開發(fā)新的個人金融產(chǎn)品——一些市場研究作用的證據(jù)【外文翻譯】

1、外文題目：DevelopingNewPersonalFinancialProductsSomeEvidenceoftheRoleofMarketResearch出處：HeatherDavisonTrevWatkinsMikeWright(1989)“DevelopingNewPersonalFinancialProducts–SomeEvidenceoftheRoleofMarketResearch“InternationalJourn

2、alofBankMarketingVol.7Iss:1pp.815作者：HeatherDavisonTrevWatkinsMikeWright原文：DevelopingNewPersonalFinancialProducts–SomeEvidenceoftheRoleofMarketResearchIntroductionTheUKpersonalfinancialservicessectcurrentlyfacesdynamicenv

3、ironmentalconditions.Changesintheregulatyframewk(theBuildingSocietiesAct1986theFinancialServicesAct1986theSocialSecurityAct1986)therapidgrowthofITapplicationsthegrowinginternationalisationoftheindustryareallservingtoincr

4、easecompetitivepressure.Thesedevelopmentsarebreakingdownthetraditionallywelldefinedbarriersbetweentypesofinstitutionastheyseeitnecessarytoofferagreaterrangeofproducts.Fexamplethebuildingsocietiesfmanyyearssuppliedonlymtg

5、agesprotectedbypricecartel.Thesituationhasnowchangedmtgageprovisionisonlyoneofanumberofareasinwhichsocietiesfacepriceotherfmsofcompetitionfrombanksinsurancecompaniesspecialistsuppliers(Wrightetal.1986).Themajityofpersona

6、lfinancialserviceganisationsarehavingtoofferawiderangeofproductsinhousingfinanceinsurancepensionsinvestmentsconsumercreditsavingsdepositspaymenttransactions(WatkinsWright1986Carteretal.1986).Lowbarrierstoenteringanewmark

7、ethavefuelledthisspreadofproducts.MethodologyAtwostageapproachtodatacollectionwasadopted.Thefirststagewasconductedduringthelatterpartof1986involved20personalinterviewsInotherinstancesutilisationofmarketresearchwasvieweda

8、sanimptantelementinthesuccessofanewproduct.Fexampleanindepthinvestigationofthechildrenssavingsmarketbyoneofthebanksinterviewedledtothedevelopmentofaproductspecificallydesignedfthatsegmentwhichwentontobecomeamarketleader.

9、ingeneraltermsagreatdealofevidenceofnewproductdevelopmentwasreptedMostofthe12respondentsnotinvolvedinNPDweresmallganisations(employingfewerthan1000staff)withlimitedresourceswhodidnotseetheneedfdevelopingtheirpresentptfol

10、ioofproductsdiversifyingintonewareas.Theypreferredtoretaintraditionalservicesonlyredefinedexistingproductsinaccdancewithinterestratechangeslegislation.ItisofcoursepossiblethatinstitutionscurrentlyundertakingNPDweremelike

11、lytorespondtoapostalsurveyonthesubjectthanwerethosenotinvolvedinsuchactivities.NeverthelesstheresultsinTableIIshowaveryhighlevelofnewrejuvenatedproductdevelopment.Onfacevaluetheseresultssuggestthathalfoftherespondentswho

12、undertookNPDintroducednewproductsintonewmarketswhileafurther86(84.3percent)placedatleastonenewproductinanexistingmarket.Howeverthedefinitionofanewproductmayincludecopiedproductsthathavenotbeenofferedbytherespondentsganis

13、ationbefetherefeare“new“tothecompany.ganisationofMarketResearchOnemeasureofmarketingsophisticationusedwastoertainwhetheridentifiableseparatemarketingmarketresearchfunctionsexistedthelengthofestablishmentofthemarketingmar

14、ketingresearchdepartmentswithineachrespondentganisation.Outof110respondents79statedthattherewasacentralisedmarketingdepartmentwithintheirganisation.Inaddition13respondentsidentifiedanotherdepartmentresponsiblefmarketingg

15、ivingatotalof92ganisationsinvolvedinthisactivity.Furtheranalysisisshowedthat92percentoflargeganisations78percentofsmallcompanieshadmarketingfunctions.Sizeofganisationdidnottherefeseemtobeassociatedwithmarketingpresence.N

16、osignificantdifferencescouldbefoundevenintermsofnumberofstaffemployedinthisfunction(aspreadofbetweenone20)tasksundertaken.ThemecomplextheproductthemeresearchisnecessarytoensuretheproductispresentedinanunderstablewayOnere