当代市场调研02

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1、TheMarketing Research IndustryCopyright 2002 South-Western/Thomson LearningCHAPTER twoLearning Objectives1.To appreciate the structure of the marketing research industry.2.To comprehend the nature of corporate marketing research departments.3.To learn the various types of firms and their research fu

2、nctions in the market research industry.4.To understand the impact of the Internet on the marketing research industry.5.To learn who uses marketing research.6.To understand the growing importance of strategic partnering.7.To appreciate the trends in global marketing research.Level 1.Primary Informat

3、ion Users(Corporate Marketing Departments)The ultimate users of marketing researchMarketing research data is needed to:1.Determine how targets will react to alternative marketing mixes.2.Evaluate success of operational marketing strategies.3.Assess changes in the external environment.To learn about

4、the various types of firms and their functions in research.The Evolving StructureTo learn about the various types of firms and their functions in research.The Evolving StructureCorporate MarketingResearch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrateg

5、ic PartneringandGlobal ResearchGeneral Categories of Institutions Involved in Marketing ResearchKraft General FoodsInstitutionActivities,Functions,and ServicesLevel 1.Corporate marketing departmentsTable 2.1Level 2.Ad agenciesLevel 3.Syndicated service firms Custom or ad hoc research firmsLevel 4.Fi

6、eld service firmsSpecialized firmsOthersJ.Walter ThompsonAC NeilsonMarket Factssubcontractspecialized support servicesgovernment,universitiesCorporateClient ACorporateClient BCustomResearchFirm ACustomResearchFirm BSyndicatedResearchFirm XSyndicatedResearchFirm YAdAgencyFieldOffice XFieldServiceFirm

7、 XFieldOffice YFieldServiceFirm YRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel 1Level 2Level 3Level 4InformationUsersResearchDesignersandSuppliersDataCollectorsRespondentsFigure 2.1RRRRThe Structure of the Marketing Research Industry4.Identify new target markets.5.Create new mar

8、keting mixes for new target markets.Level 2:Information Users(Ad Agencies)serves corporate clients may be ultimate users of research data main business:the development and execution of ad campaigns.To learn about the various types of firms and their functions in research.The Evolving StructureLevel

9、3:Research Designers and Suppliers sell research services design research studies analyze results make recommendations to client they design research,manage its execution,and buy data collection from other firms To learn about the various types of firms and their functions in research.The Evolving S

10、tructureLevel 4:Data Collectors Field service firms collect data for:syndicated research firms custom research firms ad agencies corporationsTo learn about the various types of firms and their functions in research.The Evolving StructureOnly 15 percent of service companies such as Federal Express an

11、d Delta Airlines have marketing departments with more that 10 employees.Companies are conducting less research internally.Our attention will be devoted to marketing departments found in the more sophisticated,larger companies.To learn about the various types of firms and their functions in research.

12、Corporate MarketingResearch DepartmentsLevel 3:The Big Marketing Research Companies Four largest firms in the industry:A.C.Nielsen Corporation retail measurement services IMS Health Incorporatedpharmacy and hospital auditsTo learn about the various types of firms and their functions in research.The

13、Marketing Research Industry Information Resources IncorporatesTracks weekly sales and price for mass merchandisers Nielsen Media ResearchTelevision industryTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLevel 3:Custom or Ad Hoc Research Firms

14、 One-of-a-kind marketing research projectsLevel 3:Syndicated Service FirmsCollect and sell the same marketing research to many firmsLevel 4:Field Service FirmsData collection specialists on a subcontract basis for corporate marketing research departmentsTo learn about the various types of firms and

15、their functions in research.The Marketing Research IndustryCybermarketing Research FirmsGreenfield Online-claims to have the worlds largest Internet-based marketing research panel.Vividence-evaluates the effectiveness of websites.Media Metrix-tracks the popularity of websites.Relevant Knowledge,Net

16、RatingsNielson Media ResearchThe Internet ImpactTo understand the impact of the internet on the marketing research industry.Cyber Support FirmsTo provide support in conducting Internet surveys.WebSurveyorCyberdata:The Internet is Changing the Way Old-Line Marketing Research Support Organizations Del

17、iver Their ProductSurvey Sampling Incorporated(SSI)ClaritasTo understand the impact of the internet on the marketing research industryThe Internet ImpactOther Organizations and Individuals Special contributions to marketing research government agencies university bureaus professorsTo understand the

18、impact of the Internet on the marketing research industry.The Internet ImpactTo learn who uses marketing research.External Clients Vendors FranchiseesInternal Clients New product development,pricingTop Managements Use of ResearchOther Users of Marketing ResearchUsers of Marketing ResearchFigure 2.3M

19、arketing Research CustomersLogisticsSalesAdvertisingandPromotionNewProductDev.BrandManagersPricingCommitteeProductEngineersFinanceManufac-turingLegalH.R.Mgmt.OtherDept.SeniorMgmt.MarketingDept.FranchiseesCompanyVendorsExternalUsers or Customersof Marketing ResearchInternalTo learn about the various

20、types of firms and their functions in research.The Evolving StructureCorporate MarketingResearch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic ParterningandGlobal ResearchFords Marketing Research on Sample New Technology FeaturesSample features are

21、 shown below:Table 2.4Fingerprint Passive EntryNight Vision SystemSun Tracking VisorFront Impact WarningInfinite Door CheckSkin Temperature SensorTo appreciate the trends in global marketing research.Global Marketing Research TrendsIn a strategic partnership,the client and research firm work togethe

22、r.Services provided may include:data collection tracking specialized research activityStrategic PartneringandGlobal ResearchSUMMARY Corporate Marketing Research Departments The Marketing Research Industry Users of Marketing Research Strategic Partnering and Global Research The Evolving StructureThe

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