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Pigeons YE.P.
Marketingovye studies of the goods
This direction of marketingovykh studies can be subdivided into two parts: a study of the produced stamps of goods (product) and a study of new goods.
1. Study of the produced stamps of the goods
As far as marketingovykh studies of the produced stamps of goods are concerned, here first of all one should isolate:
1. Measurement of the attitude of users toward the specific stamp of goods. First of all should be studied the degree of the reputation of the stamp of goods. This direction of marketingovykh studies is directed toward the development of the degree of realization by the users of existence of goods of the specific stamp. Reputation establishes the connection between stamp and category of goods, to which it belongs. Information about the level of reputation is usually obtained via the interrogation of users about the stamps of goods within the framework of the class of goods being investigated known to them. The information, which gives the analysis of the assembled data about the reputation of the stamps of goods of the specific category, can be used for:
the determination of the portion of potential buyers, who call specific brand of goods (or firm) as first brand (firm);
determination on the basis of the first named stamps of goods of main goods of competitors;
the determination of the level of zapominayemosti of stamps and names firms; some stamps and names firms badly are memorized, although they are easily learned;
the comparison of the relationship between the index of reputation and market shares for each stamp with the average relationships for this market, since some stamps realize their reputation better than others;
the measurement of the distance between separate brands (firms) on the scale of reputation, if it bears interval nature;
the development of markets with the smallest reputation of brand (firm).
2. The following step in a study of the stamps of separate goods consists in the study of the opinions of users about these goods. The discussion here deals with the explanation, how investigated a goods corresponds to the demands of market and users, i.e., about the estimation of the market adequacy of goods. Data of study can be developed in the directions of obtaining the following information:
on the needs, which satisfies the studied goods;
on the requirements of users for production and level of service, reflected, in particular, in the composition of the rating of the indices of quality of services;
on the motivations, which should be realized with the purchase of goods;
on the information sources, which determines the selection of purchase (exhibition, fair, technical press, the councils of the individual persons, advertisement so forth.);
the estimation of the stamps of separate goods according to their characteristics (attributes).
3. Definition, what groups (segments) of users and as frequently buy the goods (determination of the degree of loyalty to the specific goods) being investigated. The influence of the degree of satisfactoriness is here also studied by goods on the loyalty to its stamp.
The division of all users of the specific products on the category according to the degree of their loyalty to these products is very important. Then it is desirable to subdivide these categories into a number of subgroups depending on the volume of consumption (for example, regularly and the much drinking coffee and consuming it irregularly). Data of such of studies make it possible the more clear to outline the circle of potential users and to develop the program of the expansion of the circle of loyal users.
Marketingovye studies of the produced stamps of goods are carried out by studying the opinions of users, workers of retail outlet network and service services, with a study of the competitive ability of separate goods. These questions were examined earlier in this series of the articles of the author. Therefore below discussion will deal with marketingovykh studies of new goods.
2. Study of the new goods
Usually the fundamentally new, improved or modified goods are placed in the category of new. In the category of the latter are placed also the products of the improved design, which have more attractive packing and new stamp. Furthermore, the new goods include the existing goods, proposed to the realization on the new markets.
Especially important is the release of goods- novelties for the strongly competitory markets, on which to attain the competitive advantage by other means represents great difficulties.
The methods of studying the new goods include both the conducting interrogations (users and specialists, who carry out development, by production and by the sale of new goods) and setting special experiments.
The information of forecast nature about the possible market fate of new goods also can be obtained on the basis of the analysis of the volume of sales (let us say, by studying the curves of life cycle) of analogous products, from the analysis of situation in the region of competitive activity.
We define concretely the content of marketingovykh of experiments in connection with the separate development stages of new goods (product).
Development of new product - development of original products, an improvement in the products and their modernization, the creation of the new stamps of products by conducting organizing its own OF R & D. Usually the process of development of new product is subdivided into several stages: the generation of ideas, the selection (selection) of ideas, the development of the concept of new product, its checking, the development of marketingovoy strategy, the analysis of the prospect of business, the development directly of product, trial marketing and commercial production [ 5 ]. For effective performing of work in these stages on some of them it is necessary to conduct the appropriate marketingovye studies.
Thus, in the stage of the generation of the ideas of new product are carried out interrogations (users, the colleagues of the subdivisions OF R & D, marketingovykh, service and other services of enterprise herself, colleagues of commercial organizations, individual experts). Important information about the directions of the improvement of the produced goods it can give the study of complaints, reclamations, typical reasons for refusals and repairs. Vital importance can have a collection of second information (patents, the reports of research NII - SCIENTIFIC RESEARCH INSTITUTE, etc.). Often ideas about the new products can be obtained at the exhibitions and the fairs.
The ideas of new goods are better to represent in the size convenient for their analysis. With the composition of the rating of new ideas is used this information, based on the results of marketingovykh studies as the degree of the satisfaction of the needs of users, market capacity, condition of competition, assumed prices and channels of distribution, etc.
With the development of the concept of new product, i.e., definition, into what concrete product the selected idea materializes, it is determined, it will compete with what other products, positioning new product is conducted. Here also must widely be used the results of marketingovykh studies.
The development of marketingovoy strategy is unthinkable without the use of diverse marketingovoy information of estimated and forecast plan, which includes the information, obtained in the earlier development stages of new product. Additionally are given recommendations regarding the selection of strategies in the section of the separate elements of the complex of marketing; for this can be used the results of marketingovykh studies in the region of price formation, channels of distribution, advance of products.
Analysis of the prospects for business - estimation for the new product of the assumed values of a volume of sales, expenses and profit for the object of their correspondence to the purposes of organization. In other words, the discussion deals with the estimation of attractiveness for organizing the concrete new product. Since in the case in question the discussion deals with the predominantly forecast estimations, widely are used the methods of prognostication, examined earlier in one of the articles of a series of data of publications.
Trial marketing or testing on market is one of the final stages of the creation of new product. Trial marketing - this is checking product and marketingovoy program under the real market conditions. Purpose of trial marketing - even prior to the beginning of the full-scale realization of product to estimate product itself and its marketingovuyu program (price, advertisement, stamp, packing, service so forth.) and to learn, as users and mediators will react to all these. The results of trial marketing can be used for the prognostication of a volume of sales and profit. The following methods are used with trial marketing of consumer goods: the standard testing of market; the control testing of market; the imitation testing of market.
The standard testing of market - testing the market, with which new product is placed into the conditions, similar to the conditions of realization with the full-scale release of product. The specific places of the sale of the product, where the marketers of organization carry out the complete program of marketing, find, they analyze the activity of stores, is accomplished a study of the opinion of users, distrib'yutorov, etc. for the purpose of the determination of the degree of the correspondence of product to consumer needs. The purpose of standard testing is the use of the obtained results for predicting the volume of sales on national scales and development of the problems, connected with production and marketing of this product.
The control testing of market - this is the creation of the special panels of the stores, which are agreeable for the specific pay to test different methods of sale of product. The organization, which achieves control testing of market, in accordance with its plans determines the number and the geographical location of stores, checks the arrangement of product in the commercial hall, prices, selected methods of the advance of product.
The analysis of the obtained results gives the possibility to determine their influence on the demand.
The imitation testing of market - product testing under the conditions, which imitate actual conditions, for example, purchase by the selected with organization users in the isolated with it limited money of goods, among which is located new product, in the usual store or in the store- laboratory of this organization. In this case to users the models of advertisement and other methods of the advance of different products are presented, including the experienced product.
With trial marketing of the production of production-engineering designation the models of production are transferred to the limited period to the testing to potential clients. Furthermore, product can be tested at the exhibitions and the demonstrations, organized by trade, by distrib'yutorami and dealers.
It follows that from these data the developers of new products first of all must study demographic, psychological, economic and other characteristics, first of all, of supernovatorov and innovators, since precisely they otklikayutsya to the novelties first of all. To make this, as a rule, is extremely complicated, since the same people can behave differently relative to different products, first, let us say, being innovators, then by conservatives.
It is obvious that on the success of the development of new product the external owner's medium, which also must be investigated, has clout.
Further the content of marketingovykh studies of new goods is examined in two aspects: the study of the factors of the success of new goods and the determination of trends in development of the produced models of goods (based on the example of the new models of passenger cars and trucks and selection of the versions of the assignment of medical services to population). Thus will envelopped three main types of the products: consumer goods, the production of production-engineering designation and service.
3. Study of the factors of the success of the new goods
Much attention to the development of the factors of their success usually give the organizations, which are been leaders in the region of developing the new products, conducting in this region special studies.
The concrete definition of the general factors of success usually is achieved in the direction of obtaining the quantitative assessments, which characterize their relative role. The necessary information, first of all, is assembled by expert evaluation both among the colleagues of organization (in the division of new technology, in the service R & D, in the division of marketing and of sale, etc.) and among the commercial mediators and the users.
The interrogations of managers, who are occupied by the development of new products, revealed the following basic factors of the success of new product (table 1) [ 3 ]. Numbers in the table characterize the percentage of interrogated, noted importance data of factors.
Table 1
Factors of the success of the new product
Factors of the success
%
Adaptability of product to the requirements of the market
85
Correspondence of product to the special possibilities of the firm
62
Technological superiority of the product
52
Support of new products by the management of the firm
45
Use of estimated procedures with the selection of the new models
33
Favorable competitory medium
31
Correspondence of organizational structure to the tasks of developing the new product
15
From given data follows that they are the major factors of success, from one side, correspondence of product to the requirements of market, and with another - the possibility of organization for its development and production. It is important to have available excellent technology, to depend on the support of management and to adapt multistage development to the process of adopting the goods by market.
The study, carry ouied on the British market, revealed the following significance of the factors of the success of the new products, produced by the Japanese and British firms (table 2, in which n it indicates the number of interrogated firms).
It is evident from the table that most frequently the key criterion here also was called the degree of adaptation to the demands of buyers. And only relatively small portion of firms (1/4) both Japanese, and British, considers effective marketing the important criterion of success.
The comparison of the estimations, obtained from the Japanese and British firms, reveals that the first of them attach great significance to the presence of the competitive advantage, and the second - larger adaptation to consumer needs.
Table 2
Factors of the success of new products, revealed on the British market
Factors of the success
Percentage of the firms
Japanese (n = 116)
British (n = 86)
Good adaptability to the needs
69,8
75,6
Superiority over the competitors:
on the quality
79,3
59,3
in the design
69,8
45,3
on the relationship of dostoinstva/tsena
58,6
61,6
by the construction
55,2
48,8
Very competitory price
41,4
27,9
Adaptability to the possibilities of the firm
39,7
34,9
Uniqueness
36,2
29,1
Effective marketing
27,6
25,6
The in-depth analysis of the market
27,6
18,6
Large volume of the market
20,7
16,3
Synergy of proizvodstvo/marketing
16,4
18,6
Deviation from the markets with the high competition and the satisfied buyers
7,8
10,5
Deviation from the dynamic markets with the frequent change of the goods
2,6
4,7
It goes without saying, given data bear the generalized mean statistical nature, they characterize faster averaged tendencies and emphasize the significance of this direction of studies. In each specific case, for the specific branches and the markets, similar research should be conducted specially. Is given below the questionnaire, questions from which can be used for conducting of marketingovykh studies of concrete it is specific goods.
Questionnaire for the portfolio analysis of the goods
Are such the tendencies of sales in the physical and monetary term (with the laying out along the goods, the segments, the channels of distribution)?
To what extent is strong the image of stamp in goods of firm?
What improvements were introduced into the goods?
On what stage of life cycle are located the goods of the specific stamp?
Do know you the specific requirements, presented to your goods by the users of concrete market segments?
Are adapted goods under the needs of the users of the selected market segments?
Is possible the adaptation of the characteristics of your goods or the development of new goods for the requirements of concrete market segments?
Do know you, for what market portion and volume of sales you can design in accordance with the market behavior and your production potentialities?
Do intend you after the production of the prototypes (party) of goods to conduct testing market?
Do have you a system of the posleprodazhnogo maintenance of product?
Do intend you to create the system of the posleprodazhnogo maintenance of product?
Do intend you to include the cost of posleprodazhnogo maintenance in the price of goods?
4. Determination of the directions of the improvement of the models of the passenger automobiles
Posing of problems and approaches to its solution
Before the development of the long-range plan of the production of passenger automobiles, besides the determination of the volumetric indices, which characterize the market for passenger automobiles, it is necessary to reveal trends in development of the models of the produced automobiles.
Approaches to the solution of the second problem are examined below.
The second task (selection of the nomenclature of passenger automobiles to the prospect) must be solved taking into account consumer needs, from one side, and with another - taking into account the possibilities of scientific and technical progress and production, for which it is necessary to draw expert- workers.
It should be noted that methods of conducting marketingovykh studies used below can be used also during the study of trends in development of other products.
During the solution of the problem of the selection of nomenclature to the prospect first of all it is necessary to consider the interests of the different categories of the users of automobiles. In this case each category (segment) of users advances its specific requirements for the characteristics of automobile. It is necessary for each category of users to select the type of automobile with the acceptable technical characteristics and the price.
Information about the most important directions of the improvement of the characteristics of automobiles to the prospect can be assembled via the interrogation of motorists and expert- specialists.
After conducting a similar interrogation, it is possible to obtain sufficiently thorough information about the fact that wants to see the user in sale, and also about his preferences, wishes. But the desire of user - this is is one side of problem. It cannot be forgotten, also, about the possibilities of the enterprise: the guarantee with any by specific source materials, the technical level of production, the rise in price of automobile with conducting of improvements. Therefore the objective parameters of automobile can not coincide with consumer needs.
After gathering entire necessary information about consumer needs, the study of the designs of automobiles, oriented according to their characteristics to consumer needs, is conducted together with the design subdivisions. The preliminary coordination of their demands and possibilities of enterprise occurs in this stage. The standard kit of new models to the prospect is obtained. Is conducted the new stage of interrogation, at which by that interrogated are proposed for the comparison all existing and promising models of automobiles. As a result of the analysis of the preferability of draft models it is possible to estimate the probable demand on them, on the basis of which are determined possible the volume of production and the price of model. This information appears the initial for the selection nomenclature of the production of passenger automobiles to the prospect and establishing the tentative volume of output of each model. Naturally, with this selection are considered not only consumer needs, but also possibility of enterprise and adjacent branches, which supply raw material, materials, component product. This information is basis for developing the long-range plan of the development of enterprise.
Is important also the volume of information, which is assembled in users. It has two sides as. It is interesting to estimate not simply "increase" in the quality according to the separate characteristics of automobile, but to give the integrated assessment of quality, which would include all sides of the consumer cost of article. Not is less important another question. Designation of goods - to satisfy the need of concrete users. But as already here it was noted, users cannot be considered as uniform group. Therefore the estimations of the quality of automobile for different categories of users must also be distinguished. Moreover the more thorough, small division into the groups of users it will be carry ouied, the more precise will be the estimation of quality for these groups. This is very important, since it makes it possible to let out the automobiles, for the larger degree which correspond to the needs of these groups of users, decreasing losses due to the noncoincidence of the characteristics of goods with the needs of concrete users (loss from the adaptation). But division into the groups cannot be infinite, since it would be necessary to pass from the mass production to the individual. This would lead to the rise in price of production and would strike first of all the user himself. Upon transfer from the production of 100 automobiles to 500 thousand V the prime cost of automobile is reduced 7. Therefore it is necessary to find this segmenting of users so that the relationship between the losses from the adaptation and the expenditures of production would be optimum. The united procedure of a similar optimization there does not exist. In practice this question is most frequently solved by expert evaluation. With a similar division into the groups of users in the foreign practice not only are considered social and economic factors examined below, but also they add another division of users according to the psychological sign, for example:
the prudent motorist, for whom the main thing - efficiency of the use of a machine;
motorist- enthusiast, above entire placing speed characteristics;
motorist, who focuses primary attention on the allowed by machine comfort.
With the selection of users for the interrogation it is necessary to consider also following data: floor, age, formation, the primary occupation, the region of stay. The region of stay can substantially affect the nature of the use of an automobile. Thus, user, who lives in the rural locality, imposes the increased requirements on the passability of automobile.
With the selection of users is required the calculation of such important factor as income on one member of family. The most important role of the level of profits as the factor, which determines the nature of the demands of users and the level of demand for the automobiles, explains by the fact that the acquisition of automobile entails essential biases in consumption and expendible part of the budget of family. Not only appears the new significant article of expenditures for the content of automobile, but also grow expenditures for the acquisition of sport- tourist and economic inventory, i.e. expenditures for the supply of material of conducting leisure with the aid of the automobile.
It is necessary to consider such important factor as the size of family.
The division of users on the category according to these most important signs will make it possible differentially to approach the determination of the basic required consumer properties of automobiles for each group of users.
On the basis of the requirement of conducting the interrogation of users and experts into several stages, it is possible to recommend to use a panel method of interrogation.
Procedure of the study
During the first stage of expert interrogation to appraisal group or to representatives from the selected segment of users it is proposed to range the consumer characteristics (parameters) of automobile from the proposed enumeration according to the degree of their importance. It is selected not more than 15 most important characteristics, which then are included in form.
The versions of the appearance of passenger automobile, characterized by the different values of the selected parameters, are formed after the presence of the minimum set of the parameters. The form is comprised on the basis of these data and is conducted the collection of information in users about the importance of the improvement of the separate parameters of passenger automobile [ 2 ].
Interrogation on the development of the directions of the improvement of the separate parameters is conducted into several stages. Form is entrusted to interrogated face for the independent filling under the observation of that interrogating, which must be convinced of the fact that that interrogated understood the essence of the requirements, which produced for it in the course of interrogation. (is possible independent filling of forms. However, in this case, takeing into account the fairly complicated nature of questions and procedures of filling of forms, grows the probability of incorrect answer to questions.)
During the first stage of those interrogated request to encircle by circle or to emphasize the parameters of the automobile, which they have or recently they used. In this case in the form the values of the parameters, closest to the parameters of real automobile, are selected.
Obtained data undergo statistical processing.
Further, in the second stage, interrogated delete all versions of the characteristics, which are completely for them unacceptable by small cross. Since the attempt to estimate the lowest threshold of the acceptability of article is made in this way, it follows to explain by that interrogated which from them is required to indicate not only that which by them does not please itself, but also that which is completely unacceptable for them.
For example, interrogated considered unacceptable for itself the automobile with the cost of 9 thousand dollars and it is more expensive, the expenditure of gasoline 8 l and more by 100 km of way. After statistical processing of the obtained results for the separate segments of users is obtained the collection of the "forbidden" characteristics of automobile.
After this, in the third stage, interrogated it is proposed to introduce improvements into its present automobile by the improvement of its characteristics. At first it is proposed to improve one most important for that interrogated characteristic.
The new value (level) of characteristic is encircled by circle, and in the circle that interrogated sets number 1. Then to it it is proposed to introduce even any improvement (first improvement is already introduced), which relates to the characteristic, which it recently improved (to still improve it to one step of improvements), or to any another characteristic. In this case the level of the second desired improvement is also encircled by circle and inside it is entered number 2. This procedure is repeated until in that interrogated disappears the desire to introduce further improvements, or to a certain maximum number of improvements,
The obtained information tells us about the appearance of the future automobile, which would want to see this user on the market, and it can serve as the basis of the formation of the collection of the fundamental technical characteristics output to the prospect for this segment. To a certain degree the given interrogation tells also about the cost characteristics of future automobile. The analysis of answers, for example, shows that to reduction in the price that interrogated wants to introduce two improvements, which in a certain measure tells about their value.
However, the study of the cost characteristics of passenger automobile should be conducted in more detail. This study will be illustrated below.
In order to reveal the most preferential directions of the improvement of passenger automobiles, by the results of the carried out interrogation is determined the portion of the users (in %), who supported these or other improvements in the characteristics of passenger automobile. Preference is given to those directions of the improvements, which supported the larger number of users.
Study of the cost characteristics
the passenger automobile
Then the study of the cost of an improvement in the parameters of automobile is conducted.
To developers and to workers it is important to know, what improvements in the production produced wants user and how much he for this is intended to pay. Any significant improvement of the characteristics of automobile will require additional expenditures and, therefore, it will bring to the rise in price of automobile.
As a result of a similar analysis are constructed sensitivity curves of the price of automobile to a change in its fundamental consumer characteristics, which in the stage of draft designing will make it possible to soundly select the possible versions of an improvement in the characteristics taking into account the reaction of user to increase in the price of automobile appearing in this case. Thus, formed in this case versions of the collections of the characteristics of new automobiles better consider consumer needs that the result of draft designing increases.
With conducting of investigating the cost characteristics by that interrogated is assigned a question, how many improvements they would want to have from those noted by them, if each led to an increase in the price of automobile of 10%, for example, if they accomplish four improvements, then automobile will cost to 40% more expensively. In order to obtain idea about the sensitivity of specific characteristics with respect to price, a question is repeated still twice: for increasing the price of one improvement in size of 5 and 2%. Then the reverse questions are assigned: what quantity of worsenings in the characteristics of the existing automobile and what precisely they would want most of all to conduct with reduction in the price of automobile of one worsening in size of 10, 5 and 2%. A similar analysis, besides the conclusions about price, gives important information about the optimum level of the quality of article. Indeed user is necessary the article of the specific level of quality with this price. With the purchase of goods each user intuitively makes this analysis, and sometimes this is done osoznanno. Placing similar questions before the user, we force his osmyslenno to approach the estimation of the required level of the quality of production.
After the collection of answers to the questions presented about the price and their statistical processing are constructed sensitivity curves of price for each usovershenstvovannogo version of automobile. Sensitivity curve is constructed in the form of the graph, whose ordinates are defined as arithmetic mean of the estimations of those interrogated.
Estimation of the draft versions of the new passenger automobiles
This stage increases the result of the development of the preliminary design of the new passenger automobiles, which are designed taking into account the information, obtained in the previous stages. Most clearly the procedure of studies in the stage of the estimation of draft versions can be presented based on the following example. Let there be we two stamps of the existing automobiles - A also B and three draft models - 1, 2, 3. Interrogation is conducted both among the owners of automobiles A and B and among the potential buyers. _ raise the question vopros, what automobile user prefer, including i the model (if it have automobile) available to it. Answers will be brought in into the following table:
Distribution of the preferences of the models:
among the owners of automobile A:
the automobile of the model
But,
B,
1,
2,
3
% the preferences
28
10
55
5
2
among the owners of automobile B:
the automobile of the model
But,
B,
1,
2,
3
% the preferences
5
68
10
15
2
among the potential buyers:
the automobile of the model
But,
B,
1,
2,
3
% the preferences
5
40
50
5
0
The analysis of the distribution of preferences shows, in the first place, that the production of model 3 is inadvisable. Further, if at present models A compose 40% of all sales of the passenger automobiles of firm, which conducts this investigation, and models B - 60%, then among the owners of automobile A model 1 will prefer 55 Т‘ 0,4 = 22%, and among the owners of automobile B - 10 X 0,b = 6%. Thus, the general percentage of those desiring to purchase over the long term model 1 among those managing automobiles - 28%, model 2 - 11%, and among the potential buyers - 50 and 5% respectively. Model B (68% of owners and 40% of potential buyers they preferred it) enjoys large popularity.
Apparently, in this situation should be repeated the interrogation of these categories of users, after placing before them the task of the comparison of model B with model 1: what precisely qualities of model B determined their selection and which them least of all arranges in model 1. This information can be used for the selection of technical task for long-range planning of new models. The information, obtained in this stage, makes it possible to estimate the more thoroughly not only appearance of automobiles for the promising period, but also the possible volume of their sales. The volume of sales determines volume of possible output and it can serve as basis for making of a decision about the production of one or other model or another to the prospect. Model with a small volume of output is inadvisable and can be deflected.
Simulation of market and the composition of the forecast
the production of the automobiles
Complex procedure of study of users of passenger automobiles presented above is the part of the more complex system of the prognostication of market and production. The algorithm of the realization of the ideas of this system can be represented as follows:
First stage: the estimation of the potential size of market.
Second stage: the estimation of market behavior.
Third stage: the estimation of the dynamics of product.
Fourth stage: a comprehensive study of the preferences of users.
Fifth stage: development, production and marketing of the new models of passenger automobile.
The first stage consists in the determination of the number of inhabitants in the country at the age, which makes it possible to conduct machine, subdivided on those having and not having at present automobile. These groups can be subdivided into a number of segments depending on sex, age, income, etc.
In the second stage the analysis of the possibility of changing the mentioned population group as a whole or within the framework of separate segments is conducted. Here should be examined a question about that, the portion of those, who have automobiles, can change, in connection with a change in the level of welfare in the country, the minimum age of obtaining driver rights and the like is determined market portion and its possible change for the automobiles of different producers.
In the third stage a quantity of passenger automobiles, necessary for the satisfaction of any changes on the market, represented in the form of hypotheses with a study of the second stage, is determined. Furthermore, in the third stage is studied a question about how the replacement of automobiles frequently is achieved. In this case any possible tendency toward the possession of several automobiles will be also considered. In this case as the basic unit it is better to examine family, but not individual.
Job steps in the fourth stage was described above.
In the fifth stage consumer demand in the form of the complex of characteristics is distributed along the automobiles, which must be developed, produced and delivered for the appropriate markets. In this case such functions of marketing as the stimulation of sales, advertisement, selection of the optimum channels of commodity movement, must be realized, organization of posleprodazhnogo maintenance, etc. with the determination of price of the new model of automobile must be considered the results previously the conducted investigation of this problem.
The results of work in the fourth and fifth stages can influence the estimations, made in the operation in the second and third stages. For example, the improvements in accordance with the demands of buyers introduced into the automobile can impel the owners of the automobiles, which do not have these innovations, purchase new automobile more rapidly than the replacement of automobiles usually is achieved. Thus, the assumptions, made in the operation in the fourth stage, have an effect on the estimations, obtained in the third stage. If the price of the cheapest automobile was substantially lowered (given, which were used on the fifth stage), it is possible to expect that the portion of inhabitants, who have automobile, will grow (second stage).
It is clear that the real system of the prognostication of market and production is substantially more complex in comparison with that presented. However, the system examined sufficiently fully characterizes the basic ideas of the concept of marketing.
5. Determination of the directions of the improvement
the models of the trucks
To order of automobile company "berliye" (France) was carry ouied the market research of France on the trucks load capacity more than 3 t [ 1 ].
A study pursued two purposes:
1. The determination of the totality of the models, whose production will satisfy consumer needs, and development for each type of the motor vehicle of technical characteristics, most corresponding to desires users.
2. Determination of promising demand.
Within the framework of achieving the first goal the inspection among the users, who use trucks, was carry ouied. It was initially established that this type of trucks uses a wide circle of the users: farmers, companies, which accomplish social activities and construction, merchants, industrialists, etc.
The quick study of the users of motor vehicles shows that two branches: enterprises in the social activities and building and enterprise of the public transport - require such qualities and characteristics, in which be equal other branches.
A study subsequently was limited by these two branches.
According to the results of detailed conversations with such experts as: the engineers of road department; the experts of branch trade unions; consulting engineers in building and content of roads; director and the chief engineers of important enterprises, was comprised form. This first form was proposed to 40 construction and road enterprises even 10 to owners for the trial filling.
The final version of form was proposed to the terms of the sample, which consists of 150 units.
For determining the structure of sample the general population of enterprises was classified depending on the kind of the activity of enterprise and its size.
The use of an automobile strongly changes depending on the kind of the activity of the enterprises: construction enterprise uses relatively light trucks, enterprises, which accomplish social activities, heavy. In accordance with this the enterprises were divided into three categories: construction, road and mixed.
Second marketingovye studies of the activity of construction enterprises and enterprises, which accomplish social activities, gave in the dependence from three categories named above following information: the number of enterprises; yearly commercial revolution in mln. of francs; average investments into the motor park on the enterprise in mln. of francs. The latter are almost identical in the enterprises, which accomplish social activities, and with respect to the mixed enterprises they compose 20% of all capital investments on the construction enterprises.
The capital investments in the motor park of heavy trucks were distributed as follows (in %):
Construction enterprises: 25
Enterprises, which accomplish the social activities: 50
Mixed enterprises: 25
This distribution was undertaken the model; therefore all 150 enterprises, which were visited in the course of a study, they included 25% of construction enterprises and 75% of road and mixed.
That concerns the classification of enterprises for size, in this sample for two following reasons they decided to give preference to important enterprises. First, important enterprises buy the large part of the new trucks (enterprises, at which they work more than 50 people, they cover of about 80% of market). In the second place, experience showed that according to such goods as trucks, the estimation from the side of important enterprises causes behavior and opinion of small owners.
Was used the method of interviewing, which was carry ouied in 8 departments of France. Departments were selected on the following criteria: the number of enterprises in the field in the department; the presence of large building; sea, industrial or agricultural nature.
In each of these departments the interviewing was conducted in all enterprises, where work more than 200 people; in 33% of enterprises, where they work from 50 to 200 people (on the lot, but so that soblyudalos' the relationship: 70% of road enterprises and 30% of construction). Not it was visited not one enterprise, wherever less than 50 people would work.
This sample, in the opinion of researchers, properly reflected opinions and needs of clientele.
Interviews were carried out by specialists, wonderfully familiar with the problems, which relate to the cargo machines. Each questioning lasted from one-and-a-half to two it was hour.
It was considered with the analysis of forms, what weight must be given to each enterprise. The weight of enterprise was determined by the number of machines, which the interrogated owner manages. For example, according to the required technical characteristics for the five-ton trucks to enterprise, which possesses three five-ton trucks, by one to seven-ton and five ten-ton, corresponds the weight coefficient, equal to three.
Answers to the first questions determined the ideal collection of machines, reflecting the opinions of owners about the tonnage of the trucks, most fitted out for the required form of work.
Within established thus framework the answers to other questions made it possible to refine and to describe the machines, most fitted out in the relation: the thickness of engine, gearbox (number of speeds, synchronization, hydraulic transmission); it is bridge (number of those leading it is bridge, blocking differential) and so forth; chassis, cab, brake system, etc.
Thus, this investigation made it possible to determine the technical characteristics, which were necessary to user; to gather and to analyze critical observations on different automobiles, which exist on the market, and also on the commercial policy relative to different existing stamps.
6. Selection of the versions of the medical services
With planning of the development of medical services and their larger orientation to the demands of population it is expedient to study the opinion of the latter relative to the collection of these services and conditions for their assignment. For these purposes the opinion relative to the versions of the realization of the following attributes, which characterize the content of routine medical services and condition for their application is studied:
1. Time, required for the preliminary record to the doctor:
one day
five days
ten days
fifteen days.
2. Hours of the work of the medical establishment:
complete workday is plus two the evening and the morning on Saturday
complete workday is plus two the evening
only complete five workdays during the week
only five workdays (from 9 it is hour to 15 it is hour).
3. Type of the medical practice:
the medical establishment of large dimensions of the type of clinic (bezlichnostnaya atmosphere)
the medical establishment of small dimensions of the type of the office of doctor (personal atmosphere).
4. Coating expenditures for the medicines:
the cost of all medicines enters into the price of the visit
the cost of all medicines does not enter into the price of visit.
It is considered that all other attributes, which characterize medical services, remain constant for all versions of these services.
Further as the fifth attribute is introduced the base price (led to a certain general gauge, for example, one visit to the doctor) of the assignment of the diverse variants of medical services.
During the application of this approach in the activity of noncommercial medical establishments, apparently, it is appropriate to conduct conversation about the payment of a certain additional collection of services, not covered with medical insurance and different additional privileges.
Different combination of the selected attributes gives the possibility to form several versions of the collections of medical services. One of such versions (version 1) is described below.
Version 1
1. Preliminary record to the doctor is possible in five days before the visit.
2. Hours of the work of the medical establishment:
8.30 - 17.30. Monday, medium, Friday
8.30 - 21. Tuesday, Thursday
3. Type of the medical practice:
The clinic, where you obtain all forms of medical aid.
4. Coating expenditures for the medicines:
The cost of all medicines enters into the cost of visit.
5. Price of the assignment of the services of this version:
Is indicated the specific price, which characterizes the cost of the assignment of this complex of medical services.
Respondents they further request to estimate all given to them versions of the collection of medical services. The estimated scale is given for this at the end of each version. The 100- scale-number version of this scale is given below.
0---10---20---30 ---
40---50---60---70
---80---90---100
4 absolutely I do not support
this version
Chances, that I will support the data
version, they are equal to 50%
I will support
this version
The processed results of this investigation will help to select the versions of services, to the maximum degree adapted under the demands and money possibilities of different it is layer population.
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Marketing of the study