中山大學(xué)吳柏林教授 研究生課程“營銷管理”

1、Exploring Marketing ResearchWilliam G. ZikmundChapter 1: The Nature ofMarketing Research The Nature of Marketing ResearchMarketing research is one of the principal tools for answering questions because it: Links the consumer, customer, and public to the market through information used to identify an

2、d define marketingGenerates, refines, and evaluates marketing actionsMonitors marketing performanceUnderlines the understanding of marketing as a processMarketing Research DefinedThe systematic and objective process of generating information for aid in making marketing decisions The Marketing Resear

3、ch ProcessThis process includes:specifying what information is required; designing the method for collecting information;managing and implementing the collection of data;analyzing the results; and communicating the findings and their implications.I dont knowif we shouldenter the Australian Market?In

4、formationReducesUncertainty“It aint the things we dont know that gets us in trouble. Its the things we know that aint so.Artemus WardMarketing Research TypesBasic researchApplied researchBasic ResearchAttempts to expand the limits of knowledgeNot directly involved in the solution to a pragmatic prob

5、lemBasic Research ExampleDo consumers experience cognitive dissonance in low-involvement situations?Applied ResearchConducted when a decision must be made about a specific real-life problemApplied Research ExampleShould McDonalds add Italian pasta dinners to its menu?Marketing research told McDonald

6、s it should not?Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line?Research showed Crest Whitestrips would sell well at a retail price of $44Scientific MethodThe analysis and interpretation of empirical evidence (facts from observation or experimentation) to confi

7、rm or disprove prior conceptionsMarketing ConceptCentral idea in marketingEvolved over time Not production-oriented Marketing-orientedConsumerOrientedLong RunProfitabilityCross-FunctionalEffortMarketing ConceptKeeping Customers and Building RelationshipsRELATIONSHIP MARKETING - the idea that a major

8、 goal of marketing is to build long-term relationships with the parties who contribute to the companys success.Marketers want customers for life. Managing the relationships that will bring about additional exchangesTotal Quality ManagementMuch in common with marketing conceptFocus on integrating cus

9、tomer-driven quality throughout the organization.Stresses continuous improvement Stages in Developing and Implementing a Marketing Strategy Identifying and evaluating opportunitiesAnalyzing market segments and selecting target marketsPlanning and implementing a marketing mixAnalyzing market performa

10、nceIdentifying and Evaluating OpportunitiesExamplesMattel Toys investigates desires for play experiencesHome cooking is on the decline. Purchase of precooked home replacement meals is on the rise.Number of investors trading stock on the Internet is growing.Analyze Market Segments and Select Target M

11、arkets-ExamplesCadillac investigates buyers demographic characteristicsMTV, monitoring demographic trends, learns the Hispanic audience is growing rapidlySears learns women, age 25-54 with average household income of $38,000, are core customers. Targets this market with The Good Life at a Great Pric

12、e. Guaranteed. Sears.Plan and Implement a Marketing MixPrice: Safeway does a competitive pricing analysisDistribution: Caterpillar Tractor Co. investigates dealer service program.Product: Oreo conducts taste test, Oreo cookie vs. Chips AhoyPromotion: How many consumers recall the “Life Tastes Good.

13、Coca Cola! slogan?Analyze Marketing PerformanceThis years market share is compared to last years.Did brand image change after new advertising?Performance-monitoring ResearchResearch that regularly provides feedback For evaluation And controlIndicates things are Or are not going as plannedResearch ma

14、y be required To explain why something “went wrongDetermining When to Conduct Marketing ResearchTime constraintsAvailability of dataNature of the decisionBenefits versus costsIs sufficient time available?Information already on handinadequate?Is the decision of strategicor tactical importance?Does th

15、einformationvalueexceed the research cost?ConductMarketingResearchDo Not Conduct Marketing ResearchTime ConstraintsAvailability of DataNature of the DecisionBenefits vs. CostsYesYesYesYesNoNoNoNoDetermining When to Conduct Marketing ResearchValue versus CostsPotential Value of a Marketing Research E

16、ffort Should Exceed Its Estimated CostsValueDecreased certaintyIncreased likelihood of a correct decisionImproved marketing performance and resulting higher profitsCostsResearch expendituresDelay of marketing decision and possible disclosure of information to rivalsPossible erroneous research result

17、sValue Should Exceed Estimated CostsMarketing Research in the 21st CenturyIncreased globalizationGrowth of the Internet and other information technologiesGlobal ResearchBusiness Research is increasingly globalMarket knowledge is essentialA.C. Nielsen - more that 67% international businessGlobal Marketing ResearchGeneral information about country - economic conditions and political climateCultural and consumer factorsMarket and competitive conditions - demand estimationThe Internet is Transfor