市场营销副本学习教案.pptx

市场营销副本市场营销副本(fbn)第一页，共54页。Battered by competition from the sweeter Pepsi-Cola,Coca-Cola decided in 1985 Battered by competition from the sweeter Pepsi-Cola,Coca-Cola decided in 1985 to replace its old formula with a sweeter variation,dubbed the“New Coke”.Coca-to replace its old formula with a sweeter variation,dubbed the“New Coke”.Coca-Cola spent$4 million on market research.Cola spent$4 million on market research.Blind taste tests showed that Coke drinkers preferred the new,sweet formula,but the Blind taste tests showed that Coke drinkers preferred the new,sweet formula,but the launch of New Coke provoked a national uproar.Market researchers had measured the launch of New Coke provoked a national uproar.Market researchers had measured the taste but had failed to measure the emotional attachment consumers had to Coca-Cola.taste but had failed to measure the emotional attachment consumers had to Coca-Cola.There were angry letters,formal protests and even lawsuit threats,to force the retention of There were angry letters,formal protests and even lawsuit threats,to force the retention of“The Real Thing”.Ten weeks later,the company withdrew New Coke and reintroduced its“The Real Thing”.Ten weeks later,the company withdrew New Coke and reintroduced its century-old formula as“Classical Coke”,giving the old formula even stronger status in the century-old formula as“Classical Coke”,giving the old formula even stronger status in the marketplace.marketplace.The New Coke第1页/共54页第二页，共54页。Case StudyNew CokeNew Coke product failurePoor salesPoor salesOver 1,500 phone Over 1,500 phone calls a day from calls a day from angry customersangry customersOld coke returns in Old coke returns in only 3 monthsonly 3 monthsDue largely to research failureTested on taste Tested on taste only not only not intangiblesintangiblesDecisions based Decisions based on 60%ratingson 60%ratingsAll for$4 million!All for$4 million!第2页/共54页第三页，共54页。Learning ObjectivesLearning ObjectivesMarketing Information and Customer Marketing Information and Customer InsightsInsightsAssessing Marketing Information Assessing Marketing Information NeedsNeedsDeveloping Marketing InformationDeveloping Marketing InformationMarketing ResearchMarketing ResearchAnalyzing and Using Marketing InformationAnalyzing and Using Marketing InformationOther Marketing Information Other Marketing Information ConsiderationsConsiderationsTopic Outline第3页/共54页第四页，共54页。Marketing Information&Customer InsightsMarketing Information&Customer InsightsFresh understandings of customers and the Fresh understandings of customers and the marketplace derived from marketing information that marketplace derived from marketing information that become the basis for creating customer value and become the basis for creating customer value and relationships.relationships.Fresh and deep insights into customers needs and Fresh and deep insights into customers needs and wantswants关于顾客需求与欲望的新鲜的、深入的了解关于顾客需求与欲望的新鲜的、深入的了解Difficult Difficult toto obtain obtain很难获得很难获得(hud)(hud)Not obvious Not obvious 隐性隐性Customers unsure of their behavior Customers unsure of their behavior 消费者对自身需求消费者对自身需求的不了解的不了解Better information and more effective use of existing Better information and more effective use of existing informationinformation公司更加有效地管理和运用来自各种渠道的信息公司更加有效地管理和运用来自各种渠道的信息Customer Insights(顾客顾客(gk)洞察洞察)are:第4页/共54页第五页，共54页。Companies are forming customer insights teamsl lInclude all company functional areasInclude all company functional areas(职能部门职能部门职能部门职能部门)l lCollect information from a wide variety of sourcesCollect information from a wide variety of sourcesl lUse insights to create more value for their Use insights to create more value for their customerscustomersCustomer InsightsMarketing Information&Customer Insights第5页/共54页第六页，共54页。Companies Companies use use such such customer customer insights insights toto develop develop competitive competitive advantage(advantage(相相对对(xingdu)(xingdu)竞竞争优势争优势).).ToTo gain gain customer customer insights,insights,marketers marketers must must effectively effectively manage manage marketing marketing information information from from a a wide range of sources.wide range of sources.The The real real value value of of marketing marketing research research and and marketing marketing information information from from lies lies in in how how it it is is used used in the customer insights that it provide.in the customer insights that it provide.Customer InsightsMarketing Information&Customer Insights第6页/共54页第七页，共54页。Marketing Information and Customer InsightsMarketing Information and Customer InsightsMarketing information system Marketing information system(MIS)consists of people and(MIS)consists of people and procedures for:procedures for:Assessing the information need Assessing the information need 获取获取获取获取信息信息信息信息Developing needed information Developing needed information 开发开发开发开发(kif)(kif)使用信息使用信息使用信息使用信息Helping decision makers use the Helping decision makers use the information for customer information for customer 有助于有助于有助于有助于决策决策决策决策Marketing Information Systems(MIS)营销营销(yn xio)信息系统信息系统第7页/共54页第八页，共54页。Data Data 数据数据(shj)(shj)Data are any facts,numbers,or text that can be processed by a computer.Operational data(操作(cozu)型数据):sales,cost,inventory,payroll,and accounting Non-operational data(非操作(cozu)型数据):industry sales,forecast data,and macro economic data 第8页/共54页第九页，共54页。InformationInformation信息信息(xnx)(xnx)Data that have been processed and Data that have been processed and presented in a form suitable for human presented in a form suitable for human interpretation,often with the purpose of interpretation,often with the purpose of revealing trends or patterns.revealing trends or patterns.第9页/共54页第十页，共54页。KnowledgeKnowledge知识知识(zh shi)(zh shi)Information can be converted into knowledge about historical patterns and future trends.第10页/共54页第十一页，共54页。Data,Information&KnowledgeExamplesTechnologyData Point-of-sale transactions销售点交易记录销售点交易记录Database,Database Management System(DBMS)InformationSales Revenue(销售收入销售收入)Sales Volume(销售量销售量)Database,DBMSData WarehousingKnowledgePurchasing Patterns(采购模式采购模式),),etc.Data Warehousing,Data Mining第11页/共54页第十二页，共54页。Assessing information needs评估信息(xnx)需求Developing needed information开发(kif)所需信息Distributing&using information分析(fnx)和运用营销信息Analyzing needed information分析所需信息Developing Marketing InformationSteps in the Marketing Research Process市场调查步骤第12页/共54页第十三页，共54页。Assessing Information NeedsAssessing Information Needs评估信息评估信息(xnx)(xnx)需求需求Not all information needs can or should be satisfied.l lBalance the information managers would like to have against what they really need and what is feasible.l lCost vs.Benefitsl l“The more,the better”?第13页/共54页第十四页，共54页。Assessing Marketing Information NeedsAssessing Marketing Information NeedsMIS provides information to the companys marketing and other managers and external partners such as suppliers,resellers and marketing service agencies第14页/共54页第十五页，共54页。Assessing Marketing Information NeedsAssessing Marketing Information NeedsBalancing what the information users would like to have against what they need and what is feasible to offer Characteristics of a Good MIS有效的营销有效的营销(yn xio)信息系统信息系统应具备的特点应具备的特点Users NeedsMIS Offerings第15页/共54页第十六页，共54页。Developing Marketing InformationDeveloping Marketing Information开发开发(kif)(kif)所需信息所需信息Three sources of marketing information Internal data(内部(nib)数据)Marketing intelligence(营销情报)Market research(市场调查)第16页/共54页第十七页，共54页。Developing Marketing InformationDeveloping Marketing InformationInternal data is gathered via Internal data is gathered via customer databases,customer databases,financial records,and financial records,and operations reportsoperations reportsAdvantagesAdvantages include quick/easy include quick/easy access to informationaccess to informationDisadvantagesDisadvantages May be May be incompletely or in the wrong form incompletely or in the wrong form for making marketing decisions.for making marketing decisions.Keeping the database current Keeping the database current requires a major effort,because requires a major effort,because data ages quickly.All the data data ages quickly.All the data must be well integrated and must be well integrated and readily accessible.readily accessible.Internal dataMarketing intelligenceMarketing researchSources of Info第17页/共54页第十八页，共54页。Internal dataData Warehousing(数据仓库)A data warehouse is,primarily,a record of an enterprises past transactional and operational information,stored in a database designed to favour efficient data analysis and reporting especially On-Line Analytical Processing(OLAP)(联机分析(fnx)处理).Not meant for current,live data.第18页/共54页第十九页，共54页。Internal DataData mining(数据挖掘数据挖掘)l lAlso known as knowledge-discovery in databases(KDD),is the practice of automatically searching large stores of data for potential patterns.Western grocery chain-Diaper Western grocery chain-Diaper&Beer&Beer Walmart Walmart 第19页/共54页第二十页，共54页。Developing Marketing InformationMarketing intelligence(Marketing intelligence(市场市场营销情报营销情报(qngbo)is the(qngbo)is the systematic collection and systematic collection and analysis of publicly available analysis of publicly available information about information about competitors and trends in competitors and trends in the marketing environment.the marketing environment.Competitive intelligence Competitive intelligence gathering activities have gathering activities have grown dramatically.grown dramatically.Many sources of competitive Many sources of competitive information exist.information exist.Internal dataMarketing intelligenceMarketing researchSources of Info第20页/共54页第二十一页，共54页。Sources of Competitive IntelligenceCompany employeesInternetGarbage(无用(w yn)数据)Published informationCompetitors employeesTrade showsBenchmarking(基准(jzhn)分析法)Channel members and key customers第21页/共54页第二十二页，共54页。Marketing IntelligenceTechniques l lBenchmarking competitors productsBenchmarking competitors productsl lResearching the internet using search enginesResearching the internet using search enginesl lGoing to industry trade showsGoing to industry trade showsl lChecking rivals published informationChecking rivals published informationl lContacting suppliers,resellers,key customers and even Contacting suppliers,resellers,key customers and even competitors employeescompetitors employees第22页/共54页第二十三页，共54页。Marketing IntelligenceIssues l lLegitimacy l lIntellectual property&privacy protection第23页/共54页第二十四页，共54页。Developing Marketing InformationMarketing research(Marketing research(市场调研市场调研)is the systematic design,)is the systematic design,collection,analysis,and collection,analysis,and reporting of data relevant reporting of data relevant toto a specific marketing situation a specific marketing situation facing an organization.facing an organization.市场调研是针对组织面对的市场调研是针对组织面对的特定市场营销问题系统地设特定市场营销问题系统地设计、收集、分析计、收集、分析(fnx)(fnx)和报告和报告信息。信息。Internal dataMarketing intelligenceMarketing researchSources of Info第24页/共54页第二十五页，共54页。The Marketing Research ProcessThe Marketing Research Process市场调研程序市场调研程序(chngx)(chngx)Defining the problem and research objectives确定问题和调研(dio yn)目标Developing the research plan for collecting information制定(zhdng)调研计划Implementing the research plan执行调研计划Interpreting and reporting the findings解释和报告调研结果第25页/共54页第二十六页，共54页。Define Problem&Research ObjectivesDefine Problem&Research ObjectivesHardest Step in research processl lResearch objective specifies what information is needed to solve the problem.l lNeed to probe beneath superficial symptoms.l lBetter define research needs,refine ideas before developing any hypothesis!第26页/共54页第二十七页，共54页。Three types of objectivesExploratory research(Exploratory research(探索性调研探索性调研(dio yn):(dio yn):toto gather preliminary information that will help gather preliminary information that will help define the problem and suggest hypothesis.define the problem and suggest hypothesis.Descriptive research(Descriptive research(描述性调研描述性调研(dio yn):(dio yn):toto describe things such as consumer describe things such as consumer attitudes,market potential for a new product.attitudes,market potential for a new product.Causal research(Causal research(因果性调研因果性调研(dio yn):(dio yn):toto test hypotheses about cause-and-effect test hypotheses about cause-and-effect relationships.relationships.第27页/共54页第二十八页，共54页。Develop the Research Plan for Information CollectionDevelop the Research Plan for Information CollectionDetermine Determine EXACTEXACT information needed information neededOutline sources of existing dataOutline sources of existing dataDetermine specific research approaches,Determine specific research approaches,contact methods,sampling plans,and contact methods,sampling plans,and instruments for data collectioninstruments for data collection第28页/共54页第二十九页，共54页。Data Primary data 原始数据Information collected for the specific purpose at hand.Secondary data 二手(r shu)数据Information that already exists somewhere,having been collected for another purpose.第29页/共54页第三十页，共54页。Developing Marketing InformationDeveloping Marketing InformationSecondary DataSecondary DataAdvantagesCostSpeedCould not get data otherwiseDisadvantagesCurrentRelevantAccuracyImpartial第30页/共54页第三十一页，共54页。Gather Secondary DataInternal databasesExternal information sourcesl lCommercial data servicesl lGovernment sources第31页/共54页第三十二页，共54页。Developing Marketing InformationDeveloping Marketing InformationPlanning Primary Data CollectionResearch approachesContact methodsSampling planResearch instrumentsMarketing Research第32页/共54页第三十三页，共54页。Primary Data CollectionPrimary Data Collection原始数据收集原始数据收集(shuj)(shuj)Determine the specific research approaches,Determine the specific research approaches,contact methods,sampling plans and instruments contact methods,sampling plans and instruments to use.to use.Research Approaches调研方法调研方法Contact Methods接触方法接触方法Sampling Plan抽样计划抽样计划Research Instruments调研工具调研工具Observations观察法Mail 邮寄Sampling unit抽样单位Questionnaire 问卷Survey 调查法Telephone 电话Sample size抽样规模Mechanical instruments仪器Experiment实验法 Personal个人Sampling procedure抽样程序Online 网络第33页/共54页第三十四页，共54页。Developing Marketing InformationDeveloping Marketing InformationObservational research(观观察察(gunch)研究研究)involves gathering primary data by observing relevant people,actions,and situationsEthnographic research(人人种学研究种学研究)involves sending trained observers to watch and interact with consumers in their natural environmentMarket ResearchResearch Approaches第34页/共54页第三十五页，共54页。Developing Marketing InformationDeveloping Marketing InformationSurvey research(调查法调查法)is the most widely used method and is best for descriptive informationknowledge(认知认知),attitudes(态态度度(ti du),preferences(偏好偏好),and buying behavior(购买行购买行为为)FlexiblePeople can be unable or unwilling to answerGives misleading or pleasing answersPrivacy concernsMarket ResearchResearch Approaches第35页/共54页第三十六页，共54页。Developing Marketing InformationDeveloping Marketing InformationExperimental research(实验法实验法实验法实验法)is best