[精选]当代市场调研02(1).pptx

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

2、archfunctionsinthemarketresearchindustry.4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.6.Tounderstandthegrowingimportanceofstrategicpartnering.7.Toappreciatethetrendsinglobalmarketingresearch.Level1.PrimaryI

3、nformationUsers(CorporateMarketingDepartments)TheultimateusersofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.T

4、olearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureCorporateMarketingResearchDepartmentsTheMarketingResearchIndustryTheInternetImpactUsersofMarketingR

5、esearchStrategicPartneringandGlobalResearchGeneralCategoriesofInstitutionsInvolvedinMarketingResearchKraftGeneralFoodsInstitutionActivities,Functions,andServicesLevel1.CorporatemarketingdepartmentsTable2.1Level2.AdagenciesLevel3.SyndicatedservicefirmsCustomoradh

6、ocresearchfirmsLevel4.FieldservicefirmsSpecializedfirmsOthersJ.WalterThompsonACNeilsonMarketFactssubcontractspecializedsupportservicesgovernment,universitiesCorporateClientACorporateClientBCustomResearchFirmACustomResearchFirmBSyndicatedResearchFirmXSyndicatedRe

7、searchFirmYAdAgencyFieldOfficeXFieldServiceFirmXFieldOfficeYFieldServiceFirmYRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel1Level2Level3Level4InformationUsersResearchDesignersandSuppliersDataCollectorsRespondentsFigure2.1RRRRTheStructureofthe

8、MarketingResearchIndustry4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.Level2:InformationUsers(AdAgencies)servescorporateclientsmaybeultimat