A summary of market research theory
1 Basic contents of market research
2 principles to be followed in market research
3 the basic steps of market research
4 market research plan
5 basic methods of market research
6. Screening in market research
7. Some problems that should be paid attention to in interviews and investigations.
Eight problems to be paid attention to in questionnaire design
9 consumer purchase behavior survey
10 product survey
1 1 competitor survey
12 supplier and marketing agency survey
13 market survey data collation
14 processing method of survey information
Second, the classic case analysis of market research
1 Market research work of Revlon
2 the ups and downs of convers company.
Why did RCA Company encounter bad luck?
4 Mitsubishi's "sixth sense officer"
5 "Salamis" experimental investigation method
6 Mr. Lorelei's market survey
7 Nestle's market research
Market forecast of mosquito-repellent incense sales
If you know the market well, you can win the market.
10 the tragedy of edsel automobile
Two different experiences of ll Rongcheng shoe factory
12 the rise of scarab
13 social survey of Daye company
14 Brazilian frozen chicken sells well in Arabia.
15 "Kenji Chicken" flies into Beijing.
16 "Peony" need not be "worn indiscriminately"
Peek at opportunity from the plague.
18 Honda has a unique insight.
19 pears at 20 cents a can
20 cautious Kodak
2 1 Is Gillette "ridiculous"?
22 "Zhuangyuanhong" wine made a comeback.
Three mistakes of Pei Farm
Masao Watanabe has a good eye for treasures.
Why is the new coke just a flash in the pan?
26 Yangzhou Radio and Television Audience Survey Report
Chapter II Quality Decision-making
A Product Decision Theory Essentials
1 product connotation
2 product classification
3 related concepts of product portfolio
4 product mix strategy
5 Boston matrix method to optimize product structure
6 General Electric Company's method of optimizing product mix
7 product positioning
8 brand
9 basic requirements of brand design
10 brand decision
1 1 brand strategy
12 brand name selection
Skills of translating names in business English
14 trademark strategy
The shape and color of 15 trademark
Taboos in 16 Trademark Design
17 misunderstanding of trademark management
Connotation and function of 18 packaging
19 product packaging design requirements
20 product packaging and decoration design procedures
Elements of packaging and decoration of 2l products
22 visual process of packaging and decoration information transmission
23 product sales packaging pattern design
24 product sales packaging writing
25. The use of color in product sales, packaging and decoration
26 Text description of product packaging
27 product packaging strategy
28 brand-name product sales
29. Protection of famous brand products
Characteristics and countermeasures of 30 product lead-in period
Characteristics and Countermeasures of 3l Products in Growth Period
Characteristics and Countermeasures of Product Maturity
Characteristics and countermeasures of product decline period
34 ways to extend product life cycle
35 the meaning and types of new products
36 the importance of new product development
37 new product development model
38 screening of new product ideas
39 ideas to stimulate product creativity
Commercial analysis of 40 new products
4 1 trial sale and commercial launch of new products
42 the spread of new products
Second, the product decision-making classic case analysis
Chapter III Brilliance-Corporate Image
A summary of corporate image theory
Second, the classic case analysis of corporate image
Chapter IV-Market Development.
A summary of market development theory
Second, the classic case analysis of market development
Chapter V-Market Competition
A summary of market competition theory
Two classic cases of market competition
Chapter VI Flag-waving and Shouting-Advertising Articles
A summary of advertising theory
Second, the classic case analysis of advertising
Chapter VII Actuarial World Price Strategy
Outline of price strategy theory
Second, the classic case analysis of price strategy
Chapter 8 crisscross-sales channels.
A sales channel theory essentials
Second, the classic case analysis of sales channels
Chapter 9 Welcome to Music-Sales and Service
Essentials of sales service theory
Second, the classic case analysis of sales service
Chapter 10-Product Promotion
Summary of product promotion theory
Second, the classic case analysis of sales promotion
Chapter XI Orderly Marketing Management
Essentials of marketing management theory
Two classic cases of marketing management
Chapter 12 Like mushrooms after rain-a new marketing method
green marketing
Second, cooperative marketing.
Three customized marketing
Fourth, direct marketing
Five relationship marketing
Six network marketing