國(guó)際市場(chǎng)營(yíng)銷調(diào)研

Chapter3InternationalMarketingResearch國(guó)際市場(chǎng)營(yíng)銷調(diào)研AnOverviewofInternationalMarketingResearch

國(guó)際市場(chǎng)營(yíng)銷調(diào)研概述ProceduresandMethodsofInternationalMarketingResearch國(guó)際營(yíng)銷調(diào)研的程序與方法TheInformationSystemofInternationalMarketingResearch國(guó)際市場(chǎng)營(yíng)銷調(diào)研信息系統(tǒng)Chapter3InternationalMarketingResearch

國(guó)際市場(chǎng)營(yíng)銷調(diào)研TheConceptofInternationalMarketingResearch國(guó)際營(yíng)銷調(diào)研的概念MainContentsofInternationalMarketingResearch國(guó)際市場(chǎng)營(yíng)銷調(diào)研的主要內(nèi)容AnOverviewofInternationalMarketingResearch

國(guó)際市場(chǎng)營(yíng)銷調(diào)研概述

國(guó)際市場(chǎng)營(yíng)銷調(diào)研：指運(yùn)用科學(xué)的方法，有目的地、系統(tǒng)地收集、記錄和分析國(guó)際市場(chǎng)信息，以使開展國(guó)際營(yíng)銷的企業(yè)能正確認(rèn)識(shí)市場(chǎng)環(huán)境，評(píng)價(jià)企業(yè)自身行為，為其制定國(guó)際營(yíng)銷決策提供充分依據(jù)的活動(dòng)。Internationalmarketingresearchrefersto：Theactivityinwhichbyusingscientificmethods,marketerspurposefullyandsystematicallycollect,recordandanalyzeinformationoninternationalmarketsinordertomakeacorrectunderstandingofthemarketenvironmentandtoevaluatecompanies’ownbehavior

forprovidingasufficientbasisthedevelopmentofinternationalmarketingdecisionsTheConceptofInternationalMarketingResearch

國(guó)際營(yíng)銷調(diào)研的概念

ResearchforCapacityofMarketDemandMaximumandMinimumcapacityofmarketdemandPresentandpotentialcapacityofmarketdemandThecharacteristicsandscaleofneedsofdifferentcommoditiesMarketingopportunitiesofdifferentmarketsCurrentmarketshareofcompetitorsResearchforcontrollablefactorsResearchforuncontrollablefactorsMainContentsofInternationalMarketingResearch

國(guó)際市場(chǎng)營(yíng)銷調(diào)研的主要內(nèi)容ProductresearchPriceresearchPlaceresearchPromotionresearchResearchforcontrollablefactors

可控因素調(diào)研PoliticEnvironmentResearchEconomicDevelopmentResearchCulturalFactorResearchTechnologicalDevelopmentStatusandTrendResearchCompetitorResearchResearchforuncontrollablefactors

不可控因素調(diào)研8主要國(guó)家和地區(qū)市場(chǎng)特點(diǎn)美國(guó)市場(chǎng)的主要特點(diǎn)市場(chǎng)經(jīng)濟(jì)發(fā)達(dá)，市場(chǎng)化程度高美國(guó)市場(chǎng)容量巨大，需求層次多美國(guó)市場(chǎng)渠道暢通美國(guó)市場(chǎng)銷售季節(jié)性強(qiáng)美國(guó)市場(chǎng)對(duì)產(chǎn)品質(zhì)量要求高，注重廣告宣傳美國(guó)市場(chǎng)安全性強(qiáng)9主要國(guó)家和地區(qū)市場(chǎng)特點(diǎn)

西歐國(guó)家市場(chǎng)的主要特點(diǎn)西歐市場(chǎng)是世界第一大市場(chǎng)西歐市場(chǎng)為區(qū)域聯(lián)盟大市場(chǎng)西歐市場(chǎng)是一個(gè)內(nèi)部統(tǒng)一市場(chǎng)西歐市場(chǎng)是一個(gè)自由貿(mào)易市場(chǎng)西歐市場(chǎng)中商業(yè)零售發(fā)展快、形式新西歐各國(guó)政府對(duì)市場(chǎng)商品監(jiān)督管理嚴(yán)格10主要國(guó)家和地區(qū)市場(chǎng)特點(diǎn)

日本市場(chǎng)的主要特點(diǎn)日本市場(chǎng)是一個(gè)壟斷控制型市場(chǎng)日本市場(chǎng)是外向主導(dǎo)型市場(chǎng)日本市場(chǎng)規(guī)模大，消費(fèi)水平高日本市場(chǎng)的對(duì)外開放性日益加強(qiáng)日本市場(chǎng)進(jìn)口商品結(jié)構(gòu)出現(xiàn)新變化日本市場(chǎng)的流通渠道復(fù)雜日本市場(chǎng)競(jìng)爭(zhēng)激烈日本市場(chǎng)對(duì)商品質(zhì)量要求高11主要國(guó)家和地區(qū)市場(chǎng)特點(diǎn)

東盟十國(guó)市場(chǎng)的主要特點(diǎn)市場(chǎng)容量較大管制方面較松華人眾多非洲市場(chǎng)的主要特點(diǎn)市場(chǎng)潛力大，資源豐富市場(chǎng)競(jìng)爭(zhēng)激烈經(jīng)濟(jì)落后，人均收入低12主要國(guó)家和地區(qū)市場(chǎng)特點(diǎn)

中東地區(qū)海灣市場(chǎng)的主要特點(diǎn)海灣地區(qū)盛產(chǎn)石油，國(guó)家比較富裕，有較強(qiáng)的市場(chǎng)購(gòu)買力海灣市場(chǎng)是一個(gè)外匯比較充裕、關(guān)稅低、限制少的現(xiàn)匯市場(chǎng)海灣市場(chǎng)是一個(gè)重要的轉(zhuǎn)口市場(chǎng)海灣市場(chǎng)是世界重要的承包和勞務(wù)市場(chǎng)海灣市場(chǎng)吸引力大，競(jìng)爭(zhēng)激烈13國(guó)際市場(chǎng)消費(fèi)者行為特點(diǎn)

美國(guó)消費(fèi)者行為特征趕時(shí)髦，獵新奇講健康，求自然追求個(gè)性，要高檔圖方便，追求情趣借債購(gòu)買，超前消費(fèi)14國(guó)際市場(chǎng)消費(fèi)者行為特點(diǎn)日本消費(fèi)者行為特征儲(chǔ)蓄意識(shí)傳統(tǒng)化日本消費(fèi)者最為挑剔要求有充分的選擇范圍重視售后服務(wù)追求名牌15國(guó)際市場(chǎng)消費(fèi)者行為特點(diǎn)

西歐消費(fèi)者行為特征內(nèi)部市場(chǎng)的“差別消費(fèi)”精品王國(guó)的“平民消費(fèi)”回歸傳統(tǒng)消費(fèi)流行“單身消費(fèi)”ProceduresofInternationalMarketingResearchMethodsofInternationalMarketingResearchProceduresandMethods

ofInternationalMarketingResearch

國(guó)際營(yíng)銷調(diào)研的程序與方法PhaseofpreparationTheproposaloftheresearchproblemPreliminaryanalysisExploratoryresearchDevelopingtheresearchplanPhaseofimplementationOrganizingandtrainingresearchersCollectiondataSecondaryDataDeskResearchPrimaryDataFieldResearchPhaseofconclusionSortandanalyzedataPreparationofresearchreportsProceduresofInternationalMarketingResearch

國(guó)際營(yíng)銷調(diào)研的程序ProceduresofInternationalMarketingResearch

國(guó)際營(yíng)銷調(diào)研的程序DefiningtheproblemandresearchobjectivesDevelopingtheresearchplanforcollectinginformationImplementingtheresearchplancollectingandanalyzingthedataInterpretingandreportingthefindings.FigureThemarketingresearchprocess19DefiningproblemandresearchobjectivesExploratoryresearchtogatherpreliminaryinformationthatwillhelpdefineproblemsandsuggesthypotheses.Descriptiveresearchtobetterdescribemarketingproblems,situations,ormarkets.suchasthemarketpotentialforaproductorthedemographicsandattitudesofconsumers.Causalresearchtotesthypothesesaboutcause-and-effectrelationships.Woulda10%decreaseintuitionataprivatecollegeresultinanenrollmentincreasetooffsetreducedtuition?Oftenstartwithexploratoryresearchandfollowwithdescriptiveorcausalresearch20DevelopingtheResearchPlanTheresearchplanoutlinessourcesofexistingdataandspellsoutspecificresearchapproaches,contactmethods,samplingplans,andinstrumentstogatherdata.SecondarydataInformationthatalreadyexistssomewhere,havingbeencollectedforanotherpurpose.PrimarydataInformationcollectedforthespecificpurposeathand.21DevelopingtheResearchPlanResearchobjectivesmustbetranslatedintospecificinformationneeds.ExampleofCampbellSoupCompanyResearchproblem:howconsumerswouldreacttotheintroductionofanewpackaginginformationneedsCharacteristicsofcurrentusers:demographic,economic,lifestyle;Consumer-usagepatternsforproducts:how,where,when;Retailerreactionstothenewpackaging;Forecastsofsalesofbothnewandcurrentpackages.22GatheringSecondaryDataSources:Internaldatabaseofthecompany;Externalsources:Commercialdataservices;Governmentsources;getfreeinfo.from:industryassociation,governmentagency,businesspublication,newsmedium.Featuresofsecondarydata:Beobtainedquicklyandlowercost;Canprovidedataacompanycannotcollectonitsown.Howtoevaluatesecondaryinformation?Tomakecertainitis:RelevantfitsresearchprojectAccurateReliablycollectedandreportedCurrentUp-to-dateenoughforcurrentdecisionsImpartialObjectivelycollectedandreported23PrimaryDataCollectionNeedtomakesuredata:relevant,accurate,current,unbiasedResearchapproachesContactmethodsSamplingPlanResearchinstruments-Observation-Survey-Experiment-Mail-Telephone-personal-online-Samplingunit-Samplesize-Samplingprocedure-Questionnaire-MechanicalinstrumentsPlanningPrimaryDataCollectionResearchApproachesObservationisbestsuitedforexploratoryresearch,surveysfordescriptiveresearch,andexperimentalresearchforcausalresearch.Observationalresearch:gatheringprimarydatabyobservingrelevantpeople,actions,&situations.When?can’tobtainbysimplyaskingquestions;Peopleareunwillingorunabletoprovide.Whataboutfeelings,attitudes,motivesorprivatebehavior?25ResearchApproachesSurveyResearch:gatheringprimarydatabyaskingpeoplequestionsabouttheirknowledge,attitudes,preferences,andbuyingbehavior.Flexible;Unwillingtorespondtostrangers;privacy;ExperimentalResearch:gatheringprimarydatabyselectingmatchedgroupsofsubjects,givingthemdifferenttreatments,controllingrelatedfactors,andcheckingfordifferencesingroupresponses.26ContactMethodsmailtelephonepersonalonlineFlexibilitypoorgoodexcellentgoodQuantityofdatagoodfairexcellentgoodControlofinterviewereffectexcellentfairpoorfairControlofsampleFairexcellentgoodexcellentSpeedofdatacollectionpoorexcellentgoodexcellentResponseratefairgoodgoodgoodCostgoodfairpoorexcellentTableStrengthsandweaknessesofcontactmethodsSamplingplanSample:asegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole.Threedecisions:Whoistobesurveyed(whatsampleunit)?Howmanypeopleshouldbesurveyed(whatsamplesize)?Samplesoflessthan1%ofapopulationcangiveagoodreliability;Howshouldthepeopleinthesamplebechosen(whatsamplingprocedure)?ProbabilitysampleSamplingerrorcanbemeasured.Nonprobabilitysample28ResearchInstrumentsQuestionnaireThemostcommoninstrumentFlexibleClosed-endquestionsMultiple-choicequestionsScalequestionsOpen-endquestionsEspeciallyusefulinexploratoryresearchWordingandorderingofquestionsSimple,direct,unbiasedwordingQuestionsshouldbeinlogicalorder;firstquestionshouldcreateinterest,anddifficultorpersonalquestionsshouldbeputlast.29Considerthefollowingquestionnaire:Whatisyourincometothenearesthundreddollars?Personalquestion.Areyouastrongorweaksupporterofovernightsummercampingforyourchildren?Vaguemeaningof“strong”and“weak”Doyourchildrenbehavethemselveswellatasummercamp?Yes()No()Howtodefine“behavewell”?Willpeopleanswerhonestlyandobjectively?Howmanycampsmailedore-mailedyoulastyear?Whocanrememberthis?Whatarethemostsalientanddeterminantattributesinyourevaluationofsummercamps?Bigwordsof“salient”and“determinant”Isitrighttodepriveyourchildoftheopportunitytogrowintoamaturepersonthroughcamping?Aloadedandbiasedquestion.Whocanansweryes?高露潔牙膏的調(diào)查問卷高露潔牙膏市場(chǎng)調(diào)查問卷/jq/1487281.aspx高露潔漱口水市場(chǎng)調(diào)查問卷/jq/2623549.aspxResearchInstrumentsMechanicaldevicesTomonitorconsumerbehaviorCheckoutscannerstorecordshoppers’purchases.Tomeasuresubjects’physicalresponsesEyemovementwhilewatchingads:eyesfocuspointsandhowlongtheystay.32ImplementingtheResearchPlanDatacollectingBymarketingresearchstafforbyoutsidefirms.WatchcloselyandguardagainstproblemswithcontactingrespondentsWithrespondentswhorefusecooperate,orgivebiasedanswers,Withinterviewerswhomakemistakesortakeshortcuts.DataprocessingCheckdataforaccuracyandcompletenessCodeforanalysisDataanalyzingComputestatisticalmeasures.33InterpretingandReportingtheFindingsPresentusefulfindingsinmajordecisionsfacedbymanagement.NOTtrywithnumbersandfancystatisticaltechniques.Managersandresearchersmustworktogethercloselywheninterpretingresearchresults,andbothshareresponsibilityforresearchprocessandresultingdecisions.ResearchbyAgentsThemarketresearchactivitiesundertakenbyinternationalmarketresearchagenciestoconductintelligencecollectionandanalysisthroughthecommissionofinternationalmarketingcompaniesInternationalmarketingresearchorganizationandtheirresponsibilitiesInternalmarketresearchagenciesProfessionalmarketresearchagenciesresearchdepartmentofnationalgovernmentoragenciesPracticeofresearchbyagentsResearchagentselectionResearchagencycontractThecooperationwithresearchagencyMethodsofInternationalMarketingResearch

-ResearchbyAgents

國(guó)際營(yíng)銷調(diào)研的方法－委托調(diào)研ComponentsofinternationalmarketinginformationsystemTheroleofinternationalmarketinginformationsystemsThesourcesandcollectionchannelsofinternationalmarketinformationTheInformationSystemofInternationalMarketingResearch

國(guó)際市場(chǎng)營(yíng)銷調(diào)研信息系統(tǒng)InternalDataBaseInternationalMarketingIntelligence

SystemInternationalMarketingResearchSystemsInternationalMarketingDecisionSupport

SystemComponentsofinternationalmarketinginformationsystem

國(guó)際市場(chǎng)營(yíng)銷信息系統(tǒng)的組成Marketinginformationsystem(MIS):

People,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.

MarketinginformationsystemDevelopingneededinformationMarketingenvironmentTargetMarketingCompetitorsPublicsMacro-environmentMarketschannelsforcesMarketingmanagersAnalysisPlanningImplementOrganizationControlDistributinginformationAssessingInformationneedsInternalDatabasesInformationanalysisMarketingintelligenceMarketingresearch38DevelopingMarketingInformationInternaldatabase:electroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinthecompanynetwork.AccountingdepartmentFinancialstatement;detailedrecordsofsales,costs,andcashflowsMarketingdepartmentInfo.oncustomertransactions,demographics,psychographics.CustomerservicedepartmentRecordsofcustomersatisfactionorserviceproblemSalesforceResellerreactionandcompetitoractivities.39MarketingIntelligence:systematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitionanddevelopmentinthemarketplace.Sources:Internal:executives,engineersandscientists,purchasingagents,andsalesforce.External:suppliers,resellers,keycustomers.Observationoncompetitors’publishedinfo.Annualreport,businesspublication,tradeshowexhibits,pressreleases,advertisements,andwebpages;Internetsearchenginesforevents,ortrends;Websitesfortheircustomers,partners,suppliers,investorsandfranchisees.DevelopingMarketingInformationTomeetmoreandmoreneedsofinternationalmarketinginformationformarketingpersonnelTomeetmoreandmoreneedsforcustomersTomeettheneedsofexpandinggeographicalscopeofinternationalmarketingactivitiesTomeettheneedsofenrichingthecontents

ofinternationalmarketingactivitiesTheroleofinternationalmarketinginformationsystems

國(guó)際市場(chǎng)營(yíng)銷信息系統(tǒng)的作用DirectinformationsourceofInternationalMarketThroughcompanies’technicalstaff、informationstafformarketingstaffwhocollectmarketinformationbyon-the-spot

investigationBydomesticoverseaeconomicandtradeinstitutionsThroughentrusteddomesticoverseaspersonnel

(especiallyeconomicandtechnicalmission)Toobtaininformationconsistentlyfromthesalesoutlets

ofthecompanyaroundtheworldByagents,retailers,importers,wholesalersorothermiddlemenlocatedinthehostcountryNetwork

informationThesourcesandcollectionchannelsofinternationalmarketinformation

國(guó)際市場(chǎng)信息的來(lái)源和收集渠道IndirectinformationsourceofInternationalMarketInternalsourcesofinformationExternalsou