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营销3
CHAPTER3MarketingResearch
PartABasicKnowledge
1
Listentotheparagraphtwiceandfillintheblankswithwhatyouhear.
Marketresearchisthe
（1）andanalysisofinformationaboutconsumers，
（2）andtheeffectivenessofmarketingprograms.
Smallbusinessownersusemarketresearchtodeterminethe（3）ofanewbusiness，testinterestinnewproductsorservices，improveaspectsoftheirbusiness，suchascustomerserviceor，（4）anddevelopcompetitivestrategies．
Inotherwords，marketresearchallowsbusinessestomakedecisionsthatmakethemmore（5）tocustomers’needsandincrease（6）．
Whilemarketresearchiscrucialforbusiness（7），it'salsoessentialforestablishedbusinesses．Itisaccurateinformationaboutcustomersandcompetitorsthatallowsthedevelopmentofasuccessful（8）.
2Groupwork
Readthefollowingstatementsaboutdoingmarketresearchanddecidewhethertheyaretrueorfalse.
a.Beforeyoustarttodesignyourquestions,reviewwhyyou’redoingtheevaluationandwhatyouhopetoaccomplishbyit.Thisprovidesfocusonwhatinformationyouneedand,ultimately,onwhatquestionsshouldbeasked.
b.Askaboutwhatyouneedtoknowandprivatebusinessshouldbealwaysdiscussed.
c.Youshouldusecasuallanguageinaskingquestions,i.e.,slang,cultural-specificortechnicalwords．
d．Attempttoavoiduseofstrongadjectiveswithnounsinthequestions，e．g．，
“highlyeffectivegovernment”,“promptandreliable”,etc.
e.Ifyouarehandlingwith“Yes”or“No”questionnaire,youshouldalsousesameresponseinanswertotherespondents.
f．Ifyouusemultiplechoicequestions，besurerespondentsshouldnotbeconfusedaboutwhethertwoormorealternativesappeartomeanthesamething.
g.Attempttogetrecruitrespondents'motivationtocompletethequestionnaire．Startwithopinion-basedquestionsandthengoontofact-basedquestions.
h.Includeaquestiontogetrespondents’impressionsofthequestionnaireitself．Forexample，askthemifthequestionnairewasstraightforwardtocomplete（“yes”,or“no”）．
3Groupwork
Readthefollowinghintsandanswerthequestionsgivenbelow.
QuestionsCoveredinaQuestionnaire
a.MarketResearch/CustomerSurveyQuestions
●Whoisthecustomer?
—Age,sex,socialgrouping,etc.
●Whatisthemarket?
—Whatthecustomerwantstobuy?
●Howbigisthemarketinvolumeandfinancialterms?
●Howmuchisthecustomerableorwillingtospend?
●Whatcompetitionexists？
●Whoandwherearethecompetitorsforyourtrade?
●Whatisyourplaceinthemarket?
Howareyoupositionedintheleague?
●Whatdocustomersthinkofyou?
●Howmuchofcustomer'savailablemoneyareyougettingorcouldyouget?
b.InformationofPotentialsCustomers
Howmanypotentialcustomers—foryourproduct/service—arethereinyourcatchmentarea?
Agegroupings?
Sex?
Socialbackground/Lifestyle?
Occupations?
Spendingpower?
Buyinghabits?
Theirrequirements?
c.WhatIstheNatureofYourCompetition?
●Whatconstitutesthecompetition?
Whoisit?
Whatisit?
a）traderswithsimilarmerchandise.
b）othertypesofcompetition
●Whereisthecompetition?
Local，remote?
Where?
●Howlargeashareofthemarkethaveyourcompetitorsgot？
●Howisyourcompetitorsshareofthemarketbehavingrelativetoyourown?
●Arethereanychangesinthecompetition？
●Inwhatwaydoesthecompetitionperformbetterthanyou?
a）Newshops
b）Shoppingcentres
c）Newitemsorservicesavailable?
d）Newitemsorservicesavailable?
Questions：
1）Supposeyouareaskedtodoresearchworkforaleisurecenterofthecity.Whatkindofinformationyouwouldliketoknowfromyourrespondents?
2）Howtogaincooperationfrom；your.respondents？
Whatkindofpowerfulquestionsaretobeasked?
4Thefollowingisaburgraphabouthouseholdsthatowndigital-stillcameras.Readthereportbelowandfindoutthemistakes.
Althoughtheyarenotyetubiquitous（普通存在的），thereislittledoubtthepenetrationofdigital-stillcamerashasbeenslow.Afewyearsago,hardlyanyoneknewwhattheywere;bylastDecember,digitalcameraswereonmanyChristmaslists.Bytheendof2001,lessthan14percentofU.S.householdsowneddigitalcameras.Spurredlargelybyholidaydemand,digitalcamerasalesreached6.9millionunitslastyear,growingby25percentover2000.Relativelyweakgrowthisalsoexpectedin2002withprojectedsalesof9.3millionunits.
PartBDialogues
DialogueOne
ListentothedialoguetwiceandtrytoanswerthequestionsEveasksaccordingtoyourownpreferences.
Situation：
EveCanning（A,）isdoingamarketresearchbyaskingsomequestionsofalady（B）shemetonamainstreet.
A：
Excuseme，Miss．Yourskinlookssosoftandsmooth．MayIaskyousomequestionsaboutcosmetics?
B:
Well,youseeI'mquitebusy.
A：
Itwon'ttakelong，Iassureyou．Itwillonlytakeyoufiveminutesatmost
andwe'dbeveryappreciativeforyouropinionsandofferyouasmallgift．
B.Goaheadthen.
A:
Whatbranddoyouusuallybuy,foryourcosmetics?
B：
AUPRES.
A:
Whatarethemainreasonsforyourchoice?
B：
Well，itagreeswithmyskinandit’snottooexpensive.
A：
Howmuchdoyouusuallyspendoncosmeticseachtime?
B：
Threehundredyuanatmost．
A：
Whatotherbrandsofcosmeticsdoyouknow？
B：
Well，therearequitealotofthemsuchasSHISEIDO，GRISTIANDIOR，ESTEELAUDER，QINGFEI,YUXINIVEAandsoon．
A：
Whatbrandwouldyoumostlikelytryforachange？
B:
Uhr...YUXI，probably.
A：
Now，justonemorequestion.Wheredoyouusuallybuyyourcosmetics?
B：
Mostlyatdepartmentstores．ButsometimesIalsobuyitatthesupermarketnearmyhomeifitrunsoutunexpectedly.
A：
OK，that'sall．Youarereallyhelpful，Miss．Icouldn'tthankyouenough．Here’salittlegiftforyou．Iwishyou'dlikeit.
B:
Thankyou.
Notes
1.cosmeticn.（pl.）apreparation,suchaspowderoraskincream,designedtobeautifythebodybydirectapplication;somethingsuperficialthatisusedtocoveradeficit化妆品；adj.servingtobeautifythebody,especiallythefaceandhair化妆用的
2.assurev.toinformpositively,astoremovedoubt;togiveconfidenceto;reassure向……保证；给予信心；使放心
3.appreciativeadj.grateful;thankful感谢的；感激的
4.agreewith适宜健康；与……相宜
5.atmost至多
6.Icouldn’tthankyouenough.真的太感谢你了。
DialogueTwo
ListentothedialoguetwiceandtrytowritedownthefirstfivequestionsthatSophieasks.
Situation:
SophieStein（B）isconductingasurveyonthephone.NewshehassuccessfullyreachedMrs.Brown（A）.
A:
Hello.ThisisMrs.Brownspeaking.
B:
Hello,Mrs.Brown.It’sreallynicetohearyourvoice.ThisisSophieSteinfromtheEast-ChinaConsultingCompany．Weareconductingasurveyonhouseholddetergents.CouldyoukindlyspareamomentailldHelpmebyansweringafewquestions．
A:
Yes,ifitwon’tbelong.
B：
That’sverykindofyou，Mrs．Brown．Itwillonlytakeyouafewminutes，youknow．Nowthefirstquestionis：
Howmanypeoplearethereinyourfamily?
A:
Four，myhusband，Iandourtwochildren.
B：
Whodoestheshoppingfordetergentsinyourfamily?
A:
Ido．
B:
WheredoyouusuallyTbuythem?
A:
Atthesupermarketnearby.
B：
Doyoupreferlow-sudsingdetergentsorhighfoamingones?
A：
Ipreferlow-sudsingones．
B：
MayIhavethereasonforyourchoice?
A:
Yes.Becausetheyarefreerinsing.
B：
Howoftendoyoubuythem?
A:
Everytwomonths.
B：
Abouthowmuchdoyouspendonthemeachtime?
A：
50dollars.
B：
Whatbrandofdetergenthaveyourecentlybought?
A：
EAGLE.
B：
Whatbrandwillyoumostlikelyconsiderifyouaregoingtomakeachange？
A:
TIDE,Ithink.
B:
That'sall.Thankyouverymuchforyourhelp，Mrs．Brown,andgoodbye.
A:
Goodbye.
Notes
1.surveyn.adetaitedinspectionorinvestigation调查（收入，民意等）
2.householddetergents家用清洁剂（洗涤剂）
3.low-sudsing低泡的
4.highfoaming高泡的
5.freerinsing易漂洗的
DialogueThree
Listentothedialoguecarefullyandanswerthequestionsaccordingtowhatyouhear.
1．What'sthepurposeofMr.Yang'svisittoMr.Blake?
2．Howwelldoesthenewmachinedoinimprovingefficiency？
3.WhatwillMr.Yangprobablydonext?
Situation：
DavidYang（A）isworkingatthemarketingsectionofanengineeringcompany.He'snowvisitingoneofhisoldcustomers,JohnBlake（B）,askingforinformationabouttheir-newly-improvedproductCP20.
A:
Goodmorning，Mr．Blake．Nicetoseeryouagain.
B：
Goodmorning，Mr.Yang.I'mexpectingyou.Pleasetakeaseat.
A:
Thankyou.
B:
Coffeeortea?
A:
Tea,Please.
B:
Hereyouare.
A:
Thanks.Asyouknowfromwhatwetalkedaboutonthephoneyesterday,I’mheremainlytogetsomeideasabouttheperformanceofCP20sinceyou’vetrieditforthreemonths.IwishIwerenotbotheringyoutoomuch.
B:
No,notatall.Youknowyouarealwayswelcome.
A:
Thankyou.SohowdoyoulikeCP20?
B：
Oh，it’sactuallywonderful．It'smuchbetterthanthe-formerones.
A：
Isitfullycompatiblewithyourexistingassemblyline？
B：
Yes，perfectly．
A:
Whataboutthecutting?
B:
It'smuchsmootherandithelpstoreducetherejectsby5%,comparedwiththeformerones.
A：
Howisthemotorworking?
B:
Itrunsquitewellandthenoiseismuchlower.
A:
Hasiteverbrokendown?
B：
No，ithasneverbrokendowninthepastthreemonth．Actuallyit'samazing.
A：
Really？
Sowhatabouttheefficiency？
B：
Well，thelinewiththenewmachineproduces10%moreeachmonththanthosewiththeformerones.
A:
That’sgreat!
Isthereanythingthatneedstobefurtherimproved?
B:
Yes.Itlieswiththeoperatingbar.It’salittletoohigh.Ifitcouldbeloweredalittle,theworkerwouldfeelmorecomfortable.
A:
Isthereanythingelse?
B:
no,nothing.Now,wouldyouliketohavealookatourworkshop?
A:
Yes,ifit’sconvenientforyou.
B:
Thisway,please.
Notes
1
升级会员 