Marketing nghiên cứu thị trường phần 6

Tham khảo tài liệu marketing nghiên cứu thị trường phần 6, kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả
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Marketing nghiên cứu thị trường phần 6Competitor Research New Competitive Threats Audit NewNew Technology - Converging Markets ThreatWhat price changes in other technology markets appear to influence our sales? Is this effort changing?Which new technology or service is starting to be considered as a substitute for our product or service byconsumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are ourexisting channels encouraging such subWhat is our closest new technological or service competition?Who is the major mover and shaker in this new industry?What appears to be its current objective and strategy?What is its growth rate?What has been its effect on our sales?What further threat does it pose?What constraints does it face?Channel Integration ThreatWhich supplier is most likely to become a downstream direct competitor in the near future? Why? How would itdo it? Is there any evidence of this occuring?Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why?How would they do it? Does any evidence of such plans exist?Competitor Takeover - Merger ThreatWhich mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat toour position? What evidence exists that this is likely to occur?Competitor Research A Competitive Analysis Template Competitive Research Market Research Evaluate w/respect to: Evaluate History Financial Position Financial Market Position Market Audit Current Audit Product Position Product Competitors Price Position Price Inbound Logistics Inbound Production Process Production Outbound Logistics Outbound Trade Relations Trade Advertising & Promotions Promotions Sales Force Process Sales Channel Research ChannelSummary Evaluation Competitive Selling EffortImage and Reputation Quality of locationsGeographical markets/customer segments served Quality of advertisingMajor strength, unique value, and importance of Quality of premisesthis resellerMajor weakness and failure of reseller Quality of sales staffSpecial personal relations with supplier Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Volume deals/discounts sought and givenDetailed Evaluation Other allowances and considerations sought andTrading Performance givenAnnual sales FreightAnnual sales of our product Cooperative advertisingContribution earned from sales to this reseller PromotionsAverage stock-turn of our products ReturnsPast average stock-turn of our products Push money and sales contestsProfit performance Special credit termsAMA Definition of Marketing ResearchAMA Definition of Marketing Research Specifies the information needed Specifies Designs the method of collecting information information Manages and implements the data collection process collection Analyzes the results Communicates the findings and implications implicationsTypes of Marketing Research FirmsTypes Syndicated Service Firms Firms Full-Service Research Full Service firms firmsTypes of Marketing Research FirmsTypes Syndicated Service Firms Collect and distribute for many firms firms Firms share the cost Firms Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron ArbitronTypes of Marketing Research FirmsTypes Full-Service Research Firms Full-Service Collect and distribute for one client Collect Client assumes entire cost of project Client Research firm takes over marketing research function on behalf of client researchThe Marketing Research ProcessThe Define the problem Define Research design ResearchFeedback Data collection Data Analysis, interpretation and presentation andThe Marketing Research Process Problem Definition Problem Well defined problems are half solved solved Help set research objectives Help define data collection process processThe Marketing Research Process Exploratory Research Exploratory Helps gain understanding of the research question research Aids in understanding the c ...