresultsofthisanalysistomanagement.,TheImportanceofMarketingResearchtoManagement,descriptivefunctiondiagnosticfunctionpredictivefunction,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheParamountImportanceofKeepingExistingCustomers,ManagersMustUnderstandtheEver-ChangingMarketplace,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheUnrelentingdriveforQualityandCustomerSatisfaction,DecidingWhethertoConductMarketResearch,Tounderstandtheimportanceofmarketingresearch.,TheProactiveRoleofMarketingResearch,Aproactivemanagement:altersthemarketingmixtofitnewlyemergingpatternsineconomic,social,andcompetitiveenvironmentsnewopportunitiesdevelopsalong-runmarketingstrategy,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,AppliedResearchversusBasicResearch,AppliedresearchTobetterunderstandthemarket.BasicresearchToexpandthefrontiersofknowledge.,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,TheNatureoftheAppliedResearchDependsontheTypeofResearchConducted,ProgrammaticresearchTobetterunderstandthemarket.SelectiveresearchToexpandthefrontiersofknowledge.EvaluativeresearchToassessprogramperformance,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,AdvantagesofInternetSurveys,RapidDevelopment,RealTimeReportingDramaticallyReducedCostsReadilyPersonalizedEaseandConvenienceEncourageRespondentParticipationContacttheHard-to-Reach,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,OtherUsesoftheInternetbyMarketingResearchers,ReplacementoflibrariesandprintedmaterialsDistributionofrequestsforproposalsandproposalsCollaborationbetweentheclientandtheresearchsupplierDatamanagementandon-lineanalysisOralpresentationsofmarketingsurveys,Tounderstandtheimportanceofmarketingresearch.,TheNatureofMarketing,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,DecidingWhethertoConductMarketResearch,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,Inanumberofsituationsitisbestnottoconductmarketresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,ALackofResourceslackoffundsinsufficientfundstoimplementdecisionsfromresearchResearchResultsWouldNotBeUsefulClientsmaybehard-pressedtousetheinformation,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,PoorTimingintheMarketplaceMarketingresearchshouldnotbeundertakeniftheopportunityforsuccessfulentryintoamarkethaspassed.TheDecisionHasAlreadyBeenMadeMarketingresearchmaybeusedimproperly.,Tolearnwhenmarketingresearchshouldandshouldnotbeconducted.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,WhenManagersCannotAgreeonWhatTheyNeedtoKnowtoMakeaDecisionThewrongphenomenamightbestudiedWhenDecision-MakingAlreadyExistsFurtherresearchmayberedundantandcostlyWhentheCostsofConductingResearchOutweightheBenefitsPotentialnewproductswithlargeprofitmarginsmayhaveagreaterpotential,Tounderstandthehistoryofmarketingresearch.,TheNatureofMarketing,DecidingWhethertoConductMarketResearch,TheHistoryandFutureofMarketingResearch,TheRoleofMarketResearchinDecisionMaking,TheProfoundImpactoftheInternet,TheDevelopmentofMarketResearchTheInception--Pre-1900EarlyGrowth--1900-1920TheAdolescentYears--1920-1950TheMaturingofMarketingResearch--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.,