Understanding Markets and Customers 领会市场和客户

The Value of Research 研讨的代价

Marketing research is the process of gathering data about the product, customers and influences on the sales of the product. It then analyses the data to help make decisions. 营销研讨是收集有关产物、客户和产物销售影响身分的数据的进程。然后，它对数据停止分析，以帮助做出决议。

Good research 好的研讨:

1. Reduces the risk of making a poor decision. 削减了做出毛病决议的风险。
2. Helps businesses reach customers before their rivals. 帮助企业在对手之前打仗到客户。
3. Helps a market-led business identify their customers’ needs. 帮助以市场为导向的企业肯定其客户的需求。

But 可是:

1. Research takes time and resources. 研讨需要时候和资本。
2. It also depends on how well it’s interpreted. 这也取决于对它的诠释有多好。
3. Plus, conditions might change from the time that the research is done to the moment the product is on the market. 别的，从研讨完成到产物上市的那一刻，情况能够会发生变化。

Primary Research 低级研讨

Fresh research carried out specifically for the business, either by the business or by an external source. 专门为企业停止的新颖研讨，由企业或内部来历停止

Examples of primary market research are 低级市场研讨的例子有:

1. Surveys/questionnaires 观察/问卷
2. Focus groups 焦点小组
3. Observations 观察

Pros 优点

1. Specific to the business. 具体到营业
2. Meets precise needs of the business. 满足企业的切确需求
3. Can discover information that no other business has access to. 可以发现其他企业没法获得的信息

Cons 弱点

1. Needs specialist knowledge to set up and carry out. 需要专业常识来建立和实施
2. Can be expensive. 能够很高贵
3. Often time-consuming. 凡是很耗时
4. May not be comprehensive enough to make an informed decision – not enough information. 能够不够周全，没法做出明智的决议--信息不敷

Secondary Research 二级研讨

Research which uses data that has already been collected. 利用已经收集的数据的研讨

Pros 优点

1. Cheaper. 更廉价
2. Quick to access. 快速拜候

Cons 弱点

1. Not always in the format that the business wants. 并非总是以企业想要的形式出现
2. Available to competitors. 可供合作对手利用
3. May only partially answer the specific questions. 能够只能部分回答具体题目。

Using Research 利用研讨

The research can gather either quantitative or qualitative data 研讨可以收集定量或定性的数据.

1. Quantitative data 定量数据: numbers, like how many customers prefer one product over another. 数字，比若有几多顾客喜好一种产物而不是另一种。
2. Qualitative data 定性数据: opinions and motives, like why the customers prefer the product. 定见和动机，如顾客为什么喜好该产物。

Businesses like to use both because 企业喜好利用这两种数据，由于:

1. Quantitative data can be analysed and put into models. It’s also key for helping to put together budgets and proposals. Comparing figures is easier than comparing opinions. 定量数据可以被分析并放入模子中。它也是帮助编制预算和提案的关键。比力数字比比力定见更轻易。
2. Qualitative data can give an insight into the product or business which isn’t quantifiable. 定性数据可以供给对产物或营业的洞察力，而这是没法量化的。

Calculations 计较方式

Market Research 市场研讨 v Marketing Research 营销研讨

Market research looks at data within a specific market, like market size or competition. 市场研讨着眼于特定市场内的数据，如市场范围或合作。

Marketing research looks at data that will be used to influence the marketing. Therefore, market research is part of marketing research. 市场研讨着眼于将用于影响营销的数据。是以，市场研讨是营销研讨的一部分。

Market MAPPing 市场图谱

Market mapping illustrates the position of products relative to other products in the market. 市场绘图说了然产物在市场上相对于其他产物的位置。

It takes two criteria, each with a range. For example, price (high/low), age of customers (young/old), features of product (hi-tech/low-tech). 它需要两个标准，每个标准都有一个范围。例如，价格（高/低），客户的年龄（年轻/老），产物的特点（高科技/低科技）。

Businesses use market mapping to 企业操纵市场图谱来:

1. Assess product position to help make decisions on the direction of their marketing mix. 评价产物定位，以帮助决议其营销组合的偏向。
2. Assess how to adjust other strategies, for example operational management of quality. 评价若何调剂其他计谋，例如质量的运营治理。
3. Essentially to see how to beat the competition to gain more sales. 从本质上讲，是为了领会若何击败合作对手以获得更多的销售。

Value of Sampling 抽样观察的代价

Sampling is gathering data and opinions from a small section of a total group. It saves time and money by only asking, say, 1% of the total group, as long as the sample is thought to represent the opinions of the whole group. 抽样观察是从全部群体中的一小部分人那边收集数据和定见。只要样本被以为能代表全部群体的定见，只需询问，比如，总群体的1%，便可以节省时候和金钱。

Examples of sampling are 抽样的例子有:

1. __Quota 定额 __– a specific number of a certain definable group to be asked. E.g. 100 people who wear glasses. Might then be stratified. 要询问某个可界说的群体的特定数目。例如，100个戴眼镜的人。然后能够会分层。
2. Random 随机 – any person has an equal chance of being asked. 任何一小我都有同等的机遇被询问。
3. Stratified 分层 – certain percentages assigned to groups within the total group are asked. E.g. 50% males, 20% under the age of 18, 40% between 18 and 50, 40% over 50. 在全部群体中按一定比例分派的群体被询问。例如，50%为男性，20%在18岁以下，40%在18至50岁之间，40%在50岁以上。

Advantages of sampling 采样的优点

1. Saves time. A quicker answer can lead to a product being launched or adjusted before the competition makes their move. 节省时候。更快的答案可以使产物在合作者采纳行动之前就被推出或调剂。
2. Saves money by not going through the process of asking the whole the group, which may be impractical anyway. 省钱，由于不需要询问全部团队，而这能够是不切现实的。

But 可是

1. Might be biased – the questions might be incorrectly formulated or not be collated properly. 能够会有偏见--题目能够制定得不正确，大概没有经过适当的整理。
2. Sample size might be too small. 样本量能够太小。

The Interpretation of Marketing Data 营销数据的诠释

Businesses interpret marketing data by looking for trends, connections, patterns and gaps. 企业经过寻觅趋向、联系、形式和差异来诠释营销数据。

Correlation 相关性

Correlation analysis sees if there is a connection between two sets of information. 相关性分析看两组信息之间能否存在联系。

A positive correlation shows that an increase in the size of one factor links to an increase in the size of another. For example, an increase in spending on advertising might lead to an increase in sales. 正相关表白，一个身分范围的增加与另一个身分范围的增加有关。例如，广告支出的增加能够会致使销售的增加。

A negative correlation shows that a decrease in the size of one factor links to an increase in the size of another. For example, a decrease in price might lead to an increase in sales. 负相关表白，一个身分范围的削减与另一个身分范围的增加有关。例如，价格的下降能够致使销售的增加。

The stronger the relationship the further the correlation coefficient (the number generated by the analysis is away from__ 0 and closer to __1 关系越强，相关系数（由分析发生的数字阔别__0，接近__1）就越远。

-1 Perfect negative correlation 完全的负相关

0 no correlation 没有相关关系

1 Perfect positive correlation 完全正相关

However, it doesn’t mean there’s a cause and effect. In other words, the figures might not be linked, just increase (or decrease) at the same time by chance. It might be that the change in one has a very small effect, but something else not examined has had the major effect. For example, sales might increase because advertising has increased, but in fact might mainly be because a competitor has left the market. 但是，这并不意味着有因果关系。换句话说，这些数字能够没有联系，只是偶然地在同一时候增加（或削减）。能够是其中一项的变化发生了很是小的影响，但其他未被检查的工具却发生了首要影响。例如，销售量的增加能够是由于广告的增加，但究竟上能够主如果由于一个合作对手分开了市场。

Confidence Levels 信心水平

Confidence levels are used to decide how representative the researchers believe the data to be. 信心水平是用来决议研讨职员以为数据的代表性。

For example, if they estimate future sales to be between £12m and £13m in the next quarter, and they are 95% confident of that, then they think 19 out of 20 times, this will be the case. If they made the estimate narrower, say between £12.4m and £12.7m, then the confidence level might be 80%. 例如，假如他们估量下一季度的未来销售额在1200万到1300万英镑之间，而且他们对此有95%的信心，那末他们以为20次中有19次会是这类情况。假如他们把估量的范围缩小，例如在1240万英镑和1270万英镑之间，那末信心水平能够是80%。

Extrapolation 外推法

Extrapolation is a method of predicting a possible future value. It’s done by looking at past trends and then estimating the outcome if that trend continues in the future. 外推法是一种猜测未来能够代价的方式。它是经过观察曩昔的趋向，然后估量假如该趋向在未来继续下去的成果。

The Value of Technology in Gathering and Analysing Data for Marketing Decision Making 技术在为营销决议收集和分析数据方面的代价

Technology helps to gather and analyse data more effectively 技术有助于更有用地收集和分析数据:

1. Social media 交际媒体 – a rich source of personal information and understanding brand awareness. It’s easier and quicker to reach certain target markets. 是小我信息和领会品牌认识的丰富来历。加倍轻易和快速地打仗到某些方针市场。
2. Data collection 数据收集 – using software to ask more people more questions. Plus, every sale can be electronically recorded to understand buying patterns. 操纵软件向更多人提出更多题目。别的，每笔销售都可以用电子方式记录下来，领会采办形式。
3. __Enhanced data analysis 增强的数据分析 __– more sophisticated and faster data analysis. It allows businesses to understand their customers more fully. 更复杂、更快速的数据分析。它使企业可以更周全地领会他们的客户。
4. __Larger pool of data 更大的数据库 __– that can be sifted through more quickly, giving more confidence in the potential outcomes. 可以更快挑选，对潜伏成果更有信心。

Examples of technology being used 正在利用的技术的例子:

1. Mobile phone companies checking data usage by current customers to change their tariff packages. 移动电话公司检查现有客户的数据利用情况，以改变他们的资费套餐。
2. Amazon looking at items searched on their site to see which products to promote. 亚马逊检察在其网站上搜索的项目，以领会哪些产物需要推行。

The Interpretation of Price and Income Elasticity of Demand Data 价格和支出需求弹性数据的诠释

Elasticity means how sensitive something is to a change. 弹性意味着某物对变化的敏感水平

Price elasticity of the demand describes how sensitive demand for a product is to a change in the price of that product. 需求的价格弹性描写了对一种产物的需求对该产物价格变化的敏感水平

It’s calculated by 它的计较方式是:

Percentage change is worked out by 变化的百分比是经过计较得出的:

The result is always negative 其成果总是负的.

Interpreting thePEDresult 诠释PED的成果

If the result is between -1 __and __0, it’s inelastic. 假如成果在-1 __和__0之间，它是无弹性的。

If the result is between –infinity and__ -1__, it’s elastic. 假如成果在-无穷大和__-1__之间，它是有弹性的。

The more elastic, the closer the number is to – infinity. 弹性越大，数字就越接近-无穷大。

If the product is elastic, then a fall in price will increase sales revenue. 假如产物是有弹性的，那末价格的下降将增加销售支出。

If the product is inelastic, then an increase in price will increase sales revenue. 假如产物是无弹性的，那末价格的上升将增加销售支出。

It’s guaranteed that you will use this concept in the exam at some stage__. __Think whether the product that the business is selling is elastic or inelastic. 保证你在考试中的某个阶段会用到这个概念__。思考企业销售的产物是有弹性还是无弹性。

Influences and limitations for PED 对PED的影响和限制

The elasticity of demand is made more inelastic 需求的弹性变得加倍缺少弹性:

1. If the product has a strong brand image 假如产物有一个强大的品牌形象
2. If the product is low percentage of a typical customer’s income 假如产物在典型客户的支出中所占比例较低
3. If a customer takes less time to choose the product 假如顾客挑选产物所需的时候较短
4. If there are few close substitutes for the product. 假如该产物的近似替换品很少

Or BITS (brand, income, time, substitutes 品牌、支出、时候、替换品)

PED has limitations because it is very difficult for a business to work out a product’s __PED __since it’s unlikely to change the price too often. It also won’t be able to work out whether any changes in demand have been caused by changes in the price, or by other factors, like changes in customers’ tastes or prices of substitute products. PED有范围性，由于企业很难计较生产物的__PED__，由于它不成能经常改变价格。它也没法计较出需求的任何变化是由价格的变化酿成的，还是由其他身分酿成的，如顾客口胃的变化或替换产物的价格。

Calculating income elasticity of demand 计较需求的支出弹性

Income elasticity of demand describes how sensitive demand for a product is to a change in the income of a typical customer 需求的支出弹性描写了对产物的需求对典型客户的支出变化的敏感水平。

It’s calculated by 它的计较方式是:

If the figure is less than 0, then it’s known as an inferior good. In other words, as customers earn more money, they will stop buying this product and move to higher quality products. 假如这个数字小于0，那末它就被称为劣质商品。换句话说，随着顾客支出的增加，他们会停止采办这类产物而转向更高质量的产物。

If the figure is between 0 and__ 1__, it’s an inelastic good, less sensitive to changes in incomes. 假如这个数字在0和__1__之间，它就是一种无弹性的商品，对支出的变化不太敏感。

If the figure is above 1, it’s an elastic good, so more sensitive to changes in incomes. 假如数字高于1，它就是一种弹性商品，所以对支出的变化更敏感。

It’s almost impossible for firms to calculate their income elasticity of demand. However, it can give an indication of whether the product will do well in the current economic climate. 企业几近不成能计较出他们的支出需求弹性。但是，它可以说明产物在当前的经济情况中能否会有好的表示。

The Value of the Concepts of Price and Income Elasticity of Demand in Marketing Decision Making 价格和支出需求弹性的概念在营销决议中的代价

Price elasticity of demand 需求的价格弹性:

1. Pricing decisions 定价决议 – for example, a business might increase the price of more inelastic products. 例如，企业能够会进步较无弹性产物的价格
2. Output decisions 产量决议 – plan how much to increase output if dropping the price. 计划假如降价，要增加几多产量。
3. Marketing mix decisions to make it more price inelastic, for example through an advertising campaign. 营销组合决议，使其加倍没有价格弹性，例如经过广告活动。

Income elasticity of demand 需求的支出弹性

It has very limited value because it’s almost impossible to calculate. However, if you consider or feel instintively that your good is income elastic or inferior, you could be looking at the government data on future incomes to decide on production decisions or launching or developing new products. 它的代价很是有限，由于它几近不成能计较出来。但是，假如你以为或本能地感遭到你的商品具有支出弹性或优势，你可以看政府关于未来支出的数据来决议生产决议或推出或开辟新产物。

The Use of Data in Marketing Decision Making and Planning 数据在营销决议和计划中的利用

Good data is accurate and up-to-date. It helps make better decisions. 好的数据是正确和最新的。它有助于做出更好的决议。

It’s part of the scientific decision-making model 它是科学决议形式的一部分

Set objectives – gather data – analyse data – select – implement – review. 设定方针-收集数据-分析数据-挑选-实施-检查

However, the business needs to take into account non-quantifiable ideas, such as customers’ feelings and a sense of where the market might be going (growth or innovations, for example). 但是，企业需要斟酌到非量化的想法，如客户的感受和对市场能够走向的感受（例如，增加或创新）

Definitions 界说