双语教学国际市场营销InternationalMarketing山西财经大学国际贸易学院药朝诚第五部分国际市场调研InternationalMarketResearchDevelopingaGlobalVisionthroughMarketingResearchLearningObjectives学习目的和要求1.Theimportanceofproblemdefinitionininternationalresearch国际市场调研的范围2.Theproblemsofavailabilityanduseofsecondarydata二手资料的获得和使用问题3.Quantitativeandqualitativeresearchmethods如何分析与使用调研信息IntroductionInformationisthekeycomponentindevelopingsuccessfulmarketingstrategies.Informationneededonmarketinformationfordecisionsaboutproduct,promotion,distribution,andprice.Amarketermustfindthemostaccurateandreliabledatapossiblewithinthelimitsimposedbytime,cost.MarketersneedinformationIntheUnitedKingdom,Levi’scoupledindustryandpopulationdatawithitsownconsumerstudiestoidentifyaneedforchangeinitsmarketingstrategy.Thecompanyobservedthatthemarketfordenim,andLevi’sshareofthatmarket,peakedin1996andthendeclined.Inaddition,populationtrendsindicatedthatthesizeofthecompany’scoreagegroupof18-25-years-oldshasbeendeclininginEurope.Levi’sresearchintoattitudesrevealedapossiblecauseofthedeclineinmarketshare:YoungadultsintheUKwantmoreinnovationfromthecompany.Levi’srespondedbysettingupgroupstodevelopnewproductsforeachofthreemarkets,called“urbanopinionformers,”“extremesports,”and“regulargirlsandguys.”Marketresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.Thefunctionthatlinkstheconsumerstothemarketersthroughinformation----informationusedtoidentifyanddefinemarketingproblems;generate,refine,andevaluatemarketingactions;monitormarketingperformance;andimproveunderstandingofmarketingasaprocess.5.1.1MarketResearch。Internationalmarketingresearchinvolvestwoadditionalcomplications:First,informationmustbecommunicatedacrossculturalboundaries.Second,theenvironmentsinwhichresearchtoolsareappliedareoftendifferentinforeignmarkets.国际调研的两大困难：(1)传递的信息必须跨越文化疆界；(2)进行调研的环境与国内不同。市场企业物流货币流信息流市场调研发现市场机会与威胁企业营销决策FunctionsofInternationalMarketResearc