当代市场调研(英文版).PPT

,,TheMarketingResearchIndustry,,Copyright2002South-Western/ThomsonLearning,CHAPTERtwo,,,LearningObjectives,1.Toappreciatethestructureofthemarketingresearchindustry.,2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.,3.Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearchindustry.,4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.,6.Tounderstandthegrowingimportanceofstrategicpartnering.,7.Toappreciatethetrendsinglobalmarketingresearch.,Level1.PrimaryInformationUsers(CorporateMarketingDepartments),TheultimateusersofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,TheInternetImpact,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,,GeneralCategoriesofInstitutionsInvolvedinMarketingResearch,KraftGeneralFoods,,Institution,Activities,Functions,andServices,Level1.Corporatemarketingdepartments,,,,Table2.1,Level2.Adagencies,Level3.Syndicatedservicefirms,Customoradhocresearchfirms,Level4.Fieldservicefirms,Specializedfirms,Others,J.WalterThompson,ACNeilson,MarketFacts,subcontract,specializedsupportservices,government,universities,,,,,,,,,,,,,,,,,,,,,,,,,,,Level1,,Level2,Level3,Level4,InformationUsers,ResearchDesignersandSuppliers,DataCollectors,Respondents,,Figure2.1,,TheStructureoftheMarketingResearchIndustry,4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.,Level2:InformationUsers(AdAgencies),servescorporateclientsmaybeultimateusersofresearchdatamainbusiness:thedevelopmentandexecutionofadcampaigns.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level3:ResearchDesignersandSuppliers,sellresearchservicesdesignresearchstudiesanalyzeresultsmakerecommendationstoclienttheydesignresearch,manageitsexecution,andbuydatacollectionfromotherfirms,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level4:DataCollectors,Fieldservicefirmscollectdatafor:syndicatedresearchfirmscustomresearchfirmsadagenciescorporations,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Only15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees.Companiesareconductinglessresearchinternally.Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemoresophisticated,largercompanies.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,CorporateMarketingResearchDepartments,Level3:TheBigMarketingResearchCompanies,Fourlargestfirmsintheindustry:A.C.NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalaudits,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,InformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearch,Televisionindustry,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,Level3:CustomorAdHocResearchFirms,One-of-a-kindmarketingresearchprojects,Level3:SyndicatedServiceFirms,Collectandsellthesamemarketingresearchtomanyfirms,Level4:FieldServiceFirms,Datacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartments,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,CybermarketingResearchFirms,GreenfieldOnline-claimstohavetheworld’slargestInternet-basedmarketingresearchpanel.Vividence-evaluatestheeffectivenessofwebsites.MediaMetrix-tracksthepopularityofwebsites.RelevantKnowledge,NetRatingsNielsonMediaResearch,TheInternetImpact,Tounderstandtheimpactoftheinternetonthemarketingresearchindustry.,CyberSupportFirms,ToprovidesupportinconductingInternetsurveys.WebSurveyorCyberdata:TheInternetisChangingtheWayOld-LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated(SSI)Claritas,Tounderstandtheimpactoftheinternetonthemarketingresearchindustry,TheInternetImpact,OtherOrganizationsandIndividuals,Specialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessors,TounderstandtheimpactoftheInternetonthemarketingresearchindustry.,TheInternetImpact,Tolearnwhousesmarketingresearch.,ExternalClients,VendorsFranchisees,InternalClients,Newproductdevelopment,pricingTopManagement’sUseofResearchOtherUsersofMarketingResearch,UsersofMarketingResearch,,Figure2.3,MarketingResearchCustomers,Logistics,Sales,AdvertisingandPromotion,NewProductDev.,BrandManagers,PricingCommittee,ProductEngineers,Finance,Manufac-turing,Legal,H.R.Mgmt.,OtherDept.,SeniorMgmt.,MarketingDept.,Franchisees,CompanyVendors,External,UsersorCustomersofMarketingResearch,Internal,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,TheInternetImpact,UsersofMarketingResearch,StrategicParterningandGlobalResearch,,Ford’sMarketingResearchonSampleNewTechnologyFeatures,Samplefeaturesareshownbelow:,,,,Table2.4,FingerprintPassiveEntry,NightVisionSystem,SunTrackingVisor,FrontImpactWarning,InfiniteDoorCheck,SkinTemperatureSensor,Toappreciatethetrendsinglobalmarketingresearch.,GlobalMarketingResearchTrends,Inastrategicpartnership,theclientandresearchfirmworktogether.Servicesprovidedmayinclude:datacollectiontrackingspecializedresearchactivity,StrategicPartneringandGlobalResearch,SUMMARY,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,TheEvolvingStructure,,,TheEnd,Copyright2002South-Western/ThomsonLearning,