当代市场调研10E全套配套课件中英文PPTch02.ppt

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1、2-1ChapterTwoConsumerandindustrialgoodsandservicesproducersMediaCompaniesSyndicatedservicesCustomresearchfirmsTheMarketingResearchIndustryMembers2-2KeyTerms&DefinitionsFieldservicesfirmsSpecializedservicesfirmsOnlineandmobiletrackingfirmsBigDataanalyticfirmsOt

2、her2-3TheMarketingResearchIndustryStructureKeyTerms&Definitions2-4Top10MarketingResearchFirmsKeyTerms&DefinitionsU.S.Rank12345678910OrganizationNielsenHoldingsN.V.KantarIpsosWestatInc.InformationResources,Inc.ArbitronInc.GfKUSAIMSHealth,Inc.TheNPDGroup,Inc.ICF

3、International,Inc.U.S.2012ResearchRevenue($,inmillions)$2,651.0929.4590.0491.1478.7444.1330.0271.3191.8191.2Federal,State,andLocalGovernmentsMediaCompaniesRetailersandWholesalersManufacturersMarketingResearchSuppliersMarketingResearchSupplierServiceFirms2-5Pri

4、maryInformationUsersKeyTerms&DefinitionsNielsen’sTwoDivisions:ConsumerWatchConsumerBuyCustomresearchfirms:CustomresearchfirmsOnlineandmobiletrackingfirmsC.BigdataanalyticfirmsD.SyndicatedservicefirmsE.Limited-FunctionresearchfirmsMarketingresearchsupplierservi

5、cefirms2-6ResearchSuppliersKeyTerms&DefinitionsFieldServiceFirm—collectdataSamplingFirms—generatesamplesSoftwareFirms—sellssoftwareforanalysisOtherServiceCompanies—consulting,magazinesanddirectories2-7TypesofMRSupplierServiceFirmsKeyTerms&Definitions2-8Syndica

6、tedServiceResearchFirmsKeyTerms&Definitions2-9UsersofMarketingResearchKeyTerms&Definitions2-10StrategicPartneringKeyTerms&DefinitionsAppropriateuseofsynergybetweenpartnersPersonalcompatibilitygreatlyenhanceseffectivenessSharingthesamevisionsandgoalsisimportant

7、AbouthalfoflargeMRfirmsengageinstrategicpartneringCangreatlyimproveproductivityandcustomerserviceWillhelpthecompanytotargetitsresourcesmoreeffectively2-11Ethicsaremoralprinciplesorvaluesgenerallygoverningtheconductofanindividualorgroup.Ethicsisnotaone-wayrelat

8、ionshipasallpartiesareresponsibleformaintainingandfosteringethicalstandardsandconduct.Ifyouareconcernedaboutaresearchsupplier,contactresearchassociationstovetsuppliers.MarketingRes