市场营销副本课件.pptx

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1、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-Cola spent$4 million on market research.Blind taste tests showed that Coke drinkers preferred the new,sweet formula,but the launch of New Coke p

2、rovoked a national uproar.Market researchers had measured the 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“The Real Thing”.Ten weeks later,the company withdrew New Coke

3、and reintroduced its century-old formula as“Classical Coke”,giving the old formula even stronger status in the marketplace.The New Coke第1页/共54页Case StudyNew CokeNew Coke product failurePoor salesOver 1,500 phone calls a day from angry customersOld coke returns in only 3 monthsDue largely to research

4、 failureTested on taste only not intangiblesDecisions based on 60%ratingsAll for$4 million!第2页/共54页Learning ObjectivesMarketing Information and Customer InsightsAssessing Marketing Information NeedsDeveloping Marketing InformationMarketing ResearchAnalyzing and Using Marketing InformationOther Marke

5、ting Information ConsiderationsTopic Outline第3页/共54页Marketing Information&Customer InsightsFresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.Fresh and deep insights into customers needs and wan

6、ts关于顾客需求与欲望的新鲜的、深入的了解Difficult to obtain很难获得Not obvious 隐性Customers unsure of their behavior 消费者对自身需求的不了解Better information and more effective use of existing information公司更加有效地管理和运用来自各种渠道的信息Customer Insights(顾客洞察顾客洞察)are:第4页/共54页Companies are forming customer insights teamsInclude all company funct

7、ional areas(职能部门职能部门)Collect information from a wide variety of sourcesUse insights to create more value for their customersCustomer InsightsMarketing Information&Customer Insights第5页/共54页Companies use such customer insights to develop competitive advantage(相对竞争优势).To gain customer insights,marketer

8、s must effectively manage marketing information from a wide range of sources.The real value of marketing research and marketing information from lies in how it is used in the customer insights that it provide.Customer InsightsMarketing Information&Customer Insights第6页/共54页Marketing Information and C

9、ustomer InsightsMarketing information system(MIS)consists of people and procedures for:Assessing the information need 获取信息Developing needed information 开发使用信息Helping decision makers use the information for customer 有助于决策Marketing Information Systems(MIS)营销信息系统营销信息系统第7页/共54页Data 数据数据Data are any fact

10、s,numbers,or text that can be processed by a computer.Operational data(操作型数据):sales,cost,inventory,payroll,and accounting Non-operational data(非操作型数据):industry sales,forecast data,and macro economic data 第8页/共54页Information信息信息Data that have been processed and presented in a form suitable for human

11、interpretation,often with the purpose of revealing trends or patterns.第9页/共54页Knowledge知识知识 Information can be converted into knowledge about historical patterns and future trends.第10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 Mana

12、gement 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Assessing information needs评估信息需求Developing needed information开发所需信息Distributing&using information分析和运用营销信息Analyzing

13、 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Assessing Information Needs评估信息需求评估信息需求Not all information needs can or should be satisfied.Balance the information managers would like to have against what they really need and what is fea

14、sible.Cost vs.Benefits“The more,the better”?第13页/共54页Assessing 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Assessing Marketing Information NeedsBalancing what

15、 the information users would like to have against what they need and what is feasible to offer Characteristics of a Good MIS有效的营销信息系统应具备的特点有效的营销信息系统应具备的特点Users NeedsMIS Offerings第15页/共54页Developing Marketing Information开发所需信息开发所需信息Three sources of marketing information Internal data(内部数据)Marketing i

16、ntelligence(营销情报)Market research(市场调查)第16页/共54页Developing Marketing InformationInternal data is gathered via customer databases,financial records,and operations reportsAdvantages include quick/easy access to informationDisadvantages May be incompletely or in the wrong form for making marketing decis

17、ions.Keeping the database current requires a major effort,because data ages quickly.All the data must be well integrated and readily accessible.Internal dataMarketing intelligenceMarketing researchSources of Info第17页/共54页Internal dataData Warehousing(数据仓库)A data warehouse is,primarily,a record of an

18、 enterprises past transactional and operational information,stored in a database designed to favour efficient data analysis and reporting especially On-Line Analytical Processing(OLAP)(联机分析处理联机分析处理).).Not meant for current,live data.第18页/共54页Internal DataData mining(数据挖掘)Also known as knowledge-disc

19、overy in databases(KDD),is the practice of automatically searching large stores of data for potential patterns.Western grocery chain-Diaper&BeerWalmart 第19页/共54页Developing Marketing InformationMarketing intelligence(市场营销情报市场营销情报)is the systematic collection and analysis of publicly available informa

20、tion about competitors and trends in the marketing environment.Competitive intelligence gathering activities have grown dramatically.Many sources of competitive information exist.Internal dataMarketing intelligenceMarketing researchSources of Info第20页/共54页Sources of Competitive IntelligenceCompany e

21、mployeesInternetGarbage(无用数据)Published informationCompetitors employeesTrade showsBenchmarking(基准分析法基准分析法)Channel members and key customers第21页/共54页Marketing IntelligenceTechniques Benchmarking competitors productsResearching the internet using search enginesGoing to industry trade showsChecking riv

22、als published informationContacting suppliers,resellers,key customers and even competitors employees第22页/共54页Marketing IntelligenceIssues Legitimacy Intellectual property&privacy protection第23页/共54页Developing Marketing InformationMarketing research(市场市场调研调研)is the systematic design,collection,analys

23、is,and reporting of data relevant to a specific marketing situation facing an organization.市场调研是针对组织面对的特定市场调研是针对组织面对的特定市场营销问题系统地设计、收集、市场营销问题系统地设计、收集、分析和报告信息。分析和报告信息。Internal dataMarketing intelligenceMarketing researchSources of Info第24页/共54页The Marketing Research Process市场调研程序市场调研程序Defining the pro

24、blem and research objectives确定问题和调研目标Developing the research plan for collecting information制定调研计划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Define Problem&Research ObjectivesHardest Step in research processResearch objective specifies what informati

25、on is needed to solve the problem.Need to probe beneath superficial symptoms.Better define research needs,refine ideas before developing any hypothesis!第26页/共54页Three types of objectivesExploratory research(探索性调研探索性调研):):to gather preliminary information that will help define the problem and suggest

26、 hypothesis.Descriptive research(描述性调研描述性调研):):to describe things such as consumer attitudes,market potential for a new product.Causal research(因果性调研因果性调研):):to test hypotheses about cause-and-effect relationships.第27页/共54页Develop the Research Plan for Information CollectionDetermine EXACT informati

27、on neededOutline sources of existing dataDetermine specific research approaches,contact methods,sampling plans,and instruments for data collection第28页/共54页Data Primary data 原始数据原始数据Information collected for the specific purpose at hand.Secondary data 二手数据Information that already exists somewhere,hav

28、ing been collected for another purpose.第29页/共54页Developing Marketing InformationSecondary DataAdvantagesCostSpeedCould not get data otherwiseDisadvantagesCurrentRelevantAccuracyImpartial第30页/共54页Gather Secondary DataInternal databasesExternal information sourcesCommercial data servicesGovernment sou

29、rces第31页/共54页Developing Marketing InformationPlanning Primary Data CollectionResearch approachesContact methodsSampling planResearch instrumentsMarketing Research第32页/共54页Primary Data Collection原始数据收集原始数据收集Determine the specific research approaches,contact methods,sampling plans and instruments to u

30、se.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Developing Marketi

31、ng InformationObservational research(观察研究观察研究)involves gathering primary data by observing relevant people,actions,and situationsEthnographic research(人种学研究人种学研究)involves sending trained observers to watch and interact with consumers in their natural environmentMarket ResearchResearch Approaches第34页

32、/共54页Developing 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),preferences(偏好偏好),and buying behavior(购买行为购买行为)FlexiblePeople can be unable or unwilling to answerGives misleading or pleasing answersPriv

33、acy concernsMarket ResearchResearch Approaches第35页/共54页Developing Marketing InformationExperimental research(实验法实验法)is best for gathering causal informationcause-and-effect relationshipsMarket ResearchResearch Approaches第36页/共54页 Developing Marketing InformationFocus Groups(焦点小组访谈焦点小组访谈)Six to 10 pe

34、opleTrained moderatorChallengesExpensiveDifficult to generalize from small groupConsumers not always open and honestMarketing ResearchContact Methods第37页/共54页 Developing Marketing InformationOnline marketing researchInternet surveysOnline panelsOnline experimentsClick-stream dataOnline focus groupsM

35、arketing Research Contact Methods第38页/共54页 Developing Marketing InformationAdvantagesLow costSpeedHigher response ratesGood for hard to reach groupsMarketing Research Online Research第39页/共54页Contact MethodsMail Telephone Personal Online Flexibility Poor Good Excellent Good Quantity of data that can

36、be collectedGood Fair Excellent Good Control of interviewer effectsExcellent Fair Poor Fair Control of sampleFair Excellent Fair Poor Speed of data collectionPoor Excellent Good Excellent Response rateFair Good Good Good Cost Good Fair Poor Excellent 第40页/共54页Developing Marketing InformationSample(样

37、本样本)is a segment of the population selected for marketing research to represent the population as a wholeWho is to be studied?抽样单位抽样单位How many people should be studied?抽样规模抽样规模How should the people be chosen?抽样过程抽样过程Marketing ResearchSampling Plan第41页/共54页Types of Samples抽样类型抽样类型Probability Sample 概

38、率抽样概率抽样Simple random sample简单随机抽样Every member of the population has a known and equal chance of selection.Stratified random sample分层随机抽样The population is divided into mutually exclusive groups(such as age groups),and random samples are drawn from each group.Cluster(area)sample分群（地区）随机抽样The populatio

39、n is divided into mutually exclusive groups(such as blocks),and the researcher draws a sample of the groups to interview.Nonprobability Sample 非概率抽样非概率抽样Convenience sample任意抽样The researcher selects the easiest population members from which to obtain information.Judgment sample判定抽样The researcher uses

40、 his/her judgment to select population members who are good prospects for accurate information.The researcher finds and interviews a prescribed number of people in each of several categories.第42页/共54页Developing Marketing InformationMarketing ResearchResearch InstrumentsQuestionnairesMost commonAdmin

41、istered in person,by phone,or onlineFlexibleResearch must be careful with wording and ordering of questions第43页/共54页Developing Marketing InformationClosed-end questions(封闭式问题封闭式问题)include all possible answers,and subjects make choices among themProvide answers that are easier to interpret and tabula

42、teOpen-end questions(开放性问题开放性问题)allow respondents to answer in their own wordsUseful in exploratory researchMarketing ResearchResearch InstrumentsQuestionnaires第44页/共54页 Developing Marketing InformationManagement problemResearch objectivesInformation neededHow the results will help management decisi

43、onsBudgetMarketing ResearchWritten Research Plan Includes:第45页/共54页Implement the Research Plan执行调研计划执行调研计划Collect,process and analyze the information In-house or outsourcedMost expensive and most subject to errorRequires close watchCheck data for accuracy and completenessCode data for analysis第46页/共

44、54页Interpret&Report the Findings解释和报告发现解释和报告发现Interpret findings,draw conclusions&report to managementResearchers&managers must work together for the best possible interpretations.Should not bombard management with too much numbers&fancy statistical techniques.第47页/共54页Analyze Marketing Information分

45、析所需信息分析所需信息Statistical analysisAnalytical modelsCustomer Relationship Management(CRM):Assisted with Data warehouse,data mining.Carefully managing customer“touch points”in order to maximize customer loyalty.第48页/共54页Distribute&Use Marketing Information分析和运用营销信息分析和运用营销信息Distribute the right informatio

46、n to the right manager at the right time.Apply powerful IT technology.第49页/共54页Distributing and Using Marketing InformationInformation distribution involves entering information into databases and making it available in a time-useable mannerIntranet provides information to employees and other stakeh

47、oldersExtranet provides information to key customers and suppliers第50页/共54页Other Marketing Information ConsiderationsMarketing Research in Small Businesses and Nonprofit OrganizationsInternational Market ResearchPublic Policy and EthicsCustomer privacyMisuse of research findings第51页/共54页其他市场营销信息问题其他

48、市场营销信息问题p小企业和非营利组织的营销调研小企业和非营利组织的营销调研 小企业和非营利组织的管理者仅仅通过观察它们周围的顾客并与之交谈，就可以获得优质的市场营销洞察。它们可以运用小规模的便利样本进行非正式的调查。小型组织还可以获得大部分大企业可获得的二手资料。p国际市场营销调研国际市场营销调研 国际市场营销调研遵循国内调研同样的步骤，从确定问题和调研目标到解释和汇报调研结果。p市场营销调研中的公共政策和伦理市场营销调研中的公共政策和伦理 市场营销调研中两种主要的公共政策和道德问题是：侵犯消费者隐私和滥用调研结果。第52页/共54页Any Question?!第53页/共54页感谢您的观看。第54页/共54页