营销和销售之 市场调研　Marketing Survey

营销和销售之 市场调研　Marketing Survey

无论是问卷、电话咨询，还是网站上的评价，这些市场调研的形式虽然不同，但目的却一致：通过收集、分析消费者的体会和评价来完善产品和服务，为市场战略的制定提供依据。

调研目标

你的调研目标是提高销量还是提升客户服务质量（improve customer service）？或者为一种新产品摸索市场（right market）？有针对性地进行调研，收集并整理所得结果，从市场表现分析内在规律，从而为你的市场战略提供参考。

⊙What are we trying to accomplish?我们要完成什么？

⊙What is the current market trend?目前的市场走势是什么？

⊙What do we want to find out?我们希望找到什么？

⊙What kind of information are we after?我们在寻求哪些信息？

⊙What kind of market is the best match for our new product?什么样的市场才是和我们的新产品最匹配的？

⊙What should be our focus area to increase sales?为了增加销售量，我们应当把重点放在什么领域？

决定受众类型和购买趋势

杂志、网站或政府报告定期发布的消费数据，可以为你确定目标受众提供线索（clue you in）。明确产品的主要消费者框架（market profiles），然后分析以何种方式对目标人群（demographics）进行调研，比如在超市门口发问卷、电话咨询、网络咨询、发送信件等。

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

根据我们的调查，我们的主要受众是年龄超过45岁的未婚男性。

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

我们的目标市场在购买习惯上显示出了变化。

从客户那里收集信息

还可以从现有客户（existing customer）中收集信息。通过问卷（questionnaires）、面谈或者网站论坛了解他们对产品和服务的反馈（get feedback）。你可以在网站开设聊天室（chat room）或者留言板（message board），鼓励消费者评价你的产品或服务。

⊙What is your opinion of……

你对……有什么想法？

⊙Would you mind if I asked you a few questions?你是否介意我问你几个问题？

⊙What did the focus group come up with?我们的调查人群都提了些什么想法？

⊙I've collected over 500 questionnaires.我收集到了500多份调查问卷。

⊙I'm trying to encourage more feedback from our website.我正在推动通过网站获取更多的反馈。

观察

在你生意所及的各个联络点或不同环节，包括接待、销售和客户服务等环节，观察你的员工如何面对客户以及客户的要求和反映，留意并记录不足之处（glitches）。

⊙We can improve the quality of our customer service.我们能够提高我们的客户服务质量。

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

From our observations, we've determined that……

我们观察了100多例我们的同事和客户的交流情况。从观察中我们得出……

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

我们留意到在接待方面有一些问题。这些事情我们可以提高……

销售业绩调查

通过销售业绩调查和分析会很容易得出哪些产品是最盈利的（profitable），哪些客户是最佳的，哪些领域应当关注更多。从数字洞察内在规律，将规律反映在新的市场战略上。

⊙From the marketing research, we can see……通过市场调研情况，我们可以看到……

⊙The data reveals……

数据揭示了……

⊙Our consumer approval ratings are higher than last quarter.我们的客户支持率比上一季度要高。

⊙We aren't reaching our target audience.我们没有深入我们的目标群体。

⊙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.

我们已经得知哪些是我们最盈利的产品，也知道了哪些是我们最棒的客户。这些有价值的信息将加快改善我们的市场战略。

总结

市场调研过程中要尽可能多地（as much information as possible）收集消费者对公司和产品的想法，在足够多的信息支持下做出最好的市场战略（best marketing strategy）。

Words　单词表

accomplish实现，完成

associate同事，伙伴

current当前的，现在的

customer消费者，顾客，客户

data数据，资料，材料

feedback反馈信息

interaction交流，互动，沟通

mandatory强制的，法定的，义务的

observation观察，观测，监视

questionnaire调查表，问卷

reception接待处，接待

reveal揭示，显示，透漏

survey测验，调查

webpage网页

website网址

workshop研讨会

Phrases　短语表

a result of……的结果

a snap to加把劲，赶快

approval ratings支持率

buying habits购买习惯

customer service客户服务

less than ideal不理想，退而求其次

market trend市场趋势，市场走势

point of contact接触点，联系点

reach an audience深入群体

sales figures销售数字，销售报表

service representative客服代表

target audience目标消费群体

the best match最匹配的

实景对话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：我们没有深入我们的目标客户群，通过销售数据我们就能知道。

B：未必……销售数据显示滑落是真，但是，我们怎么知道这是不是目标市场在购买习惯上表现变化而产生的一个结果？所以我们必须开始市场调查。

A：通过市场调查我们就能看到这个信息？

B：对！数据揭示什么市场和我们的新产品最匹配，如果要增加销量我们应当重点关注哪个市场，我们怎么才能提高客户服务质量……所有此类的事情。

A：那我们目前都知道些什么？

B：我们知道我们的客户满意度比上个季度要高，但是销售额却下滑25%。所以我们就得找出原因。我们观察了100多例我们的同事和客户之间的交流情况，通过观察可看出我们在客户服务上有欠缺。我还收集了500多份调查问卷，了解各个交流场合中顾客的感受。我们留意到在接待上存在某些问题。

A：这么说问题不是我们没有接触到我们的目标群体，而是客户与我们的客服代表的交流感受比我们理想中的要差。

B：没错。通过一些办法我们可以提高。我们给所有销售员开展客户服务必修讲座，还抽出时间开办客户服务网站。我们通过网站来鼓励更多的客户反馈。还有什么想法？

实景对话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：我们拿到销售业绩分析得出的数据结果了吗？结果怎样？

B：我们已经明确得知哪些是我们最盈利的产品，也知道了哪些是我们最棒的客户。这些有价值的信息将加快改善我们的市场战略。

A：调查人群方面有什么结果？

B：近期的宣传促销活动没有希望的那样反响积极，我们可能要从头再来。

A：也许一开始的广告就有问题。

B：你说得太对了。根据研究，我们的主要受众是年龄超过45岁的未婚男性，而那些广告是针对家庭成员和已婚者的，难怪在调查人群中的反响不是很好。

A：你还做电话调研了，是吗？结果怎样？

B：电话调研不是我最喜欢的……但是总得有人做。

A：那么你是怎么说的？“你是否介意我问你几个问题？”你有没有碰到回答生硬的？

B：哦，事实上没有。大部分人都是很好的。我只是问他们对于我们的产品和广告的想法，另外也问些有关他们购物习惯的基本背景问题。如果我没有找对人，我就感谢他们花时间接听我的电话，然后挂断就是了。