In modern society, more people like candy, especially, young women. Because candy can stand for the love, children like the candy when their life start and the candy can provide the energy for people. Candy is so important, so candy is a good business Many children dislike the rice, but they like the candy and the candy are the present for the person who is love.
Many people like to buy candy when they see the candy, and in China, they should but the candy when people who get married. So our consumers market must be large. How to meet the needs of people who like candy. We must set up our company in the area where people is the most, and they get it very easy, so the city center is the best selection. People buy the candy always in the spare time. Children have no money, so children buy the candy when their parents buy clothes, and the people who in love always to play in the city center. In the word, people can get it very easy. Our company and the opponent are the same in the most part but a little different. Our candy for children should be more sweet, and the candy for people who in love will be more beautiful.
In other words, our candy must be better than any other opponent. So our company is better than other company. To set up a company need many money, and even if you have money, you don’t hire the house. And it is bad for children to eat too many candy, and the present for people who in love, not only candy. If candy’s price is high, they will choose anther. Not only this, young people don’t have much money. We have full confidence in our company. Because our candy is the best, and our location is the best, and the traffic is the best you buy the so much, we will send the candy to your house. And you can call us. When you need candy, in other words, our service is the best.
Mission statement: Our company is sale of candy, it is our company with a unique formula prepared by, for different age levels, the candy for health products, does not contain any candy, you work, study, travel everywhere, as well as a good partner, and so what we bring candy along with the beginning of our journey it’s perfect!
The Impression of Changzhou Only 8 km from Changzhou City are the remains of an ancient walled town, founded over 3000 years ago at the beginning of the Western Zhou dynasty. The earliest record of a settlement on the site of modern Changzhou is of a commandery (a district under the control of a commander) founded in 221 BC. Changzhou got its present name, which means “ordinary prefecture”, in 589 AD.
After the Grand Canal was constructed in 609 AD, Changzhou became a canal port and transshipment point for locally-grown grain, and has maintained these roles ever since. The rural counties surrounding Changzhou are noted for the production of rice, fish, tea, silk, bamboo and fruit. During the Taiping Rebellion of the 1850s, one of 5 palaces housing the leaders of the so-called “Kingdom of Celestial Peace” was constructed in Changzhou. Today the ruins of the “King’s Palace” can be found near the People’s No. 1 Hospital. In the 1920s, Changzhou started to attract cotton mills. The cotton industry got a boost in the late 1930s when businesses began relocating outside of Shanghai due to the Japanese occupation.
Changzhou’s traditional role has been that of a commercial center, particularly a collecting center for agricultural produce, which was shipped by canal to the north and, later, to Shanghai. It began to develop a cotton textile industry in the 1920s, and cotton mills were established in the late 1930s, when Japanese attacks drove many Chinese businesses to invest outside Shanghai. The city has remained a textile center, the most important in Jiangsu for weaving. It also has large food-processing plants and flour-milling, rice-polishing, and oil-pressing industries. After 1949 it also developed as a center of engineering industry. Qishuyan, some 10 km southeast of Changzhou, has one of the largest locomotive and rolling stock plants in China.
Other engineering works in Changzhou produce diesel engines, generators, transformers, and agricultural and textile machinery. At the time of the Great Leap Forward in 1958 a steel plant was also built there to provide raw material for heavy industry. Since 1908, Changzhou has been linked by rail with Shanghai and Nanjing (see below for transportation). Until now, Changzhou is one of the most developed cities in Jiangsu, ranking after Suzhou and Wuxi. The GDP per capita was ? 63,037 in 2008, ranked no. 3 in Jiangsu Province, less than Suzhou and Wuxi but more than the capital city Nanjing. Changzhou is also one of the top business cities in China.
According to Forbes ranking, Changzhou is in the 9th position for best business cities in Mainland China in 2008. As of 2008, Changzhou High-tech Zone has been open for 15 years and it is the home of 7,636 domestic and overseas companies, 18 of which are on Fortune Global 500 list. There are many automobile parts manufacturers in Changzhou High-tech Zone. Changzhou High-tech Zone features infrastructure services, including water, electricity, heating, sewage disposal and telecommunications, with a logistic network, including road, railway and water carriage. The BRT (China Bus Rapid Transit) costs 1 yuan (or, if a Changzhou Bus Card is used, 3 or 6 Jiao, depending on the type of card used) and provides access throughout Changzhou.
The BRT has the following specifications: segregated busways or bus-only roadways, high capacity buses, network of routes and corridors, enhanced station environment (more than just a bus shelter), passenger volume greater than a mixed traffic lane (-3000 pphpd), pre-board fare collection and fare verification, at-level boarding and alighting, buses operating both outside and inside bus corridor, low emission vehicle technology (Euro III or higher), automated fare collection and fare verification system, weather protection on station platforms, system control centre, real-time next bus information displays, distinctive, marketing identity system, distinctive BRT buses, high-quality passenger information at stations, segregated bike lanes along main corridor(s), and disabled access to stations. The BRT is also located in the following cities: Beijing, Chongqing, Dalian, Hangzhou, Jinan, Hangzhou, Kunming, and Xiamen. Changzhou had built its first elevated road since 2007. It has been put into use after one year in 2008. It is named ‘Outer Ring Road Elevated Road’.
This year, the plan of the second elevated road has been made into the scheme Changzhou belongs to the Taihu Wu Chinese language region so the native dialect is very similar to Shanghai dialect; but such as Jintan and Liyang city, they are in close proximity to the border of the Mandarin Chinese language region and is said to have some characteristics of Mandarin. The dialect is referred to locals as Changzhou dialect Comb Lane in Changzhou is the scene of the last farewell of Jia Baoyu with his father in the classic novel A Dream of Red Mansions. Other famous handicrafts of Changzhou are the “crisscross” style of silk embroidery and carvings made from green bamboo.
Famous snacks made in Changzhou include pickled Radish, Sesame Candy, Sweet Glutinous Rice Flour Dumpling With Fermented Glutinous Rice, and Silver Thread-like Noodles. A good-natured rivalry exists between Changzhou and the neighboring city of Wuxi. Changzhou is famous for the China Dinosaur Park located in the new North district of the city. The Dinosaur Park contains dinosaur bones and fossils from all over China. The park has 50 various fossils and more than 30 amusement programs including but not limited to: The Brontosaurus Roller Coaster and The Whirling Dinosaur Carriage. The fossils are located in a museum housed in a single building and the amusement rides are spread throughout the park which is categorized into 6 themed areas.
Besides fossils and family oriented rides, Dinosaur Park is home to a giant panda and sea lions. [2] The city is also home to the Tianning Temple — one of the largest Zen Buddhist temple and monastery in China. The city has recently rebuilt the Tianning pagoda on the Temple grounds, which are adjacent to Hongmei Park. The pagoda, called Tianning Baota, was first built during the Tang Dynasty. It has since been destroyed and rebuilt five times. The current reconstruction is built to the height specification of 153. 79 meter (504. 56 ft).
As Changzhou is famous for its combs, the city has reconstructed its Bamboo Comb Lane area with period architecture. Certainly, Changzhou combs can be purchased in most places in the city. Another site in Changzhou worth mention is Hong Mei Park, which includes a small children’s amusement park, a zoo, a rose garden and many scenic waterways. Of historical interest in the park is a historical pavilion with exhibits related to the famous Changzhou comb industry. In addition to this, there is another pavilion which displays locally produced root carvings. The park is a big attraction on holidays and is often dotted with a variety of vendors.
The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control.
These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers’ response to marketing programs cannot be predicted reliably or accurately.
Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research.
The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints. [4] Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success.
Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated. First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially.
While research is always influenced by the researcher’s research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings.
The motto of every researcher should be, “Find it and tell it like it is. ” The objective nature of marketing research underscores the importance of ethical considerations, which are discussed later in the chapter. Marketing research involves the identification, collection, analysis, and dissemination of information. Each phase of this process is important. We dentify or define the marketing research problem or opportunity and then determine what information is needed to investigate it. , and inferences are drawn.
Finally, the findings, implications and recommendations are provided in a format that allows the information to be used for management decision making and to be acted upon directly. It should be emphasized that marketing research is conducted to assist management in decision making and is not: a means or an end in itself. The next section elaborates on this definition by classifying different types of marketing research. Other forms of business research include: Market research is broader in scope and examines all aspects of a business environment.
It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors. Product research – This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development). Advertising research – is a specialized form of marketing research conducted to improve the efficacy of advertising.
Copy testing, also known as “pre-testing,” is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads still in rough (ripomatic or animatic) form. (Young, p. 213) Organizations engage in marketing research for two reasons:
- to identify
- solve marketing problems.
This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future. Examples of problem identification research include arket potential, market share, brand or company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Research of this type provides information about the marketing environment and helps diagnose a problem.
For example, The findings of problem solving research are used in making decisions which will solve specific marketing problems. The Stanford Research Institute, on the other hand, conducts an annual survey of consumers that is used to classify persons into homogeneous groups for segmentation purposes. The National Purchase Diary panel (NPD) maintains the largest diary panel in the United States.
Standardized services are research studies conducted for different client firms but in a standard way. For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established. The Starch Readership Survey is the most widely used service for evaluating print advertisements; another well-known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis. Customized services offer a wide variety of marketing research services customized to suit a client’s specific needs. Each marketing research project is treated uniquely.
Limited-service suppliers specialize in one or a few phases of the marketing research project. Services offered by such suppliers are classified as field services, coding and data entry, data analysis, analytical services, and branded products. Field services collect data through mail, personal, or telephone interviewing, and firms that specialize in interviewing are called field service organizations. These organizations may range from small proprietary organizations which operate locally to large multinational organizations with WATS line interviewing facilities. Some organizations maintain extensive interviewing facilities across the country for interviewing shoppers in malls.
Coding and data entry services include editing completed questionnaires, developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC Data Systems provides such services. Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design. Some complex marketing research projects require knowledge of sophisticated procedures, including specialized experimental designs, and analytical techniques such as conjoint analysis and multidimensional scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical services.
Data analysis services are offered by firms, also known as tab houses, that specialize in computer analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two or more variables simultaneously). With the proliferation of software, many firms now have the capability to analyze their own data, but, data analysis firms are still in demand. Branded marketing research products and services are specialized data collection and analysis procedures developed to address specific types of marketing research problems. These procedures are patented, given brand names, and marketed like any other branded product.
