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：指運用科學的方法，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)市場特點美國市場的主要特點市場經(jīng)濟發(fā)達，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9主要國家和地區(qū)市場特點

西歐國家市場的主要特點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)督管理嚴格10主要國家和地區(qū)市場特點

日本市場的主要特點日本市場是一個壟斷控制型市場日本市場是外向主導型市場日本市場規(guī)模大，消費水平高日本市場的對外開放性日益加強日本市場進口商品結(jié)構(gòu)出現(xiàn)新變化日本市場的流通渠道復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

東盟十國市場的主要特點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市場潛力大，資源豐富市場競爭激烈經(jīng)濟落后，人均收入低12主要國家和地區(qū)市場特點

中東地區(qū)海灣市場的主要特點海灣地區(qū)盛產(chǎn)石油，國家比較富裕，有較強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國際市場消費者行為特點

美國消費者行為特征趕時髦，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14國際市場消費者行為特點日本消費者行為特征儲蓄意識傳統(tǒng)化日本消費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國際市場消費者行為特點

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