当代市场调研.ppt

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1、TheMarketingResearchIndustryCopyright©2002South-Western/ThomsonLearningCHAPTERtwoLearningObjectives1.Toappreciatethestructureofthemarketingresearchindustry.2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.3.Tolearnthevarioustypesoffirmsandtheirresear

2、chfunctionsinthemarketresearchindustry.4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.6.Tounderstandthegrowingimportanceofstrategicpartnering.7.Toappreciatethetrendsinglobalmarketingresearch.Level1.PrimaryInfor

3、mationUsers(CorporateMarketingDepartments)TheultimateusersofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.Tolearn

4、aboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureCorporateMarketingResearchDepartmentsTheMarketingResearchIndustryTheInternetImpactUsersofMarketingResearchS

5、trategicPartneringandGlobalResearchGeneralCategoriesofInstitutionsInvolvedinMarketingResearchKraftGeneralFoodsInstitutionActivities,Functions,andServicesLevel1.CorporatemarketingdepartmentsTable2.1Level2.AdagenciesLevel3.SyndicatedservicefirmsCustomoradhocresearch

6、firmsLevel4.FieldservicefirmsSpecializedfirmsOthersJ.WalterThompsonACNeilsonMarketFactssubcontractspecializedsupportservicesgovernment,universitiesCorporateClientACorporateClientBCustomResearchFirmACustomResearchFirmBSyndicatedResearchFirmXSyndicatedResearchFirmYA

7、dAgencyFieldOfficeXFieldServiceFirmXFieldOfficeYFieldServiceFirmYRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel1Level2Level3Level4InformationUsersResearchDesignersandSuppliersDataCollectorsRespondentsFigure2.1RRRRTheStructureoftheMarketingResea

8、rchIndustry4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.Level2:InformationUsers(AdAgencies)servescorporateclientsmaybeultimat