中国商务旅游市场分析doc13(1)

PowerPointPresentationbyCharlieCookTheUniversityofWestAlabamaWilliamG.ZikmundBarryJ.Babin3rdEditionPart1Introduction©2007Thomson/South-Western.Allrightsreserved.Chapter1TheRoleofMarketingResearch©2007Thomson/South-Western.Allrightsreserved.1–2LEARNINGOUTCOMES1.Explainwhymarketingresearchisessentialtobusinesssuccess2.Definemarketingresearch3.Identifythedifferencebetweenappliedandbasicresearch4.Explainhowmarketingresearchisrelevanttoproduct,pricing,promotion,anddistributiondecisions5.Discusshowmarketingresearchhelpsthefirmdevelopandimplementstrategy6.Identifythesituationsthatcallformarketresearchandthosethatdon’t7.DescribehowtechnologyandinternationalizationareaffectingthewayresearchisconductedandusedAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.1–3TheNatureofMarketingResearch•UnderstandingtheValueEquationCompaniesmustproducebundlesofbenefitsthatconsumerswillviewasvaluable.Keyquestions:Whatdowesell?Howdoconsumersviewourcompany?Whatdoesourcompany/productmean?Whatdoesourcompany/productmean?Marketingresearchcanhelpacompanyachievethegoalofcreatingvaluableexperiencesforcustomers.©2007Thomson/South-Western.Allrightsreserved.1–4TheNatureofMarketingResearch•Marketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketingGenerates,refines,andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocess©2007Thomson/South-Western.Allrightsreserved.1–5MarketingResearch•MarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisions•Theprocessincludes:SpecifyingwhatinformationisrequiredDesigningthemethodforcollectinginformationManagingandimplementingthecollectionofdataAnalyzingtheresultsCommunicatingthefindingsandtheirimplications©2007Thomson/South-Western.Allrightsreserved.1–6AppliedandBasicMarketingResearch•AppliedResearchResearchconductedtoaddressaspecificmarketingdecisionforaspecificfirmororganization.•BasicResearchResearchconductedwithoutaspecificdecisioninmindthatusuallydoesnotaddresstheneedsofaspecificorganization.AttemptstoexpandthelimitsofmarketingknowledgeingeneralIsnotaimedatsolvingapragmaticproblem.©2007Thomson/South-Western.Allrightsreserved.1–7MarketingResearchExamples•AppliedResearch:ShouldMcDonald’saddItalianpastadinnerstoitsmenu?•BasicResearch:Doconsumersexperiencecognitivedissonanceinlow-involvementsituations?©2007Thomson/South-Western.Allrightsreserved.1–8TheScientificMethod•ScientificMethodThewayresearchersgoaboutusingknowledgeandevidencetoreachobjectiveconclusionsabouttherealworld.Theanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptions©2007Thomson/South-Western.Allrightsreserved.1–9EXHIBIT1.1ASummaryoftheScientificMethod©2007Thomson/South-Western.Allrightsreserved.1–10AdoptingtheMarketingConceptConsumer-OrientedLong-runProfitabilityCross-FunctionalEffortMarketingConcept©2007Thomson/South-Western.Allrightsreserved.1–11TheMarketingConcept•MarketingConceptAcentralideaofmarketingthatinvolvesfocusingonhowthefirmprovidesvaluetocustomersmorethanonthephysicalproductorproductionprocessCustomer-oriented—decisionsaremadewithaconsciousawarenessoftheireffectontheconsumer.Emphasisonlong-runprofitabilityratherthanshort-termprofitsorsalesvolume.Cross-functionalperspective—marketingisintegratedacrossotherbusinessfunctions.©2007Thomson/South-Western.Allrightsreserved.1–12BusinessOrientations•Product-orientedFirmAfirmthatprioritizesdecisionmakinginawaythatemphasizestechnicalsuperiorityintheproduct•Production-orientedFirmAfirmthatprioritizesefficiencyandeffectivenessoftheproductionprocessesinmakingdecisions©2007Thomson/South-Western.Allrightsreserved.1–13EXHIBIT1.2BusinessMarketingOrientations©2007Thomson/South-Western.Allrightsreserved.1–14EXHIBIT1.3Long-RunProfitability©2007Thomson/South-Western.Allrightsreserved.1–15KeepingCustomersandBuildingRelationships•RelationshipMarketingTheideathatamajorgoalofmarketingistobuildlong-termrelationshipswiththecustomerscontributingtotheirsuccess.Asalenotastheendofaprocessbutisthestartoftheorganization’srelationshipwithacustomer—marketerswantcustomersforlife.Managingtherelationshipsthatwillbringaboutadditionalexchanges—satisfiedcustomerswillreturntoacompanythathastreatedthemwell.©2007Thomson/South-Western.Allrightsreserved.1–16MarketingResearch:AMeansforImplementingtheMarketingConcept•Marketingresearchcanhelp:maximizecustomersatisfactionwithpurchaseidentityafter-saleservicespreventcommercializationofproductsthatarenotconsumer-orientedidentifyoptimalpricingtomaximizeprofitabilityincreasesalesefficiencythrougheffectiveuseofmarketdata.©2007Thomson/South-Western.Allrightsreserved.1–17TheManagerialValueofMarketingResearchforStrategicDecisionMaking•Developingandimplementingamarketingstrategyinvolvesfourstages:1.Identifyingandevaluatingmarketopportunities2.Ana