市场营销调研是针对企业特定的营销问题，采用科学的研究方法，系统地、客观地收集、整理、分析、解释和沟通有关市场营销各方面的信息，为营销管理者制定、评估和改进营销决策提供依据。
市场营销调研报告范文 所谓市场营销调研，是指系统地设计、收集、分析和提出数据资料以及提出跟公司所面临的特定的营销状况有关的数据和研究结果。最主要的研究活动有： （一） 市场特性的确定、潜在市场的开发 、市场占有率分析、销售分析、竞争。 （二）市场营销调研技术。定量研究一般是为了对特定研究对象的总体得出统计结果而进行的。定性研究具有探索性、诊断性和预测性等特点。它并不追求精确的结论，而只是了解问题之所在，摸清情况，得出感性认识。THE TOP 50.
BRANNA, TOM
Acquisitions Make It a Whole New Ball Game
PROCTER & GAMBLE has been ranked as the No. 1 company in The Top 50 since Happi began publishing the list back in 1978, and this version of our most popular issue is no exception. Despite its recent spate of troubles, including lower sales and earnings and staff cutbacks, P&G is once again ahead by a large margin in our Top 50 rankings with household and personal product sales that topped $23 billion in fiscal 2000. Coming in at No. 2 is Colgate-Palmolive, which reported sales of $8.23 billion for household and personal care products. Rounding out the top 10 are S.C. Johnson, Estee Lauder, Avon, Clorox, Intimate Brands, Ecolab, Alberto-Culver and Sara Lee. All in all, there wasn't much of a change from a year ago. In fact, just two companies dropped out of the top 10. Bristol-Myers Squibb slid from No. 6 to No. 11, and Alticor (http://www.szdhsjt.com/Marketing/Strategic_Marketing_Management/which changed its corporate name from Amway) fell to No. 12. The company was ranked No. 8 in last year's Top 50.
But even the most seasoned household and personal products veteran might need a scorecard to keep up with all of the changes that have been taking place in the past few months among the companies that make up The Top 50. P&G made the biggest move when it purchased the Clairol division from Bristol-Myers Squibb in May. Several companies that have been long-time members of The Top 50 have been acquired in the past few months as well. Block Drug (No. 22) was purchased by GlaxoSmithKline. USA Detergents (No. 35) and portions of Carter-Wallace (No. 38) were bought by Church & Dwight (No. 23). WD-40 (No. 44) acquired HDP Holdings, better known as Global Household Brands, which makes such products as X-14, 2000 Flushes and Carpet Fresh.
Even when they're not making acquisitions, Top 50 companies are still making news. Dial, ranked No. 16 on our list, killed its underperforming Nature's Accents personal care line and eliminated 24% of its underperforming SKUs. Now the company is in the process of reviewing all its businesses. Meanwhile, Gillette (No. 21) is hard at work looking for ways to turn its business around after several underperforming quarters, and you can bet that in this difficult economic climate, there are plenty of brand managers at other Top 50 companies scratching their heads and trying to come up with ways to boost sagging sales. |
