营销管理架构

Understanding Markets, Market demand, and the Marketing EnvironmentChapter3@Marketing ManagementZ h a n g S h u©S p r i n g2014123Marketing information,intelligence and researchForecasting anddemand measurement Macroenvironmental trends and forcesMarketing information, intelligence and researchMarketingInformation System •People, equipment, procedures •gather, sort, analyze, evaluate, distribute•needed, timely, and accurate •decisionInternal records systemMarketing research systemMarketing intelligence systemMarketing information, intelligence and researchInternal records systemMarketing intelligence system Order-to-Payment Cycle Sales Information Databases / Data MiningResults dataeveryday information about developments Happenings dataMarketing information, intelligence and researchMarketingresearch system•Systematic•design, collection, analysis, and reporting•Relevant•specificSuppliers of marketing researchOwn MKG departmentEngage students or professorsUse the InternetCheck out rivalsHire the services of MKG research firmSuppliers of marketing researchOwn MKG departmentEngage students or professors Use the Internet Check out rivals Hire the services of MKG research firm•Syndicated service research firm 综合服务调研公司•Custom marketing research firm定制服务调研公司•Specialty-line marketing research firm 专门化调研公司MKG research processAmerican Airline (AA) Æfirst class customer •Power plug •Internet connection with limited access to web pages and email •24 channels of satellite cable TV •50-CD audio system Case How first-class passengers would rate these services –particularly the Internet connection –and the price they would pay for each.Define the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decisionMKG research processDefine the problemand objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Find out everything you can about first class air travelers’ needs.Find out if enough passengers aboard a B747 flying direct between Chicago and Tokyo would be willing to pay $25 for an Internet connection so that AA would break even in one year on the cost of offering this service.Will offering an in-flight Internet service create enough incremental preference and profit for AA to justify its cost against other possible investment AA might make?MKG research processDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Research objectives 1.What types of first-class passengers would respond most to an in-flight Internet service?2.How many first-class passengers are likely to use this service at different price levels?3.How many extra first-class passengers might choose AA because of this new service?4.How much long-term goodwill will this service add to AA’s image?5.How important is this service to first-class passengers relative to providing other services such as enhanced entertainment?MKG research processDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Descriptive research Exploratory research Causal researchMKG research processDefine the problemand objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Data sources Research approach Research instrument Sampling plan Contact methodsData sourcesDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Primary data 9Up-to-date 9Relevant 9Unavailable to competitors 8Money consuming 8Time consuming 8Effort consumingSecondary data 9Quicker 9Cheaper 9Easier 8Less accurate 8Less quality 8Out-of-dateResearch approachDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Observational research Focus-group research Survey research Behavioral data Experimental researchResearch approachDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Observational research Focus-group research Survey research Behavioral data Experimental researchResearch instrumentDefine the problemand objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires Qualitative measures Technological devicesResearch instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires •Consists of a set of questions presenting to respondents •Closed-end questions: easy to interpret and tabulate •Open-end questions: exploratory research •Types of questions (see Marketing Management, pp105)Research instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires •Flexible •The most commonly used instrument for primary data collection •Form, wording, sequence of questions Attitude perception personal informationData sourcesDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision 1.您的性别是 A. 男 B. 女 2.您的年龄是 A.20-29 B.30-39 C.40-49 D 50以上 3.您的职业是 4.您的月收入大概为 A .3000以下 B.3000-6000 C.6000-9000 D.9000-12000 E.12000以上 5.您每个月的消费支出大概为 A.1000以下 B.1000-2000 C.2000-3000 D.3000-4000 E.4000-5000Data sources Define the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision (see Marketing management, p104)Research instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires 8双重意思的词句和问题•您认为360度反馈是一个好的管理方法，可以提升员工激励吗？Research instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires 8双重意思的词句和问题8诱导性问题8被访需依赖记忆才能回答的问题•您在过去三年中，平均每年缺勤几天？•您在过去半年中缺勤几天？•您过去半年出勤是否与往年持平？Research instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Questionnaires 8双重意思的词句和问题8诱导性问题8被访需依赖记忆才能回答的问题8激发被访为满足社会期望值而答题的动机Research instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decisionResearch instrumentDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Qualitative measures •Word association 词汇联想•Projective techniques 投射技术•Visualization 形象化•Brand personification 品牌拟人化•Laddering 阶梯技术Research instrument Define the problemand objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Technological devices Tachistoscope 视速仪Audiometer (收视测量仪)–portable people meter (PPM)is a pager-sized device that tracks what consumers wearing it watch, no matter where they are.Research instrument Define the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Technological devices An eye camera (眼球运动记录器) records eye movement and pupil changes, providing insight into the subject’s mental state.Sampling PlanDefine the problem and objectivesDevelopthe research plan Analyzethe informationCollect the informationPresent the findingsMake the decision Sampling unit Sample size Sampling procedure who is to be surveyed?how many people should be surveyed?how should the respondents be chosen?Contact MethodsDefine the problemand objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision Mail Telephone Personal OnlineMKG research processDefine the problem and objectivesDevelop the research planAnalyze the informationCollect the informationPresent the findingsMake the decision •Most expensive •Most exposed to errors •Getting the right respondents is criticalMKG research process Define the problemand objectivesDevelopthe research planAnalyzethe informationCollectthe informationPresentthe findingsMakethe decision•Extract findings from the collected dataMKG research process Define the problemand objectivesDevelopthe research planAnalyze the informationCollect the informationPresent the findingsMakethe decision •Qualitative data•Matrix•Network •Quantitative data •Numbers•PercentageMKG research processDefine the problem and objectives Developthe research plan Analyze the information Collect the information Present the findings Make the decisionDecisionMethodsContentsObjectivesResults123Marketing information,intelligence and researchForecasting anddemand measurementMacroenvironmentaltrends and forcesStudy by teamFadTrendMegatrendsunpredictable, short-lived, and without social, economic, and political significancedirection or sequence of events that has some momentum and durabilityChanges that are slow to form but once established last for 7 –10 years (or more); will influence all factors of life that impactbusiness, culture, economics, society, and personal livesBroadenvironmentNon-controllable, to which the CO. must monitor and respond.A new product or MKG program is likely to be more successful if it is in line with strong trends rather than opposed to them…InteractionExplosivepopulationgrowthDemographicResource depletion & pollutionNaturalLaws &regulationsPolitical-legalNew technology solutionTechnologicalAffordable solutionEconomic Attitudes &behaviour changeSocial-culturalDemographic environment•Population explosion •Population age mix •Ethnic and othermarkets •Educational groups •Household patterns •Purchasing power •Cohorts 代群•Specific needs, wants and buying habits •Book, magazine, travel •Apartment, furnitureTrends ImplicationsEconomic environment•Subsistence economy •Raw-material-exporting economy •Industrializingeconomy •Industrial economy •Few opportunities •Equipment, tools, luxury goods •Rich and middle class new types of goods •All sorts of goodsIndustrial structure ImplicationsEconomic environmentvery low mostly lowlow,medium, highmostly mediumvery low,very high Income distribution patternsLM HLMHLMHLM H LMHEconomic environment ImplicationsMarketers must pay careful attention to major changes in incomes, cost of living, interest rates, savings, and borrowing patterns because they can have a strong impact on business.Natural environment•Shortage of raw materials•Infinite resource •Finite renewable •Finite nonrenewable •Increased energy costs •Anti-pollution pressures •Changing role of governments•Cost increase; R&D •Alternative energy •Pollution control solutionEnvironmental trendsImplicationsTechnological environment•Accelerating pace of change•Unlimited opportunities for innovation •Varying R&D budgets •Increased regulation of technological change •Product breakthroughs •Stimulate economy’s growth rate•Long-run consequences not always foreseeableTechnological trends ImplicationsTechnological environmentphone + subbing = phubbingPolitical-legal environment•Legislation regulating business•Growth of special-interest groups •Influence and limit organizations andindividuals •Create newopportunities forbusinessMajor trends ImplicationsSocial-cultural environmentSociety shapes the beliefs , values , and norms that largely define consumer preferencesOthersUniverseOurselvesSocietyOrganizationSocial-cultural environmentWhat are the mostpopular Chineseleisure activities?Social-cultural environment•PDI -Power Distance Index •IDV-Individualism •MAS-Masculinity•UAI-UncertaintyAvoidance Index•LTO-Long-term Orientation •Social-cultural environment Æconsumers’ tastes andbehavior •Standardization vs.adaptation across culturesHofstede’sCultural Dimension ImplicationsThis is the end of the slides. Chapter3@Marketing ManagementZ h a n g S h u©S p r i n g2014Power DistanceDe-emphasize differences between citizen’s power and wealth Equality & opportunity for everybody Widely-dispersed power Egalitarian relationsDecisions made by individualsCaste system Inequalities of power and wealth Concentrated power in few people atthe top, others simply follow People accept differences more readily Boss & subordinate; senior & juniorThe degree of equality, or inequality, between people in the country’s society. Low High。