842營(yíng)銷管理-當(dāng)代市場(chǎng)調(diào)研02(ppt26)英文版-市場(chǎng)調(diào)研(存儲(chǔ)版)
【正文】 vel 1. Corporate marketing departments Table Level 2. Ad agencies Level 3. Syndicated service firms Custom or ad hoc research firms Level 4. Field service firms Specialized firms Others J. Walter Thompson AC Neilson Market Facts subcontract specialized support services government, universities Learning Objectives Corporate Client A Corporate Client B Custom Research Firm A Custom Research Firm B Syndicated Research Firm X Syndicated Research Firm Y Ad Agency Field Office X Field Service Firm X Field Office Y Field Service Firm Y R R R R R R Interviewer Interviewer Interviewer Interviewer Interviewer Level 1 Level 2 Level 3 Level 4 Information Users Research Designers and Suppliers Data Collectors Respondents Figure R R R R The Structure of the Marketing Research Industry Learning Objectives 4. Identify new target markets. 5. Create new marketing mixes for new target markets. Level 2: Information Users (Ad Agencies) ? serves corporate clients ? may be ultimate users of research data ? main business: the development and execution of ad campaigns. To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives Level 3: Research Designers and Suppliers ? sell research services ? design research studies ? analyze results ? make remendations to client ? they design research, manage its execution, and buy data collection from other firms To learn about the various
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