营销3.docx

1、营销3CHAPTER 3 Marketing ResearchPart A Basic Knowledge1 Listen to the paragraph twice and fill in the blanks with what you hear. Market research is the （1）and analysis of information about consumers， （2）and the effectiveness of marketing programs. Small business owners use market research to determin

2、e the (3）of a new business，test interest in new products or services，improve aspects of their business，such as customer service or， （4）and develop competitive strategies In other words，market research allows businesses to make decisions that make them more （5）to customersneeds and increase （6） While

3、 market research is crucial for business （7），its also essential for established businessesIt is accurate information about customers and competitors that allows the development of a successful （8）.2 Group workRead the following statements about doing market research and decide whether they are true

4、or false.a. Before you start to design your questions, review why youre doing the evaluation and what you hope to accomplish by it. This provides focus on what information you need and, ultimately, on what questions should be asked.b. Ask about what you need to know and private business should be al

5、ways discussed.c. You should use casual language in asking questions, i. e., slang, cultural-specific or technical wordsdAttempt to avoid use of strong adjectives with nouns in the questions，eg，“highly effective government”, “prompt and reliable”, etc.e. If you are handling with “Yes” or “No” questi

6、onnaire, you should also use same response in answer to the respondents.fIf you use multiple choice questions，be sure respondents should not be confused about whether two or more alternatives appear to mean the same thing.g. Attempt to get recruit respondents motivation to complete the questionnaire

7、Start with opinion-based questions and then go on to fact-based questions.h. Include a question to get respondentsimpressions of the questionnaire itself For example，ask them if the questionnaire was straightforward to complete（“yes”, or “no”) 3 Group work Read the following hints and answer the que

8、stions given below. Questions Covered in a Questionnaire a. Market Research/Customer Survey Questions Who is the customer? Age, sex, social grouping, etc. What is the market? What the customer wants to buy? How big is the market in volume and financial terms? How much is the customer able or willing

9、 to spend? What competition exists？ Who and where are the competitors for your trade? What is your place in the market? How are you positioned in the league? What do customers think of you? How much of customers available money are you getting or could you get?b. Information of Potentials CustomersH

10、ow many potential customersfor your product/serviceare there in your catchment area? Age groupings? Sex? Social background/Life style? Occupations? Spending power? Buying habits? Their requirements?c. What Is the Nature of Your Competition? What constitutes the competition? Who is it? What is it? a)

11、 traders with similar merchandise. b) other types of competition Where is the competition? Local，remote? Where? How large a share of the market have your competitors got？ How is your competitors share of the market behaving relative to your own? Are there any changes in the competition？ In what way

12、does the competition perform better than you? a) New shops b) Shopping centres c) New items or services available? d）New items or services available? Questions：1）Suppose you are asked to do research work for a leisure center of the city. What kind of information you would like to know from your resp

13、ondents?2）How to gain cooperation from；your. respondents？What kind of powerful questions are to be asked? 4 The following is a bur graph about households that own digital-still cameras. Read the report below and find out the mistakes. Although they are not yet ubiquitous (普通存在的)，there is little doub

14、t the penetration of digital-still cameras has been slow. A few years ago, hardly anyone knew what they were; by last December, digital cameras were on many Christmas lists. By the end of 2001, less than 14 percent of U.S. households owned digital cameras. Spurred largely by holiday demand, digital

15、camera sales reached 6.9 million units last year, growing by 25 percent over 2000. Relatively weak growth is also expected in 2002 with projected sales of 9.3 million units.Part B DialoguesDialogue OneListen to the dialogue twice and try to answer the questions Eve asks according to your own prefere

16、nces.Situation：Eve Canning (A,) is doing a market research by asking some questions of a lady (B) she met on a main street.A：Excuse me，Miss Your skin looks so soft and smoothMay I ask you some questions about cosmetics?B: Well, you see Im quite busy. A：It wont take long，I assure youIt will only take

17、 you five minutes at most and wed be very appreciative for your opinions and offer you a small gift B. Go ahead then. A: What brand do you usually buy, for your cosmetics? B：AUPRES.A: What are the main reasons for your choice? B：Well，it agrees with my skin and its not too expensive.A：How much do you

18、 usually spend on cosmetics each time?B：Three hundred yuan at mostA：What other brands of cosmetics do you know？B：Well，there are quite a lot of them such as SHISEIDO，GRISTIAN DIOR， ESTEE LAUDER，QINGFEI, YUXINIVEA and so on A：What brand would you most likely try for a change？ B: Uhr. YUXI，probably. A：

19、Now，just one more question. Where do you usually buy your cosmetics? B：Mostly at department stores But sometimes I also buy it at the supermarket near my home if it runs out unexpectedly. A：OK，thats allYou are really helpful，MissI couldnt thank you enough Heres a little gift for youI wish youd like

20、it. B: Thank you. Notes1. cosmetic n. (pl.)a preparation, such as powder or a skin cream, designed to beautify the body by direct application; something superficial that is used to cover a deficit 化妆品；adj. serving to beautify the body, especially the face and hair 化妆用的2. assure v. to inform positive

21、ly, as to remove doubt; to give confidence to; reassure 向保证；给予信心；使放心3. appreciative adj. grateful; thankful 感谢的；感激的4. agree with 适宜健康；与相宜5. at most 至多6. I couldnt thank you enough. 真的太感谢你了。Dialogue TwoListen to the dialogue twice and try to write down the first five questions that Sophie asks.Situat

22、ion: Sophie Stein(B) is conducting a survey on the phone. New she has success fully reached Mrs. Brown(A).A: Hello. This is Mrs. Brown speaking.B: Hello, Mrs. Brown. Its really nice to hear your voice. This is Sophie Stein from the East-China Consulting CompanyWe are conducting a survey on household

23、 detergents. Could you kindly spare a moment a ill d Help me by answering a few questionsA: Yes, if it wont be long.B：Thats very kind of you，MrsBrownIt will only take you a few minutes， you knowNow the first question is：How many people are there in your family? A: Four，my husband，I and our two child

24、ren. B：Who does the shopping for detergents in your family? A: I doB: Where do you usually T buy them? A: At the supermarket nearby. B：Do you prefer low-sudsing detergents or high foaming ones? A：I prefer low-sudsing onesB：May I have the reason for your choice? A: Yes. Because they are free rinsing.

25、 B：How often do you buy them?A: Every two months. B：About how much do you spend on them each time? A：50 dollars. B：What brand of detergent have you recently bought?A：EAGLE.B：What brand will you most likely consider if you are going to make a change？A: TIDE, I think.B: Thats all. Thank you very much

26、for your help，MrsBrown, and goodbye.A: Goodbye.Notes1. survey n. a detaited inspection or investigation 调查（收入，民意等）2. household detergents 家用清洁剂（洗涤剂）3. low-sudsing 低泡的4. high foaming 高泡的5. free rinsing 易漂洗的 Dialogue ThreeListen to the dialogue carefully and answer the questions according to what you

27、hear.1Whats the purpose of Mr. Yangs visit to Mr. Blake? 2How well does the new machine do in improving efficiency？ 3. What will Mr. Yang probably do next? Situation：David Yang (A）is working at the marketing section of an engineering company. Hes now visiting one of his old customers, John Blake(B),

28、 asking for in formation about their-newly-improved product CP20. A: Good morning，MrBlakeNice to seer you again. B：Good morning，Mr. Yang. Im expecting you. Please take a seat.A: Thank you. B: Coffee or tea? A: Tea, Please.B: Here you are.A: Thanks. As you know from what we talked about on the phone

29、yesterday, Im here mainly to get some ideas about the performance of CP20 since youve tried it for three months. I wish I were not bothering you too much.B: No, not at all. You know you are always welcome. A: Thank you. So how do you like CP20? B：Oh，its actually wonderful Its much better than the- f

30、ormer ones.A：Is it fully compatible with your existing assembly line？B：Yes，perfectlyA: What about the cutting?B: Its much smoother and it helps to reduce the rejects by 5% , compared with the former ones.A：How is the motor working?B: It runs quite well and the noise is much lower. A: Has it ever bro

31、ken down?B：No，it has never broken down in the past three monthActually its amazing. A：Really？So what about the efficiency？ B：Well，the line with the new machine produces 10% more each month than those with the former ones. A: Thats great! Is there anything that needs to be further improved?B: Yes. It lies with the operating bar. Its a little too high. If it could be lowered a little, the worker would feel more comfortable.A: Is there anything else?B: no, nothing. Now, would you like to have a look at our workshop?A: Yes, if its convenient for you.B: This way, please. Notes1