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Marketing nghiên cứu thị trường phần 5

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Nội dung Text: Marketing nghiên cứu thị trường phần 5

Decision Support System Components of a System Components Integration with plan Marketing Database Dissemination Marketing to decision Information makers System
Decision Support System Marketing Database Marketing Internal components External components Sales analysis Secondary data Sales Secondary Cost analysis Purchase of Cost syndicated Financial records Financial commercial data commercial Marketing research Marketing
Consumer Research Consumer Survey Research Consumer Criteria Direct/Cold Mail Panels Telephone Personal In- Mall Mailing Home Intercept Complexity and Substantial, versatility Not much Not much difficult to use Highly flexible Most flexible Limited to < 25 Quantity of data Substantial Substantial Short Greatest quantity minutes Good, nonlisted a Sample control Little Substantial problem Greatest controls Problematic Clear up Better for sensitive ambiguities, questions, no socially accepted Unnatural testing Quality of data claifier answers Cheating bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Faster than mail, Several weeks + slower than Speed follow ups Several weeks 3-4 weeks telephone A few days $2.50 per Relatively Less expensive Cost interview Lowest Not as low as mail expensive than in-home Executive, Pervasive-concept industrial, Studies that tests, name tests, medical, require national package tests, Uses readership All areas samples Product testing copy tests
Consumer Research Consumer Survey Research Consumer Reliability Reliability The consistency of measurement over time time Validity Validity
Consumer Research Consumer Survey Research Consumer Reliability Reliability The accuracy in measuring what is intended to be measured measured Validity Validity
Consumer Research Secondary Research Secondary www.census.gov www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com
Competitor Research Competitor Research Market Research History Audit Current Audit Competitors
Competitor Research Competitor Research Market Researching the History History history of the market market Audit Current Identifies the Competitors Competitors marketing mix and product product dimensions on which sellers have competed strong competed
Competitor Research Levels of Competition Levels Ice Beer Cream Cream Regular Juice Colas Wine Diet-Rite Diet- Cola Core Benefit Target Fast Competition: Segment Fruit Diet Food Beverages Competition: Colas Pepsi Diet Colas Product Category Diet Competition: Coke Bottled Soft Drinks Lemon Budget Water Limes Competition: Food and Entertainment Coffee Baseball Cards
Competitor Research Current and Potential Competition Current Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry Threat of new entrants, including those resulting from mergers and takeovers Suppliers who work to Distributors who work to make you more Competition among make you more competitive or play you current rivals competitive or play you against your competition against your competition Substitute threats Threat through joint Threat through joint venturing if suppliers’ venturing or encouraging product/services are entry involved
Competitor Research Competitor Research Market Research Auditing current History competitors competitors Identification of Audit Current Audit rivals from which Competitors you are gaining business and to which you are losing business losing

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