《The Nature of Marketing Research》PPT课件教案AddtheauthorandtheaccompanyingtitleTheNatureofMarketingResearchMarketingResearchDefinedMarketingresearchisdefinedas:thesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisions.Thisprocessincludes:specifyingwhatinformationisrequired;...
AddtheauthorandtheaccompanyingtitleTheNatureofMarketingResearchMarketingResearchDefinedMarketingresearchisdefinedas:thesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisions.Thisprocessincludes:specifyingwhatinformationisrequired;designingthemethodforcollectinginformation;managingandimplementingthecollectionofdata;analyzingtheresults;andcommunicatingthefindingsandtheirimplications.TheNatureofMarketingResearchMarketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocessINFORMATIONREDUCESUNCERTAINTYIdon’tknowifweshouldentertheAustralianMarket.Copyright©2000byHarcourt,Inc.Allrightsreserved.MarketingResearchTypesBasicResearchAppliedResearchBasicResearchAttemptstoexpandthelimitsofknowledgeNotdirectlyinvolvedinthesolutiontoapragmaticproblemBasicResearchExampleDoconsumersexperiencecognitivedissonanceinlow-involvementsituations?AppliedResearchConductedwhenadecisionmustbemadeaboutaspecificreal-lifeproblemAppliedResearchExampleShouldMcDonaldsaddItalianpastadinnerstoitsmenu?MarketingresearchtoldMcDonald’sitshouldnot?ShouldMcDonald’sadda“WhopperStopper”burgertoitsmenu?TheMBXisnowbeingresearched.ScientificMethodTheanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptionsStagesinDevelopingandImplementingaMarketingStrategyIdentifyingandevaluatingopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixAnalyzingmarketperformanceIdentifyingandEvaluatingOpportunitiesExamples:MattelToysinvestigatesdesiresforplayexperiencesHomecookingisonthedecline.PurchaseofprecookedhomereplacementmealsisontheriseNumberofinvestorstradingstockontheInternetisgrowingAnalyzeMarketSegmentsandSelectTargetMarketsExamples:Cadillacinvestigatesbuyers’demographiccharacteristicsMTV,monitoringdemographictrends,learnstheHispanicaudienceisgrowingrapidlySearslearnswomen,age25-54withaveragehouseholdincomeof$38,000,arecorecustomers.Targetsthismarketwith“softersideofSears.”PlanandImplementaMarketingMixPrice:SafewaydoesacompetitivepricinganalysisDistribution:CaterpillarTractorCo.investigatesdealerserviceprogramProduct:Oreoconductstastetest,Oreocookievs.ChipsAhoyPromotion:Howmanyconsumerslike“AlwaysCocaCola!”slogan?AnalyzeMarketingPerformanceThisyear’smarketshareiscomparedtolastyear’s.Didbrandimagechangeafternewadvertising?Performance-MonitoringResearchResearchthatregularlyprovidesfeedbackforevaluationandcontrolIndicatesthingsareorarenotgoingasplannedResearchmayberequiredtoexplainwhysomething“wentwrong”DeterminingWhentoConductMarketingResearchTimeConstraintsAvailabilityofDataNatureoftheDecisionBenefitsversusCostsDeterminingWhentoConductMarketingResearchIssufficienttimeavailable?Informationalreadyonhandinadequate?Isthedecisionofstrategicortacticalimportance?Doestheinformationvalueexceedtheresearchcost?ConductMarketingResearchDoNotConductMarketingResearchTimeConstraintsAvailabilityofDataNatureoftheDecisionBenefitsvs.CostsYesYesYesYesNoNoNoNoPotentialvalueofamarketingresearcheffortshouldexceeditsestimatedcostsValueDecreasedUncertaintyIncreasedLikelihoodofaCorrectDecisionImprovedMarketingPerformanceandResultingHigherProfitsCostsResearchExpendituresDelayofMarketingDecisionandPossibleDisclosureofInformationtoRivalsPossibleErroneousResearchResultsGlobalResearchMarketingResearchisincreasinglyglobalMarketknowledgeisessentialA.C.Nielsen-morethan60%internationalbusinessAddtheauthorandtheaccompanyingtitle生活图标元素商务图标元素商务图标元素商务图标元素商务图标元素
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