營銷信息的功能ppt課件-資料下載頁
2025-01-15 09:32本頁面
【正文】 or model for the conduct of the investigation ? Information collecting and analyzing ? including: collecting, processing, analyzing the information ? the most expensive , the most prone to error ? carried out by the pany’s marketing research staff or by outside firms ? Interpretation and reporting ? interpret the findings, draw conclusions, report them to management ? discussions between researchers and managers will help point to the best interpretations ? research report: understanding, anizing and writing ? guidelines:1) think of the audience (too technical and argon words X) ? 2) concise yet plete ? 3) understand the results and draw conclusions ? 美國汽車制造一度在世界上占霸主地位，而日本汽車工業(yè)則是 20世紀 50年代學(xué)習(xí)美國發(fā)展而來的，但是時隔 30年，日本汽車制造業(yè)突飛猛進，充斥歐美市場及世界各地，為此美國與日本之間出現(xiàn)了汽車磨擦。 在 60年代，當(dāng)時有兩個因素影響汽車工業(yè)：一是第三世界的石油生產(chǎn)被工業(yè)發(fā)達國家所控制，石油價格低廉；二是轎車制造業(yè)發(fā)展很快，豪華車、大型車盛行。 ? 但是擅長市場調(diào)查和預(yù)測的日本汽車制造商，首先通過表面經(jīng)濟繁榮，看到產(chǎn)油國與跨國公司之間暗中正醞釀和發(fā)展著的斗爭，以及發(fā)達國家消耗能量的增加，預(yù)見到石油價格會很快上漲。因此，必須改產(chǎn)耗油小的轎車來適應(yīng)能源短缺的環(huán)境。其次，隨汽車數(shù)增多，馬路上車流量增多，停車場的收費會提高，因此，只有造小型車才能適應(yīng)擁擠的馬路和停車場。再次，日本制造商分析了發(fā)達國家家庭成員的用車情況。主婦上超級市場，主人上班，孩子上學(xué)，一個家庭只有一輛汽車顯然不能滿足需要。這樣，小巧玲瓏的轎車得到了消費者的寵愛。于是日本在調(diào)研的基礎(chǔ)之上作出正確的決策。 ? 在 70年代世界石油危機中日本物美價廉的小型節(jié)油轎車橫掃歐美市場，市場占有率不斷提高，而歐美各國生產(chǎn)的傳統(tǒng)豪華車因耗油大，成本高，使銷路大受影響。 Case Study ? Danum Chocolates focused on retailing confectionery. Consider the situation of a pany launching a new premium chocolate. It is intended to test the market of the product. If you were the Marketing manager for this test launch what information would you wish to collect? ? Number sold and outlets where sold ? Awareness of the launch ? Where munication seen ? Conversion of awareness to trial purchases. ? Conversion from trial purchase to adoption by repurchases. ? Demographics of above groups ? Overall performance of the marketing mix: Product attitudes to packaging, size and flavour。 Price – is product seen as value for money? Place – which type of outlets appears to generate the most sales (. supermarkets or forecourt outlets)? Promotion – which media was seen and what was its impact on awareness and attitudes to the new product? ? Overall aim is to establish the likely volume of stable sales after the launch
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