市场研究

常亮

目录

  • 1 课程导言
    • 1.1 教学大纲
    • 1.2 为何学习市场研究
  • 2 Introduction to Marketing Research
    • 2.1 Marketing Research is Part of Marketing
    • 2.2 What is Marketing Research?
    • 2.3 What Are the Uses of Marketing Research?
    • 2.4 The Marketing Information System
  • 3 Defining the Problem and Research Objectives
    • 3.1 The Marketing Research Process
    • 3.2 Establish the Need for Marketing Research
    • 3.3 Define the Problem
    • 3.4 A Process for Defining the Problem and Research Objective
    • 3.5 Market Research Proposal
  • 4 Research Design
    • 4.1 Research Design
    • 4.2 Exploratory Research
    • 4.3 Descriptive Research
    • 4.4 Causal Research
    • 4.5 Test Marketing
  • 5 Secondary Data and Packaged Information（自学）
  • 6 Qualitative Research Techniques
    • 6.1 Quantitative, Qualitative, and Pluralistic Research
    • 6.2 Observation Techniques
    • 6.3 Focus Groups
    • 6.4 Other Qualitative Research Techniques
  • 7 Evaluating Survey Data Collection Methods（自学）
  • 8 Designing the Questionnaire
    • 8.1 Basic Question-Response Formats
    • 8.2 Basic Concepts in Measurement
    • 8.3 Types of Measures
    • 8.4 Interval Scales Commonly Used in Marketing Research
    • 8.5 Reliability and Validity of Measurements
    • 8.6 Designing a Questionnaire
    • 8.7 Questionnaire Organization
  • 9 Selecting the Sample
    • 9.1 Basic Concepts in Samples and Sampling
    • 9.2 Probability Versus Nonprobability Sampling Methods
    • 9.3 Developing A Sample Plan
  • 10 Determing the Size of a Sample
    • 10.1 Sample Size Axioms
    • 10.2 The Confidence Interval Method of Determining Sample Size
    • 10.3 The Sample Size Formula
    • 10.4 Other Methods of Sample Size Determination
  • 11 Dealing with Field Work（自学）
  • 12 Using Descriptive Analysis, Performing  Population Estimates, and Testing Hypotheses
    • 12.1 Types of Statistical Analyses
    • 12.2 Descriptive Analysis
    • 12.3 Statistical Inference
  • 13 Implementing Basic Differences Tests
    • 13.1 Differences are Important
    • 13.2 Testing for Significant Differences
    • 13.3 Analysis of Variance
  • 14 Making Use of Associations Tests
    • 14.1 Types of Relationship Between Two Variables
    • 14.2 Test of Relationship Between Two Nominal Variables
    • 14.3 Test of Relationship Between Two Metric Variables
  • 15 Understanding Regression Analysis Basics
    • 15.1 Regression Analysis
    • 15.2 Multiple Regression Analysis
  • 16 The Research Report
Marketing Research is Part of Marketing


2.1 Marketing Research is Part of Marketing

What is marketing（市场营销）?

What is the marketing concept（营销理念）?

What is marketing strategy（营销战略）?

 

1. Marketing ：

 as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

一种组织功能，也是为顾客创造价值、与顾客沟通价值、向顾客传递价值和管理顾客关系的一系列活动，其目的是使组织与利益相关者都能获得利益。

2. Marketing Concept ：

 a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

一种企业经营哲学，这种哲学认为实现组织目标的关键是企业要比竞争对手更有效率和更有效果地为目标市场中的顾客创造价值、传递价值和沟通价值。

3. Marketing Strategy：

  consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

包括进行市场细分，选择目标市场，设计与目标市场相适应的产品或服务、价格、促销和分销渠道组合，以满足目标市场中消费者的欲望和需要。

重点：三个概念之间的关系和逻辑