世界行销讲座之经营环境分析

Marketing:RealPeople,RealDecisionsAnalyzingtheBusinessEnvironmentChapter5LectureSlidesSolomon,Stuart,Carson,&SmithYournamehereCoursetitle/numberDateMarketing:RealPeople,RealDecisions5-2ChapterLearningObjectivesWhenyouhavecompletedyourstudyofthischapter,youshouldbeableto:•Describethemarketingresearchprocess.•Explainthedifferencesbetweenexploratory,problem-solving,andcausalresearch,anddescribesomeresearchtechniquesavailabletomarketers.•Dealwiththeissuesinvolvedinmakingsenseofresearchresults.•DiscusshowmarketersimplementresearchresultsMarketing:RealPeople,RealDecisions5-3IntroductiontotheTopic•Thetopicofmarketingresearchisimportanttomarketersbecauseofitsrelationshiptothemarketingconcept.•Marketingconcept:amanagementorientationthatfocusesonachievingorganizationalobjectivesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyingthem.•Marketingresearchisthemechanismbywhichmarketersfindoutwhatconsumersreallywant,sothattheycandevelopproductsorservicestosatisfythoseneedsandwants.•Soitwouldhelpifweknewsomethingaboutthisprocess!Marketing:RealPeople,RealDecisions5-4InformationforDecisionMaking•Marketingresearch:theprocessofcollecting,analyzing,andinterpretingdataaboutcustomers,competitors,andthebusinessenvironmenttoimprovemarketingeffectiveness.•Wearetryingtoimprovetheeffectivenessofourmarketingdecisionmaking,andwecandothatbygettingbetterinformation.•Marketingintelligence:informationaboutafirm’sexternalenvironment,whichallowsmarketerstomonitorconditionsthataffectdemandforexistingproductsorcreatedemandfornewproducts.•Gatheringmarketingintelligenceisanongoingprocess,whereasmarketingresearchreferstomoreobjective-drivenactivities.Marketing:RealPeople,RealDecisions5-5TheMarketingResearchProcessSecondarydataFocusgroupsDepthinterviewsSurveyExperimentProblemdefinitionExploratoryresearchFormalresearchdesignObservationMarketing:RealPeople,RealDecisions5-6TheMarketingResearchProcessProbabilityNon-probabilityConclusionandreportSamplingDatacollectionandanalysisDecisionmakingStorageforfuturedecisionmakingBacktoProblemdefinitionMarketing:RealPeople,RealDecisions5-7TheMarketingResearchProcess•Definingtheproblemtobeinvestigatedisthefirststepinthemarketingresearchprocess.Definingtheproblemhasthreecomponents:–Specifyresearchobjectives–Identifyconsumerpopulation–Assessenvironmentalcontext•Findingoutwhatconsumersreallythinkaboutyourproductscanbeagoodresearchobjective,asdiscoveredbyMercedes-Benz.•Researchdesign:aplanthatspecifieswhatinformationmarketerswillcollectandwhattypeofstudytheywilldo.•Thefirstthingtodoistolookatwhathasbeendonealready,calledsecondaryresearch.Marketing:RealPeople,RealDecisions5-8TheMarketingResearchProcess(continued)•Exploratoryresearch:techniquethatmarketersusetogenerateinsightsforfuture,morerigorousstudies,andtohelpdefinetheproblem.Thistypeofresearchproducesqualitativedata.•Exploratoryresearchcanincludesecondaryresearch,consumerinterviews,focusgroups,casestudies,andethnographies.•Secondaryresearch:anexaminationofresearchalreadyconductedbyothers,andothersourcesofexternalinformation.•StatisticsCanada’sMarketResearchHandbookisagoodsourceofinformation,asarebankwebsites,andmarketingresearchassociations.•Itisbettertofindoutwhatisavailablebeforedecidingtoconductone’sownresearch,tosavetimeandmoney.Marketing:RealPeople,RealDecisions5-9TheMarketingResearchProcess(continued)•Consumerinterviews:one-on-onediscussionsbetweenaconsumerandaresearcher.Theseinterviewscanbemorein-depththantelephonesurveysandallowforprobingfurtherintosubjectareas.•Focusgroup:aproduct-orienteddiscussionconductedamongasmallgroupofconsumersledbyatrainedmoderator.•Focusgroupsareusedextensivelybytheadvertisingindustrytodevelopcommunicationsstrategyandtestideas.•Focusgroupsarefastwaystocollectinformationandbenefitfromthegroupatmosphere,however,theymustbeusedwithcautionastheresultsarenotnecessarilyrepresentativeoftheoverallpopulationresearchersareinterestedin.Marketing:RealPeople,RealDecisions5-10TheMarketingResearchProcess(continued)•Projectivetechniques:teststhatmarketersusetoexplorepeople’sunderlyingfeelingsaboutaproduct,especiallyappropriatewhenconsumersareunableorunwillingtoexpresstheirtruereactions.•Thedifficultyinusingprojectivetechniquescomesininterpretingtheresults,whichisverysubjective.•Casestudy:acomprehensiveexaminationofaparticularfirmororganization.•Ethnography:adetailedreportonobservationsofpeopleintheirownhomesorcommunities.Marketing:RealPeople,RealDecisions5-11TheMarketingResearchProcess(continued)•Descriptiveresearch:aresearchtoolthatprobesmoresystematicallyintotheproblemandbasesitsconclusionsonlargenumbersofobservations.•Thepurposeistodescribeasituationorpopulationofinterestatonepointintime.•Cross-sectionaldesign:typeofdescriptivetechniquethatinvolvesthesystematiccollectionofquantitativeinformationatonepointintime.•Longitudinaldesign:techniquesthattrackstheresponsesofthesamesampleofrespondentsovertime.•Survey:aquestionnairethatasksparticipantsabouttheirbeliefsorbehaviorsviathetelephone,directmail,computer,orinperson.Marketing:Re