国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第08章-通过营销调研建立全球视野-Developing a Global Vision through Marketing Research.pptx

《国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第08章-通过营销调研建立全球视野-Developing a Global Vision through Marketing Research.pptx》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Chapter8DevelopingaGlobalVisionthroughMarketingResearchCopyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.第8章通过营销调研建立全球视野Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributionwithoutth

2、epriorwrittenconsentofMcGraw-HillEducation.LearningObjectivesLO1TheimportanceofproblemdefinitionininternationalresearchLO2TheproblemsofavailabilityanduseofsecondarydataLO3SourcesofsecondarydataLO4QuantitativeandqualitativeresearchmethodsLO5Multiculturalsamplinganditsproblemsinless-developedco

3、untriesLO6Usinginternationalmarketingresearch3Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.学习目标国际营销调研中问题界定的重要性二手资料的可获得性及使用问题二手资料的来源定量与定性调研方法多文化抽样以及在欠发达国家的抽样问题国际营销调研的运用4Copyright©2016McGraw-HillEducation.Al

4、lrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.MarketingResearchMarketingresearchisthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.Asanenterprisebroadensitsscopeofoperationstoincludeinterna

5、tionalmarkets,theneedforcurrent,accurateinformationismagnified.Amarketermustfindthemostaccurateandreliabledatapossiblewithinthelimitsimposedbytime,cost,andthepresentstateoftheart.5Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofM

6、cGraw-HillEducation.营销调研营销调研是指系统地收集、记录和分析资料，从而为营销决策提供有用的信息。当企业的经营范围扩展至国际市场时，企业就更加需要准确而及时的信息。营销者必须在时间、成本及当前技术手段允许的限度内找到最准确、可靠的资料。6Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.InternationalMarketingResearchR

7、esearchersmaintainthatentryintoafastdeveloping,new-to-the-firmforeignmarketisoneofthemostdauntingandambiguousstrategicdecisionsanexecutivecanface.Complicationsininternationalmarketingresearch:Informationmustbecommunicatedacrossculturalboundar