Term Paper代写：PepsiCo Buyer Behaviour Analysis

Term Paper代写-百事可乐买家行为分析。本文是一篇留学生学期论文写作范文，主要内容是讲述1898年夏天，在北卡罗来纳州的新伯尔尼，一位名叫Caleb Bradham的年轻药剂师开始尝试香料、果汁和糖浆的组合，试图创造一种清新的新饮料来为顾客服务。他发明了新饮料百事可乐，取得了超出预期的成功。如今，百事可乐在世界各地都是知名的软饮料。             
百事可乐从一个多世纪前的卑微起步，发展成为全世界最知名、最受欢迎的产品之一。而百事可乐背后的公司也在发展，如今已成为饮料、果汁和零食的首要销售商。他们的消费者遍布全球200多个国家。该公司提供500多种饮料和零食，适合不同年龄段和人口类别的消费者。下面请参考term paper写作范文的具体内容。

Introduction 引言
In the summer of 1898, In New Bern, North Carolina, a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices and syrup trying to create refreshing new drinks to serve his customers. He succeeded beyond expectations by inventing new beverages know as Pepsi-Cola. Nowadays, Pepsi is a well known soft drink in all over the world.
From its humble beginnings over a century ago, Pepsi-Cola has grown to become one of the best-known, most-loved products throughout the world. And the company behind it PepsiCo has grown as well, standing today as the premier marketer of refreshment beverages, juices and snack foods. They have consumer in over 200 countries in the whole world. The company offers more than 500 beverages and snack that appeal to every age of consumer age group and demographic category.
Today, PepsiCo is a $29 billion company, employing more than 150,000 people speaking more than 40 languages around the globe. The company is consistently recognized for its corporate citizenship, philanthropic efforts and diversity programs.
如今，百事可乐是一家价值290亿美元的公司，在全球雇佣了超过15万人，使用40多种语言。该公司因其企业公民身份、慈善事业和多样性计划而受到一致认可。
It is the world’s fourth-largest food and beverage company and is staking its claim as the global leader in convenience foods and beverages. PepsiCo has a strong plan to continue to expand with an enormous lineup of convenience foods and drinks that provide great taste, nutrition and fun around the clock.
它是世界第四大食品和饮料公司，并宣称自己是方便食品和饮料的全球领导者。百事公司有一个强有力的计划，将继续扩张，推出一系列方便食品和饮料，全天候提供美味、营养和乐趣。
Here is the list of Pepsi Co brands and products. 这是百事可乐公司的品牌和产品列表
Mirinda, 7UP (International), Pepsi Limón, Kas, Teem, Pepsi Max, Pepsi Light, Starbucks Doubleshot (Partnership), Starbucks Doubleshot, Energy (Partnership) Starbucks Iced Coffee (Partnership), Tropicana Twister, and Mountain Dew.
Mirinda、7UP（国际）、百事Limón、Kas、Teem、百事Max、百事Light、星巴克Doubleshot（合作伙伴）、星巴克双人咖啡、能源（合作伙伴关系）星巴克冰咖啡（合作伙伴伙伴关系）、Tropicana Twister和Mountain Dew。
Model of Consumer Behavior 消费者行为模型
Consumer makes many buying decision every day. Many large companies do some research about consumer buying decision in great detail to answer questions what will customer buy, where they buy, how much they, when they buy and why they will buy those product. According to Principles of Marketing, Kotler (2008) Consumer Buyer Behavior refers to the buying behavior of final consumer which are individuals and households who buy goods and services for personal consumptions. The entire final consumer combines to make a consumer market.
消费者每天都会做出很多购买决定。许多大公司对消费者的购买决策进行了详细的研究，以回答消费者会购买什么、在哪里购买、购买多少、何时购买以及为什么购买这些产品的问题。根据市场营销原理，Kotler（2008）消费者购买行为指的是最终消费者的购买行为，最终消费者是为个人消费而购买商品和服务的个人和家庭。整个最终消费者结合起来形成一个消费市场。
Many big companies did a lot of marketing effort to attract the consumer to buy their product. For example, Pepsi Company. The company did a lot of marketing effort to attract the consumer such as advertising, survey, promotion and apply the 4 P’s to make the consumer aware about their product.
许多大公司做了大量的营销工作来吸引消费者购买他们的产品。例如，百事公司。该公司做了大量的营销工作来吸引消费者，如广告、调查、促销，并应用4P来让消费者了解他们的产品。
The question here is, how did the consumer respond to the various marketing effort that Pepsi company use? Model of buyer behavior consist of Marketing and other stimuli, Buyer’s black box and Buyer Responses. Marketing and other stimuli will enter the consumer’s black box and produce certain responses. So marketers need to figure out what is in the buyer’s black box.
这里的问题是，消费者对百事公司使用的各种营销手段有何反应？买方行为模型包括市场营销和其他刺激、买方黑匣子和买方反应。营销和其他刺激将进入消费者的黑匣子并产生一定的反应。因此，营销人员需要弄清楚买家的黑匣子里有什么。
Marketing stimuli consist of the Four P’s which are Product, Price, Place and Promotions. Other stimuli included major forces and events in the buyer’s environment such as economic, technological, political and cultural. All the inputs will enter the buyer’s black box, where they are turned into a set of observable buyer responses. Under buyer responses there are product choice, brand choice, dealer choice, purchase timing and purchase amount.
营销激励包括四个P，即产品、价格、地点和促销。其他刺激因素包括买方环境中的主要力量和事件，如经济、技术、政治和文化。所有的输入都将进入买方的黑匣子，在那里它们被转化为一组可观察的买方响应。根据买家的反应，有产品选择、品牌选择、经销商选择、购买时间和购买金额。
Consumers do not make their decisions in a void. Their purchases are highly influenced by cultural social, personal, and psychological factors. Here some of that influence the behavior or the particular market:
消费者不会在空虚中做出决定。他们的购买受到文化、社会、个人和心理因素的高度影响。其中一些因素会影响行为或特定市场：
Cultural Factor 文化因素
Cultural factor divided into three sub factors Culture, Sub Culture, Social Class. Culture is the set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
文化因素分为三个子因素：文化、亚文化、社会阶层。文化是社会成员从家庭和其他重要机构学到的一套基本价值观、观念、愿望和行为。       
Culture is the most basic cause of a person’s wants and behavior. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country.
文化是一个人欲望和行为的最基本原因。每个群体或社会都有一种文化，文化对购买行为的影响可能因国家而异。
Based on the case study, we are doing a Pepsi brands in Malaysia. Malaysia has many races of people such as Malay, Chinese, Indian and many more. Now days many people choose to drink Pepsi because it is Halal and did not contain any alcohol. It is because most culture in Malaysia did not allowed them to drink alcohol. So for teenager of adult who cannot drink an alcohol drink, they can choose to drink Pepsi.
根据案例研究，我们正在马来西亚做百事可乐品牌。马来西亚有许多种族，如马来人、华人、印度人等。现在很多人选择喝百事可乐，因为它是清真的，不含任何酒精。这是因为马来西亚的大多数文化不允许他们喝酒。所以，对于不能喝酒精饮料的青少年，他们可以选择喝百事可乐。
Other than that, now day culture in Malaysia more shift towards greater concern about health and fitness. This had brought a lot of huge industry for health fitness services, more natural foods and variety of diets. So for Pepsi company which serve soft drinks, they had come with a new products known as Pepsi Max which has less sugar and gas to fulfill the new culture of Malaysian people.
除此之外，现在马来西亚的日常文化更多地转向对健康和健身的关注。这为健康健身服务、更多的天然食品和多种饮食带来了巨大的产业。因此，对于供应软饮料的百事可乐公司来说，他们推出了一款名为百事Max的新产品，它的糖和气体含量更少，以满足马来西亚人民的新文化。
Sub Culture is a group of people with shared value systems based on common life experiences and situations. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions.
亚文化是一组基于共同生活经历和情境的具有共同价值体系的人。每一种文化都包含较小的亚文化，即一群基于共同生活经历和情况的具有共同价值体系的人。亚文化包括民族、宗教、种族群体和地理区域。
Many sub culture make up important market segments and marketers often design products. For Pepsi company, sub culture is very important in influencing the consumer to buy their products. They need to target consumer based on their nationalities, religions, racial group and geographic regions. For nationalities, Pepsi must aware about any country that did not allowed their people to take soft drinks.
许多亚文化构成了重要的细分市场，营销人员经常设计产品。对于百事公司来说，亚文化在影响消费者购买其产品方面非常重要。他们需要根据其民族、宗教、种族群体和地理区域来瞄准消费者。对于民族而言，百事必须意识到，任何国家都不允许本国人民饮用软饮料。
For example, India. They had once ban Pepsi in their country because of the sugar contain in Pepsi. According to Marketing, Kotler (2008), Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs. Pepsi should not make an advertisement which can touch the sensitiveness of any religions, nationalities and others.
例如，印度。他们曾经在本国禁止百事可乐，因为百事可乐中含有糖。根据Marketing，Kotler的说法，许多亚文化构成了重要的细分市场，营销人员经常根据他们的需求设计产品和营销方案。百事可乐不应该做一个触及任何宗教、民族和其他人敏感度的广告。
Social Class Almost every society has some form of social structure, social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behavior. Social class did not determined by a single factors such as incomes, but it measured as a combination of occupation, income, education, wealth, and other variables. Marketers are interested in social class because people within given social class tend to exhibit similar buying behavior.
社会阶层几乎每个社会都有某种形式的社会结构，社会阶层是社会中相对永久且有序的划分，其成员拥有相似的价值观、兴趣和行为。社会阶层不是由收入等单一因素决定的，而是由职业、收入、教育、财富和其他变量的组合来衡量的。营销人员对社会阶层感兴趣，因为特定社会阶层的人往往表现出类似的购买行为。
Social Factors 社会因素
A consumer’s behavior also is influenced by social factors, such as the Groups, Family, Roles and status. Groups are two or more people who interact to accomplish individual or mutual goals. A person’s behaviors are influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction.
消费者的行为也受到社会因素的影响，如群体、家庭、角色和地位。团体是两个或两个以上为实现个人或共同目标而互动的人。一个人的行为受到许多小团体的影响。一个人所属的具有直接影响的团体称为成员团体。一些是主要群体，包括家人、朋友、邻居和同事。有些是次要群体，他们更正式，互动也不那么频繁。
These include organizations like religious groups, professional association and trade unions. For groups, it is much easier for Pepsi to attract them to buy their products. Because a single member of the groups can influences almost all the group member to follow them. For example, a leader in one group can influenced the members to buy Pepsi as part of the group activities.
其中包括宗教团体、专业协会和工会等组织。对于团体来说，百事可乐更容易吸引他们购买他们的产品。因为小组中的一个成员可以影响几乎所有小组成员跟随他们。例如，一个小组的领导者可以影响成员购买百事可乐作为小组活动的一部分。       
Family members can strongly influence buyer behavior. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services. In this social class, Pepsi need to target the children because they are the people who will consume more Pepsi. But of cause they will ask their parents to buy the products. So Parents is the customer and Children is the consumer.
家庭成员可以强烈影响买家行为。家庭是最重要的消费者购买组织社会，它已被广泛研究。营销人员对丈夫、妻子和孩子在购买不同产品和服务方面的角色和影响感兴趣。在这个社会阶层，百事可乐需要以儿童为目标，因为他们是会消费更多百事可乐的人。但当然，他们会要求父母购买这些产品。所以父母是顾客，孩子是消费者。
Roles and Status is a person belongs to many groups, family, clubs, organizations. The person’s position in each group can be defined in terms of both role and status. For example, Mdm Airis plays the role of Mother, in her family she plays the role of wife, and in her company, she plays the role of manager. A Role consists of the activities people are expected to perform according to the persons around them.
角色和地位是指一个人属于许多团体、家庭、俱乐部和组织。可以根据角色和地位来定义每个组中人员的位置。例如，Airis女士扮演母亲，在她的家庭中扮演妻子，在她的公司中扮演经理。角色由人们根据周围的人期望执行的活动组成。       
Personal Factors 个人因素
Personal factors consists of Age and life cycle stage, Occupation, Economic situation, Life Style, and Personality and self concept.
个人因素包括年龄和生命周期阶段、职业、经济状况、生活方式、个性和自我概念。
Age and Life cycle Stage is People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle. Here Pepsi cannot target the all age of people to buy their products. They should target consumer from children, to teenagers and finally the adults. Because nowdays many people concern about their health. So they will try to avoid any soft drinks that have a lot of sugar and gas. This will affect their health.
年龄和生命周期阶段是人们在一生中改变购买的商品和服务。食物、衣服、家具和娱乐的品味通常与年龄有关。购买也受家庭生命周期阶段的影响。在这里，百事不能针对所有年龄段的人购买他们的产品。他们应该瞄准消费者，从儿童到青少年，最后是成年人。因为现在很多人都关心自己的健康。因此，他们会尽量避免喝任何含糖量和气体含量高的软饮料。这将影响他们的健康。
Occupation is a person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Company can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.
职业是一个人的职业会影响购买的商品和服务。蓝领工人倾向于购买更坚固的工作服，而白领工人则购买更多的商务套装。公司甚至可以专门生产特定职业群体所需的产品。因此，计算机软件公司将为品牌经理、会计师、工程师、律师和医生设计不同的产品。
From here we can conclude that only working people can purchase Pepsi products. But not every one of them will purchase Pepsi. So Pepsi need to find a thing or a person to influence them. For example, advertisement is the best tools to influence them or for parents, children are their best factors to influence them to buy Pepsi products.
从这里我们可以得出结论，只有工作人员才能购买百事可乐产品。但并非所有人都会购买百事可乐。所以百事需要找到一件事或一个人来影响他们。例如，广告是影响他们的最佳工具，或者对父母来说，孩子是影响他们购买百事可乐产品的最佳因素。
Economic situation is a person’s economic situation will affect product choice. Life Style is a person’s Pattern of living, understanding these forces involves measuring consumer’s major AIO dimensions. For example, activities such as Work, hobbies, shopping, support. Other than that interest, Food, fashion, family recreation and opinions about themselves, Business, Products
经济状况是一个人的经济状况会影响产品的选择。生活方式是一个人的生活模式，了解这些力量需要衡量消费者的主要AIO维度。例如，工作、爱好、购物、支持等活动。除了兴趣，食品、时尚、家庭娱乐和对自己的看法、业务、产品       
Personality and Self concept each person’s distinct personality influence his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.
个性和自我概念每个人的独特个性都会影响他或她的购买行为。人格指的是导致对自身环境做出相对一致和持久反应的独特心理特征。
Psychological Factors 心里因素
Psychological factors consist of Motivation, Perception, Learning, Beliefs and attitudes Motivation.
Motive drives a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Perception, The process by which people select, Organize, and interpret information to form a meaningful picture of the world. Learning is Changes in an individual’s behavior arising from experience.
心理因素包括动机、感知、学习、信念和态度动机。             
动机驱动一种需求，这种需求足够紧迫，可以引导员工寻求需求的满足。             
感知，人们选择、组织和解释信息以形成对世界有意义的画面的过程。学习是个人行为因经验而发生的变化。
Beliefs and attitudes. Belief is a descriptive thought that a person holds about something Attitude, a Person’s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea.
信仰和态度。信念是一种描述性的想法，一个人对某件事持有态度，一个人一贯的有利或不利的评价，感情，以及对某个对象或想法的倾向。
Marketing Research Technique 营销研究技术
INTRODUCTION 简介
According to Malhotra (1996), Market Research can be defined as a key element within the total field of marketing information. It’s links the consumer, customer and public to the market through information which is to identify and define marketing opportunities and problems generate, refine and evaluate marketing actions while improved the understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. This is for the reason that it’s always incorporates some form of the data collection whether it is secondary research (often referred to as desk research) or primary research which is collected direct from a respondent.
根据Malhotra市场研究可以被定义为整个营销信息领域中的一个关键要素。它通过信息将消费者、客户和公众与市场联系起来，以识别和定义营销机会和问题，产生、改进和评估营销行动，同时提高对营销作为一个过程的理解，以及提高具体营销活动效率的方式。这是因为它总是包含某种形式的数据收集，无论是次级研究（通常称为案头研究）还是直接从受访者那里收集的初级研究。
While based on the case study we know that Pepsi Co is one of the most famous company that produce soft drink and some other product. Subsequently to get the information about Pepsi Co we need to do the market research so that we will know how far the customer or consumer is satisfied with the Pepsi product as well. This is because without the market research they might be tough for Pepsi Co to know about the level of satisfaction of their customer towards their product that has been produce by them. Consequently to get the work become more efficient we will follow the step on market research which is the first step is we will apply the web site method to get the first condition and perception about the Pepsi Co.
虽然根据案例研究，我们知道百事可乐公司是生产软饮料和其他产品的最著名的公司之一。随后，为了获得百事可乐公司的信息，我们需要进行市场调查，以便了解客户或消费者对百事可乐产品的满意度。这是因为如果没有市场调查，百事公司可能很难了解客户对其生产的产品的满意度。因此，为了使工作变得更有效率，我们将遵循市场调查的步骤，这是第一步，我们将应用网站方法来获得关于百事可乐公司的第一个条件和看法。
This is because through the web site method we will get extra information such as the impression, background, financial and so on about the Pepsi Co. Next we will make some preparation on preparing the questionnaire about Pepsi Co which is in the questionnaire include some of the question about how society get know about the Pepsi Co and how much they spend to buy Pepsi product.
这是因为通过网站方法，我们将获得关于百事可乐公司的印象、背景、财务等额外信息。接下来，我们将为准备关于百事公司的问卷做一些准备，问卷中包括一些关于社会如何了解百事公司以及他们花多少钱购买百事可乐产品的问题。
On top of that the 20 sheet of questionnaire has been distributed towards the people around the Kuala Lumpur Convention Center (KLCC) which is the trendiest place that all people knew bout it. The data analysis will analyze by 20 people around there with the different age and occupation. Finally the data that has been collected will be prepared and presented in the best way.
除此之外，吉隆坡会议中心（KLCC）是所有人都知道的最时髦的地方，向周围的人分发了20张问卷。数据分析将由周围20名不同年龄和职业的人进行分析。最后，将以最佳方式准备和呈现已收集的数据。
Primary data collection can be considered as one of the extra sources because is needed when a researcher cannot find the data needed in secondary sources. Market researchers are interested in primary data about demographic, socioeconomic, characteristics, attitudes or opinions or interests, awareness or knowledge, intentions, motivation, and behavior. Three basic means of obtain by primary data are observation, surveys, and experiments. The choice will be influenced by the nature of the problem and by the availability of time and money.
主要数据收集可以被视为额外的来源之一，因为当研究人员无法在次要来源中找到所需的数据时，就需要这样做。市场研究人员对有关人口统计、社会经济、特征、态度或观点或兴趣、意识或知识、意图、动机和行为的主要数据感兴趣。通过初级数据获取的三种基本方法是观察、调查和实验。选择将受到问题的性质以及时间和资金的可用性的影响。
SURVEY 调查
According to Business Dictionary.com (2009), Survey can be defined as the collection of data from a given population for the reason of analysis of a particular issue. Data that frequently collected from a sample of a population, knows as a sample of survey. As we already informed surveys is one of the ways that are used widely in research, especially in market research to find some information or any feedback from others towards some product.
Besides that there have 4 types of survey which is include personal interview, self-administrated surveys, telephone interviews and direct observation. In order to collect the information of Pepsi Co we were applying 2 types of survey which is personal interview and self administrated surveys which are made by us as well.
根据商业词典，调查可以被定义为为了分析特定问题而从给定人群中收集数据。经常从人口样本中收集的数据被称为调查样本。正如我们已经了解到的，调查是广泛用于研究的方法之一，尤其是在市场研究中，用来寻找一些信息或其他人对某一产品的任何反馈。             
此外，还有4种类型的调查，包括个人访谈、自我管理调查、电话访谈和直接观察。为了收集百事公司的信息，我们采用了两种类型的调查，即个人访谈和自我管理调查。
Personal Interview 个人采访
According to Business Dictionary.com (2009), Personal Interview can be defined as a market research technique for gathering information through face-to-face while contact with individuals. Personal interviews take place in a variety of place like settings-in homes, at shopping malls, in a business office and so forth.
根据商业词典，个人采访可以被定义为一种市场调查技术，在与个人接触时通过面对面收集信息。个人面试的地点多种多样，比如家里、商场、商业办公室等等。
One of the personal interviews is face-to face interviews which is this interview are conducted between a market researcher and a respondent. Then the data is collected on a survey. Some surveys are very rigid or ‘structured’ and use closed questions. So that the data is easy to compared with others. Further about face-to-face interviews is more ‘in strength,’ and depend upon more open forms of questioning. The research will investigate and develop points of interest.
其中一个个人采访是面对面访谈，这是在市场研究员和受访者之间进行的访谈。然后在调查中收集数据。一些调查非常僵化或“结构化”，使用封闭式问题。这样数据很容易与其他数据进行比较。此外，面对面的面试更“有力”，取决于更开放的提问形式。这项研究将调查和开发感兴趣的点。
While based on the case study, we were takes place in KLCC to do the research up about the Pepsi Co which is the trendiest area in the Kuala Lumpur. We chose this place because on a daily basis there is more people visit that place and most of them are from people around the Malaysia. Consequently we use the face to face interview because easy to get feedback from them and we can get the information on the spot. On top of that Pepsi Co can get directly more explanation from them because they can through out what they felt about the product that has been produced by Pepsi Co.
在案例研究的基础上，我们在吉隆坡进行了百事可乐公司的研究，百事可乐是吉隆坡最时尚的地区。我们选择这个地方是因为每天都有更多的人去那个地方，而且大多数人来自马来西亚各地。因此，我们使用面对面采访，因为很容易从他们那里获得反馈，我们可以在现场获得信息。除此之外，百事可乐公司可以直接从他们那里得到更多的解释，因为他们可以了解他们对百事可乐生产的产品的感受。
Self-Administrated Surveys 自我管理调查
A self-administrated survey is one in which the respondent completes the survey on his or her. While as we know Questionnaires are usually printed on paper, but they might be in other ways like programmed into computer and places on the internet and ask for the respond. However, Self-administrated questionnaires present a challenge to the marketing researcher because they really on the efficiency of the written word rather than the skills of the interviewer.
自我管理调查是指受访者完成对自己的调查。正如我们所知，问卷通常打印在纸上，但它们可能以其他方式，如编程到计算机和互联网上，并要求回答。然而，自我管理问卷对市场营销研究人员来说是一个挑战，因为他们真正关注的是书面文字的效率，而不是面试官的技能。
Self-administrated surveys are attractive because they are low in cost, and they avoid interviewer evaluation apprehension or worry. While based on the case study, when we do the survey about Pepsi Co we would just used pen and a paper to make the survey complete. Instead of that the people that has been ask for complete the survey questionnaire will directly respond on the questionnaire. Consequently we can get the result of the information directly of the questionnaire which is has been complete by the respondent.
自我管理的调查很有吸引力，因为它们成本低，而且可以避免面试官对评估的担忧或担忧。虽然基于案例研究，但当我们对百事可乐公司进行调查时，我们只需要用笔和纸来完成调查。相反，被要求填写调查问卷的人将直接回答问卷。因此，我们可以直接得到受访者填写的问卷信息的结果。
Telephone Interviews 电话采访
Telephone interviews also can be consider as one of the techniques that can be done to make our survey complete which is telephone interviews is also one of the key under the survey method. Telephone interview can be defined as an interview that gathers information through telephone contact with individuals. This means that the interviewers will call their respondent to get the feedback or respond from their customers. As a result the information that gathers would help us as well to make changes towards our product that has been survey.
电话采访也可以被认为是完成调查的一种技术，电话采访也是调查方法的关键之一。电话面试可以定义为通过与个人电话联系收集信息的面试。这意味着面试官会打电话给受访者，以获得客户的反馈或回应。因此，收集到的信息将有助于我们对已调查的产品进行更改。
Direct Mail 直邮
While surveys also can be made by using the direct mail which is the interviewers will send the questionnaire through the email so that the respondent can give the feedback form there using the mail responded .Example like company A which is the interviewer and in order to evaluate their performance towards society they will try to make and Direct mail interview which is they will send some question that will be in questionnaire and may be might ask about their company services that has been provided to society and they will sent the questionnaire to Company B which the interviewee.
虽然也可以通过直接邮件进行调查，面试官将通过电子邮件发送问卷，以便受访者可以使用回复的邮件提供反馈表。例如，A公司是面试官，为了评估他们对社会的表现，他们将尝试进行直接邮件面试，他们将发送一些将在问卷中提出的问题，可能会询问他们向社会提供的公司服务，他们会将问卷发送给受访者所在的B公司。
On this cases the company will receive the questionnaire form in direct mail from the Company B. So as the respondent Company B will return the answer also in mail form which is they will send back to Company A Through this method its give lots of pros towards the company which is can save cost in order to prepared the questionnaire because through the direct mail it’s the company can save cost
在这种情况下，公司将收到B公司直接邮寄的调查表。因此，作为被调查者，B公司也将以邮件形式返回答案，即他们将发送回A公司。通过这种方法，它为公司提供了很多好处，因为通过直接邮寄，公司可以节省成本，以便准备问卷
OBSERVATION 观察
The market research technique is not just only based on the survey method, this is because Observation also one of the method that can be used to collect the information on the level of satisfaction towards Pepsi product. Observation can be easily defined as the systematic process of recording the behavioral patterns of people, object and occurrences without questioning or otherwise communicating with them. Observations can be divide into two types which is having as human observation and mechanical observation. As a Marketing Research officer for Pepsi Co we were use both types of observation to know what behavior of people or society towards the Pepsi Product.
市场调查技术不仅基于调查方法，这是因为观察也是收集百事可乐产品满意度信息的方法之一。观察可以很容易地定义为记录人、物体和事件的行为模式的系统过程，而无需提问或与他们交流。观测可分为两种类型，即人类观测和机械观测。作为百事公司的营销研究官，我们使用这两种观察方法来了解人们或社会对百事产品的行为。
Observation as a methodical process of recording the behavioral patterns of people, objects and event without questioning or else communicating with them. Observation can be divides into two types which are as the chart show above two types of observation is Human observation and Mechanical observation which is can be implementing by Pepsi Co in order to observe their customers.
观察是一种有条不紊地记录人、物体和事件的行为模式的过程，无需提问或与之交流。观察可以分为两种类型，如上图所示，两种类型的观察是人体观察和机械观察，百事可乐公司可以实施这两种观察，以观察其客户。
Human Observation 人工观察
Human observation can be defined as self explanatory, using human observers to collect data in the study. We can do the observation by human observation. It means that we use human as the observers which is we can just look and interpret what they do, what feeling are they, or else from their body languages. We can know what their feel now such as happy, enjoy, bored and so forth towards the product of Pepsi.
人工观察可以被定义为不言自明，使用人类观察者来收集研究中的数据。我们可以通过人类的观察来进行观察。这意味着我们使用人类作为观察者，也就是说，我们可以观察和解释他们的行为，他们的感觉，或者从他们的身体语言中解读出来。我们可以知道他们现在对百事可乐产品的感受，比如快乐、享受、无聊等等。
Other than that through the human observation the best technique that can be implement by the Pepsi Co to evaluate their customer feelings is through facial reaction of the customer which is can be in their smiles, raised eyebrows an head nods as well. As a result we can automatically analyze how the customer sense towards the product of the Pepsi. Besides that Pepsi Co also can used the direct observation in order to observe the customer of their product. Which is they can straightly observe the customer behavior towards the Pepsi product
除此之外，通过人工观察，百事可乐公司可以实施的评估客户感受的最佳技术是通过客户的面部反应，即微笑、扬眉和点头。因此，我们可以自动分析客户对百事可乐产品的感觉。此外，百事可乐公司还可以使用直接观察来观察其产品的客户。他们可以直接观察顾客对百事可乐产品的行为       
Mechanical Observation 机械观察
Mechanical observation involves using various types of machines in order to gather the information, data, which is then interpreted by researchers. On a daily basis we are already know that with the continuing improvements in technology, there are lots of “mechanical” ways that can be used in order to capturing data in observation studies however, these new “gadgets” tend to be extremely expensive. The most commonly used and least expensive means of mechanically gathering data in an observation study is a video camera. A video camera offers a much more precise means of collecting data than what can simply be recorded by a human observer.
机械观测涉及使用各种类型的机器来收集信息和数据，然后由研究人员进行解释。每天，我们都知道，随着技术的不断进步，有很多“机械”方法可以用来在观测研究中获取数据，然而，这些新的“小工具”往往非常昂贵。在观测研究中，最常用和最便宜的机械收集数据的方法是摄像机。摄像机提供了一种比人类观察者所能简单记录的更精确的数据收集手段。
Based on the case study we know that in order to observe the customer we can implement the other ways which is like Mechanical Observation as a Marketing Research Officer we try to look forward on the ways of implementing the mechanical observation this is because they will make our work become more easily with the observation for employees or customers of the Pepsi Co. Otherwise Pepsi Co can used the CCTV which is to get the information without knowing by other people. Example that can be stated at here is like Pepsi Company in order to observe their employees in all departments like marketing department, chemical department which is this entire department were play and important role while producing and made the product Pepsi.
根据案例研究，我们知道，为了观察客户，我们可以采用其他方式，如作为营销研究官的机械观察，我们试图展望实施机械观察的方法，这是因为通过对百事可乐公司员工或客户的观察，我们的工作会变得更容易。否则，百事可乐公司可以使用闭路电视来获取信息，而不会被其他人知道。这里可以说明的例子是百事公司，为了观察他们在所有部门的员工，如市场部、化学部，这整个部门在生产和制造百事可乐产品时发挥了重要作用。
Consequently we can see the action that shows by them is humble, lazy, and friendly and so forth. Indirectly, Pepsi Co can manage or take an action towards the employee which is not performing effective and efficient towards their work. Other than that we also can used the Video in order to observe the behavioral of the customer while the purchase the Pepsi product and we can see how they felt either satisfy or not which the number of purchase.
因此，我们可以看到他们表现出的行为是谦逊、懒惰、友善等等。间接地，百事可乐公司可以管理或采取行动对付工作效率低下的员工。除此之外，我们还可以使用视频来观察客户在购买百事可乐产品时的行为，我们可以看到他们对购买数量的满意与否。
Conclusion 结论
While based on my point of view the conclusion that can be made at here is survey is a type of research which is comparatively costly, because it requires a staff of interviewers, but it provides the best opportunity to obtain information through probing for clearer explanations. Consequently, we can know what people in KLCC feel about the Pepsi product. This is because the respondent can tell us what they feel. Ultimately, we can know either they satisfy or not about the performance of the Pepsi product or not. Besides that the personal style (tone of voice, rewording of a question) and biases of each interviewer can affect how the participants respond and how the responses are recorded. As a result, we can get information from our recorded such as from video recorded. While from mechanical observation, we must spend more time to get the information. At the same times, we cannot observe the feeling of people in this campus because we cannot ask then but just take their photo or video. On the whole, for us, survey is the best technique to use early on in the research process when the researcher is not yet sure which questions need to be asked, because new and better questions can come out of the dialogue.
虽然根据我的观点，这里可以得出的结论是，调查是一种比较昂贵的研究，因为它需要一个面试官团队，但它提供了最好的机会，可以通过调查获得信息，以获得更清晰的解释。因此，我们可以知道KLCC的人对百事可乐产品的看法。这是因为受访者可以告诉我们他们的感受。最终，我们可以知道他们是否满意百事可乐产品的性能。此外，每个面试官的个人风格（语调、问题改写）和偏见都会影响参与者的反应方式和记录方式。因此，我们可以从录制的视频中获取信息。而从机械观察来看，我们必须花更多的时间来获取信息。与此同时，我们无法观察到校园里人们的感受，因为我们无法询问，只能拍下他们的照片或视频。总的来说，对我们来说，调查是研究过程早期最好的方法，当研究者还不确定需要问哪些问题时，因为对话中可能会出现新的更好的问题。
SWOT ANANLYSIS SWOT分析
Introduction 介绍
According to Businessdictionary.com (2009), secondary data is an existing primary data that was collected by someone else or for a purpose other that the current one. It depending on whether the data come from inside and outside the organization needing to research. In secondary data, it divided into two parts of sources such as internal and external secondary data. Internal secondary data are data that have been collected and exits inside the business firm or other organization. External secondary data is data from outside that firm.
根据商业词典，二级数据是由其他人收集或用于当前目的以外的其他目的的现有一级数据。这取决于数据是否来自需要研究的组织内部和外部。在二级数据中，它分为两部分来源，如内部和外部二级数据。内部二级数据是已收集并存在于企业或其他组织内部的数据。外部二级数据是来自该公司外部的数据。
According to Business Dictionary.com (2009) SWOT is a tool that identifies the strengths, Weaknesses, Opportunities, and Threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate in into internal such as strengths and weaknesses and external issues such as opportunities and threats. Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desire result.
基于案例研究，为了制定一个强有力的商业战略，百事可乐公司可以使用SWOT分析来帮助其成为更强的竞争对手，否则百事可乐必须确定他们的优势、劣势、机会和威胁是什么？
Based on case study, to be comes a strong business strategy, Pepsi Co can used SWOT analysis that helped it become stronger competitor in other way Pepsi Co must identify which is their strength, weakness, opportunity and threat?
基于案例研究，为了制定一个强有力的商业战略，百事可乐公司可以使用SWOT分析来帮助其成为更强的竞争对手，否则百事可乐必须确定他们的优势、劣势、机会和威胁是什么？
SWOT Analysis of PEPSI Co PEPSI公司的SWOT分析
The Pepsi Company is a leading manufacture, distributor and marketer of non-alcoholic beverage concentrates and syrups, in the world. Pepsi has a strong brand name and brand portfolio. Business-week and Interbrain, a branding consultancy, recognize Pepsi as one the leading brand in their top 100 global brand ranking in 2006. The business week-interbrain value Pepsi $67,000 million in 2006. Pepsi ranks well ahead of its close competitor Coco-Cola which has a ranking of 22 having brand value $12,690 million the company’s strong brand value facilitates customer recall and allows Pepsi to penetrate markets. On the other hand, the company is threatened by intense competition which could have an adverse impact on the company market share.
百事公司是全球领先的非酒精饮料浓缩物和糖浆的制造商、分销商和销售商。百事可乐拥有强大的品牌名称和品牌组合。《商业周刊》和品牌咨询公司Interbrain承认百事可乐是2006年全球百强品牌排行榜中的领先品牌之一。2006年，《商业周报》Interbrain对百事可乐的估值为6.7亿美元。百事可乐的排名远远领先于其竞争对手可可可乐，该公司的品牌价值为126.9亿美元，排名第22位。另一方面，公司受到激烈竞争的威胁，这可能会对公司的市场份额产生不利影响
Strengths 优势
Strong brands allow the company to introduce brand extension such as Pepsi max, Pepsi Cola, Pepsi Twist, Pepsi Diet, Pepsi Light over the year; the company has made large investments in brand promotion. Consequently, Pepsi is one of the best recognized global brands. The company’s strong brand value facilitates customer recall and allows Pepsi to penetrate new market and consolidate existing ones.
强大的品牌使公司能够在一年内引入品牌延伸，如百事max、百事可乐、百事扭曲、百事饮食、百事轻饮料；该公司在品牌推广方面进行了大量投资。因此，百事可乐是最受认可的全球品牌之一。该公司强大的品牌价值有助于客户召回，并使百事可乐能够渗透新市场并巩固现有市场。
Pepsi has been a complex part of world culture for a very long time and they take a good qualities control of their product by take important on qualities processes n also procedures to maintain their customer satisfaction. They have a unique product image and the product’s image is loaded with over-romanticizing and this is an image many people have taken deeply to heart. The Pepsi image is displayed on T-shirts, hats and collectible memorabilia and many more.
长期以来，百事可乐一直是世界文化的一个复杂组成部分，他们通过采取重要的质量流程和程序来保持客户满意度，从而对产品进行良好的质量控制。他们有一个独特的产品形象，产品的形象充满了过度的浪漫主义色彩，这是许多人深入人心的形象。百事可乐的形象被展示在T恤、帽子和可收藏的纪念品上。
This extremely recognizable branding is one of Pepsi’s greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell product of the Pepsi Company. Because Cola does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers.
这种极具辨识度的品牌是百事可乐最大的优势之一。它允许他们在全球范围内开展业务，同时保持本地方法。这些装瓶公司由当地拥有并由授权销售百事公司产品的独立商业人士经营。由于可口可乐没有对其灌装网络的完全所有权，其主要收入来源是向灌装商销售浓缩液。
Weaknesses 劣势
Weaknesses for any business need to be both minimized and monitored in order to effectively achieve productive and efficiency in their business activities, Pepsi have no exception. Even though domestic business as well as many international market are thriving volumes in Latin America were up 12%, Pepsi has recently reported some decliners in unit case volumes in Indonesia and Thailand due to reduce consumer purchasing power. According to an article in Fortune magazine, in Japan, unit case sales fell 3% in the second quarter of 1998. Consequently we can determine the Pepsi Weakness which is can be improve and can be make sure that in future they will never happened again.
百事可乐也不例外，任何企业的弱点都需要被最小化和监控，以便在其业务活动中有效地实现生产力和效率。尽管拉丁美洲的国内业务和许多国际市场都在蓬勃发展，但由于消费者购买力的下降，百事可乐最近在印度尼西亚和泰国的单箱销量下降了12%。根据《财富》杂志的一篇文章，在日本，1998年第二季度，每箱销量下降了3%。因此，我们可以确定百事可乐的弱点可以得到改善，并且可以确保今后不会再出现这种情况。
Besides that, Pepsi on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Pepsi may cause health problem. Being addicted to Pepsi also is a health problem, because drinking of Pepsi daily has an effect on your body after few years. Because its contain chemicals which could cause cancer, damage the nervous and reproductive system and reduce bone mineral density. Such negative publicity could adversely impact the company’s brand image and the demand for Pepsi product. This could also have an adverse impact on the company’s growth prospects in the international market
此外，另一方面，百事可乐对牙齿有影响，这是一个健康保健问题。它还含有糖，持续饮用百事可乐可能会导致健康问题。对百事可乐上瘾也是一个健康问题，因为每天喝百事可乐会在几年后对你的身体产生影响。因为它含有可能致癌、损害神经和生殖系统以及降低骨密度的化学物质。这种负面宣传可能会对公司的品牌形象和百事可乐产品的需求产生负面影响。这也可能对公司在国际市场的增长前景产生不利影响
Negative publicity 负面宣传
The company received negative publicity during September 2006.The Company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues that contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such negative publicity could adversely impact the company’s brand image and the demand for Pepsi products. This could also have an adverse impact on the company’s growth prospects in the international markets.
2006年9月，该公司受到了负面宣传。科学与环境中心（CSE）指控该公司销售含有有害农药残留的农药残留产品。这些杀虫剂包括可能致癌、损害神经和生殖系统以及降低骨密度的化学物质。这种负面宣传可能会对公司的品牌形象和百事可乐产品的需求产生负面影响。这也可能对公司在国际市场的增长前景产生不利影响。       
Opportunities 机会
Brand recognition is the significant factor affecting Pepsi’s competitive position. Pepsi’s brand name is known well throughout 94% of the world today. Its mean that the primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sale and industry positioning, but in general, the public has tended not to be affected by new products. Pepsi bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Pepsi the opportunity to service a large geographic, diverse area.
品牌知名度是影响百事可乐竞争地位的重要因素。百事可乐的品牌名在当今世界94%的地区都很知名。这意味着，在过去几年里，人们最关心的是让这个品牌更加知名。包装的变化也影响了销售和行业定位，但总体而言，公众倾向于不受新产品的影响。百事可乐的灌装系统也使该公司能够利用世界各地的无限增长机会。这一战略使百事公司有机会服务于一个地域广阔、多元化的地区。
Pepsi is such an experienced powerful global company, which has a basic of a great fund. So it has the ability to place an idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of the advertisement Granny.
百事可乐是一家经验丰富、实力强大的全球性公司，它拥有一支强大的基金。因此，它有能力将一笔闲置资金用于促销。我们可以看到百事可乐的广告是如此吸引人。它还邀请了顶级名人为它做广告。这则广告是如此的精致和吸引人，以至于百事可乐获得了广告《奶奶》的特别奖。
Threats 威胁
Currently the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes however is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate, even thought Coco-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect.
目前，碳酸软饮料行业中新的可行竞争者的威胁不是很大。然而，替代品的威胁是一个非常真实的威胁。软饮料行业非常强大，但消费者并不一定会与之结缘。持续给百事可乐和可口可乐带来压力的可能替代品包括茶、咖啡、果汁、牛奶和热巧克力，尽管可口可乐和百事可乐控制了整个饮料市场近40%的份额，但市场健康意识的变化可能会产生严重影响。
Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumer or face losing market share to the competition. In addition, consumer can easily switch to other beverages with little cost or consequence.
当然，可口可乐和百事可乐都已经在这些市场进行了多元化经营，从而使它们拥有更大的市场份额，并抵消了因市场波动而产生的任何损失。消费者购买力也是该行业的一个关键威胁。百事可乐和可口可乐之间的竞争产生了一个发展非常缓慢的行业，在这个行业中，管理层必须不断应对消费者不断变化的态度和需求，否则将面临市场份额在竞争中的损失。此外，消费者可以很容易地转换到其他饮料，成本或后果都很小。本站提供各国各专业term paper代写或指导服务，如有需要可咨询本平台。