外语系 纺织商务英语 Textile Business English

Module Six Marketing

Task 1 Marketing Research

1.To know the basic information about marketing research. 2. To master useful expression abut marketing research 3. To know how to do market research 4. To analyze the market survey Learning Objectives

Lead-in—Group discussion 1. What should be prepared before a marketing research? 2. How to make sure the reliability of questionnaires? 3. What should be done after the marketing research?

Useful expressions and patterns 1. We need to make market research before we take actions. 2. I would like to do a survey on our customers’ demographics. 3. We badly need to do some research on the world cotton market. 4. One of the purposes of market research is to find out whether there is a market for the product. 5. They have no problems with production during the market test phase. 6. The company has done a lot of market research for the product. 7. Marketing research is actually an analysis of a specific market for a particular product. 8. Do you often carry out market research? 9. Can you tell me how a company starts selling a new product? 10.No wonder our market share is falling.

Listening Dialogue 1 Notes to the dialogue 1. market research 市场调研 2. development costs 开发费用 3. test marketing 试销 4. application 用途

Dialogue 2 Notes to the dialogue 1. domestic market 国内市场 2. geographical areas 地域 3. potential 潜力 4. put our feelers out 提出试探性建议 Listening

Dialogue 3 Notes to the dialogue 1. competitor 竞争者 2. marketing share 市场份额

Listening  A: Hello! ( 谢谢大家今天下午能来 ).  B: You are welcome. What will we do ( 在接下来的一个小时左右 的时间里我们将要做什么 )?  A: ( 我将给大家介绍一下由销售部门做的市场调研 ).  B: Really? What did you conclude?  A: ( 我们的市场份额在减少 ).  B: Oh, that means we should ( 开发新产品 ).  A: Yes, we do.  B: ( 还有其他的问题吗 )?  A: Another problem is that our price is too high.  B: But we can not cut our price for it is almost cost price.  A:I agree. The third problem is that ( 我们有了两家新的 竞争者 ).  B: Since the competition is so fierce, we must ( 开发出新的产 品 )..

Passage Reading Marketing research

Reading and Analyzing Brainstorming Question 1. Why do people need to do a market research? 2. When talking about a market research,what will you cover ？ 3. How is a market research carried out?

Marketing research  Marketing research is the planning for, collection and analysis of data relevant to, marketing decision making, and the communication of the results of this analysis to management.  Marketing research exists to serve the marketing decision maker. Marketing research aids marketing management by helping to reduce uncertainty, by finding out what went wrong, and by aiding in understanding the marketplace.

Marketing research  The steps in conducting a marketing research project are as follows: defining the problem, planning the research design, specifying the sampling procedures, collecting the data, preparing the report, and following up. The research design specifies the research questions to be answered, how the data will be gathered, and when the data will be gathered.  Typically, marketing research involves examination of secondary data in the problem-defining stage and may require gathering additional secondary data at the data collection stage. Generally, however, data collection involves obtaining primary data through survey research, observation, or experiments. Secondary data are data collected for any purpose other than the one at hand. Primary data is information that is collected for the first time for the purpose of solving the particular problem under investigation.

Marketing research  Survey research involves interacting with consumers to get information from them. Observation research involves observing behavior and recording those observations. In a market research experiment, the researcher changes one or more variables while observing the effects of those changes on another variable.  Three types of organizations actually design and implement marketing research studies: advertising agencies, independent marketing research firms, and corporate marketing research departments. Advertising agencies typically conduct research initiated by the client. Research firms have two ways to conduct research. First, there are the syndicated services, which compile a standardized set of data on a continuing basis. Second are the custom research firms that do one of a kind research projects. A variation of custom research is the omnibus survey. In an omnibus survey, any company can buy a single question or ask several questions. Omnibus surveys are carried out on a regular monthly, quarterly, or biannual schedule. Field service firms are the production line of marketing research –the organizations that provide interviewing for marketing research departments, advertising agencies, and research firms.

Marketing research  The larger the company, the more likely it is to have a research department. However, research departments tend to be rather small because most of the actual work is farmed out to customer or syndicated services. The market research department initiates the project, analyzes the outside report, and makes recommendations to management.

New Words and Expressions  1. be relevant to 与 …… 相关  2. marketplace n. 市场  3. syndicated service 辛迪加服务企业  4. compile v. 汇编  5. standardized v. 使标准化  6. specify v. 规定  7. sample v. 取样  8. procedure n. 程序；常规  9. follow up 继续跟踪调查  10. stage n. 阶段

New Words and Expressions  11. primary data 第一手资料  12. secondary data 二手资料  13. investigation n. 调查  14. interact v. 互相作用  15. advertising agency 广告代理公司  16. corporate adj. 企业的  17. client n. 客户  18. custom research firm 专项调研企业  19. omnibus survey 综合调查  20. quarterly adj. 一季度的  21. biannual adj. 一年两次的  22. field service firm 现场服务公司  23. production line 生产线  24. farm out 承包出去  25. initiate v. 起动；开始

Notes to the Passage  1. Just visit your local FedEx Office Print and Ship Center where our experienced staff can take care of your packing and shipping needs. It’s just one of the many conveniences FedEx Office SM has to offer.  到当地的联邦打印和运输中心，经验丰富的员工会尽力满足您包装 和托运的需要。这只是联邦公司提供便捷服务的一种。  2. Not only can we pack your shipments for you, we also have direct access to FedEx Express® and FedEx Ground® services, giving you a wide range of shipping solutions.  我们不仅为您包装，而且直接与联邦快递和地面送货服务公司取得 联系，向您提供多种运输方案。  3. When you work with a FedEx Office Print & Ship Center, you can have peace of mind knowing your package will arrive safely and on-time.  您选择了联邦打印和运输中心，就可以放心确认包裹会安全及时到 达。

Notes to the Passage  4. Whether you’re shipping standard documents or fragile items, we offer an assortment of packs, boxes and cushioning material to protect your items in transit.  无论发送标准单据还是易碎品，我们均提供各种裹布、 箱盒和软垫材料，用以保护运输中的物品。  5. FedEx has specially designed boxes with added protection so that your laptop, cell phone, Blackberry®, or iPod® arrive securely to its destination.  联邦快递公司特别设计了带有附加保护的盒子，这样您 的笔记本电脑，手机，黑莓或 iPod 播放器就可以安全到 达目的了。

Group Discussion How can you successfully approach a customer when doing a market research? Hints: Preparations before approaching Your manners Our appearance The art of speech Presenting a gift ………….

Assignment Suppose you are a sales manager in a company. You and your colleagues have done a market research for the market share of your products. As a manager, you will report the result to the vice president of marketing.

Reference For more topic-related information, Pease refer to the following websites: rsrch.htm