Chapter3InternationalMarketingResearch國際市場營銷調(diào)研AnOverviewofInternationalMarketingResearch

國際市場營銷調(diào)研概述ProceduresandMethodsofInternationalMarketingResearch國際營銷調(diào)研的程序與方法TheInformationSystemofInternationalMarketingResearch國際市場營銷調(diào)研信息系統(tǒng)Chapter3InternationalMarketingResearch

國際市場營銷調(diào)研TheConceptofInternationalMarketingResearch國際營銷調(diào)研的概念MainContentsofInternationalMarketingResearch國際市場營銷調(diào)研的主要內(nèi)容AnOverviewofInternationalMarketingResearch

國際市場營銷調(diào)研概述

國際市場營銷調(diào)研：指運(yùn)用科學(xué)的方法，有目的地、系統(tǒng)地收集、記錄和分析國際市場信息，以使開展國際營銷的企業(yè)能正確認(rèn)識市場環(huán)境，評價企業(yè)自身行為，為其制定國際營銷決策提供充分依據(jù)的活動。Internationalmarketingresearchrefersto：Theactivityinwhichbyusingscientificmethods,marketerspurposefullyandsystematicallycollect,recordandanalyzeinformationoninternationalmarketsinordertomakeacorrectunderstandingofthemarketenvironmentandtoevaluatecompanies’ownbehavior

forprovidingasufficientbasisthedevelopmentofinternationalmarketingdecisionsTheConceptofInternationalMarketingResearch

國際營銷調(diào)研的概念

ResearchforCapacityofMarketDemandMaximumandMinimumcapacityofmarketdemandPresentandpotentialcapacityofmarketdemandThecharacteristicsandscaleofneedsofdifferentcommoditiesMarketingopportunitiesofdifferentmarketsCurrentmarketshareofcompetitorsResearchforcontrollablefactorsResearchforuncontrollablefactorsMainContentsofInternationalMarketingResearch

國際市場營銷調(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主要國家和地區(qū)市場特點(diǎn)美國市場的主要特點(diǎn)市場經(jīng)濟(jì)發(fā)達(dá)，市場化程度高美國市場容量巨大，需求層次多美國市場渠道暢通美國市場銷售季節(jié)性強(qiáng)美國市場對產(chǎn)品質(zhì)量要求高，注重廣告宣傳美國市場安全性強(qiáng)9主要國家和地區(qū)市場特點(diǎn)

西歐國家市場的主要特點(diǎn)西歐市場是世界第一大市場西歐市場為區(qū)域聯(lián)盟大市場西歐市場是一個內(nèi)部統(tǒng)一市場西歐市場是一個自由貿(mào)易市場西歐市場中商業(yè)零售發(fā)展快、形式新西歐各國政府對市場商品監(jiān)督管理嚴(yán)格10主要國家和地區(qū)市場特點(diǎn)

日本市場的主要特點(diǎn)日本市場是一個壟斷控制型市場日本市場是外向主導(dǎo)型市場日本市場規(guī)模大，消費(fèi)水平高日本市場的對外開放性日益加強(qiáng)日本市場進(jìn)口商品結(jié)構(gòu)出現(xiàn)新變化日本市場的流通渠道復(fù)雜日本市場競爭激烈日本市場對商品質(zhì)量要求高11主要國家和地區(qū)市場特點(diǎn)

東盟十國市場的主要特點(diǎn)市場容量較大管制方面較松華人眾多非洲市場的主要特點(diǎn)市場潛力大，資源豐富市場競爭激烈經(jīng)濟(jì)落后，人均收入低12主要國家和地區(qū)市場特點(diǎn)

中東地區(qū)海灣市場的主要特點(diǎn)海灣地區(qū)盛產(chǎn)石油，國家比較富裕，有較強(qiáng)的市場購買力海灣市場是一個外匯比較充裕、關(guān)稅低、限制少的現(xiàn)匯市場海灣市場是一個重要的轉(zhuǎn)口市場海灣市場是世界重要的承包和勞務(wù)市場海灣市場吸引力大，競爭激烈13國際市場消費(fèi)者行為特點(diǎn)

美國消費(fèi)者行為特征趕時髦，獵新奇講健康，求自然追求個性，要高檔圖方便，追求情趣借債購買，超前消費(fèi)14國際市場消費(fèi)者行為特點(diǎn)日本消費(fèi)者行為特征儲蓄意識傳統(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國際市場消費(fèi)者行為特點(diǎn)

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

ofInternationalMarketingResearch

國際營銷調(diào)研的程序與方法PhaseofpreparationTheproposaloftheresearchproblemPreliminaryanalysisExploratoryresearchDevelopingtheresearchplanPhaseofimplementationOrganizingandtrainingresearchersCollectiondataSecondaryDataDeskResearchPrimaryDataFieldResearchPhaseofconclusionSortandanalyzedataPreparationofresearchreportsProceduresofInternationalMarketingResearch

國際營銷調(diào)研的程序ProceduresofInternationalMarketingResearch

國際營銷調(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調(diào)查問卷/jq/1487281.aspx高露潔漱口水市場調(diào)查問卷/jq/2623549.aspxResearchInstrumentsMechanicaldevicesTomonitorconsumerbehaviorCheckoutscannerstorecordshoppers’purchases.Tomeasuresubjects’physicalresponsesEyemovementwhilewatchingads:eyesfocuspointsandhowlongtheystay.32ImplementingtheResearchPlanDatacollectingBymarketingresearchstafforbyoutsidefirms.WatchcloselyandguardagainstproblemswithcontactingrespondentsWithrespondentswhorefusecooperate,orgivebiasedanswers,Withinterviewerswhomakemistakesortakeshortcuts.DataprocessingCheckdataforaccuracyandcompletenessCodeforanalysisDataanalyzingComputestatisticalmeasures.33InterpretingandReportingtheFindingsPresentusefulfindingsinmajordecisionsfacedbymanagement.NOTtrywithnumbersandfancystatisticaltechniques.Managersandresearchersmustworktogethercloselywheninterpretingresearchresults,andbothshareresponsibilityforresearchprocessandresultingdecisions.ResearchbyAgentsThemarketresearchactivitiesundertakenbyinternationalmarketresearchagenciestoconductintelligencecollectionandanalysisthroughthecommissionofinternationalmarketingcompaniesInternationalmarketingresearchorganizationandtheirresponsibilitiesInternalmarketresearchagenciesProfessionalmarketresearchagenciesresearchdepartmentofnationalgovernmentoragenciesPracticeofresearchbyagentsResearchagentselectionResearchagencycontractThecooperationwithresearchagencyMethodsofInternationalMarketingResearch

-ResearchbyAgents

國際營銷調(diào)研的方法－委托調(diào)研ComponentsofinternationalmarketinginformationsystemTheroleofinternationalmarketinginformationsystemsThesourcesandcollectionchannelsofinternationalmarketinformationTheInformationSystemofInternationalMarketingResearch

國際市場營銷調(diào)研信息系統(tǒng)InternalDataBaseInternationalMarketingIntelligence

SystemInternationalMarketingResearchSystemsInternationalMarketingDecisionSupport

SystemComponentsofinternationalmarketinginformationsystem

國際市場營銷信息系統(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

國際市場營銷信息系統(tǒng)的作用DirectinformationsourceofInternationalMarketThroughcompanies’technicalstaff、informationstafformarketingstaffwhocollectmarketinformationbyon-the-spot

investigationBydomesticoverseaeconomicandtradeinstitutionsThroughentrusteddomesticoverseaspersonnel

(especiallyeconomicandtechnicalmission)Toobtaininformationconsistentlyfromthesalesoutlets

ofthecompanyaroundtheworldByagents,retailers,importers,wholesalersorothermiddlemenlocatedinthehostcountryNetwork

informationThesourcesandcollectionchannelsofinternationalmarketinformation

國際市場信息的來源和收集渠道IndirectinformationsourceofInternationalMarketInternalsourcesofinformationExternalsou