国际市场调研.ppt
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1、国际市场调研国际市场调研The art of prophecy(预言预言)is very difficult,especially with respect to the future.Mark Twain(1835-1910)2内容提要内容提要市场调研的定义及作用市场调研的定义及作用市场调研过程市场调研过程国际市场调研的问题国际市场调研的问题国际市场营销信息系统国际市场营销信息系统互联网对市场调研的影响互联网对市场调研的影响3Learning Objective 1市场调研的定义市场调研的定义及其对市场营销决策的重要性及其对市场营销决策的重要性Define marketing researc
2、h andexplain its importance to marketing decision making.4市场调研的定义市场调研的定义Marketing Research系统地和客观地识别、收集、系统地和客观地识别、收集、分析和传播信息,以便更好地分析和传播信息,以便更好地识别、解决营销问题和利用营识别、解决营销问题和利用营销机会,改进营销决策销机会,改进营销决策15市场调研定义的特点市场调研定义的特点 专业化专业化n系统工作,有计划、有组织的活动系统工作,有计划、有组织的活动客观性客观性n减少偏见、感情和主观判断减少偏见、感情和主观判断目的性目的性n与特定问题的需要有关,要有商业目
3、的与特定问题的需要有关,要有商业目的16例例3-1:市场调研的起源:市场调研的起源垃圾寻宝记垃圾寻宝记市市场场调调研研是是一一个个相相对对新新的的领领域域。其其起起源源可可追追溯溯到到N.W.Ayer于于1879组组织织的的首首次次调调研研活活动动和和Charles C.Parlin于于1911年年在在Curtis出版社建立的首个商业调研机构。出版社建立的首个商业调研机构。而而Parlin的的市市场场调调研研又又始始于于数数费费城城垃垃圾圾场场中中的的罐罐头头盒盒!Parlin当当时时受受雇雇为为星星期期六六晚晚邮邮报报(Saturday evening Post)推推销销广广告告位位。康康宝
4、宝汤汤(Campbell soup)公公司司拒拒绝绝Parlin的的推推销销,认认为为该该杂杂志志的的读读者者主主要要为为工工薪薪阶阶层层这这些些人人宁宁愿愿自自己己做做汤汤也也不不会会花花10美美分分购购买买准准备备好好的的汤汤罐罐头头。而而康康宝宝将将其其产产品品的的目目标标客户定位为愿意出前买方便的高收入人群。客户定位为愿意出前买方便的高收入人群。17例例3-1:(续):(续)作为回应,作为回应,Parlin开始数他从不同社区的垃圾场收集开始数他从不同社区的垃圾场收集来的罐头盒。出乎康宝的意料之外,来的罐头盒。出乎康宝的意料之外,Parlin的调研揭示罐的调研揭示罐头汤更多是卖给工薪阶层
5、而非富有头汤更多是卖给工薪阶层而非富有阶层阶层后者有仆人为他们做汤。后者有仆人为他们做汤。康宝于是成为星期六晚邮报的客户。康宝于是成为星期六晚邮报的客户。有趣的是,至今垃圾仍是营销有趣的是,至今垃圾仍是营销调研人员的优良情报来源之一。调研人员的优良情报来源之一。18市场调研的功能Roles of Marketing Research1描述描述Descriptive诊断诊断Diagnostic预测预测PredictiveMarketing Research Marketing Research has three roles:has three roles:9DescriptiveDescrip
6、tive描述性描述性描述性描述性收集数据并展示事实收集数据并展示事实Gathering and presenting factual statementsDiagnosticDiagnostic诊断性诊断性诊断性诊断性解释数据解释数据 Explaining dataPredictivePredictive预测性预测性预测性预测性预测营销决策结果预测营销决策结果 Attempting to estimate the results of a planned marketing decision市场调研的功能(续)1谁在买汤罐头?在x杂志上做广告,能到达工薪阶层,增加销量工薪阶层是主要买主10市场
7、调研的应用描述性功能Management Uses of Marketing Research环境扫描环境扫描发现营销环境中的机会与挑战发现营销环境中的机会与挑战n顾客现状顾客现状谁在买我们的产品?住哪?收入多高谁在买我们的产品?住哪?收入多高?n市场潜力市场潜力公司产品市场是在增长还是在衰退?公司产品市场是在增长还是在衰退?有否未发掘的潜力市场有否未发掘的潜力市场(promising market)?n环境趋势与影响环境趋势与影响经济、政治、技术、文化等趋经济、政治、技术、文化等趋势将如何变化?如何影响我们的市场?势将如何变化?如何影响我们的市场?111市场调研的应用市场调研的应用预测性功能
8、预测性功能风险评估风险评估比较营销活动的收益和成本比较营销活动的收益和成本n产品设计选型产品设计选型哪一种设计最有希望?哪一种设计最有希望?n定价水平定价水平定价多高?利润如何随定价策略改变?定价多高?利润如何随定价策略改变?n渠道选择渠道选择在哪出售我们的产品?由谁?在哪出售我们的产品?由谁?n促销策略促销策略促销费用多高?如何在产品和地区间分促销费用多高?如何在产品和地区间分配?哪一种媒体最有效?配?哪一种媒体最有效?112市场调研的应用市场调研的应用诊断性功能诊断性功能监控与诊断监控与诊断发现问题并提出解决建议发现问题并提出解决建议n市场份额市场份额总的市场份额如何?各个具体地区呢总的市
9、场份额如何?各个具体地区呢?n竞争者竞争者谁?强项弱点?比我如何?谁?强项弱点?比我如何?n顾客满意度顾客满意度对我们的产品满意吗?我们的服务对我们的产品满意吗?我们的服务水平多高?水平多高?n公司形象公司形象公众如何认知我们公司?在行业中的公众如何认知我们公司?在行业中的声誉呢?声誉呢?113例3-2:福特的电子商务营销战略Fords E-commerce Marketing StrategyFord Motor Company has used marketing research to create an aggressive e-commerce marketing strategy.
10、Ford set up the Buyer Connection Web site and joined MSN CarPoint site where consumers can order custom-assembled cars,track their progress,and apply for financing.Fords Owner-Connection site lets owners get on-line help,manage their warranty service,and check on financing.The company is also teamin
11、g up with Yahoo!,TeleTech,CarPoint,iVillage,and to conduct research on consumer auto interests and buying patterns of Web-surfing customers.Ford has seen the Internet as an opportunity,not a threat.114例3-3:UPS的顾客满意度调研UPSs customer satisfaction researchWhen UPS recently began asking broader questions
12、 about how it could improve service,it discovered that clients weret so obsessed with on-time delivery as the company had preciously thought.The biggest surprise to UPS management:customers wanted more interaction with1drivers the only face-to-face contact any of them had with the company.If driver
13、were less harried and more willing to chat,customers could get some practical advice on shipping.15例3-3:UPSs customer satisfaction research(continued)“Weve discovered that the highest-rated element we have is our drivers,”says Lawrence E.Farrel,UPSs service-quality manager.In a sharp departure,the c
14、ompany is encouraging its 62,000 delivery drivers to get out of their trucks and visit customers along with salespeople it also allow drivers an additional thirty minutes a week to spend at their discretion(判断力判断力)to strengthen ties with customers and perhaps bring in new sales.116例3-4:日本的潮流先导 Hey!G
15、ot fermented milk?Foreign Companies have discovered Japans best marketing bellwether(前导前导):the teenage girl.As Japanese companies have long known,the nations high-school girls have and uncanny(离奇的离奇的)ability to predict which products will be hits with consumers of all age groups.Whats more,a select
16、pool of these teens can create a buzz(信号信号)that turns a new product into a nationwide smash(轰动轰动).117例3-4:(continued)“A fad that catches on among teenage girls often becomes a big trend throughout the country and among consumers in general,”says Etsuko Katsube,a Coca-Cola marketing executive who use
17、d teenage girls to market a now-popular soft drink made with fermented milk(酸奶酸奶).Girl guides are taken very seriously in Japan.Food manufacturers like Calbee Foods Company and Meiji Seika Kaisha Ltd.Frequently round up schoolgirls from Tokyos streets to sample potato-chip recipes or chocolate bars.
18、Asahi Broadcasting Corporations surveys high-school girls to fine-tune story lines for higher ratings on the television 118例3-4:(continued)networks prime-time dramas.Other companies pay girls to keep diaries of what they buy.Boom,one of a group of Tokyo research firms that specialize in teen surveys
19、,offers a portfolio of several thousand Tokyo-area high-school girls that includes,it says,five hundred girls deemed to be“trendsetters.”Booms Clients include giants such as 7-Eleven Japan Company and Shiseido Company.119例3-4:(continued)On a recent afternoon,a trio of Tokyo high-school girls sat in
20、a Boom interview room,poking at blobs of fruit gelatin(果冻果冻).They were helping Meiji Milk Products Company narrow down a list of six flavors to four that Meiji Milk will sell in 7,300 Japanese convenience stores.Swallowing a spoonful of apple gelatin,fifteen-year-old Knnako Yonemura cocked her head
21、and proclaims,“This is too sweet.”The interviewer listened intently.The girl added:“And Id like to know how many calories it has per serving.”And Shiseido says that by tapping teen insights it unexpectedly hit on a broad market for a low priced line of120例3-4:(continued)nail polishes.The cosmetics m
22、aker had named the lind Chopi;the girls preferred another name,Neuve.They also persuaded Shiseido to change the containers color from the usual black,white,or silver to beige(米色米色).“Just about all the basic ideas for Neuve came from high-school girls,“says Miyagawa,a Shiseido marketing director.The
23、company credits the girls with the fact that a product originally aimed at teens proved appealing to women of all ages.Over the past year,Neuve sales totaled twenty million units.Annual sales of one million units is considered a marketing success in Japan.121国际市场调研国际市场调研 vs.国内市场调研国内市场调研工具和方法一样工具和方法一
24、样环境不同环境不同n新变数:关税、外汇、汇率变化新变数:关税、外汇、汇率变化n新环境:文化、经济、政治、法律新环境:文化、经济、政治、法律n新竞争:国内节约劳力的设备在国际市场面新竞争:国内节约劳力的设备在国际市场面临廉价劳动力的竞争临廉价劳动力的竞争122为和国际市场调研不受重视为和国际市场调研不受重视对国际消费者喜好的差异缺乏敏感性对国际消费者喜好的差异缺乏敏感性n自信自己的东西对所有人都是最好的和能够接受的自信自己的东西对所有人都是最好的和能够接受的对国外市场环境的差异缺乏重视对国外市场环境的差异缺乏重视n无视国外的分销系统、用户、媒体和广告法规可能截然不同无视国外的分销系统、用户、媒体
25、和广告法规可能截然不同不熟悉国内外的资料来源、或拥有资料但缺乏使用能力不熟悉国内外的资料来源、或拥有资料但缺乏使用能力n感觉国际市场调研费用高,不值得花钱调研感觉国际市场调研费用高,不值得花钱调研国际营销活动是依靠未预约客户的订单得以逐步发展的国际营销活动是依靠未预约客户的订单得以逐步发展的n更重视起逐步积累的商务经验而不是有组织的市场调研更重视起逐步积累的商务经验而不是有组织的市场调研123国际市场调研的必要性国际市场调研的必要性有助于管理者制定国际化战略有助于管理者制定国际化战略n包括国外市场机会的识别、评估、比较和选择包括国外市场机会的识别、评估、比较和选择制定在每一个国家的营销计划和确
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