营销3Word文档下载推荐.docx
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营销3Word文档下载推荐.docx
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motivationtocompletethequestionnaire.Startwithopinion-basedquestionsandthengoontofact-basedquestions.
h.Includeaquestiontogetrespondents’impressionsofthequestionnaireitself.Forexample,askthemifthequestionnairewasstraightforwardtocomplete(“yes”,or“no”).
3Groupwork
Readthefollowinghintsandanswerthequestionsgivenbelow.
QuestionsCoveredinaQuestionnaire
a.MarketResearch/CustomerSurveyQuestions
●Whoisthecustomer?
—Age,sex,socialgrouping,etc.
●Whatisthemarket?
—Whatthecustomerwantstobuy?
●Howbigisthemarketinvolumeandfinancialterms?
●Howmuchisthecustomerableorwillingtospend?
●Whatcompetitionexists?
●Whoandwherearethecompetitorsforyourtrade?
●Whatisyourplaceinthemarket?
Howareyoupositionedintheleague?
●Whatdocustomersthinkofyou?
●Howmuchofcustomer'
savailablemoneyareyougettingorcouldyouget?
b.InformationofPotentialsCustomers
Howmanypotentialcustomers—foryourproduct/service—arethereinyourcatchmentarea?
Agegroupings?
Sex?
Socialbackground/Lifestyle?
Occupations?
Spendingpower?
Buyinghabits?
Theirrequirements?
c.WhatIstheNatureofYourCompetition?
●Whatconstitutesthecompetition?
Whoisit?
Whatisit?
a)traderswithsimilarmerchandise.
b)othertypesofcompetition
●Whereisthecompetition?
Local,remote?
Where?
●Howlargeashareofthemarkethaveyourcompetitorsgot?
●Howisyourcompetitorsshareofthemarketbehavingrelativetoyourown?
●Arethereanychangesinthecompetition?
●Inwhatwaydoesthecompetitionperformbetterthanyou?
a)Newshops
b)Shoppingcentres
c)Newitemsorservicesavailable?
d)Newitemsorservicesavailable?
Questions:
1)Supposeyouareaskedtodoresearchworkforaleisurecenterofthecity.Whatkindofinformationyouwouldliketoknowfromyourrespondents?
2)Howtogaincooperationfrom;
your.respondents?
Whatkindofpowerfulquestionsaretobeasked?
4Thefollowingisaburgraphabouthouseholdsthatowndigital-stillcameras.Readthereportbelowandfindoutthemistakes.
Althoughtheyarenotyetubiquitous(普通存在的),thereislittledoubtthepenetrationofdigital-stillcamerashasbeenslow.Afewyearsago,hardlyanyoneknewwhattheywere;
bylastDecember,digitalcameraswereonmanyChristmaslists.Bytheendof2001,lessthan14percentofU.S.householdsowneddigitalcameras.Spurredlargelybyholidaydemand,digitalcamerasalesreached6.9millionunitslastyear,growingby25percentover2000.Relativelyweakgrowthisalsoexpectedin2002withprojectedsalesof9.3millionunits.
PartBDialogues
DialogueOne
ListentothedialoguetwiceandtrytoanswerthequestionsEveasksaccordingtoyourownpreferences.
Situation:
EveCanning(A,)isdoingamarketresearchbyaskingsomequestionsofalady(B)shemetonamainstreet.
A:
Excuseme,Miss.Yourskinlookssosoftandsmooth.MayIaskyousomequestionsaboutcosmetics?
B:
Well,youseeI'
mquitebusy.
Itwon'
ttakelong,Iassureyou.Itwillonlytakeyoufiveminutesatmost
andwe'
dbeveryappreciativeforyouropinionsandofferyouasmallgift.
B.Goaheadthen.
A:
Whatbranddoyouusuallybuy,foryourcosmetics?
B:
AUPRES.
Whatarethemainreasonsforyourchoice?
Well,itagreeswithmyskinandit’snottooexpensive.
Howmuchdoyouusuallyspendoncosmeticseachtime?
Threehundredyuanatmost.
Whatotherbrandsofcosmeticsdoyouknow?
Well,therearequitealotofthemsuchasSHISEIDO,GRISTIANDIOR,ESTEELAUDER,QINGFEI,YUXINIVEAandsoon.
Whatbrandwouldyoumostlikelytryforachange?
Uhr...YUXI,probably.
Now,justonemorequestion.Wheredoyouusuallybuyyourcosmetics?
Mostlyatdepartmentstores.ButsometimesIalsobuyitatthesupermarketnearmyhomeifitrunsoutunexpectedly.
OK,that'
sall.Youarereallyhelpful,Miss.Icouldn'
tthankyouenough.Here’salittlegiftforyou.Iwishyou'
dlikeit.
Thankyou.
Notes
1.cosmeticn.(pl.)apreparation,suchaspowderoraskincream,designedtobeautifythebodybydirectapplication;
somethingsuperficialthatisusedtocoveradeficit化妆品;
adj.servingtobeautifythebody,especiallythefaceandhair化妆用的
2.assurev.toinformpositively,astoremovedoubt;
togiveconfidenceto;
reassure向……保证;
给予信心;
使放心
3.appreciativeadj.grateful;
thankful感谢的;
感激的
4.agreewith适宜健康;
与……相宜
5.atmost至多
6.Icouldn’tthankyouenough.真的太感谢你了。
DialogueTwo
ListentothedialoguetwiceandtrytowritedownthefirstfivequestionsthatSophieasks.
Situation:
SophieStein(B)isconductingasurveyonthephone.NewshehassuccessfullyreachedMrs.Brown(A).
Hello.ThisisMrs.Brownspeaking.
Hello,Mrs.Brown.It’sreallynicetohearyourvoice.ThisisSophieSteinfromtheEast-ChinaConsultingCompany.Weareconductingasurveyonhouseholddetergents.CouldyoukindlyspareamomentailldHelpmebyansweringafewquestions.
Yes,ifitwon’tbelong.
That’sverykindofyou,Mrs.Brown.Itwillonlytakeyouafewminutes,youknow.Nowthefirstquestionis:
Howmanypeoplearethereinyourfamily?
Four,myhusband,Iandourtwochildren.
Whodoestheshoppingfordetergentsinyourfamily?
Ido.
WheredoyouusuallyTbuythem?
Atthesupermarketnearby.
Doyoupreferlow-sudsingdetergentsorhighfoamingones?
Ipreferlow-sudsingones.
MayIhavethereasonforyourchoice?
Yes.Becausetheyarefreerinsing.
Howoftendoyoubuythem?
Everytwomonths.
Abouthowmuchdoyouspendonthemeachtime?
50dollars.
Whatbrandofdetergenthaveyourecentlybought?
EAGLE.
Whatbrandwillyoumostlikelyconsiderifyouaregoingtomakeachange?
TIDE,Ithink.
That'
sall.Thankyouverymuchforyourhelp,Mrs.Brown,andgoodbye.
Goodbye.
Notes
1.surveyn.adetaitedinspectionorinvestigation调查(收入,民意等)
2.householddetergents家用清洁剂(洗涤剂)
3.low-sudsing低泡的
4.highfoaming高泡的
5.freerinsing易漂洗的
DialogueThree
Listentothedialoguecarefullyandanswerthequestionsaccordingtowhatyouhear.
1.What'
sthepurposeofMr.Yang'
svisittoMr.Blake?
2.Howwelldoesthenewmachinedoinimprovingefficiency?
3.WhatwillMr.Yangprobablydonext?
DavidYang(A)isworkingatthemarketingsectionofanengineeringcompany.He'
snowvisitingoneofhisoldcustomers,JohnBlake(B),askingforinformationabouttheir-newly-improvedproductCP20.
Goodmorning,Mr.Blake.Nicetoseeryouagain.
Goodmorning,Mr.Yang.I'
mexpectingyou.Pleasetakeaseat.
Coffeeortea?
Tea,Please.
Hereyouare.
Thanks.Asyouknowfromwhatwetalkedaboutonthephoneyesterday,I’mheremainlytogetsomeideasabouttheperformanceofCP20sinceyou’vetrieditforthreemonths.IwishIwerenotbotheringyoutoomuch.
No,notatall.Youknowyouarealwayswelcome.
Thankyou.SohowdoyoulikeCP20?
Oh,it’sactuallywonderful.It'
smuchbetterthanthe-formerones.
Isitfullycompatiblewithyourexistingassemblyline?
Yes,perfectly.
Whataboutthecutting?
It'
smuchsmootherandithelpstoreducetherejectsby5%,comparedwiththeformerones.
Howisthemotorworking?
Itrunsquitewellandthenoiseismuchlower.
Hasiteverbrokendown?
No,ithasneverbrokendowninthepastthreemonth.Actuallyit'
samazing.
Really?
Sowhatabouttheefficiency?
Well,thelinewiththenewmachineproduces10%moreeachmonththanthosewiththeformerones.
That’sgreat!
Isthereanythingthatneedstobefurtherimproved?
Yes.Itlieswiththeoperatingbar.It’salittletoohigh.Ifitcouldbeloweredalittle,theworkerwouldfeelmorecomfortable.
Isthereanythingelse?
no,nothing.Now,wouldyouliketohavealookatourworkshop?
Yes,ifit’sconvenientforyou.
Thisway,please.
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