当代市场调研(英文版).PPT

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1、,TheMarketingResearchIndustry,Copyright2002South-Western/ThomsonLearning,CHAPTERtwo,LearningObjectives,1.Toappreciatethestructureofthemarketingresearchindustry.,2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.,3.Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearch

2、industry.,4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.,6.Tounderstandthegrowingimportanceofstrategicpartnering.,7.Toappreciatethetrendsinglobalmarketingresearch.,Level1.PrimaryInformationUsers(CorporateMarketingDepartments),Theultimateusersofm

3、arketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Tolearnaboutthevari

4、oustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,TheInternetImpact,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,GeneralCategoriesofInstitutionsInvolvedinMarketingResearch,KraftGeneralFoods,Institution

5、,Activities,Functions,andServices,Level1.Corporatemarketingdepartments,Table2.1,Level2.Adagencies,Level3.Syndicatedservicefirms,Customoradhocresearchfirms,Level4.Fieldservicefirms,Specializedfirms,Others,J.WalterThompson,ACNeilson,MarketFacts,subcontract,specializedsupportservices,government,univers

6、ities,Level1,Level2,Level3,Level4,InformationUsers,ResearchDesignersandSuppliers,DataCollectors,Respondents,Figure2.1,TheStructureoftheMarketingResearchIndustry,4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.,Level2:InformationUsers(AdAgencies),servescorporateclientsmaybeult

7、imateusersofresearchdatamainbusiness:thedevelopmentandexecutionofadcampaigns.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level3:ResearchDesignersandSuppliers,sellresearchservicesdesignresearchstudiesanalyzeresultsmakerecommendationstoclienttheydesignresearch,

8、manageitsexecution,andbuydatacollectionfromotherfirms,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level4:DataCollectors,Fieldservicefirmscollectdatafor:syndicatedresearchfirmscustomresearchfirmsadagenciescorporations,Tolearnaboutthevarioustypesoffirmsandtheirf

9、unctionsinresearch.,TheEvolvingStructure,Only15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees.Companiesareconductinglessresearchinternally.Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemoresophisticated,largercompanies.,Tolearn

10、aboutthevarioustypesoffirmsandtheirfunctionsinresearch.,CorporateMarketingResearchDepartments,Level3:TheBigMarketingResearchCompanies,Fourlargestfirmsintheindustry:A.C.NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalaudits,Tolearnaboutthevarioustypesoffirmsandtheir

11、functionsinresearch.,TheMarketingResearchIndustry,InformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearch,Televisionindustry,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,Level3:CustomorAdHocResearchFirms,One-of-

12、a-kindmarketingresearchprojects,Level3:SyndicatedServiceFirms,Collectandsellthesamemarketingresearchtomanyfirms,Level4:FieldServiceFirms,Datacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartments,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingRes

13、earchIndustry,CybermarketingResearchFirms,GreenfieldOnline-claimstohavetheworldslargestInternet-basedmarketingresearchpanel.Vividence-evaluatestheeffectivenessofwebsites.MediaMetrix-tracksthepopularityofwebsites.RelevantKnowledge,NetRatingsNielsonMediaResearch,TheInternetImpact,Tounderstandtheimpact

14、oftheinternetonthemarketingresearchindustry.,CyberSupportFirms,ToprovidesupportinconductingInternetsurveys.WebSurveyorCyberdata:TheInternetisChangingtheWayOld-LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated(SSI)Claritas,Tounderstandtheimpactoftheinternetonthema

15、rketingresearchindustry,TheInternetImpact,OtherOrganizationsandIndividuals,Specialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessors,TounderstandtheimpactoftheInternetonthemarketingresearchindustry.,TheInternetImpact,Tolearnwhousesmarketingresearch.,ExternalClients,Vendors

16、Franchisees,InternalClients,Newproductdevelopment,pricingTopManagementsUseofResearchOtherUsersofMarketingResearch,UsersofMarketingResearch,Figure2.3,MarketingResearchCustomers,Logistics,Sales,AdvertisingandPromotion,NewProductDev.,BrandManagers,PricingCommittee,ProductEngineers,Finance,Manufac-turin

17、g,Legal,H.R.Mgmt.,OtherDept.,SeniorMgmt.,MarketingDept.,Franchisees,CompanyVendors,External,UsersorCustomersofMarketingResearch,Internal,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,TheInternetI

18、mpact,UsersofMarketingResearch,StrategicParterningandGlobalResearch,FordsMarketingResearchonSampleNewTechnologyFeatures,Samplefeaturesareshownbelow:,Table2.4,FingerprintPassiveEntry,NightVisionSystem,SunTrackingVisor,FrontImpactWarning,InfiniteDoorCheck,SkinTemperatureSensor,Toappreciatethetrendsing

19、lobalmarketingresearch.,GlobalMarketingResearchTrends,Inastrategicpartnership,theclientandresearchfirmworktogether.Servicesprovidedmayinclude:datacollectiontrackingspecializedresearchactivity,StrategicPartneringandGlobalResearch,SUMMARY,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,TheEvolvingStructure,TheEnd,Copyright2002South-Western/ThomsonLearning,

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