櫻桃媽媽 發問時間: 社會與文化語言 · 1 0 年前

panel of shoppers?

我想請問大家底下這幾句話的意思:

第一句和第二句話我還算了解, 但從There is a panel....那邊開始就完全霧莎莎, 它所指的panel of shoppers 是呼應第一句話裡的 controlled panels of stores 嗎? 還有by using handheld scanner at home更是讓我完全摸不著頭緒, 怎麼會在家裡使用商店才會用到的手提式掃描儀呢?

Several research firms keep controlled panels of stores that have agreed to carry new products for a fee. Controlled test marketing systems such as ACNielsen's Scantrack track individual consumer behavior for new products. There is a panel of shoppers who report all of their purchases by showing an identification card at check-out in participating stores and by using a handheld scanner at home to record purchases at nonparticipating stores.

就請各位大師多幫忙了, 謝謝

1 個解答

評分
  • 1 0 年前
    最佳解答

    這段文字可能是改寫過的。找到最接近的原文如下:

    Source: Principles of Marketing, 10th Edition, by Kotler & Armstrong

    Controlled Test Market

    Several research firms keep controlled panels of stores that have agreed to carry new products for a fee. Controlled test marketing systems such as ACNielsen's Scantrack and Information Resources Inc.'s (IRI) BehaviorScan track individual behavior from the television set to the checkout counter.

    In each BehaviorScan market, IRI maintains a panel of shoppers who report all of their purchases by showing an identification card at check-out in participating stores and by using a handheld scanner at home to record purchases at non-participating stores. Within test stores, IRI controls such factors as shelf placement, price, and in-store promotions for the product being tested. IRI also measures TV viewing in each panel household and sends special commercials to panel member television sets. Direct mail promotions can also be tested.

    這是在該書第10章 新產品開發與產品生命週期策略,討論的主題是新產品開發完成後的試銷,包含標準試銷,在控制下的試銷,模擬試銷。

    參考翻譯如下:

    在控制下的試銷 (大陸翻譯: 控制式試銷)

    許多市場研究公司掌握幾個控制組的商店,這些商店在有報酬的情況下同意販售新產品。所使用的試銷系統,如ACNielsen公司的Scantrack (商標名) 及 IRI 公司的BehaviorScan(商標名),可追蹤個別消費者從電視廣告到收銀櫃台的消費行為。

    在每個使用BehaviorScan的試銷組中,消費者在參予試銷的商店購物結帳時出示識別卡,以及在家使用手持式掃描器記錄從非參予試銷商店所買來的商品,IRI公司藉此保有他們的消費資訊。在試銷商店當中,IRI 公司掌控一些試銷商品因素,像是商品上架陳列,價格,以及店內促銷活動。同時,IRI 公司也測量每組家戶的電視觀看情形,並傳送特製的電視廣告到他們家裡的電視。郵購促銷也可以在試銷中實施。

    沒錯,接受試銷的消費者的確是在家裡面使用掃描器,藉以記錄所有採購的商品,不管是不是在簽約試銷商店裏買的,這樣才能讓行銷研究人員獲得充分的資訊以分析他們的採購行為,並對新產品的最後大規模商化做出正確的決策。

    參考資料: Principles of Marketing
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