市场营销第八章节(英文).ppt

VIDEO CASE 8 FORD CONSULTING GROUP 2. Study Table 2. (a) What do you conclude from this information?(b) Summarize your conclusions in a 150-word e-mail with attachments to Mark, who needs them for a meeting tomorrow with Margaret, the Northeast sales region manager.(c) What marketing actions might your memo suggest? 8-* VIDEO CASE 8 FORD CONSULTING GROUP 8-* Marketing Research Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. 8-* Measures of Success Measures of success are criteria or standards used in evaluating proposed solutions to a problem. 8-* Constraints Constraints are, in a decision,the restrictions placed onpotential solutions to a problem. 8-* Data Data are the facts and figures related to the problem, dividedinto two main parts: secondary data and primary data. 8-* Secondary Data Secondary data are the factsand figures that have already been recorded before the project at hand. 8-* Primary Data Primary data are the factsand figures that are newly collected for a project. 8-* Observational Data Observational data are the factsand figures obtained by watching, either mechanically or in person, how people actually behave. 8-* Questionnaire Data Questionnaire data are thefacts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. 8-* Sales Forecast A sales forecast consists of the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. 8-* FIGURE 8-4A (Q3) Sample Wendy’s survey: Multiple choice question 8-* FIGURE 8-4A (Q4) Sample Wendy’s survey: Attitudinal question 8-* FIGURE 8-4A (Q5) Sample Wendy’s survey: Semantic differential scale question 8-* FIGURE 8-4B Different types of questions in a sample Wendy’s survey (Q6-Q9) 8-* FIGURE 8-4B (Q6) Sample Wendy’s survey: Likert