if they don't continue to meet the needs of their
customers.There should be few activities as important as finding out what your customers want for products and services and finding out what they think of yours.
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lnternational Marketing Chapter5 Global marketing information systems and
Содержание
- 1. lnternational Marketing Chapter5 Global marketing information systems and
- 2. Global marketing information systemGlobal marketing research
- 3. A. Global marketing information system
- 4. Marketing information It provides input
- 5. Global marketing information system is
- 6. CASE 人民日报,1964年: 以王进喜为代表的中国工人阶级,为粉碎外国反动势力对我国的经济封锁和石油禁运,在极端困难的条件下,发扬一不怕吃苦,二不怕死的精神,抢时间,争速度,不等马拉车拖,硬是用肩膀将几百吨设备抗到了工地. 第三届全国人大开幕,王进喜光荣地出席了大会.
- 7. B.Global marketing research Global marketing research
- 8. If a foreign invester wants to invest
- 9. Process of global marketing researchDefine the problem.
- 10. 3. Select a sampling method. Do we
- 11. 7. Go ahead and collect the data.8.
- 12. Various methods of global market research are
- 13. Methods of marketing researchA. Secondary Data Research
- 14. ResourcesTrade associations National and local press Industry
- 15. Business libraries Professional institutes and organisations Omnibus surveys Previously gathered marketing research Census data Public records
- 16. It is relatively cheap, and
- 17. B. First-hand data research Also known
- 18. Ways to conduct primary research: Personal interview
- 19. 1. Personal interviews An interview is
- 20. Advantages:They allow more 'depth' Physical prompts such
- 21. Disadvantages:Interviews can be expensive It can take
- 22. Try to do it
- 23. 2. Telephone Interview Telephone ownership is
- 24. Advantages: Can be set up and conducted
- 25. 3.Mail Survey In many countries, the
- 26. You might hate answering these
- 27. Advantages This is the only kind of
- 28. 4. Internet Survey The Internet can
- 29. Advantages :Relatively inexpensive Uses graphics and visual
- 30. 5.Product tests Product tests are often
- 31. CASE
- 32. 6. Observation method Observational research (or field
- 33. The main disadvantage is it
- 34. CASE
- 35. SummaryGlobal marketing information systemGlobal marketing researchSecond-hand data
- 36. Referencehttp://www.mofcom.gov.cn/ 商务部http://www.ft.com/home/asiahttp://askform.cn/ 问卷调查
- 37. Слайд 37
- 38. Скачать презентанцию
Global marketing information systemGlobal marketing research
Слайды и текст этой презентации
Слайд 3A. Global marketing information system
Businesses can't be successful
There should be few activities as important as finding out what your customers want for products and services and finding out what they think of yours.
Слайд 4Marketing information
It provides input to marketing decisions
including product improvements, price and packaging changes, copywriting, media buying,
distribution, and so forth.Marketing information system
The set of procedures and practices employed in analyzing and assessing marketing information, gathered continuously from sources inside and outside of a firm.
Слайд 5 Global marketing information system is an information system
which is developed or used in a global context.
Global companies lisk FORD.TOYOTA.MITSUI all have effective marketing information system.
Слайд 6CASE
人民日报,1964年:
以王进喜为代表的中国工人阶级,为粉碎外国反动势力对我国的经济封锁和石油禁运,在极端困难的条件下,发扬一不怕吃苦,二不怕死的精神,抢时间,争速度,不等马拉车拖,硬是用肩膀将几百吨设备抗到了工地.
第三届全国人大开幕,王进喜光荣地出席了大会.
Слайд 7B.Global marketing research
Global marketing research is the function
that links the global consumer and public to the marketer
through information .Information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Слайд 8If a foreign invester wants to invest an english training
school in Mianyang, how can they get the information needed?
Слайд 9Process of global marketing research
Define the problem. Make sure that
you really 'need' to know something. The problem then becomes
the focus of the research. For example, why are sales falling in New Zealand?2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group?
Слайд 103. Select a sampling method. Do we use a random
sample, stratified sample, or cluster sample?
4. How will we analyze
any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe.
6. Go back and speak to the managers or clients requesting the research.
Слайд 117. Go ahead and collect the data.
8. Conduct the analysis
of the data.
9. Check for errors.
10. Write your final
report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem. 
Слайд 12Various methods of global market research are used to find
out information about markets, target markets and their needs, competitors,
market trends, customer satisfaction with products and services, etc.Businesses can learn a great deal about customers, their needs, how to meet those needs and how the business is doing to meet those needs. Businesses need not to be experts at methods of research either.
Слайд 13Methods of marketing research
A. Secondary Data Research
Also known as desk research, already exists since it has
been collected for other purposes.
Слайд 14Resources
Trade associations
National and local press Industry magazines
National/international governments
Websites
Informal contacts
Trade directories
Published company accounts
Слайд 15Business libraries
Professional institutes and organisations
Omnibus surveys
Previously gathered
marketing research
Census data
Public records
Слайд 16 It is relatively cheap, and can be conducted
quite quickly .However, it tends to have been collected
for reasons other than for the problem or objective at hand.So it may be untargeted, and difficult to use to make comparisons (e.g. financial data gather on Australian pensions will be different to data on Italian pensions).
Слайд 17B. First-hand data research
Also known as primary research,
is collected for the
first time. It is original
and collected for a specific purpose, or to solve a specific problem.It is expensive, and time consuming, but is more focused than secondary research.
Слайд 18Ways to conduct primary research:
Personal interview
Telephone interview
Mail
survey
Internet survey
Product tests
Observation method
Слайд 191. Personal interviews
An interview is called personal when
the interviewer asks the questions face-to-face with the Interviewee.
Personal interviews can take place in the home, at a shopping mall, on the street, outside a movie theater or polling place, and so on. 
Слайд 20Advantages:
They allow more 'depth'
Physical prompts such as products and
pictures can be used
Body language can emphasize responses
Respondents
can be 'observed' at the same time
Слайд 21
Disadvantages:
Interviews can be expensive
It can take a long period
of time to arrange and conduct.
Some respondents will give biased
responses when face-to-face with a researcher. 
Слайд 232. Telephone Interview
Telephone ownership is very common in
developed countries. It is ideal for collecting data from a
geographically dispersed sample.The interviews tend to be very structured and tend to lack depth. Telephone interviews are cheaper to conduct than face-to-face interviews (on a per person basis).
Слайд 24Advantages:
Can be set up and conducted relatively cheaply
Random
samples can be selected
Cheaper than face-to-face interviews
Disadvantages:
Respondents can
simply hang up Interviews tend to be a lot shorter
Researchers cannot behavior or body language
Слайд 253.Mail Survey
In many countries, the mail survey is
the most appropriate way to gather primary data. Lists are
collated, or purchased, and a predesigned questionnaire is mailed to a sample of respondents.Mail surveys do not tend to generate more than a 5-10% response rate.
Слайд 26 You might hate answering these things, but plenty
of people don't -- and will fill surveys especially if
they get something in return. Promise them a discount if they return the completed form to your facility.
Слайд 27Advantages
This is the only kind of survey you can
do if you
have the names and addresses
of the target populationThe questionnaire can include pictures
It allow the respondent to answer at their leisure
Disadvantages
Mail surveys take longer than other kinds.
In populations of lower educational and literacy levels, response rates to mail surveys are often too small to be useful.
Слайд 284. Internet Survey
The Internet can be used in
a number of ways to collect primary data. Visitors to
sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership.
Слайд 29Advantages :
Relatively inexpensive
Uses graphics and visual aids
Random samples
can be selected
Visitors tend to be loyal to particular
sites and are willing to give up time to complete the forms Disadvantages :
Only surveys current, not potential customers.
Needs knowledge of software to set up questionnaires and methods of processing data
May deter visitors from your website.
Veracity of information
Слайд 305.Product tests
Product tests are often completed as part
of the 'test' marketing process. Products are displayed in a
mall of shopping center. Potential customers are asked to visit the store and their purchase behavior is observed. Observers will contemplate how the product is handled, how the packing is read, how much time the consumer spends with the product, and so on.
Слайд 326. Observation method
Observational research (or field research) is a
social research technique that involves the direct observation of phenomena
in their natural setting.The main advantage of observational research is flexibility. The researchers can change their approach as needed. Also it measures behavior directly, not reports of behavior or intentions.
Слайд 33 The main disadvantage is it is limited to
behavioral variables. It cannot be used to study cognitive or
affective variables. Another disadvantage is that observational data is not usually general.
Слайд 35Summary
Global marketing information system
Global marketing research
Second-hand data research
First-hand data research:
face to face interview.Tele- interview.Mail .Internet.Product tests. Observational research
