國(guó)際市場(chǎng)營(yíng)銷教程5

1、雙語(yǔ)教學(xué)國(guó)際市場(chǎng)營(yíng)銷International Marketing山西財(cái)經(jīng)大學(xué) 國(guó)際貿(mào)易學(xué)院藥朝誠(chéng)1第五部分第五部分 國(guó)際市場(chǎng)調(diào)研國(guó)際市場(chǎng)調(diào)研 International Market ResearchDeveloping a Global Vision through Marketing ResearchLearning Objectives學(xué)習(xí)目的和要求 1.The importance of problem definition in international research 國(guó)際市場(chǎng)調(diào)研的范圍2. The problems of availability and use of se

2、condary data 二手資料的獲得和使用問題3. Quantitative and qualitative research methods 如何分析與使用調(diào)研信息 2IntroductionInformation is the key component in developing successful marketing strategies.Information needed on market information for decisions about product, promotion, distribution, and price.A marketer must f

3、ind the most accurate and reliable data possible within the limits imposed by time, cost.3Marketers need informationIn the United Kingdom, Levis coupled industry and population data with its own consumer studies to identify a need for change in its marketing strategy. The company observed that the m

4、arket for denim, and Levis share of that market, peaked in 1996 and then declined. In addition, population trends indicated that the size of the companys core age group of 18-25-years-olds has been declining in Europe. Levis research into attitudes revealed a possible cause of the decline in market

5、share: Young adults in the UK want more innovation from the company. Levis responded by setting up groups to develop new products for each of three markets, called “urban opinion formers,” “extreme sports,” and “regular girls and guys.” 45.1 .1 Market ResearchMarket research is traditionally defined

6、 as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.The function that links the consumers to the marketers through information- information used to identify and define marketing problems; generate, refine, and evaluate marketing a

7、ctions; monitor marketing performance; and improve understanding of marketing as a process.5。International marketing research involves two additional complications:First, information must be communicated across cultural boundaries.Second, the environments in which research tools are applied are ofte

8、n different in foreign markets. 國(guó)際調(diào)研的兩大困難：(1)傳遞的信息必須跨越文化疆界；(2)進(jìn)行調(diào)研的環(huán)境與國(guó)內(nèi)不同。6市 場(chǎng)企 業(yè)物 流貨幣流信息流信息流市場(chǎng)調(diào)研發(fā)現(xiàn)市場(chǎng)機(jī)會(huì)與威脅企業(yè)營(yíng)銷決策7Functions of International Market Research5.1.2 調(diào)研的作用：發(fā)現(xiàn)國(guó)際營(yíng)銷機(jī)會(huì)，開拓潛在國(guó)際市場(chǎng)；為企業(yè)營(yíng)銷組合提供依據(jù)；及時(shí)反映國(guó)際市場(chǎng)的變化，可以監(jiān)測(cè)、評(píng)價(jià)企業(yè)國(guó)際營(yíng)銷活動(dòng)的實(shí)施效果；有助于企業(yè)分析、預(yù)測(cè)國(guó)際市場(chǎng)未來的發(fā)展趨勢(shì)和變動(dòng)規(guī)律。8 短暫的調(diào)研，沒有長(zhǎng)大的潤(rùn)妍 潤(rùn)妍是寶潔在中國(guó)市場(chǎng)上唯一原創(chuàng)的品牌。作為當(dāng)時(shí)在中國(guó)

9、最大的投資，被寄予厚望。為了這個(gè)被命名為“潤(rùn)妍”的品牌，寶潔投入了長(zhǎng)達(dá)3年的時(shí)間；而即使是寶潔自己，在進(jìn)入中國(guó)市場(chǎng)之前所做的調(diào)研也不過只有短短2年。 20012001年年3 3月，潤(rùn)妍上市的半年之后，一份對(duì)北京、上海、廣州和成月，潤(rùn)妍上市的半年之后，一份對(duì)北京、上海、廣州和成都女性居民的調(diào)查也顯示，在女性最喜愛的品牌和女性常用的品牌中，都女性居民的調(diào)查也顯示，在女性最喜愛的品牌和女性常用的品牌中，同樣是定位黑頭發(fā)的夏士蓮排在第同樣是定位黑頭發(fā)的夏士蓮排在第6 6位，而潤(rùn)妍榜上無名，同樣是寶潔位，而潤(rùn)妍榜上無名，同樣是寶潔麾下的飄柔等四大品牌分列麾下的飄柔等四大品牌分列1 1、2 2、4 4、5

10、 5位。另一份來自白馬廣告的調(diào)查位。另一份來自白馬廣告的調(diào)查則表明，看過夏士蓮黑亮去屑洗發(fā)水的消費(fèi)者中有接近則表明，看過夏士蓮黑亮去屑洗發(fā)水的消費(fèi)者中有接近24%24%愿意去買或愿意去買或者嘗試；而看過潤(rùn)妍廣告的消費(fèi)者中，愿意嘗試或購(gòu)買的還不到者嘗試；而看過潤(rùn)妍廣告的消費(fèi)者中，愿意嘗試或購(gòu)買的還不到2%2%。 20022002年年4 4月，潤(rùn)妍全面停產(chǎn)，退出市場(chǎng)。月，潤(rùn)妍全面停產(chǎn)，退出市場(chǎng)。9短暫的調(diào)研，沒有長(zhǎng)大的潤(rùn)妍 有資料顯示，潤(rùn)妍產(chǎn)品在上市兩年間的銷售額大約在1個(gè)億左右。品牌的投入大約占到其中的10。兩年中，潤(rùn)妍雖獲得不少消費(fèi)者認(rèn)知，但據(jù)有關(guān)資料，其最高市場(chǎng)占有率，不超過3；這個(gè)數(shù)字，不

11、過是飄柔市場(chǎng)份額的1/10。105.1.3 Scope of International Marketing ResearchEconomic: General data on growth of the economym inflation, business cycle trends, and the like.Cultural, sociological, and political climateOverview of market conditionsSummary of the technological environmentCompetitive situation 11 國(guó)際

12、市場(chǎng)調(diào)研的范圍國(guó)際市場(chǎng)調(diào)研的范圍 國(guó)內(nèi)外市場(chǎng)調(diào)研的基本區(qū)別在于：國(guó)外調(diào)研的范圍更廣。其廣泛性表現(xiàn)在兩方面： 根據(jù)所收集信息，調(diào)研可分為三種類型：（1）有關(guān)國(guó)家、地區(qū)或市場(chǎng)的一般信息；（2）有關(guān)通過把握特定市場(chǎng)或國(guó)家的社會(huì)、經(jīng)濟(jì)、消費(fèi)與工業(yè)發(fā)展趨勢(shì)預(yù)測(cè)未來營(yíng)銷要求所必須的信息；（3）做出有關(guān)產(chǎn)品、促銷、分銷與定價(jià)決策及制定營(yíng)銷計(jì)劃所需的信息。在國(guó)內(nèi)進(jìn)行市場(chǎng)調(diào)研時(shí)，重點(diǎn)放在第三類。 1.要在多個(gè)國(guó)家進(jìn)行，每個(gè)國(guó)家都有不同程度的特色； 2.需要收集數(shù)據(jù)的變量更多。125.2 The Research Process1.Define the research problem and establish

13、 research objectives.2.Determine the sources of information to fulfill the research objectives.3.Consider the costs and benefits of the research effort4.Gather the relevant data from secondary or primary sources, or both.5.Anlyze, interpret, and summarize the results.6.Effectively communicate the re

14、sults to decision makers. 13調(diào)研過程調(diào)研過程（1）明確要進(jìn)行調(diào)研的問題，確立調(diào)研目標(biāo)；（2）決定達(dá)到調(diào)研目標(biāo)的信息來源；（3）考慮調(diào)研活動(dòng)的成本與利益；（4）收集有關(guān)的第二手或第一手資料；（5）對(duì)結(jié)果進(jìn)行分析、解釋與總結(jié)；（6）將結(jié)果成功地傳遞給決策者。 14整理、匯總、分析資料撰寫市場(chǎng)調(diào)研報(bào)告確定調(diào)研范圍：地理范圍、問題范圍、樣本范圍等擬定調(diào)研項(xiàng)目：調(diào)研項(xiàng)目與范圍的具體化過程確定資料來源15Defining the Problem and Establishing Research Objectives1. Begin with a definition of t

15、he research problem and the establishment of specific research objectives.2. The market researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be clouded by his or her self-reference criterion. 3. Once the problem is adequat

16、ely defined and research objectives established, the researcher must determine the availability of the information needed.4.Problems of availability and use of secondary data. Availability of data on foreign markets may be difficult to find.5. Problems with the reliability and comparability of data.

17、16可口可樂如何收集小店數(shù)據(jù)為什么要關(guān)注小店呢？ 可樂這種飲品是典型的沖動(dòng)性購(gòu)買，但除了特殊的品牌愛好者，大多數(shù)顧客在“沖動(dòng)”起來后，誰(shuí)愿意在感到渴了以后繞過三個(gè)街區(qū)去尋找可口呢？搜集小店數(shù)據(jù)是最為瑣碎、長(zhǎng)久的一項(xiàng)銷售行為。其中最先的安排就是培訓(xùn)，主要內(nèi)容是基本掃街程序、拜訪技巧和溝通訓(xùn)練。接下來最關(guān)鍵的就是：如何保證散落在各處的小店資料的不遺漏，以及能保證調(diào)查的順利實(shí)施。掃街中每天的行為都是：早會(huì)、行走、標(biāo)圖、記錄和晚會(huì)，單調(diào)而又復(fù)雜，需要極高的工作熱情。17行走路線原則：調(diào)查時(shí)以大路為主線靠右行走。從何處離開主線就從何處回到主線，繼續(xù)沿主線前進(jìn)。每天在到達(dá)指定調(diào)查區(qū)域并開始正式調(diào)查之前，首

18、先在調(diào)查區(qū)域內(nèi)快速行走一遍，以便熟悉路線走向。一定要在指定的地圖區(qū)域內(nèi)進(jìn)行調(diào)查，不可跨區(qū)調(diào)查。完成一片后再進(jìn)行下一片，不得任意穿插路線。沿途每遇到一條街巷時(shí)，均須入內(nèi)調(diào)查。在徹底完成一條街或巷后必須從原入口處出來靠右行走，回到原主線上繼續(xù)行走。如遇到再次分岔，同理以分岔處為入口，調(diào)查完該分岔街或巷后再回到分岔入口處，然后再沿著進(jìn)入分岔街或巷之前行走的方向繼續(xù)調(diào)查。無論在地圖上是否標(biāo)出，沿途只要遇到有街或巷都必須進(jìn)入，并在地圖上標(biāo)明該路段。當(dāng)走進(jìn)任何一條街或巷時(shí)，必須注意此街巷到何處終止。若與地圖上所標(biāo)位置不同，請(qǐng)?jiān)诘貓D上改正。每到一個(gè)路口或交叉口，在進(jìn)入或出來或拐彎前都必須確認(rèn)是否按計(jì)劃路線行

19、走。18 5.3 Data Resource國(guó)際市場(chǎng)調(diào)研組織結(jié)構(gòu)企業(yè)內(nèi)部調(diào)研機(jī)構(gòu)市場(chǎng)調(diào)研公司廣告公司的調(diào)研部門咨詢公司政府機(jī)構(gòu)設(shè)立的調(diào)研部門19Secondary Data ：聯(lián)合國(guó)、各國(guó)/地區(qū)政府、貿(mào)易協(xié)會(huì)及其組織公布的資料、企業(yè)內(nèi)部記錄及報(bào)告、其他各種渠道的間接資料； 優(yōu)缺點(diǎn)比較Primary Data ：來自消費(fèi)者、中間商、營(yíng)銷人員、競(jìng)爭(zhēng)者等 優(yōu)缺點(diǎn)比較Marketing research methods can be grouped into two basic types: lquantitative, and lqualitative research 205.3.1 Proble

20、ms of Availability and Use of Secondary DataAvailabilityReliabilityComparability Validating21文案調(diào)研（二手資料調(diào)研） 在國(guó)際市場(chǎng)調(diào)研中，調(diào)研的范圍很廣，而營(yíng)銷者對(duì)外國(guó)基本的社會(huì)經(jīng)濟(jì)文化缺乏了解，所以對(duì)二手資料有很大的需求。 一、資料的可獲得性 二、資料的可靠性 三、資料的可比性22二手資料調(diào)研信息渠道企業(yè)內(nèi)部資料圖書館、科研院所等外國(guó)使團(tuán)國(guó)際組織印發(fā)的期刊等網(wǎng)絡(luò)終端檢索23Lessening Political VulnerabilityAlthough data may be available,

21、the following questions should be asked to effectively judge the reliability of secondary data sources:1. Who collected the data? Would there be any reason for purposely misrepresenting the facts?2. For what purposes were the data collected? 3. How were the data collected? (methodology)4. Are the da

22、ta internally consistent and logical in light of known data sources or market factors?24中國(guó)奢侈品市場(chǎng)調(diào)查 255.3.2 Gathering Primary Date Often the market researcher must collect primary datathat is, data collected specifically for the particular research project at hand.26在下列情況，最好由企業(yè)自己完成調(diào)研項(xiàng)目在下列情況，最好由企業(yè)自己完成調(diào)

23、研項(xiàng)目：企業(yè)有足夠的營(yíng)銷調(diào)研力量：人、財(cái)、時(shí)間；企業(yè)在該市場(chǎng)上已有較豐富的經(jīng)驗(yàn)；企業(yè)在該市場(chǎng)上缺乏經(jīng)驗(yàn)，但該市場(chǎng)潛力很大，值得花力量去獲得在該市場(chǎng)上的進(jìn)行調(diào)研的經(jīng)驗(yàn)。該項(xiàng)目屬于高度機(jī)密項(xiàng)目；該項(xiàng)目屬于高度專業(yè)化項(xiàng)目，市場(chǎng)上缺乏專門的調(diào)研機(jī)構(gòu)或咨詢機(jī)構(gòu)。現(xiàn)有資料無法滿足企業(yè)要求27 Problems of Gathering Primary DataProblems of gathering primary data include:(1) Ability to Communicate Opinions: It is difficult for a person to formulate nee

24、ds, attitudes, and opinions about goods whose use may not be understood, that are not in common use within the community, or that have never been available (2) Willingness to Respond: Cultural differences offer the best explanation for the unwillingness or the inability of many to respond to researc

25、h surveys (3) Sampling in Field Surveys(4) Language and Comprehension28收集原始資料過程中的問題收集原始資料過程中的問題一、傳達(dá)觀點(diǎn)的能力 二、回答的愿意程度 三、實(shí)地調(diào)查中的取樣 四、語(yǔ)言與理解2930麥肯錫管理咨詢公司營(yíng)銷調(diào)研原則1 1、三位一體的解題程序：、三位一體的解題程序： * 以事實(shí)為基礎(chǔ) * 嚴(yán)格的結(jié)構(gòu)化程序：“相互獨(dú)立，團(tuán)結(jié)協(xié)作” * 以合理假設(shè)為導(dǎo)向2 2、麥肯錫規(guī)則：、麥肯錫規(guī)則： * “80/20 規(guī)則” * “別總想把整個(gè)海洋煮沸” * 抓住關(guān)鍵要素 * 電梯測(cè)試 * 每天制一個(gè)圖表 * 勇于說“我不

26、知道”3 3、關(guān)于走訪：、關(guān)于走訪： * 事先做好準(zhǔn)備 * 多聽、少說 * 試試沉默 * 一定要寫感謝信31Research on the Internet: A Growing OpportunityFor many companies the Internet provides a new and increasingly important medium for conducting a variety of international marketing research There are at least seven different uses for the Internet

27、in international research:(1) Online surveys and buyer panels(2) Online focus groups(3) Web visitor tracking(4) Advertising measurement(5) Customer identification systems(6) E-mail marketing lists(7) Embedded research32 互聯(lián)網(wǎng)上調(diào)研：一個(gè)新機(jī)會(huì)互聯(lián)網(wǎng)上調(diào)研：一個(gè)新機(jī)會(huì) 對(duì)于許多公司來說，互聯(lián)網(wǎng)為他們提供了進(jìn)行種種國(guó)際市場(chǎng)調(diào)研的一個(gè)新的日益重要的工具。國(guó)際調(diào)研中互聯(lián)網(wǎng)的幾種用途： （1）網(wǎng)上調(diào)查； （2）網(wǎng)絡(luò)訪問者跟蹤； （3）廣告衡量； （4）顧客識(shí)別系統(tǒng)； 互聯(lián)網(wǎng)真正的作用是從計(jì)算機(jī)上可獲得大量有用的二手資料。3334地域范圍廣泛地域范圍廣泛組織簡(jiǎn)單，費(fèi)用低組織簡(jiǎn)單，費(fèi)用