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1、Learning ObjectivesLearning ObjectivesTheMarketing Research IndustryCopyright 2002 South-Western/Thomson LearningCHAPTER two天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632Learning ObjectivesLearning Objectives Learning Objectives1. To appreciate the structure of the marketing research industry.2. To co
2、mprehend the nature of corporate marketing research departments.3. To learn the various types of firms and their research functions in the market research industry.4. To understand the impact of the Internet on the marketing research industry. 5. To learn who uses marketing research. 6. To understan
3、d the growing importance of strategic partnering.7. To appreciate the trends in global marketing research.Learning ObjectivesLearning ObjectivesLevel 1. Primary Information Users (Corporate Marketing Departments)The ultimate users of marketing researchMarketing research data is needed to:1. Determin
4、e how targets will react to alternative marketing mixes.2. Evaluate success of operational marketing strategies.3. Assess changes in the external environment. To learn about the various types of firms and their functions in research.The Evolving StructureLearning ObjectivesLearning Objectives To lea
5、rn about the various types of firms and their functions in research.The Evolving StructureCorporate Marketing Research DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic Partnering and Global ResearchGeneral Categories of Institutions Involved in Market
6、ing ResearchKraft General FoodsInstitutionActivities, Functions, and ServicesLevel 1. Corporate marketing departmentsTable 2.1Level 2. Ad agenciesLevel 3. Syndicated service firmsCustom or ad hoc research firmsLevel 4. Field service firmsSpecialized firmsOthersJ. Walter ThompsonAC NeilsonMarket Fact
7、ssubcontractspecialized support servicesgovernment, universitiesLearning ObjectivesLearning ObjectivesCorporate Client ACorporate Client BCustom Research Firm ACustom Research Firm BSyndicated Research Firm XSyndicated Research Firm YAd AgencyField Office XField Service Firm XField Office YField Ser
8、vice Firm YRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel 1Level 2Level 3Level 4Information UsersResearch Designers and SuppliersData CollectorsRespondentsFigure 2.1RRRRThe Structure of the Marketing Research IndustryLearning ObjectivesLearning Objectives4. Identify new target ma
9、rkets.5. Create new marketing mixes for new target markets. Level 2: Information Users (Ad Agencies) serves corporate clients may be ultimate users of research data main business: the development and execution of ad campaigns. To learn about the various types of firms and their functions in research
10、.The Evolving StructureLearning ObjectivesLearning ObjectivesLevel 3: Research Designers and Suppliers sell research services design research studies analyze results make recommendations to client they design research, manage its execution, and buy data collection from other firms To learn about the
11、 various types of firms and their functions in research.The Evolving StructureLearning ObjectivesLearning ObjectivesLevel 4: Data CollectorsField service firms collect data for: syndicated research firms custom research firms ad agencies corporationsTo learn about the various types of firms and thei
12、r functions in research.The Evolving StructureLearning ObjectivesLearning ObjectivesOnly 15 percent of service companies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees.Companies are conducting less research internally.Our attention will be devoted t
13、o marketing departments found in the more sophisticated, larger companies.To learn about the various types of firms and their functions in research.Corporate Marketing Research DepartmentsLearning ObjectivesLearning ObjectivesLevel 3: The Big Marketing Research CompaniesFour largest firms in the ind
14、ustry: A. C. Nielsen Corporationretail measurement services IMS Health Incorporatedpharmacy and hospital auditsTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLearning ObjectivesLearning Objectives Information Resources IncorporatesTracks week
15、ly sales and price for mass merchandisers Nielsen Media ResearchTelevision industryTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLearning ObjectivesLearning ObjectivesLevel 3: Custom or Ad Hoc Research FirmsOne-of-a-kind marketing research p
16、rojectsLevel 3: Syndicated Service FirmsCollect and sell the same marketing research to many firmsLevel 4: Field Service FirmsData collection specialists on a subcontract basis for corporate marketing research departmentsTo learn about the various types of firms and their functions in research.The Marketing Research IndustryLearning ObjectivesLearning ObjectivesCybermarketing Research
