營銷和銷售之 市場調研　Marketing Survey

營銷和銷售之 市場調研　Marketing Survey

無論是問卷、電話咨詢，還是網(wǎng)站上的評價，這些市場調研的形式雖然不同，但目的卻一致：通過收集、分析消費者的體會和評價來完善產品和服務，為市場戰(zhàn)略的制定提供依據(jù)。

調研目標

你的調研目標是提高銷量還是提升客戶服務質量（improve customer service）？或者為一種新產品摸索市場（right market）？有針對性地進行調研，收集并整理所得結果，從市場表現(xiàn)分析內在規(guī)律，從而為你的市場戰(zhàn)略提供參考。

⊙What are we trying to accomplish?我們要完成什么？

⊙What is the current market trend?目前的市場走勢是什么？

⊙What do we want to find out?我們希望找到什么？

⊙What kind of information are we after?我們在尋求哪些信息？

⊙What kind of market is the best match for our new product?什么樣的市場才是和我們的新產品最匹配的？

⊙What should be our focus area to increase sales?為了增加銷售量，我們應當把重點放在什么領域？

決定受眾類型和購買趨勢

雜志、網(wǎng)站或政府報告定期發(fā)布的消費數(shù)據(jù)，可以為你確定目標受眾提供線索（clue you in）。明確產品的主要消費者框架（market profiles），然后分析以何種方式對目標人群（demographics）進行調研，比如在超市門口發(fā)問卷、電話咨詢、網(wǎng)絡咨詢、發(fā)送信件等。

⊙According to my research, our main demographic is unmarried men over the age of 45.

根據(jù)我們的調查，我們的主要受眾是年齡超過45歲的未婚男性。

⊙Our target market is showing a change in buying habits.

我們的目標市場在購買習慣上顯示出了變化。

從客戶那里收集信息

還可以從現(xiàn)有客戶（existing customer）中收集信息。通過問卷（questionnaires）、面談或者網(wǎng)站論壇了解他們對產品和服務的反饋（get feedback）。你可以在網(wǎng)站開設聊天室（chat room）或者留言板（message board），鼓勵消費者評價你的產品或服務。

⊙What is your opinion of……

你對……有什么想法？

⊙Would you mind if I asked you a few questions?你是否介意我問你幾個問題？

⊙What did the focus group come up with?我們的調查人群都提了些什么想法？

⊙I've collected over 500 questionnaires.我收集到了500多份調查問卷。

⊙I'm trying to encourage more feedback from our website.我正在推動通過網(wǎng)站獲取更多的反饋。

觀察

在你生意所及的各個聯(lián)絡點或不同環(huán)節(jié)，包括接待、銷售和客戶服務等環(huán)節(jié)，觀察你的員工如何面對客戶以及客戶的要求和反映，留意并記錄不足之處（glitches）。

⊙We can improve the quality of our customer service.我們能夠提高我們的客戶服務質量。

⊙We've observed over 100 interactions between our associates and clients.

From our observations, we've determined that……

我們觀察了100多例我們的同事和客戶的交流情況。從觀察中我們得出……

⊙We have noticed some problems with reception.Here are some things we can do to improve……

我們留意到在接待方面有一些問題。這些事情我們可以提高……

銷售業(yè)績調查

通過銷售業(yè)績調查和分析會很容易得出哪些產品是最盈利的（profitable），哪些客戶是最佳的，哪些領域應當關注更多。從數(shù)字洞察內在規(guī)律，將規(guī)律反映在新的市場戰(zhàn)略上。

⊙From the marketing research, we can see……通過市場調研情況，我們可以看到……

⊙The data reveals……

數(shù)據(jù)揭示了……

⊙Our consumer approval ratings are higher than last quarter.我們的客戶支持率比上一季度要高。

⊙We aren't reaching our target audience.我們沒有深入我們的目標群體。

⊙We've determined which of our products are our most profitable, and we know who our best customers are. With this valuable information, it should be a snap to improve our marketing strategy.

我們已經得知哪些是我們最盈利的產品，也知道了哪些是我們最棒的客戶。這些有價值的信息將加快改善我們的市場戰(zhàn)略。

總結

市場調研過程中要盡可能多地（as much information as possible）收集消費者對公司和產品的想法，在足夠多的信息支持下做出最好的市場戰(zhàn)略（best marketing strategy）。

Words　單詞表

accomplish實現(xiàn)，完成

associate同事，伙伴

current當前的，現(xiàn)在的

customer消費者，顧客，客戶

data數(shù)據(jù)，資料，材料

feedback反饋信息

interaction交流，互動，溝通

mandatory強制的，法定的，義務的

observation觀察，觀測，監(jiān)視

questionnaire調查表，問卷

reception接待處，接待

reveal揭示，顯示，透漏

survey測驗，調查

webpage網(wǎng)頁

website網(wǎng)址

workshop研討會

Phrases　短語表

a result of……的結果

a snap to加把勁，趕快

approval ratings支持率

buying habits購買習慣

customer service客戶服務

less than ideal不理想，退而求其次

market trend市場趨勢，市場走勢

point of contact接觸點，聯(lián)系點

reach an audience深入群體

sales figures銷售數(shù)字，銷售報表

service representative客服代表

target audience目標消費群體

the best match最匹配的

實景對話1

A：We aren't reaching our target audience. We know that from our sales figures.

B：Not necessarily……It's true that our sales figures are down, but how do we know it is a result of our target market showing a change in buying habits?That's why we have to use marketing research.

A：From the marketing research we can see that information?

B：Right！The data reveals what kind of market is the best match for our new product, what our focus area should be to increase sales, how we can improve the quality of our customer service……all these things.

A：So what do we know so far?

B：We know that our consumer approval ratings are higher than last quarter， but the sales are down by 25%. So we wanted to figure out why.We've observed over 100 interactions between our associates and clients.From our observations, we've determined that we have some problems in customer service.I also collected over 500 questionnaires dealing with customer perception of different points of contact.We have noticed some problems with reception.

A：So the problem isn't that we're not meeting our target audience. The problem is that the customer's experience with our service representatives is less than ideal.

B：Exactly. Here are some things we can do to improve.We are starting a mandatory customer service workshop for all sales associates. We'realso taking the time to open a customer service webpage.I'm trying to encourage more feedback from our website.Any ideas?

A：我們沒有深入我們的目標客戶群，通過銷售數(shù)據(jù)我們就能知道。

B：未必……銷售數(shù)據(jù)顯示滑落是真，但是，我們怎么知道這是不是目標市場在購買習慣上表現(xiàn)變化而產生的一個結果？所以我們必須開始市場調查。

A：通過市場調查我們就能看到這個信息？

B：對！數(shù)據(jù)揭示什么市場和我們的新產品最匹配，如果要增加銷量我們應當重點關注哪個市場，我們怎么才能提高客戶服務質量……所有此類的事情。

A：那我們目前都知道些什么？

B：我們知道我們的客戶滿意度比上個季度要高，但是銷售額卻下滑25%。所以我們就得找出原因。我們觀察了100多例我們的同事和客戶之間的交流情況，通過觀察可看出我們在客戶服務上有欠缺。我還收集了500多份調查問卷，了解各個交流場合中顧客的感受。我們留意到在接待上存在某些問題。

A：這么說問題不是我們沒有接觸到我們的目標群體，而是客戶與我們的客服代表的交流感受比我們理想中的要差。

B：沒錯。通過一些辦法我們可以提高。我們給所有銷售員開展客戶服務必修講座，還抽出時間開辦客戶服務網(wǎng)站。我們通過網(wǎng)站來鼓勵更多的客戶反饋。還有什么想法？

實景對話2

A：Do we have the numbers back from the analysis of the sales records?

What do the results look like?

B：We've determined which of our products are our most profitable, and we know who our best customers are. With this valuable information, it should be a snap to improve our marketing strategy.

A：What did the focus group come up with?

B：Well, the reaction to our latest advertising campaign wasn't as positive as we had all hoped. We'll probably have to go back to the drawing board withthat one.

A：Maybe that was the problem with the advertisements in the first place.

B：You're exactly right. According to my research, our main demographic is unmarried men over the age of 45. Those ad spots were aimed at families or married people. It's no wonder that they didn't do well with the focus group.

A：You also conducted telephone surveys, right?How did that work out for you?

B：Telephone surveys are not my favorite……but somebody had to do it.

A：So what did you say?“Do you mind if I ask you a few questions?”Did you get any bad reactions?

B：Oh, not really. People are pretty nice, mostly.I just ask them what their opinion is of our products and our current advertising. I also ask some basic background questions about their purchasing habits.If I can't find the right demographic, I just thank them for their time and hang up.

A：我們拿到銷售業(yè)績分析得出的數(shù)據(jù)結果了嗎？結果怎樣？

B：我們已經明確得知哪些是我們最盈利的產品，也知道了哪些是我們最棒的客戶。這些有價值的信息將加快改善我們的市場戰(zhàn)略。

A：調查人群方面有什么結果？

B：近期的宣傳促銷活動沒有希望的那樣反響積極，我們可能要從頭再來。

A：也許一開始的廣告就有問題。

B：你說得太對了。根據(jù)研究，我們的主要受眾是年齡超過45歲的未婚男性，而那些廣告是針對家庭成員和已婚者的，難怪在調查人群中的反響不是很好。

A：你還做電話調研了，是嗎？結果怎樣？

B：電話調研不是我最喜歡的……但是總得有人做。

A：那么你是怎么說的？“你是否介意我問你幾個問題？”你有沒有碰到回答生硬的？

B：哦，事實上沒有。大部分人都是很好的。我只是問他們對于我們的產品和廣告的想法，另外也問些有關他們購物習慣的基本背景問題。如果我沒有找對人，我就感謝他們花時間接聽我的電話，然后掛斷就是了。