【文档说明】andForecastingDemand(市场营销,科特勒,英文版).pptx，共(39)页，160.134 KB，由精品优选上传

转载请保留链接：https://www.ichengzhen.cn/view-282733.html

以下为本文档部分文字说明：

MARKETINGMANAGEMENT12thedition4ConductingMarketingResearchandForecastingDemandKotlerKeller1ChapterQue

stions◼Whatconstitutesgoodmarketingresearch?◼Whataregoodmetricsformeasuringmarketingproductivity?◼Howcanmarketersassesstheirreturnon

investmentofmarketingexpenditures?◼Howcancompaniesmoreaccuratelymeasureandforecastdemand?2MarketingResearchDefined

Systematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.3TypesofMarketingRese

archFirms◼Syndicated◼Custom◼Specialty-line4TheMarketingResearchProcess◼Definetheproblem◼Developthere

searchplan◼Collectinformation◼Analyzeinformation◼Presentfindings◼Makedecision5Step1◼Definetheproblem◼Spec

ifydecisionalternatives◼Stateresearchobjectives6Step2◼Datasources◼Researchapproach◼Researchinstruments◼Samplingplan◼Contactmethods7Rese

archApproaches◼Observation◼Focusgroup◼Survey◼BehavioralData◼Experimentation8ResearchInstruments◼Ques

tionnaires◼QualitativeMeasures◼MechanicalDevices9◼Avoidnegatives◼Avoidhypotheticals◼Avoidwordsthatcouldbemi

sheard◼Useresponsebands◼Usemutuallyexclusivecategories◼Allowfor“other”infixedresponsequestionsQuestionnaireDo’sandDon’

ts◼Ensurequestionsarefreeofbias◼Makequestionssimple◼Makequestionsspecific◼Avoidjargon◼Avoidsophisticatedwords◼Avoidambiguouswords10Ques

tionTypes-DichotomousInarrangingthistrip,didyoucontactAmericanAirlines?YesNo11QuestionTypes–MultipleChoiceWithwhomareyoutravelingonthi

strip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganizedtourgroup12QuestionTypes–LikertScaleIndicateyo

urlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeN

eitheragreenordisagreeAgreeStronglyagree13QuestionTypes–SemanticDifferentialAmericanAirlinesLarge………………………………...…………….SmallExperienced…………………

.………….InexperiencedModern………………………..………….Old-fashioned14QuestionTypes–ImportanceScaleAirlinefoodserviceis_____tome.Extremelyi

mportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant15QuestionTypes–RatingScaleAmericanAirlines’foodservi

ceis_____.ExcellentVerygoodGoodFairPoor16QuestionTypes–IntentiontoBuyScaleHowlikelyareyoutopurchaseticketsonAmericanAirlinesifin-flightInterneta

ccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy17QuestionTypes–CompletelyUnstructuredWhatisyouropinionof

AmericanAirlines?18QuestionTypes–WordAssociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________Ameri

can_____________________Travel________________________19QuestionTypes–SentenceCompletionWhenIchooseanairline,themos

timportantconsiderationinmydecisionis:______________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________________.20

QuestionTypes–StoryCompletion“IflewAmericanafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefol

lowingthoughtsandfeelings.”Nowcompletethestory.____________________________________________________________________________________

______________________________________________________________________________________________________________

______________________________________________21QuestionTypes–Picture(EmptyBalloons)22QualitativeMeasures◼Shadowing◼Behaviormapping◼Consumerjour

ney◼Camerajournals◼Extremeuserinterviews◼Storytelling◼Unfocusedgroups23MechanicalDevices◼Galvanometers◼Tachistoscope◼Eyecameras◼Audiometers◼GPS24S

amplingPlan◼Samplingunit:Whoistobesurveyed?◼Samplesize:Howmanypeopleshouldbesurveyed?◼Samplingprocedure:Ho

wshouldtherespondentsbechosen?25TypesofSamplesProbability◼Simplerandom◼Stratifiedrandom◼ClusterNonprobability◼Convenience◼Judgment◼Quota26Contac

tMethods◼Mailquestionnaire◼Telephoneinterview◼Personalinterview◼Onlineinterview27CharacteristicsofGoodMarketingResearch✓Scientificmet

hod✓Researchcreativity✓Multiplemethods✓Interdependence✓Valueandcostofinformation✓Healthyskepticism✓Ethicalmarketing28Table4.4M

arketingMetrics◼External◼Awareness◼Marketshare◼Relativeprice◼Numberofcomplaints◼Customersatisfaction◼Distribution◼Totalnumb

erofcustomers◼Loyalty◼Internal◼Awarenessofgoals◼Commitmenttogoals◼Activesupport◼Resourceadequacy◼Staffinglevels◼Desiretolearn◼Willingnesstochan

ge◼Freedomtofail◼Autonomy29Table4.5SampleCustomer-PerformanceScorecardMeasures◼%ofnewcustomerstoaverage#◼%oflostcustomerstoaverage#◼%ofwin-b

ackcustomerstoaverage#◼%ofcustomersinvariouslevelsofsatisfaction◼%ofcustomerswhowouldrepurchase◼%oftargetmarketme

mberswithbrandrecall◼%ofcustomerswhosaybrandismostpreferred30ToolstoMeasureMarketingPlanPerformance◼Salesanalysis◼Marketshareanalysis◼Exp

ense-to-SalesAnalysis◼FinancialAnalysis31SalesAnalysis◼Sales-VarianceAnalysis◼Micro-SalesAnalysis32MarketShareAnalys

is◼Overallmarketshare◼Servedmarketshare◼Relativemarketshare33Marketing-ProfitabilityAnalysisStep1:IdentifyingFunctionalExpensesStep2:Assigni

ngFunctionalExpensestoMarketingEntitiesStep3:PreparingaProfit-and-LossStatementforeachMarketingEntity34DistinguishingTypesofCosts◼Dir

ect◼Traceablecommon◼Nontraceablecommon35TheMeasuresofMarketDemand◼Potentialmarket◼Availablemarket◼Targetmarket◼Penetratedmark

et36EstimatingCurrentDemand◼Totalmarketpotential◼AreamarketpotentialMarketbuildupmethodMultiple-factorindexmethod◼Branddevelopmentindex37Esti

matingFutureDemand◼SurveyofBuyers’Intentions◼CompositeofSalesForceOpinions◼ExpertOpinion◼Past-SalesAn

alysis◼Market-TestMethod38PurchaseProbabilityScaleDoyouintendtobuyanautomobilewithinthenext6months?0.00

No0.20Slightpossibility0.40Fairpossibility0.60Goodpossibility0.80Highpossibility1.00Certain39