Marketing Research

　　市场调研

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

　　市场调研是为指导营销决策而进行的调研，通过系统地收集、记录和分析信息进行调研。

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

　　以往，公司进行调研是在出现了一些问题之后，如利润下降，销售定额无法完成或是顾客流向竞争对手。

　　But today many firms realize that research should be ongoing.

　　但今天许多公司已经意识到市场调研是不能间断的。

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

　　成功的公司，无论大小，总是不断地和顾客沟通并研究市场。

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

　　公司的市场调研可为预先性的，即为避免导致公司出现严重问题而预先采取的措施，也可为反射性的，也可为反应性的，即公司出现问题后，为试图解决问题而采取的应变措施。

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

　　不幸的是，在严重的问题出现后所进行的市场调研恐怕已为时太晚。

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

　　有先见之明的公司总是预先采取措施以保持走在竞争的前头。

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

　　市场调研是所有产品开发的必要的第一步。

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

　　如果新产品销售不出去，则新产品开发是毫无意义的。

　　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.

　　市场调研过程由六个步骤组成：确定问题、设计调研计划、收集数据、分析数据、阐明调研信息和得出结论。

　　PART ONE: Interview

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

　　你认为产品开发对企业来说重要吗?(为什么?)

　　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?)

　　是不是所有的新产品都必须有技术上的突破?(为什么?)

　　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?

　　你认为哪些因素影响公司的产品开发策略?

　　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?

　　公司开发产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 开发新产品时应注意哪些要点?

　　l Market research 市场调查

　　l Screening (创意)筛选

　　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.

　　为了开发新产品，我认为市场调研非常重要。通过安排市场调研，公司能够收集到诸如他们的新产品是否能够在缝隙市场中生存，客户对新产品的需求是什么。因此当新产品投入到市场中将销售的很好。

　　其次，我认为创意筛选也很重要，因为它将想法从那些无从潜在满足公司目标相分离。差劲的创意筛选将导致销售失利。

　　最后，我认为价格也很重要。产品价格是客户决定是否购买的重要因素。新产品价格必须是合理和富有竞争力的。

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