unit 1 Market Research and Analysis (_教参).docVIP

Unit 1 Market Research and Analysis Ⅲ. Suggestions and Keys 建议与答案 Keys to Warming-up Exercise： (a) 1. tax policies and regulations 2. market characteristics 3. competition 4. social and cultural habits 5. customer buying behavior 6. industry development (b) 1. newspapers 2. magazines 3. government report 4. Internet 5. industry association journals 6. research specialists Dialogue 1 Task 1 Keys: 1. 目标市场 2. 当地法规 3. 国际商会 4. 问卷 5. 重点群体访谈 6. 深入访谈 Task 2 1. desk research Keys：a. T b. F c. F d. T 2. exploratory research Keys: a. T b. F c. F d. T 3. market research Keys: a. T b. F c. F d. T Dialogue 2 Task 1 References: 1. We should pay attention to the validity of figure. Because it means the ratio of the number of questionnaires you receive to the number of questionnaires you send out in your survey. 2. Hold focus groups of our major customers and in-depth interviews with leaders in foreign trade associations. 3. To get a feel of the target market, collect main information about products, and get some opinions on the market. 4. At least four. Focus on: if there’s any demand for the product, and what sort of competition you will meet, then there are local legislation and preferences you should concern about. Learning More Suggested answers： The goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm. 2. The key factors necessary for success are access to essential and unique resources, ability to achieve economies of scale, access to distribution channels and technological progress. Dialogue 1 李岩是博艺工艺品进出口公司的销售经理；张建是博艺工艺品进出口公司的营销经理。这时，李岩正在询问张建如何开展市场调研。 李岩：张先生，我们应该如何向新开发的海外市场销售我们的玉米藤篮呢？ 你能给我们些建议吗？ 张建：呃，从营销角度看，在你向顾客销售任何产品之前，都要做许多的案头调研和市场调研。 李岩：市场调研应该怎么做？ 张建：这是个很大的题目。我想你应该先做一些探索性调研，对目标市场有一个大概的了解。 李岩：你能不能具体说说我需要寻找哪些信息？ 张建：首先，你必须搞清楚市场对我们的新产品有没有需求，另外我们会遇到哪些竞争。还有就是当地的法规和人们的喜好。 李岩：那么