市场营销研究：应用导向 malhotra01

vddf1ChapterOneIntroductiontoMarketingResearch1-2ChapterOutline1)Overview2)DefinitionofMarketingResearch3)AClassificationofMarketingResearch4)MarketingResearchProcess5)TheNatureofMarketingResearch6)MarketingResearchSuppliersandServices7)SelectingaResearchSupplier8)CareersinMarketingResearch1-3ChapterOutline9)TheRoleofMarketingResearchinMISandDSS10)TheDepartmentStoreProject11)MarketingResearchAssociationsOnline12)Summary1-4RedefiningMarketingResearchTheAmericanMarketingAssociation(AMA)redefinedMarketingResearchas:Thefunctionwhichlinkstheconsumer,thecustomer,andpublictothemarketerthroughINFORMATION1-5UsedtoidentifyanddefinemarketopportunitiesandproblemsGenerate,refine,andevaluatemarketingperformanceMonitormarketingperformanceImproveunderstandingofmarketingasaprocessRedefiningMarketingResearch1-6DefinitionofMarketingResearchMarketingresearchisthesystematicandobjectiveidentificationcollectionanalysisdisseminationanduseofinformationforthepurposeofimprovingdecisionmakingrelatedtotheidentificationandsolutionofproblemsandopportunitiesinmarketing.1-7MarketResearchSpecifiestheinformationnecessarytoaddresstheseissuesManagesandimplementsthedatacollectionprocessAnalyzestheresultsCommunicatesthefindingsandtheirimplications1-8ClassificationofMarketingResearchProblemIdentificationResearchResearchundertakentohelpidentifyproblemswhicharenotnecessarilyapparentonthesurfaceandyetexistorarelikelytoariseinthefuture.Examples:marketpotential,marketshare,image,marketcharacteristics,salesanalysis,forecasting,andtrendsresearch.ProblemSolvingResearchResearchundertakentohelpsolvespecificmarketingproblems.Examples:segmentation,product,pricing,promotion,anddistributionresearch.1-9AClassificationofMarketingResearchMarketingResearchProblemIdentificationResearchProblemSolvingResearchMarketPotentialResearchMarketShareResearchMarketCharacteristicsResearchSalesAnalysisResearchForecastingResearchBusinessTrendsResearchSegmentationResearchProductResearchPromotionResearchDistributionResearchFig1.11-10ProblemSolvingResearchDeterminethebasisofsegmentationEstablishmarketpotentialandresponsivenessforvarioussegmentsSelecttargetmarketsCreatelifestyleprofiles:demography,media,andproductimagecharacteristicsSEGMENTATIONRESEARCHTestconceptDetermineoptimalproductdesignPackagetestsProductmodificationBrandpositioningandrepositioningTestmarketingControlscoretestsPRODUCTRESEARCHTable1.11-11ProblemSolvingResearchTable1.1cont.PRICINGRESEARCHPricingpoliciesImportanceofpriceinbrandselectionProductlinepricingPriceelasticityofdemandInitiatingandrespondingtopricechanges$ALEPROMOTIONALRESEARCHOptimalpromotionalbudgetSalespromotionrelationshipOptimalpromotionalmixCopydecisionsMediadecisionsCreativeadvertisingtestingEvaluationofadvertisingeffectivenessClaimsubstantiation0.00%APR1-12ProblemSolvingResearchTable1.1cont.DISTRIBUTIONRESEARCHDetermine…TypesofdistributionAttitudesofchannelmembersIntensityofwholesale&resalecoverageChannelmarginsLocationofretailandwholesaleoutlets1-13MarketingResearchProcessStep1:ProblemDefinitionStep2:DevelopmentofanApproachtotheProblemStep3:ResearchDesignFormulationStep4:FieldworkorDataCollectionStep5:DataPreparationandAnalysisStep6:ReportPreparationandPresentation1-14TheRoleofMarketingResearchControllableMarketing•Product•Pricing•Promotion•DistributionVariablesMarketingResearchMarketingDecisionMakingProvidingInformationAssessingInformationNeedsMarketingManagers•MarketSegmentation•Performance&Control•TargetMarketSelection•MarketingProgramsUncontrollableEnvironmentalFactors•Economy•Technology•Laws&Regulations•Social&CulturalFactors•PoliticalFactorsCustomerGroups•Employees•ShareholdersSuppliers••ConsumersFig1.21-15MarketingResearchSuppliers&ServicesLIMITEDSERVICEBrandedProductsandServicesDataAnalysisServicesAnalyticalServicesCodingandDataEntryServicesFieldServicesFULLSERVICESyndicateServicesStandardizedServicesCustomizedServicesInternetServicesRESEARCHSUPPLIERSEXTERNALINTERNALFig1.31-16Top50U.S.MarketingResearchFirmsU.S.rankWorldwideresearchNon-U.S.researchPercent20012000revenues*revenues*non-U.S.($,inmillions)($,inmillions)revenues12VNU,Inc.NewYorkvnu.com$2,400.00$1,100.0045.80%23IMSHealth,Inc.Fairfield,Conn.imshealth.com1,171.007026034InformationResources,Inc.Chicagoinfores.com555.9135.624.446TheKantarGroupFairfield,Conn.kantargroup.com962.3663.268.955Westat,Inc.Rockville,Md.westat.com285.8──67Arbitron,Inc.NewYorkarbitron.com227.57.93.57─NOPWorldUSNewYorknopworld.com224.117.57.888NFOWorldGroupGreenwich,Conn.nfow.com452.9289.96499MarketFacts,Inc.ArlingtonHeights,Ill.marketfacts.com189.733.517.71011TaylorNelsonSofresUSALondontnsofres.com166.916.49.81111MaritzResearchFenton,MO.maritzresearch.com181.754.6301223IpsosNewYorkipsos.com204.391.444.71315J.D.PowerandAssociatesWestlakeVillage,Calif.jdpa.com12818.714.61414OpinionResearchCorp.Princeton,N.J.opinionresearch.com133.642.231.61510TheNPDGroup,Inc.PortWashington,N.Y.npd.com101.71312.81617JupiterMediaMetrix,Inc.NewYorkjmm.com85.817.2201718HarrisInteractive,Inc