复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter6 Gathering Marketing Information

INtroduc- tion Chapter Gathering Marketing Information Slides case: :Locating Advantages Ouestions BACK Readings

Chapter6 Gathering Marketing Information Introduc￾tion Slides Case Questions Readings BACK Locating Advantages

Strategic Objectives Market Opportunity Analysis Environ Consumer Competition Market ment Behavior Analysis Analysis Analysis Analysis Market Segmentation Targeting and Positioning

2 Strategic Objectives Market Opportunity Analysis Environ￾ment Analysis Consumer Behavior Analysis Competition Analysis Market Analysis Market Segmentation Targeting and Positioning

Kotler on Marketing Marketing is becoming a battle based more on information than on sales power MARKETING MANAGEMENT

3 Kotler on Marketing Marketing is becoming a battle based more on information than on sales power

Introduction KODAK EXPRESS CLICK RE

Introduction KODAK EXPRESS

What's wrong with New Coke 可口可乐的对策 100% 1982年,为找出可口可乐衰退的真正原因,可口可 Pepsi-cola 乐决定在全国10个主要城市进行一次深入的消费者调 查,调查结果显示,大多数消费者愿意尝试新口味可乐 60% 为确保万无一失,在新可口可乐正式推向市场之前,可 口可乐公司又花费数百万美元在13个城市中进行了口 ola 味测试,邀请了近20万人品尝无标签的新/老可口可 乐。结果让决策者们更加放心,六成的消费者回答说新 可口可乐味道比老可口可乐要好,认为新可口可乐味道 1977 胜过百事可乐的也超过半数。 越来越多的老可口可乐的忠实消费者开始抵制新可乐。 百事可乐的营销策略 对于这些消费者来说,传统配方的可口可乐意味着一种 传统的美国精神,放弃传统配方就等于背叛美国精神, “只有老可口可乐才是真正的可乐”。有的顾客甚至扬 言将再也不买可口可乐 目标市场—年轻人 仅仅3个月的时间,可口可乐的新可乐计划就以失败告 主题——青春、时尚、激情 终。尽管公司前期花费了2年时间、数百万美元进行市 场调研; □味测试 对于可口可乐的消费者而言,口味并不是最主要的购 现场直播

5 0% 20% 40% 60% 80% 100% 1970 1977 1985 Pepsi-cola Coca-cola 百事可乐的营销策略 ➢目标市场——年轻人 ➢主题——青春、时尚、激情 ➢口味测试 ➢现场直播 可口可乐的对策 ➢ １９８２年，为找出可口可乐衰退的真正原因，可口可 乐决定在全国１０个主要城市进行一次深入的消费者调 查，调查结果显示，大多数消费者愿意尝试新口味可乐； ➢ 为确保万无一失，在新可口可乐正式推向市场之前，可 口可乐公司又花费数百万美元在１３个城市中进行了口 味测试，邀请了近２０万人品尝无标签的新／老可口可 乐。结果让决策者们更加放心，六成的消费者回答说新 可口可乐味道比老可口可乐要好，认为新可口可乐味道 胜过百事可乐的也超过半数。 ➢ 越来越多的老可口可乐的忠实消费者开始抵制新可乐。 对于这些消费者来说，传统配方的可口可乐意味着一种 传统的美国精神，放弃传统配方就等于背叛美国精神， “只有老可口可乐才是真正的可乐”。有的顾客甚至扬 言将再也不买可口可乐。 ➢ 仅仅３个月的时间，可口可乐的新可乐计划就以失败告 终。尽管公司前期花费了２年时间、数百万美元进行市 场调研； ➢ 对于可口可乐的消费者而言，口味并不是最主要的购买 动机。 What’s wrong with New Coke

CONTENT CLICK HERE 1. Marketing Information System 2. Marketing research 3.Demand measuring

1.Marketing Information System 2.Marketing Research 3.Demand measuring

1. Marketing Information System Marketing information system(MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers

7 Marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 1.Marketing Information System

2. Marketing Research Marketing Research Process Secondary -Data sources Research Approaches Criteria of Good Marketing Research

8 2. Marketing Research Marketing Research Process Secondary -Data sources Research Approaches Criteria of Good Marketing Research

Before the research Why should we do research? What research should be done? Is it worth doing the research? How should the research be designed to achieve the research objectives What will we do with the le research?

9 • Why should we do research? • What research should be done? • Is it worth doing the research? • How should the research be designed to achieve the research objectives? • What will we do with the research? Before the research:

The Marketing Research Process Defining the problem and Developing Collect the research the research information objectives plan Present the Analyze the findings information

10 Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings The Marketing Research Process