市场营销国外原版教材第一章

Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia1PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia2Chapter1ManagementDecisionProblemsandtheResearchProcessMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia3ChapterObjectivesAfterreadingthischapteryoushouldbeableto:DefinemarketingresearchfromanappliedorientationUnderstandthenatureandscopeofmarketingresearchUnderstandthemanagementpurposeofusingmarketresearchExplaintheroleofmarketingresearchinbusinessmanagementdecision-makingMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia4ChapterObjectives(continued)ConsiderthecareersavailableinthemarketresearchindustryDefinethesevenstepsofthemarketingresearchprocessListthekeyoutputsintheresearchprocessDescribetheactivitiesinvolvedindefiningthemanagementdecisionproblemExplainwhythemanagementdecisionproblemisthebaseonwhichmarketingsuccessisbuiltMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia5ChapterOutlineWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionmakingCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia6TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia7WhatisMarketingResearch?InformationandknowledgeaboutthemarketenvironmentarevitalThesearemajorkeystosuccessMarketingresearchplaysaroleinnotonlymarketingdecisionmakingbutalsointhebroaderbusinesscontextMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia8DefiningMarketingResearchMarketingresearchisthesystematicandobjectiveidentification,collection,analysis,anddisseminationofinformationforthepurposeofassistingmanagementindecision-makingrelatedtotheidentificationandsolutionofproblemsandopportunitiesinmarketingMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia9AClassificationofMarketingResearchThisdefinitionstatesthatorganisationsconductmarketingresearchfortworeasons:IdentifymarketingproblemsSolvemarketingproblemsMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia10Problem-identificationResearchProblem-identificationresearchisundertakentohelpidentifythenatureofproblemsoropportunitiesExamplesare:MarketpotentialMarketshareMarketcharacteristicsBrandorcompanyimageSalesanalysisShortandlongrangeforecastingBusinesstrendsMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia11Problem-solvingResearchProblem-solvingresearchisundertakentoderiveasolutionwiththefindingsusedindecisionmakingforspecificproblemsExamplesare:SegmentationresearchProductresearchPricingresearchPromotionalresearchDistributionresearchRefertoTable1.1inthetextforfurtherdetailsoneachoftheseresearchareasDeterminebasisforsegmentationDetermineoptimalproductdesignImportanceofpriceinbrandselectionOptimalpromotionalmixAttitudesofchannelmembersMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia12TheCentralRoleofMarketingResearchThescopeofmarketingresearchisclearlyseeninFig1.2Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia13TopicWhatismarketingresearch?HistoryofmarketingresearchResearchformanagementdecisionproblemCareersinmarketingresearchMarketingresearchprocessDefiningthemanagementdecisionproblemInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia14HistoryofMarketingResearchEvidenceofinformalmarketresearchprocessesdatesbacktothelate1300s1900-1930ssawanadhoccollectionofbusinessandsocialdata1930-1950ssawtheemergenceofthequestionnaire,samplingtheoriesandemphasisoneconomicmeasuresofproductdemand1950-1960ssawthedevelopmentandapplicationoffurtherquantitativetechniquesMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia15HistoryofMarketingResearch(continued)1960-1970ssawthedevelopmentofqualitativeresearch(termed“motivationalresearch”)alongwiththeearlyapplicationofthecomputerfordataanalysis1970-1980sgaverisetomoreemphasisonconsumerbehaviourmodelling,“new”qualitativemethodspromotedandtelephonesurveysemergedasanalternativetoin-homesurveysMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia16HistoryofMarketingResearch(continued)1980-1990swasaperiodinwhichinternalandexternalsourceofmarketinginformationwereintegratedandusedformarketingdecisionplanning1990-2000wascharacterisedbyadvancedtechnologyinmeasurementactivities2001andbeyondbelongstoelectroniccommunicatio