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Marketing Research

市場調研

Marketing research is the systematic gathering, recording, and analyzing of information for guiding marketing decisions.

市場調研是為指導營銷決策而進行的調研，通過系統地收集、記錄和分析信息進行調研。

Firms conducted research in response to problems, such as decreasing profits, failure to reach sales quotas, or customers lost to a competitor.

以往，公司進行調研是在出現了一些問題之后，如利潤下降，銷售定額無法完成或是顧客流向競爭對手。

But today many firms realize that research should be ongoing.

但今天許多公司已經意識到市場調研是不能間斷的。

Successful firms, regardless of size, continually talk to customers and study the market.

成功的公司，無論大小，總是不斷地和顧客溝通并研究市場。

Marketing research can be proactive to prevent “ breakdowns” or reactive to respond to a problem and try to fix it.

公司的市場調研可為預先性的，即為避免導致公司出現嚴重問題而預先采取的措施，也可為反射性的，也可為反應性的，即公司出現問題后，為試圖解決問題而采取的應變措施。

Unfortunately marketing research conducted after serious problems emerge may be too late.

不幸的是，在嚴重的問題出現后所進行的市場調研恐怕已為時太晚。

Forward-looking companies take a proactive stand to help keep ahead of the competition.

有先見之明的公司總是預先采取措施以保持走在競爭的前頭。

Marketing research is an essential first step in all product development.

市場調研是所有產品開發(fā)的必要的第一步。

There is little point in developing a new product unless you can sell it.

如果新產品銷售不出去，則新產品開發(fā)是毫無意義的。

The marketing research process consists of six steps: defining the problems, creating a research design, collecting data, analyzing data, interpreting the research information, and drawing a conclusion.

市場調研過程由六個步驟組成：確定問題、設計調研計劃、收集數據、分析數據、闡明調研信息和得出結論。

PART ONE: Interview

(1) Do you think product development important for a company?(Why?/Why not?)

你認為產品開發(fā)對企業(yè)來說重要嗎?(為什么?)

Yes. Because new products are the lifeblood of any business, if the company is to survive, it must develop new products.

(2) Do all new products involve major technological breakthroughs?(Why?/Why not?)

是不是所有的新產品都必須有技術上的突破?(為什么?)

No, only some new products involve major technological breakthroughs, many new products are simply product line extensions.

(3) What do you think affect a company’s product development strategy?

你認為哪些因素影響公司的產品開發(fā)策略?

I think this may include the company’s existing product mix and the current market positon of its products.

(4) What strategies can a company use to develop products?

公司開發(fā)產品可以使用哪些策略?

A company can have four strategies to develop products, namely, market penetration, market development, product development, and product diversification.

PART TWO: Mini-presentation

What is important when…?

Developing new products 開發(fā)新產品時應注意哪些要點?

l Market research 市場調查

l Screening (創(chuàng)意)篩選

l

In developing new products, I think market research is very important. By carrying out market research, a company can get such information as whether there exists a niche market for a new product, and what are customers’ needs and tastes for new product, therefore the new product will sell well when it is launched into market.

Next, I think screening is also important, because it separates ideas with potential from those that cannot meet company objectives. Poor screening may lead to product failure.

Finally, I think pricing is also important. A product’s price is a very important factor in determining whether customers will buy it or not. The new product’s price must be reasonable and competitive.

為了開發(fā)新產品，我認為市場調研非常重要。通過安排市場調研，公司能夠收集到諸如他們的新產品是否能夠在縫隙市場中生存，客戶對新產品的需求是什么。因此當新產品投入到市場中將銷售的很好。

其次，我認為創(chuàng)意篩選也很重要，因為它將想法從那些無從潛在滿足公司目標相分離。差勁的創(chuàng)意篩選將導致銷售失利。

最后，我認為價格也很重要。產品價格是客戶決定是否購買的重要因素。新產品價格必須是合理和富有競爭力的。

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