國際市場調(diào)研報告-展示頁
2025-01-20 13:32本頁面
【正文】 l Vision through Marketing Research Learning Objectives 學(xué)習(xí)目的和要求 importance of problem definition in international research 國際市場調(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。 generate, refine, and evaluate marketing actions。 and improve understanding of marketing as a process. 5 。 6 市 場 企 業(yè) 物 流 貨幣流 信息流 市場調(diào)研 發(fā)現(xiàn)市場機會與威脅 企業(yè)營銷決策 7 Functions of International Market Research 調(diào)研的作用 ： ?發(fā)現(xiàn)國際營銷機會，開拓潛在國際市場； ?為企業(yè)營銷組合提供依據(jù)； ?及時反映國際市場的變化，可以監(jiān)測、評價企業(yè)國際營銷活動的實施效果； ?有助于企業(yè)分析、預(yù)測國際市場未來的發(fā)展趨勢和變動規(guī)律 。作為當(dāng)時在中國最大的投資，被寄予厚望。 2023年 3月，潤妍上市的半年之后，一份對北京、上海、廣州和成都女性居民的調(diào)查也顯示，在女性最喜愛的品牌和女性常用的品牌中，同樣是定位黑頭發(fā)的夏士蓮排在第 6位，而潤妍榜上無名，同樣是寶潔麾下的飄柔等四大品牌分列 5位。 2023年 4月，潤妍全面停產(chǎn)，退出市場。品牌的投入大約占到其中的 10％。 10 Scope of International Mark
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