国际市场营销（双语教学） 第五部分 国际市场调研（山西财经大学国际贸易学院）.pdf

双语教学 国际市场营销 International Marketing 山西财经大学 国际贸易学院 药朝诚 1 第五部分 国际市场调研 International Market Research Developing a Global Vision through Marketing Research Learning Objectives 学习目的和要求 1.The importance of problem definition in international research 国际市场调研的范围 2. The problems of availability and use of secondary data 二手资料的获得和使用问题 3. Quantitative and qualitative research methods 如何分析与使用调研信息 2 Introduction • Information is the key component in developing successful • Information is the key component in developing successful marketing strategies. marketing strategies. • Information needed on market • Information needed on market information for decisions about product, information for decisions about product, promotion, distribution, and price. promotion, distribution, and price. • A marketer must find the most accurate • A marketer must find the most accurate and reliable data possible within the and reliable data possible within the limits imposed by time, cost. 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 company observed that the market for denim, and Levi’s share of that market, peaked in 1996 and then declined