Cũng có một nghĩa hẹp khác của thị trường là một nơi nhất định nào đó, tại đó diễn ra các hoạt động mua bán hàng hóa và dịch vụ. Với nghĩa này, có thị trường Hà Nội, thị trường miền Trung.
Consumer Research
Qualitative Observation Research
Qualitative
Voice of the customer
Voice
Expression of the
preferences,
Hands-on consumer
Hands on
opinions and
research
research
motivations of the
customer
Motivational research
Motivational
Consumer Research
Qualitative Observation Research
Qualitative
Voice of the customer
Voice
Conducted by
direct observation
by managers of the
Hands-on consumer
Hands on
way current
research
research
customers use
specific products
and brands
and
Motivational research
Motivational
Consumer Research
Qualitative Observation Research
Qualitative
Voice of the customer
Voice Research method
directed at
discovering the
Hands-on consumer
Hands on conscious or
research
research subconscious
reason that
motivates a
Motivational research
Motivational person’s behavior
person
Consumer Research Customer Visits in
Customer
Business-to-Business Marketing
Business-to-Business
Consumer Research
Focus Group Research
Focus
A focus group is a carefully recruited
group of
Six to twelve people who participate in
a free wheeling,
free
One to two hour discussion that
focuses on a particular
Subject, such as product usage,
shopping habits, etc.
shopping
Consumer Research
Electronic Observational Research
Electronic
Bar-coding and
Bar coding
scanning
scanning
Consumer Research
Decision Support Systems
Decision
A decision support system
(DSS) is a set of computer
(DSS)
Software programs that help
managers
managers
Make marketing mix decisions.
Make
Consumer Research
Decision Support Systems
Decision
Customer sends in Record is added to
warranty card, enters database using
sweepstakes, etc. database
Permission is given to to management
record and use software (e.g.,
information for direct Microsoft Access)
marketing
3
2 Target segment is
specified and deep-
Database elements
segmentation statistical
1 4
are specified (name,
analysis identifies
address, hobbies,
hobbies, interest, usage
etc.) The source of
situation, and
record and data are
5
6 promotion preferences
added
Most appealing direct-
Database is
marketing campaign
updated, recording
is designed to
response of
promote most
customer to
appealing products
campaign
and features to target
segment
Decision Support System
Components of a System
Components
Integration
with plan
Marketing
Database
Dissemination
Marketing
to decision
Information
makers
System
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