【正文】 urvey Method ? Interviews and Questionnaires ? Telephone Interviews ? Focus Groups ? Mail Surveys ? Fax Surveys ? Online Surveys Telephone Interviews ? Spoken instead of visual ? Quick, inexpensive ? Results could be biased ? Random dialing ? Answering machines and caller ID Personal Interviews ? Face to face interaction ? Detailed information ? Sensitive question ? Slow ? Expensive ? Mall intercepts Focus Groups ? Informationgathering procedure in marketing research that typically brings together 8 to 12 individuals to discuss a given subject. ? Quick and inexpensive ? Participants interaction ? Moderator ? Video taping, oneway mirror, videoconferencing Mail Surveys ? Lowcost, Anonymity ? Low response rate, slow ? Not suitable plex questions ? Who filled out the questionnaire? ? Bias due to difference between respondents and nonrespondents Fax Surveys ? Similar to mail surveys Online Surveys ? Web Survey ? Email Survey ? Online focus group ? Speedy, higher response rates, cost reduction, truthful answers ? Probability sample? ? Groups underrepresented on the Inter, ownership of puters ? Authenticity of the respondent Experimental Method ? Scientific investigation in which a researcher manipulates a test group(s) and pares the results with those of a control group that did not receive the experimental controls or manipulations. ? Test marketing ? Experiment group VS Control group Sampling ? Probability sample ? Nonprobability sample ? Sample size ? Standard statistical test Step 4: Data Analysis ? Demand pattern analysis ? Ine elasticity measurements ? Engels’ Law ? Market estimation by analogy ? Comparative analysis ? Intrapany crossnational parison ? Cluster analysis Market Estimation by Analogy ? Crosssectional analysis ? Xa/Ya=Xb/Yb ? Xa=demand for product X in country a ? Ya=factor that correlate with demand for product X in country a ? Xb=demand for product X in country b ? Yb=factor that correlate with demand for product X in country b. Market Estimation by Analogy ? Displacing a time series ? Xa1/Ya1=Xb2/Yb2 ? Xa1=demand for product X in country a during time period 1 ? Ya1=factor associated with demand for X in country a during time period 1 ? Xb2=demand for X in country b during time period 2 ? Yb2=factor correlating with demand for X in country b during time period 2. Step 5: Interpreting and Reporting ? Clear ? Concise ? Actionable ? Management oriented, no technical jargons Current Issues in Global MR ? Data availability ? Data deflation or inflation ? Comparability ? Response rate Does MR really work? ? It’s late. ? I don’t know what I want. ? DifferentiationCoke VS. Pepsi in Israel ? There is no market for fax. Really? Integrated MIS ? Systemize the collection and analysis of petitive intelligence to serve the needs of the anization as a whole. ? Are top executives well informed? ? Do middle managers fully understand the petitive situation? ? Do managers in different functional areas share intelligence regularly? Integrated MIS ? Does the pany encounter marketing blunders due to lack of intelligence? ? Do we have an intra where every employee can have access to online database? ? Overload of data or underload of analysis Segmentation, Targeting, and Positioning Segmentation amp。 Targeting ? Segmentation ? Division of the total market into smaller, relatively homogeneous groups according to various characteristics. ? Global Market Segmentation ? Targeting ? Evaluation the segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond. Criteria for Effective Segmentation ? The market segment must present measurable purchasing power and size. ? Marketers must find a way to effectively promote to and serve the market segment. ? Marketers must identify segments sufficiently large to give them good profit potential. ? The firm must target a number of segments that match its marketing capabilities. Types of Segmentation ? Geographical ? Demographical ? Psychographical ? Behavioral characteristics ? Product benefits Geographical Segmentation ? Dividing an overall market into homogeneous groups on the basis of population locations. ? Population distribution ? Wealth distribution ? Urbanization ? Climate ? Food preference ? Terrain Demographic Segmentation ? Dividing consumer groups according to characteristics such as sex, age, ine, occupation, education, household size, and stage in the family life cycle. ? Ine ? Gender ? Age: Cohort effect ? Education ? Family Life Cycle Psychographic Segmentation ? Dividing a population into homogeneous groups on the basis of psychological and lifestyle profiles. ? Lifestyle ? People’s decisions about how to live their daily lives, including family, job, social, and consumer activities. ? VALS: Values and Lifestyles ? Behavior Segmentation ? Usage rate: Light users, medium users, heavy users ? User status: Potential users, nonusers, exusers, regulars, firsttimers, users of petitors’ products ? 80/20 rule ? Brand loyalty Global Targeting ? Evaluating, paring, and select ? Criteria for Targeting ? Current segment size and anticipated growth potential ? Competition ? Compatibility and feasibility Global Target Market Strategy ? Standardized global marketing ? Create the same marketing mix for global operation. Extensive distribution in the maximum number of retail outlets. ? Concentrated global marketing ? Devise a marketing mix to reach a single segment of the global market. ? Differentiate global marketing ? Target two or more distinct market segme