Marketing: Lập trình hướng đối tượng

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Marketing nghiên cứu: quá trình thu thập và sử dụng thông tin để tiếp thị ra quyết định Phát triển các nghiên cứu tiếp thị Chức năng đầu tiên tổ chức thực hiện dự án nghiên cứu thị trường bởi N.W. Ayer năm 1879 thương mại đầu tiên nghiên cứu khoa ở Mỹ thành lập bởi Charles C. Parlin cho Curtis Công ty xuất bản vào năm 1911

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Nội dung Text: Marketing: Lập trình hướng đối tượng

Part 3: Target Market Part Selection Selection 8. Marketing Research Decision- Support Systems, and Sales Forecasting 9. Market Segmentation, Targeting, and Positioning 10. Relationship Marketing, Customer Relationship Management (CRM), and One-to- One Marketing Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Chapter 8 Marketing Marketing Research, Decision- Research, Support Systems, Support and Sales Forecasting Forecasting Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Chapter Objectives 1. Describe the development of the marketing research function and its major activities. 2. Explain the steps in the marketing research process 3. Distinguish between primary and secondary data and identify the sources of each type. 4. Explain the different sampling techniques used by marketing researchers. 5. Identify the methods by which marketing researchers collect primary data. 6. Explain the challenges of conducting marketing research in global markets. 7. Outline the most important uses of computer technology in marketing research. 8. Explain how the use of information technology, particularly marketing decision support systems (MDSSs), can enhance and refine market research and it’s impact on decision making. 9. Identify the major types of forecasting methods. Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The Marketing Research Function  Marketing research: the process of collecting and using information for marketing decision-making  Development of the Marketing Research Development Function Function First organized marketing research project done by N.W. Ayer in 1879 First commercial research department in the U.S. established by Charles C. Parlin for the Curtis Publishing Co. in 1911 Parlin counted soup cans in garbage to convince the Campbell soup Company that working-class families would buy canned soup Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Who Conducts Marketing Research The size and organizational form of the marketing research function is typically tied to a given company’s structure Many firms depend on independent marketing research firms  Syndicated Services Organizations that regularly provide a standardized set of data to all customers Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Full-Service Research Suppliers Organizations that contract with clients to conduct complete marketing research projects  Limited-Service Research Suppliers A marketing research firm that specializes in selected activities like:  Field or telephone interviews  Data-processing  Focus groups Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Customer Satisfaction Measurement Programs  Procedure for measuring customer feedback against customer satisfaction goals and developing a plan of action for improvement Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The The Marketing Research Process Process Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 1: Define the Problem Avoid confusing symptoms of a problem with the problem itself The problem(s) should be agreed upon by all concerned parties Doing so helps to keep everyone concerned in agreement and to keep the project focused on solving the problem(s) Doing so also helps to prevent the all-too- common tendency to spend resources attempting to answer “interesting, but not necessary” questions Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 2: Conduct exploratory research An Informal investigation seeking to discover the cause of a problem by discussing it with informed internal and external sources Company records such as sales and profit analyses Competitive data Using Internal Data  Sales records, Financial statements, and Marketing cost analyses Sales analysis Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 3: Formulate a Hypothesis Hypothesis: a tentative explanation for some specific event – a statement about the relationship among variables that carries a clear implication for testing this relationship Sets the stage for more in-depth research by further clarifying what researchers need to test Not all marketing research tests specific hypotheses Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 4: Create a Research Design Research design: a series of decisions that, taken together, comprise a master plan or model for conducting marketing research Must ensure that the study will measure what the marketer intends to measure Must also ensure an appropriate selection of respondents Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 5: Collect Data Secondary data is data from previously published or compiled sources (e.g. Census data)  Almost always less expensive to gather  Less time is usually necessary to locate and use it Primary data refers to data collected for the first time specifically for a marketing research study  Can provide richer, more detailed information than secondary data Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Step 6: Interpret and Present Research Step Information Information Findings must be presented to decision- makers in a format that allows them to make effective judgments Cardinal rule of presenting marketing research requires that it assists decision- making rather than being an end in itself Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 The Research Report and Presentation: Linking the Study and the Research User Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Marketing Research Methods Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Secondary Data Collection Government Data  Nation’s most important source of marketing data  Most frequently used government statistics  Census information available at no charge  TIGER System: Topographically Integrated Geographic Encoding and Referencing System The system combines topographic features like railroads, highways, and rivers with census data such as household income figures Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Secondary Data Collection Private Data  Encyclopedia of Associations  Urich’s Guide to International Periodicals  Sales & Marketing Management’s Annual Survey of Media Markets  Dialog’s ABI/Inform  CompuServe’s Knowledge Index  Find/SVP’s FindEx, the Directory of Market Research Reports, Studies, and Surveys  Starch Readership Reports  A. C. Nielsen’s SalesNet Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Secondary Data Collection Online Sources of Secondary Data  Cyberspace sometimes simplifies the search for secondary data  A Web-based research project can cost less, and can yield significantly faster results than offline research  Caveat Emptor should guide Internet searches for secondary data Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
 Sampling Techniques Sampling: the process of selecting survey respondents or other research participants  Population (universe): total group that researchers want to study  Census: a collection of data on all possible members of a population or universe Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.