营销管理（亚洲版 第6版）英文PPT课件 科特勒 _Chapter 04 Conducting Marketing Research.ppt

CapturingMarketingInsights

2ConductingMarketingResearch4

LearningIssuesforChapterFourWhatconstitutesgoodmarketingresearch?Whatarethebestmetricsformeasuringmarketingproductivity?Howcanmarketersassesstheirreturnoninvestmentofmarketingexpenditures?Howcancompaniesmoreaccuratelymeasureandforecastdemand?3

ImportanceofMarketInformationandResearchGoodmarketersneedinsightstohelptheminterpretpastperformanceaswellasplanfutureactivities.Tomakethebestpossibletacticaldecisionsintheshortrunandstrategicdecisionsinthelongrun,theyneedtimely,accurate,andactionableinformationaboutconsumers,competition,andtheirbrands.Discoveringaconsumerinsightandunderstandingitsmarketingimplicationscanoftenleadtoasuccessfulproductlaunchorspurthegrowthofabrand.4

TheMarketingResearchSystemMarketingmanagersoftencommissionformalmarketingstudiesofspecificproblemsandopportunities.Marketinginsightsprovidediagnosticinformationabouthowandwhyweobservecertaineffectsinthemarketplace,andwhatthatmeanstomarketers.Goodmarketinginsightsoftenformthebasisofsuccessfulmarketingprograms.Gainingmarketinginsightsiscrucialformarketingsuccess.5

DefinitionofMarketingResearchWedefinemarketingresearchasthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.Mostlargecompanieshavetheirownmarketingresearchdepartments,whichoftenplaycrucialroleswithintheorganization.6

SmallCompaniesandMRSmallcompaniescanhiretheservicesofamarketingresearchfirmorconductresearchincreativeandaffordableways,suchas:EngagingstudentsorprofessorstodesignandcarryoutprojectsUsingtheInternetCheckingoutrivalsTappingintopartnerexpertise7

TypesofMarketingResearchFirmsSyndicated-serviceresearchfirms—Thesefirmsgatherconsumerandtradeinformation,