Marketing ngien cuu thi truong [slide]

Nghiªn cøu thÞ tr−êng

Ch−¬ng 2
Harcourt, Inc.

Ch−¬ng 2.
Ch−¬ng 2.
Nghiªn cøu tæng hîp vÒ thÞ tr−êng

1. Kh¸Ý niÖm vÒ thÞ tr−êng
2. Néi dung nghiªn cøu t/h vÒ thÞ tr−êng
3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng
4. Ph©n ®o¹n thÞ tr−êng
5. Lùa chän thÞ tr−êng môc tiªu

Ch−¬ng 2.
Ch−¬ng 2.

1.1. §Þnh nghÜa
1.2. Ph©n lo¹i thÞ tr−êng
1.3. Mèi quan hÖ gi÷a DN vμ TT

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng
1. Kh¸i niÖm vÒ thÞ tr−êng

1.1. §Þnh nghÜa

KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn
®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt
MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua
hiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm

Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003


1.2. Ph©n lo¹i thÞ tr−êng (1)
- C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt
- C¨n cø vμo tÇm quan träng cña thÞ tr−êng
- C¨n cø vμo tÝnh chÊt kinh doanh
- C¨n cø vμo quan hÖ cung cÇu
- C¨n cø vμo lÜnh vùc kinh doanh
- C¨n cø vμo ®èi t−îng l−u th«ng
- C¨n cø vμo ph¹m vi l−u th«ng



Trong marketing
. ThÞ tr−êng hiÖn t¹i
. ThÞ tr−êng hçn hîp
. ThÞ tr−êng tiÒm n¨ng
. ThÞ tr−êng lý thuyÕt
. ThÞ tr−êng thùc nghiÖm



Tμi nguyªn
Tμi nguyªn Tμi nguyªn
Tμi nguyªn
ThÞ tr−êng tμi
ThÞ tr−êng tμi
nguyªn
nguyªn
TiÒn tÖ
TiÒn tÖ TiÒn tÖ
TiÒn tÖ
ThuÕ,
ThuÕ, DÞch vô,
DÞch vô,
hμng
hμng tiÒn tÖ
tiÒn tÖ
DÞch vô, ho¸
DÞch vô, ho¸
tiÒn tÖ
tiÒn tÖ ThuÕ
ThuÕ
ThÞ tr−êng
ThÞ tr−êng ThÞ tr−êng Nhμ
ThÞ tr−êng Nhμ ThÞ tr−êng
ThÞ tr−êng
ng−êi s¶n xuÊt
ng−êi s¶n xuÊt n−íc
n−íc ng−êi tiªu
ng−êi tiªu
dïng
dïng
ThuÕ,
ThuÕ, DÞch vô,
DÞch vô,
hμng
hμng tiÒn tÖ
tiÒn tÖ
ho¸ DÞch vô,
ho¸ DÞch vô, ThuÕ,
ThuÕ,
tiÒn tÖ
tiÒn tÖ hμng
hμng TiÒn tÖ
TiÒn tÖ
TiÒn tÖ
TiÒn tÖ
ThÞ tr−êngho¸
ThÞ tr−êngho¸
ng−êi trung
ng−êi trung
gian
gian
Hμng ho¸, dÞch
Hμng ho¸, dÞch Hμng ho¸, dÞch
Hμng ho¸, dÞch
vô
vô vô
vô


ThÞ tr−êng nh÷ng
ng−êi trung gian
ThÞ tr−êng ThÞ tr−êng
c¸c nhμ c¬ quan
s¶n xuÊt Nhμ n−íc

ThÞ tr−êng ThÞ tr−êng
ng−êi C«ng ty quèc tÕ
tiªu dïng

Mét sè kiÓu thÞ tr−êng



1.3. Mèi quan hÖ gi÷a DN vμ TT
. Quan hÖ gi÷a DN vμ NTD
. Hai chu tr×nh cña qu¸ tr×nh trao ®æi
. Th«ng tin
. Kinh tÕ
. Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊt


Ch−¬ng 2.
Ch−¬ng 2.

2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng
2.1. Nghiªn cøu kh¸ch hμng
2.2. Nghiªn cøu hμng hãa
2.3. X¸c ®Þnh quy m«, ®Æc tÝnh TT

2. Néi dung nghiªn cøu thÞ tr−êng

2.1. Nghiªn cøu kh¸ch hμng
. Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp
. Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ...
a. X¸c ®Þnh kh¸ch hμng
b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng
c. Ph©n tÝch c¸c thãi quen mua hμng
. Cña ng−êi tiªu dïng
. Cña doanh nghiÖp



2.2. Nghiªn cøu hμng hãa
a. ChÊt l−îng hμng hãa
b. N¨ng lùc c¹nh tranh cña hμng hãa

c. Ph¹m vi sö dông cña hμng hãa



2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng
a. X¸c ®Þnh quy m« cña thÞ tr−êng
b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖp


Ch−¬ng 2.
Ch−¬ng 2.

3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu
3.2. Thu thËp th«ng tin thø cÊp
3.3. Thu thËp th«ng tin s¬ cÊp
3.4. Ph©n tÝch th«ng tin
3.5. Giíi thiÖu c¸c kÕt qu¶ nghiªn cøu
3.6. Sö dông c¸c kÕt qu¶ nghiªn cøu


3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu
. QuyÕt ®Þnh th«ng tin cÇn thu thËp
. §Þnh h−íng nghiªn cøu
. Tr¸nh sai lÇm
. §¹t ®−îc môc tiªu nghiªn cøu



3.2. Thu thËp th«ng tin thø cÊp
. ¦u ®iÓm cña th«ng tin thø cÊp
. Nh−îc ®iÓm cña th«ng tin thø cÊp
. Nguån th«ng tin thø cÊp
. Trong doanh nghiÖp
. Ngoμi doanh nghiÖp
. Yªu cÇu cña thu thËp th«ng tin thø cÊp



3.3. Thu thËp th«ng tin s¬ cÊp
. ¦u ®iÓm cña th«ng tin s¬ cÊp
. Nh−îc ®iÓm cña th«ng tin s¬ cÊp
. KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng

4 ph−¬ng ph¸p
. §iÒu tra, pháng vÊn s©u. focus group
. Ph−¬ng ph¸p quan s¸t
. Ph−¬ng ph¸p tr¾c nghiÖm
. Ph−¬ng ph¸p m« pháng



3.4. Ph©n tÝch th«ng tin
. Tæng quan
. Tæng quan qu¸ tr×nh xö lý th«ng tin
. T¹i sao cÇn xö lý th«ng tin
. Kü thuËt xö lý th«ng tin
. Giíi thiÖu c¸c kü thuËt
. Thùc hμnh chuyªn s©u víi phÇn mÒm SPSS


Overview of the Stages of Data Analysis
(Zikmund 1997)
(Zikmund 1997)

Editing

Coding

Data Entry

Data Analysis

Descriptive Univariate Bivariate Multivariate
Analysis Analysis Analysis Analysis

Interpretation


3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu
. B¸o c¸o kÕt qu¶ nghiªn cøu
. Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îc



3.6. Sö dông kÕt qu¶ nghiªn cøu
. §−a ra c¸c quyÕt ®Þnh
. X©y dùng c¸c chÝnh s¸ch kinh doanh
. Dù ®o¸n vÒ thÞ tr−êng


Ch−¬ng 2.
Ch−¬ng 2.

4.1. Kh¸i niÖm vμ môc ®Ých
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
4.3. Yªu cÇu ®èi víi viÖc ph©n ®o¹n


4.1. Kh¸i niÖm vμ môc ®Ých
Kh¸i niÖm:
Môc ®Ých cña p®tt:
. §ång nhÊt
. HiÓu biÕt c¬ cÊu
. Hì trî lùa chän thÞ tr−êng môc tiªu
. Ph¸t hiÖn khe hë thÞ tr−êng
. T¨ng n¨ng lùc c¹nh tranh



. Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt
. C¸c tiªu thøc ph©n ®o¹n phøc t¹p
Ph©n ®o¹n thÞ tr−êng tiªu dïng
Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp



Ph©n ®o¹n thÞ tr−êng tiªu dïng
. Theo ®Þa lý
. Theo t©m lý
. Theo hμnh vi
. Theo nh©n khÈu häc



Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp
. Ngμnh kinh tÕ
. Quy m« xÝ nghiÖp
. Khèi l−îng ®¬n hμng
. H×nh thøc së h÷u



4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT
. Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a çc ®o¹n tt
. §¸p øng ®−îc môc tiªu cu¶ c«ng ty
Çc b−íc
. Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng
. Ph©n tÝch so s¸nh çc ®iÓm gièng vμ kh¸c nhau
. Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc
. Ph©n ®o¹n theo çc tiªu thøc, vμ so s¸nh çc ®o¹n
. KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm


Ch−¬ng 2.
Ch−¬ng 2.

5.1. Lùa chän thÞ tr−êng môc tiªu
5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu
5.3. C¸c ph−¬ng ¸n ®Ó Cty lùa chän ttmt


5.1. Lùa chän thÞ tr−êng môc tiªu
Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ó
cung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªu
kinh doanh cña m×nh.
ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ
®em l¹i hiÖu qu¶ kinh doanh cao.



5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu
. TËp trung nhu cÇu
. C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã
. L−îng cÇu cña thÞ tr−êng môc tiªu
. Môc tiªu doanh sè vμ lîi nhuËn
. Cã triÓn väng ph¸t triÓn
. ViÖc th©m nhËp kh«ng qu¸ khã
. Kh«ng tËp trung c¹nh tranh



5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu
. Toμn bé ng−êi tiªu dïng lμ ttmt
. Chän mét sè ph©n ®o¹n
. Chän mét ph©n ®o¹n thÝch hîp nhÊt
C¨n cø
. TÝnh ®ång nhÊt cña s¶n phÈm
. TiÒm n¨ng doanh nghiÖp
. Vßng ®êi s¶n phÈm
. C¹nh tranh trªn thÞ tr−êng


Ch−¬ng 2.
Ch−¬ng 2.

2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng

Marketing Decision Support System
Marketing Decision Support System

Collection of internal and external
data
Marketing information system and
storage
Dissemination of information to
decision-makers
Integration of data into company
objectives/plans

Research Process
Problem
Recognition
Define
Problem
Secondary
Research
Quick Primary
Research
Primary
Research
Analyze
Information
Present
Findings

Consumer Research

Qualitative observation research
Customer visits in business-to-
business marketing
Focus group research
Electronic observational research
Decision support systems
Consumer survey research
Secondary data analysis

Consumer Research
Qualitative Observation Research

Voice of the customer

Hands-on consumer
research

Motivational research

Consumer Research


Expression of the
Hands-on consumer preferences,
research opinions and
motivations of the
customer
Motivational research

Consumer Research

Conducted by
direct observation
Hands-on consumer by managers of the
research way current
customers use
specific products
Motivational research and brands

Consumer Research

Voice of the customer Research method
directed at
discovering the
Hands-on consumer conscious or
research subconscious
reason that
motivates a
Motivational research person’s behavior

Consumer Research Customer Visits in
Business-to-Business Marketing
Business-to-Business

Consumer Research
Focus Group Research

A focus group is a carefully recruited
group of
Six to twelve people who participate in
a free wheeling,
One to two hour discussion that
focuses on a particular
Subject, such as product usage,
shopping habits, etc.

Consumer Research
Electronic Observational Research

Bar-coding and
scanning

Consumer Research
Decision Support Systems

A decision support system
(DSS) is a set of computer
Software programs that help
managers
Make marketing mix decisions.

Consumer Research
Decision Support Systems
Customer sends in Record is added to
warranty card, enters database using
sweepstakes, etc. database
Permission is given to to management
record and use software (e.g.,
information for direct Microsoft Access)
marketing

2 3 Target segment is
Database elements specified and deep-
segmentation statistical
are specified (name,
address, hobbies,
1 4 analysis identifies
etc.) The source of hobbies, interest, usage
record and data are situation, and
added 6 5 promotion preferences

Most appealing direct-
Database is
marketing campaign
updated, recording
is designed to
response of
promote most
customer to
appealing products
campaign
and features to target
segment

Decision Support System
Components of a System

Integration
with plan
Marketing
Database

Marketing Dissemination
Information to decision
System makers

Decision Support System
Marketing Database

Internal components External components

Sales analysis Secondary data
Cost analysis Purchase of
Financial records syndicated
commercial data
Marketing research

Consumer Research
Consumer Survey Research
Criteria Direct/Cold Mail Panels Telephone Personal In- Mall
Mailing Home Intercept
Complexity and Substantial,
versatility Not much Not much difficult to use Highly flexible Most flexible

Limited to < 25
Quantity of data Substantial Substantial Short Greatest quantity minutes

Good, nonlisted a
Sample control Little Substantial problem Greatest controls Problematic

Clear up
Better for sensitive ambiguities,
questions, no socially accepted Unnatural testing
Quality of data claifier answers Cheating bias

Response rate ~10% 70-80% 60-80% 80% + 0.8

Faster than mail,
Several weeks + slower than
Speed follow ups Several weeks 3-4 weeks telephone A few days

$2.50 per Relatively Less expensive
Cost interview Lowest Not as low as mail expensive than in-home

Executive, Pervasive-concept
industrial, Studies that tests, name tests,
medical, require national package tests,
Uses readership All areas samples Product testing copy tests

Consumer Research

Reliability
The consistency of
measurement over
time
Validity

Consumer Research

Reliability
The accuracy in
measuring what is
intended to be
measured
Validity

Consumer Research
Secondary Research

www.census.gov
www.stat-usa.gov
www.yahoo.com
www.altavista.com
www.lycos.com

Competitor Research

Research Market
History

Audit Current
Competitors

Competitor Research
Research Market Researching the
History history of the
Audit Current
market
Competitors Identifies the
marketing mix and
product
dimensions on
which sellers have
competed strong

Competitor Research
Levels of Competition

Ice
Cream Beer

Regular
Colas Juice
Wine
Diet-Rite
Diet-
Cola
Target Core Benefit
Fast Fruit Diet Segment Competition:
Food Colas Pepsi Competition: Beverages
Diet Colas Product
Diet Category
Coke Competition:
Bottled Soft Drinks
Lemon Budget
Water
Limes Competition:
Food and
Entertainment
Coffee

Baseball
Cards

Competitor Research
Current and Potential Competition
Threat through vertical Threat through vertical
integration or encouraging integration or encouraging
new entry Threat of new entrants, new entry
including those resulting
from mergers and
takeovers

Suppliers who work to Distributors who work to
make you more Competition among make you more
competitive or play you current rivals competitive or play you
against your competition against your competition

Threat through joint Substitute threats
venturing if suppliers’ Threat through joint
product/services are venturing or encouraging
involved entry

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

Competitor Research
New Competitive Threats Audit
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?

Competitor Research
A Competitive Analysis Template
Research Market Evaluate w/respect to:
History Financial Position
Market Position
Audit Current Product Position
Competitors Price Position
Inbound Logistics
Production Process
Outbound Logistics
Trade Relations
Advertising &
Promotions
Sales Force Process

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 Quality of premises
this reseller
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
Volume deals/discounts sought and given
Detailed Evaluation
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

Specifies the information needed
Designs the method of collecting
information
Manages and implements the data
collection process
Analyzes the results
Communicates the findings and
implications

Types of Marketing Research Firms

Syndicated Service
Firms
Full-Service Research
firms


Syndicated Service Firms

Collect and distribute for many
firms
Firms share the cost
Examples: A.C. Nielsen, J.D.
Powers, Simmons, Arbitron


Full-Service Research Firms
Full-Service

Collect and distribute for one client
Client assumes entire cost of project
Research firm takes over marketing
research function on behalf of client

The Marketing Research Process

Define the problem
Research design
Feedback

Data collection
Analysis, interpretation
and presentation

Problem Definition

Well defined problems are half
solved
Help set research objectives
Help define data collection
process

Exploratory Research

Helps gain understanding of the
research question
Aids in understanding the cause(s) of
the problem
Discuss the problem with informed
sources - customers, suppliers, etc.
Analyze internal records and data

Research Design

Master plan for research
Identifies the need for primary
versus secondary data

Research Design
Primary Data

Information or Secondary Data
statistics collected for
the first time during a Previously published
marketing research data
study

Sources of Primary Data
Observation Survey Method
Method
Observational studies Telephone interviews
are conducted by Mail surveys
actually viewing Personal interviews
objects, events,
and/or a person’s Focus group
behavior interviews

Sources of Primary Data
Experimental Method
In experiments the researcher
manipulates one or more of
the marketing mix variables
and compares the effect on
the experimental group to a
control group that did not
receive the manipulation

Sources of Secondary Data
Internal Data Government Data

Includes sales Census of Population
analysis reports, Census of Housing
financial performance Census of Business
reports, cost analysis, Census of
product profit/loss Manufacturers
statements, etc. Census of Agriculture
Census of Minerals
Census of Governments

Sources of Secondary Data

Research Firm Data

Many private organizations
provide information for the
marketing executive e.g.
trade associations,
advertising agencies,
“Survey of Buying Power.”

Sampling Techniques

Population Census

Total group that the Collection of data
researcher wants to from all possible
study sources in a
population or
universe

Sampling Techniques
Probability Sample

Sampling techniques
where respondents
have a known
(nonzero) chance of
being chosen

Sampling Techniques
Probability Sample

Simple Random
Probability sample
Sample where researchers
choose respondents
from a complete list
of the population

Sampling Techniques
Probability Sample
Probability sample
where researchers
Simple Random divide the complete
Sample
population list into
groups and then use
Stratified Sample
single random
sampling techniques
on the subgroups

Sampling Techniques
Probability Sample

Probability sample
Simple Random where researchers
Sample randomly choose
areas of geographic
Stratified Sample clusters before
random cluster
selection
Cluster Sample

Sampling Techniques
Nonprobability Sample

Arbitrary sampling
technique where
respondents have an
unknown or zero chance
of being chosen for the
sample

Sampling Techniques

Nonprobability sample
where researches choose
respondents based on Convenience Sample
ease of availability of
respondents

Sampling Techniques

Nonprobability sample
where researchers
conveniently match Convenience Sample
characteristics in the
population with quotas
Quota Sample

Sampling Techniques

Nonprobability
sample based on Convenience Sample
arbitrary judgments
by the researcher Quota Sample

Judgement Sample

Analysis, Interpretation, and Presentation

Must present findings in clear,
understandable manner
Communicate properly with
audience

Marketing ngien cuu thi truong [slide]

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