營(yíng)銷和銷售之 市場(chǎng)調(diào)研　Marketing Survey

營(yíng)銷和銷售之 市場(chǎng)調(diào)研　Marketing Survey

無論是問卷、電話咨詢，還是網(wǎng)站上的評(píng)價(jià)，這些市場(chǎng)調(diào)研的形式雖然不同，但目的卻一致：通過收集、分析消費(fèi)者的體會(huì)和評(píng)價(jià)來完善產(chǎn)品和服務(wù)，為市場(chǎng)戰(zhàn)略的制定提供依據(jù)。

調(diào)研目標(biāo)

你的調(diào)研目標(biāo)是提高銷量還是提升客戶服務(wù)質(zhì)量（improve customer service）？或者為一種新產(chǎn)品摸索市場(chǎng)（right market）？有針對(duì)性地進(jìn)行調(diào)研，收集并整理所得結(jié)果，從市場(chǎng)表現(xiàn)分析內(nèi)在規(guī)律，從而為你的市場(chǎng)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(chǎng)走勢(shì)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?cè)趯で竽男┬畔ⅲ?

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

⊙What should be our focus area to increase sales?為了增加銷售量，我們應(yīng)當(dāng)把重點(diǎn)放在什么領(lǐng)域？

決定受眾類型和購(gòu)買趨勢(shì)

雜志、網(wǎng)站或政府報(bào)告定期發(fā)布的消費(fèi)數(shù)據(jù)，可以為你確定目標(biāo)受眾提供線索（clue you in）。明確產(chǎn)品的主要消費(fèi)者框架（market profiles），然后分析以何種方式對(duì)目標(biāo)人群（demographics）進(jìn)行調(diào)研，比如在超市門口發(fā)問卷、電話咨詢、網(wǎng)絡(luò)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(diào)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(biāo)市場(chǎng)在購(gòu)買習(xí)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(duì)產(chǎn)品和服務(wù)的反饋（get feedback）。你可以在網(wǎng)站開設(shè)聊天室（chat room）或者留言板（message board），鼓勵(lì)消費(fèi)者評(píng)價(jià)你的產(chǎn)品或服務(wù)。

⊙What is your opinion of……

你對(duì)……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(gè)問題？

⊙What did the focus group come up with?我們的調(diào)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(diào)查問卷。

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

觀察

在你生意所及的各個(gè)聯(lián)絡(luò)點(diǎn)或不同環(huán)節(jié)，包括接待、銷售和客戶服務(wù)等環(huán)節(jié)，觀察你的員工如何面對(duì)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(wù)質(zhì)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(jī)調(diào)查

通過銷售業(yè)績(jī)調(diào)查和分析會(huì)很容易得出哪些產(chǎn)品是最盈利的（profitable），哪些客戶是最佳的，哪些領(lǐng)域應(yīng)當(dāng)關(guān)注更多。從數(shù)字洞察內(nèi)在規(guī)律，將規(guī)律反映在新的市場(chǎng)戰(zhàn)略上。

⊙From the marketing research, we can see……通過市場(chǎng)調(diào)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(biāo)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(jīng)得知哪些是我們最盈利的產(chǎn)品，也知道了哪些是我們最棒的客戶。這些有價(jià)值的信息將加快改善我們的市場(chǎng)戰(zhàn)略。

總結(jié)

市場(chǎng)調(diào)研過程中要盡可能多地（as much information as possible）收集消費(fèi)者對(duì)公司和產(chǎn)品的想法，在足夠多的信息支持下做出最好的市場(chǎng)戰(zhàn)略（best marketing strategy）。

Words　單詞表

accomplish實(shí)現(xiàn)，完成

associate同事，伙伴

current當(dāng)前的，現(xiàn)在的

customer消費(fèi)者，顧客，客戶

data數(shù)據(jù)，資料，材料

feedback反饋信息

interaction交流，互動(dòng)，溝通

mandatory強(qiáng)制的，法定的，義務(wù)的

observation觀察，觀測(cè)，監(jiān)視

questionnaire調(diào)查表，問卷

reception接待處，接待

reveal揭示，顯示，透漏

survey測(cè)驗(yàn)，調(diào)查

webpage網(wǎng)頁

website網(wǎng)址

workshop研討會(huì)

Phrases　短語表

a result of……的結(jié)果

a snap to加把勁，趕快

approval ratings支持率

buying habits購(gòu)買習(xí)慣

customer service客戶服務(wù)

less than ideal不理想，退而求其次

market trend市場(chǎng)趨勢(shì)，市場(chǎng)走勢(shì)

point of contact接觸點(diǎn)，聯(lián)系點(diǎn)

reach an audience深入群體

sales figures銷售數(shù)字，銷售報(bào)表

service representative客服代表

target audience目標(biāo)消費(fèi)群體

the best match最匹配的

實(shí)景對(duì)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(biāo)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?cè)趺粗肋@是不是目標(biāo)市場(chǎng)在購(gòu)買習(xí)慣上表現(xiàn)變化而產(chǎn)生的一個(gè)結(jié)果？所以我們必須開始市場(chǎng)調(diào)查。

A：通過市場(chǎng)調(diào)查我們就能看到這個(gè)信息？

B：對(duì)！數(shù)據(jù)揭示什么市場(chǎng)和我們的新產(chǎn)品最匹配，如果要增加銷量我們應(yīng)當(dāng)重點(diǎn)關(guān)注哪個(gè)市場(chǎng)，我們?cè)趺床拍芴岣呖蛻舴?wù)質(zhì)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(gè)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?cè)诳蛻舴?wù)上有欠缺。我還收集了500多份調(diào)查問卷，了解各個(gè)交流場(chǎng)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(biāo)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(cuò)。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(wù)必修講座，還抽出時(shí)間開辦客戶服務(wù)網(wǎng)站。我們通過網(wǎng)站來鼓勵(lì)更多的客戶反饋。還有什么想法？

實(shí)景對(duì)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(jī)分析得出的數(shù)據(jù)結(jié)果了嗎？結(jié)果怎樣？

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

A：調(diào)查人群方面有什么結(jié)果？

B：近期的宣傳促銷活動(dòng)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(duì)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(duì)家庭成員和已婚者的，難怪在調(diào)查人群中的反響不是很好。

A：你還做電話調(diào)研了，是嗎？結(jié)果怎樣？

B：電話調(diào)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(gè)問題？”你有沒有碰到回答生硬的？

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