Упражнения с использованием interbet и компьютера

 

1. Посетите Web-сайты трех ведущих фирм по проведению маркетинговых исследований, пе­речисленных во врезке 1.3. "Практика маркетинговых исследований". Напишите отчет от­носительно услуг, предлагаемых этими фирмами. Для этого используйте схему на рис. 1.4. Какие утверждения можете вы сделать относительно структуры индустрии маркетинговых исследований?

 

2. Посетите Web-сайт компании Sears (www.sears.corn). Напишите отчет относительн торговой и маркетинговой деятельности Sears. Это поможет вам лучше понять сквозно пример "Выбор универмага".

 

3. Посетите Web-сайты MRA, ESOMAR и MRSA (см. адреса во врезке 1.6. ''Практика маркетинговых исследований"). Сравните информацию на этих сайтах. Которая из трех ассоциаций маркетинговых исследований имеет наиболее полезный Web-сайт? Почему?

 

4. Посетите www.bis.gov. Каковы возможности трудоустройства для специалистов по ма{ кетинговым исследованиям?

 

5. Изучите последние выпуски журналов, таких как Marketing News, Advertising Age, Quirk’s Marketing Research Review и Marketing Research: A Magazine of Management and Applications, чтобы определить один из примеров применения универсальной ЭВМ или персонального компьютера в каждой из следующих областей:

а) определение информационных потребностей;

b) сбор информации;

с) анализ информации;

d) обеспечение информацией (подготовка отчета).

КОММЕНТАРИИ

1. Wendy Marx, "More Companies Look to Redesigns to Drive Net Leads", Business Marketing, June 1997, p. 27, 38; Lotus Web-cani, www. lotus. com.

2. "Creative Marketing Puts Sandwich Chain On a Roll", Franchising World, September—October 1997, p. 14-15.

3. Leslie GofT, "The Webbing of the President: Populism or Propaganda", Computerworld, September 2, 1996, p. 79—80; Susan Garland, Richard Dunham, Laura Zinn, "Polling for Policy, How Clinton Uses Whiz-Bang Marketing to Make Decisions", Business Week, February 22,1993, p. 34—35.

4. Drew Winter, "Getting to Know the Customer's Customer", Ward's Auto World, August 1997, p. 64; Jeffrey Swaddling, "Beating the Odds", Marketing Management, Winter—Spring 1996, p. 20—33.

5. The M/A/R/C Group, "Survey of on-line grocery shoppers shows higher purchases, greater store loyalty are in the bag", Web-cafrr, www.marcgroup. com/html/5.14. 97groc. html (May 14,1997).

6. Bob Donath, "Lawyers Face Juries of Their Prospects", Marketing News, April 22, 1996, p. 4; Leslie M. Harris, "Expanding Horizons", Marketing Research: A Magazine of Management & Applications, Summer 1996, p. 12.

7. "Back on track", Marketing Technique Supplement, September 25, 1997, p. 8.

8. О стратегической роли маркетинговых исследований см. в работе John Hagel III, Jeffrey F. Rayport, "The Coming Battle for Customer Information", McKinsey Quarterly, 1997, p. 64—76; "Understanding Your Shoppers", Progressive Grocer, May 1996, p. 123.

9. О взаимосвязи информации, маркетинговых решений и эффективности см. в работе S. Allan Erdem, Cathy Owens Swift, "Items to Consider for Just-in-Time Use in Marketing Channels: Toward Development of a Decision Tool", Industrial Marketing Management, January 1998, p. 21-29.

10. Andrew J Strenio, Jr., "The Aspirin Wars", Journal of Public Policy and Marketing, Fall 1996, p. 319-321.

11. О роли маркетинговых исследований в управлении маркетингом см. работу Siva K, Balasubramanian, "The New Marketing Research Systems — How to Use Strategic Database Information for Better Marketing Decision", Journal of the Academy of Marketing Science, Spring 1996, p. 179-181.

12. Ian P. Murphy, "Keynote Speaker Emphasizes Urgency of Strategic Research", Marketing News, January 6, 1997, p. 6; N.K. Malhotra, "Shifting Perspective on the Shifting Paradigm in Marketing Research ", Journal of the Academy of Marketing Science, Fall 1992, p. 379—387.

13. См. работу Thomas T. Semon, "Marketing Research Needs Basic Research", Marketing News, March 14, 1994, p. 12. Определение Американской ассоциации маркетинга приведено в статье "New Marketing Research Definition Approved", Marketing News, January 2,1987.

14. Обсуждение роли маркетинговых исследований см. в работе L. McTier Anderson, "Marketing Science: Where's the Beef?", Business Horizons, January—February 1994, p. 8—16; Alvin J. Silk, "Marketing Science in a Changing Environment", Journal of Marketing Research, November 1993, p. 401—404; Frank M. Bass, "The Future of Research in Marketing: Marketing Science", Journal of Marketing Research, February 1993, p. 1—6.

15. Jerry W. Thomas, "How, When, and Why to Do Market Research", Nation's Restaurant News, May 12, 1997, p. 84, 136.

16. Barry de Ville, "Intelligent Tools for Marketing Research: Case-Based Reasoning", Marketing Research: A Magazine of Management & Applications, Summer 1997, p. 38—40.

17. Ellen Neuborne, "MMM! Cereal for dinner", Business Week, November 24, 1997, p. 105-106.

18. Terrence V. O'Brien, Denise D. Schoenbachler, Geoffrey L. Gordon, "Marketing Information Sys­tems for Consumer Products Companies: A Management Overview", Journal of Consumer Marketing, May 1995, p. 16-36.

19. R.P. Mohanty, S.G. Deshmukh, "Evolution of a Decision Support System for Human Resource Planning in a Petroleum Company", International Journal of Production Economics, September 1997, p. 251-261.

20. Jae-Hyeon Ahn, Kazuo J. Ezawa, "Decision Support for Real-Time Telemarketing Operations Through Bayesian Network Learning", Decision Support Systems, September 1997, p. 17—27.

21. Ian P. Murphy, "FedEx Practices What It Preaches About Segments", Marketing News, March 17, 1997, p. 14; Linda Grant, "Why FedEx Is Flying High", Fortune, November 10, 1997, p. 155-160; Web-сайт, www. fedex. com/acet_nurn. htm.

22. Judann Pollack, "Oscar Mayer Plans Taco Bell-Branded Lunchables Product", Advertising Age, July 21, 1997, p. 3, 37; Charlie Etmekjian, John Grede, "Marketing Research in a Team-Oriented Busi­ness: The Oscar Mayer Approach", Marketing Research: A Magazine of Management & Applications, December 1990, p. 6-12.

23. Полный перечень и описание компаний, которые проводят маркетинговые исследования, приведен в The Green Book International Directory of Marketing Research Companies and Services (New York Chapter: American Marketing Association, annually). Web-сайт, www. greenbook. org.

24. Jack Honomichi, "Honomichi 50 1998 Business Report on the Marketing Research Industry", Marketing News, June 8, 1998, p. H1-H21.

25. Ороли и развитии синдицированных услуг см. работу Cyndee Miller, "Small World After All", Marketing News, January 6, 1997, p. 1, 22; Ira Temowitz, "Nielsen Rates Expected to Rise", Advertising Age, January 22, 1996, p. 37; Mike Penford, "Continuous Research — Art Nielsen to A D 2000", Journal of the Market Research Society, January 1994, p. 19-28.

26. Cyndee Miller, "Study Firms Add Researchers but Continue to Outsource", Marketing News, June 9, 1997, p. 1,7.

27. James H. Fouss, "Faster and Smarter", Marketing Research A Magazine a Management & Applications, Winter 1996, p. 16-17; Thomas C. Kmnear, Ann R. Root, 1994 Survey of Marketing Research (Chicago: American Marketing Association, 1995).

28. Ralph W. Giacobbe, Madhav N. Segal, "Rethinking Marketing Research Education A Conceptual, Analytical, and Empirical Investigation", Journal of Marketing Education, Spring 1994, p. 43—58.

29. Barbara Baumann, John Duncan, Stephen E. Forrer, Zandy Leibowitz, "Amoco Primes the Talei Pump", Personnel Journal, February 1996, p. 79-84; "AMR Interviews Abdul Azhan, On Today an the Future of Marketing Research at a Major Corporation", Applied Marketing Research, Sprir 1989, p. 3-8.

30. Chad Kaydo, "Mamott", Sales & Marketing Management, October 1997, p. 61; Sanjit Sengupt Robert E. Krapfel; Michael A. Pusaten, "The Mamott Experience", Marketing Management, Sun­nier 1997, p. 33

31. Kenneth Wylie, "Research-Eager Marketers Driving New Globalization", Advertising Age, Octobi 30, 1995, p. 28-29; E.H. Demby, "ESOMAR Urges Changes in Reporting Demographics, Issues Worldwide Report", Marketing New, January 8, 1990, p. 24-25.

32. David Kilburn, "Thai Recipe for Haircare Growth", Marketing Week, April 10, 1997.

33. Diane K. Bowers, "Sagging Banned, At Last", Marketing Research A Magazine of Management Applications, Fall-Winter 1995, p. 40.

34. Worldopimon 2 (Winter 1998), доступен по адресу www. worldopinion. com.

35. Barry De Ville, "Internet for Market Research", Marketing Research A Magazine of Management Applications, Summer 1995, p. 36—38.

36. David A Cohen, "Database of Marketing Research, Search Software, Version 1.0", Journal Marketing Research, May 1994, p. 316-317. Информацию о прогрпммном обеспечении можно найти в изданиях Marketing News и Marketing Research A Magazine of Management & Applicatioi Американской ассоциации маркетинга.

 

Глава 2