國(guó)際市場(chǎng)調(diào)研報(bào)告(存儲(chǔ)版)
【正文】 International Market Research Developing a Global Vision through Marketing Research Learning Objectives 學(xué)習(xí)目的和要求 importance of problem definition in international research 國(guó)際市場(chǎng)調(diào)研的范圍 2. The problems of availability and use of secondary data 二手資料的獲得和使用問(wèn)題 3. Quantitative and qualitative research methods 如何分析與使用調(diào)研信息 2 Introduction ? Information is the key ponent in developing successful marketing strategies. ? Information needed on market information for decisions about product, promotion, distribution, and price. ? A marketer must find the most accurate and reliable data possible within the limits imposed by time, cost. 3 Marketers need information ? In the United Kingdom, Levi’ s coupled industry and population data with its own consumer studies to identify a need for change in its marketing strategy. ? The pany observed that the market for denim, and Levi’ s share of that market, peaked in 1996 and then declined. In addition, population trends indicated that the size of the pany’ s core age group of 1825yearsolds has been declining in Europe. ? Levi’ s research into attitudes revealed a possible cause of the decline in market share: Young adults in the UK want more innovation from the pany. ? Levi’ s responded by setting up groups to develop new products for each of three markets, called “ urban opinion formers,” “ extreme sports,” and “ regular girls and guys.” 4 .1 Market Research ? Market research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. ? The function that links the consumers to the marketers through information information used to identify and define marketing problems。為了這個(gè)被命名為“潤(rùn)妍”的品牌，寶潔投入了長(zhǎng)達(dá) 3年的時(shí)間；而即使是寶潔自己，在進(jìn)入中國(guó)市場(chǎng)之前所做的調(diào)研也不過(guò)只有短短 2年。其廣泛性表現(xiàn)在兩方面： 根據(jù)所收集信息，調(diào)研可分為三種類型 ：（ 1）有關(guān)國(guó)家、地區(qū)或市場(chǎng)的一般信息；（ 2）有關(guān)通過(guò)把握特定市場(chǎng)或國(guó)家的社會(huì)、經(jīng)濟(jì)、消費(fèi)與工業(yè)發(fā)展趨勢(shì)預(yù)測(cè)未來(lái)營(yíng)銷要求所必須的信息；（ 3）做出有關(guān)產(chǎn)品、促銷、分銷與定價(jià)決策及制定營(yíng)銷計(jì)劃所需的信息。 17 ? 行走路線原則：調(diào)查時(shí)以大路為主線靠右行走。 ? 無(wú)論在地圖上是否標(biāo)出，沿途只要遇到有街或巷都必須進(jìn)入，并在地圖上標(biāo)明該路段。國(guó)際調(diào)研中互聯(lián)網(wǎng)的幾種用途： （ 1）網(wǎng)上調(diào)查； （ 2）網(wǎng)絡(luò)訪問(wèn)者跟蹤； （ 3）廣告衡量； （ 4）顧客識(shí)別系統(tǒng)； 互聯(lián)網(wǎng)真正的作用是從計(jì)算機(jī)上可獲得大量有用的二手資料。 01:06:0901:06:0901:06Wednesday, February 1, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 01:06:0901:06:0901:062/1/2023 1:06:09 AM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 上午 1
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