营销策略业务英文文献及翻译 第5页
This is the study of how the human characteristics of consumers may have a bearing on their response to products, packaging, advertising and public relations efforts. Behavior may be measured as it involves an interplay among these broad sets of variables:
- Predisposition -- What is there about a person's past culture, heredity or upbringing that may influence his or her ability to consider purchasing one new product or service versus another?
- Influences -- What are the roles of social forces such as education, peer pressure or group acceptance in dictating a person's consumption patterns?
- Product Attributes -- What the product is or can be made to represent in the minds of consumers has a significant bearing on whether certain segments will accept the concept. These attributes may be suggested by the marketer or perceived by the customer.
Life-Style
Statements consumers make about themselves through conspicuous consumption can be put to good use by research people who read the signals correctly. By studying behavioral variables, such as a person's use of time, services and products, researchers can identify some common factors that can predict future behavior.
4 Market research
To use the marketing concept effectively in a growing business, you should
− Analyze your firm's competitive advantage. What do you do best?
− Identify specific markets you now serve.
− Determine the wants and needs of your present customers.
− Determine what you are now doing to satisfy those wants and needs.
− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.
− Test the results to see if your new strategies are yielding the desired results.
Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include
− Learning who your customers are and what they want.
− Learning how to reach your customers and how frequently you should try to communicate with them.
− Learning which advertising appeals are most effective and which ones get no response.
− Learning the relative success of 原文请找腾讯752018766辣,文^论-文.网
http://www.751com.cn is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are
− Using a sample that does not represent the total market.
− Asking the wrong questions.
− Not listening to the responses.
− Building in biases or predispositions that distort the reliability of information.
− Letting arrogance or hostility cut off communication at some point in the marketing process.
If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are
− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkers can distort the thought process of the entire group.
− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.
− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.上一页 [1] [2] [3] [4] [5]
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