[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 7 potx

Competitor Research
Competitor Research
Q
Q
Audit Current
Audit Current
Competitors
Competitors
Q
Q
Research Market
Research Market
History
History
Q
Q
Auditing current
Auditing current
competitors
competitors
Q
Q
Identification of
Identification of
rivals from which
rivals from which
you are gaining
you are gaining
Q
Q
business and to

business and to
which you are
which you are
losing business
losing business
New Competitive Threats Audit
New Competitive Threats Audit
New Competitive Threats Audit
Competitor Research
Competitor Research
New Technology - Converging Markets Threat
What 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 by
consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our
existing channels encouraging such sub
What 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 Threat
Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it
do 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 Threat
Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to
our position? What evidence exists that this is likely to occur?

A Competitive Analysis Template
A Competitive Analysis Template
A Competitive Analysis Template
Competitor Research
Competitor Research
Q
Q
Audit Current
Audit Current
Competitors
Competitors
Q
Q
Research Market
Research Market
History
History
Q
Q
Evaluate w/respect to:
Evaluate w/respect to:
Q
Q
Financial Position
Financial Position
Q
Q
Market Position
Market Position
Q

Q
Product Position
Product Position
Q
Q
Price Position
Price Position
Q
Q
Inbound Logistics
Inbound Logistics
Q
Q
Production Process
Production Process
Q
Q
Outbound Logistics
Outbound Logistics
Q
Q
Trade Relations
Trade Relations
Q
Q
Advertising &
Advertising &
Promotions
Promotions
Q

Q
Sales Force Process
Sales Force Process
Channel Research
Channel Research
Summary Evaluation Competitive Selling Effort
Image and Reputation Quality of locations
Geographical markets/customer segments served Quality of advertising
Major strength, unique value, and importance of
this reseller
Quality of premises
Major weakness and failure of reseller Quality of sales staff
Special 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
Detailed Evaluation
Volume deals/discounts sought and given
Trading Performance
Other allowances and considerations sought and
given
Annual sales Freight
Annual sales of our product Cooperative advertising
Contribution earned from sales to this reseller Promotions
Average stock-turn of our products Returns
Past average stock-turn of our products Push money and sales contests
Profit performance Special credit terms
AMA Definition of Marketing Research

AMA Definition of Marketing Research
Q
Q
Specifies the information needed
Specifies the information needed
Q
Q
Designs the method of collecting
Designs the method of collecting
information
information
Q
Q
Manages and implements the data
Manages and implements the data
collection process
collection process
Q
Q
Analyzes the results
Analyzes the results
Q
Q
Communicates the findings and
Communicates the findings and
implications
implications
Types of Marketing Research Firms
Types of Marketing Research Firms
Q

Q
Syndicated Service
Syndicated Service
Firms
Firms
Q
Q
Full
Full
-
-
Service Research
Service Research
firms
firms
Types of Marketing Research Firms
Types of Marketing Research Firms
Q
Q
Collect and distribute for many
Collect and distribute for many
firms
firms
Q
Q
Firms share the cost
Firms share the cost
Q
Q
Examples: A.C. Nielsen, J.D.

Examples: A.C. Nielsen, J.D.
Powers, Simmons,
Powers, Simmons,
Arbitron
Arbitron
Syndicated Service Firms
Syndicated Service Firms
Syndicated Service Firms
Types of Marketing Research Firms
Types of Marketing Research Firms
Q
Q
Collect and distribute for one client
Collect and distribute for one client
Q
Q
Client assumes entire cost of project
Client assumes entire cost of project
Q
Q
Research firm takes over marketing
Research firm takes over marketing
research function on behalf of client
research function on behalf of client
Full-Service Research Firms
Full
Full
-
-
Service Research Firms

Service Research Firms
The Marketing Research Process
The Marketing Research Process
Feedback
Feedback
Q
Q
Define the problem
Define the problem
Q
Q
Research design
Research design
Q
Q
Data collection
Data collection
Q
Q
Analysis, interpretation
Analysis, interpretation
and presentation
and presentation