營(yíng)銷信息的功能(已改無(wú)錯(cuò)字)
2023-01-31 13:21:54 本頁(yè)面
【正文】 cus on specific areas for study in seeking solutions ? including: discussing the problem with informed sources (within the firm, wholesalers, retailers, customers, and others outside the firm) ? examining secondary sources of information ? evaluating the pany’ s own records (very importantoverall view of pany efficiency and a clue to the problem under investigation。 the basis for analyzing internal datafinancial statements) ? situation analysis: internal data collection ? Informal investigation: exploratory interview with informed persons outside the firm ? Formulating hypotheses ? definition: a tentative explanation for some specific event ? a statement about the relationship among variables and carries clear implications for testing this relationship ? provides a basis for investigation and an eventual determination of its accuracy ? allows the move to the development of the research design ? Research design ? definition: represents a prehensive plan for testing the hypothesis formulated about the problem ? a series of decisions that, taken together, prise a master plan 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(guó)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(jì) 50年代學(xué)習(xí)美國(guó)發(fā)展而來(lái)的，但是時(shí)隔 30年，日本汽車制造業(yè)突飛猛進(jìn)，充斥歐美市場(chǎng)及世界各地，為此美國(guó)與日本之間出現(xiàn)了汽車磨擦。 在 60年代，當(dāng)時(shí)有兩個(gè)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(dá)國(guó)家所控制，石油價(jià)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(zhǎng)市場(chǎng)調(diào)查和預(yù)測(cè)的日本汽車制造商，首先通過(guò)表面經(jīng)濟(jì)繁榮，看到產(chǎn)油國(guó)與跨國(guó)公司之間暗中正醞釀和發(fā)展著的斗爭(zhēng)，以及發(fā)達(dá)國(guó)家消耗能量的增加，預(yù)見到石油價(jià)格會(huì)很快上漲。因此，必須改產(chǎn)耗油小的轎車來(lái)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(chǎng)的收費(fèi)會(huì)提高，因此，只有造小型車才能適應(yīng)擁擠的馬路和停車場(chǎng)。再次，日本制造商分析了發(fā)達(dá)國(guó)家家庭成員的用車情況。主婦上超級(jí)市場(chǎng)，主人上班，孩子上學(xué)，一個(gè)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(fèi)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(jī)中日本物美價(jià)廉的小型節(jié)油轎車橫掃歐美市場(chǎng)，市場(chǎng)占有率不斷提高，而歐美各國(guó)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 confectioner
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