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市場調查報告書
銷售生技產品時目錄的作用
Life Science Product Catalogs: A Key Component of Multi-Channel Marketing
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本報告已在2011年07月19日停止出版。
Abstract
Catalogs--on the Web and in print--are a prominent part of life science marketing. Based on a
survey of over 2,300 life scientists across multiple market segments, engaged in a wide variety of
research and from over 50 countries, Life Science Product Catalogs: A Key Component of Multi-Channel
Marketing examines the role of the catalog in the overall marketing mix. The report is designed to
help life science suppliers optimize their print and online catalogs, including integrating the two
media. In addition to examining how and why catalogs are used, it details which media (online or
print) is preferred for different uses--from gathering information on a vendors new products to
learning how to use a product.
To help life science suppliers understand how scientists catalog preferences vary across the
world, this years edition presents the survey results by major geographic regions. It also delves
deeper into how life science products are purchased--from methods used to pay for products to the
number of orders placed online per month. By understanding how scientists experiences, expectations
and preferences have changed since our 2003 study, suppliers can adjust their catalogs content and
usability features to reflect the different strengths of print and online catalogs and the ways in
which customers use them.
The major objectives of this report are as follows:
- Determine the role of the catalog in the marketing mix.
- Compare how print and online catalogs are used in different ways.
- Identify which content and usability features are considered most important in print and online
catalogs.
- Identify the suppliers with the best print and online catalogs.
- Assess the relative strengths of print and online catalogs and how user preferences are
changing.
Table of Contents
Section 1. Analysis and Interpretation of Survey Results
- Introduction
- Catalogs and the Marketing Mix
- 1-3 Catalog Use
- 1-6 The Role of the Catalog
- Catalogs and Ordering
- 1-9 Catalogs and the Purchasing Cycle
- Optimizing the Print Catalog
- 1-12 Print Catalog Usage and Circulation
- 1-13 Print Catalog Content and Navigation
- 1-14 Top Print Catalog Publishers
- Optimizing the Online Catalog
- 1-16 Online Catalog Usage
- 1-17 Online Content and Navigation
- 1-18 Online Ordering
- 1-19 Top Online Catalogs
- Integrated Catalog Marketing
- 1-21 Integrating Print and Online
- Conclusion
Section 2. Study Methodology and Demographics
- 2-1 Methodology
- 2-4 Definition of Terms
- 2-5 Demographics
- 2-7 Questionnaire
Section 3. Presentation of Survey Data
- Learning About New Products and Services
- 3-1 Products used
- 3-6 Usefulness of various sources of information when searching for products used
- 3-11 Overall satisfaction with the quality of product information sources available
- 3-12 Frequency of catalog use (online or print) when evaluating a life science product for purchase
- 3-13 Importance of various features of a catalog (online or print)
- 3-18 Use of catalogs during phases of the research process
- 3-19 Use of catalogs during phases of the ordering process
- 3-20 Ways used to obtain products under $500
- 3-23 Methods used to pay for products
- 3-24 Frequency with which purchasing agents convert orders to the institutions preferred vendor
- 3-25 Companies to which converted orders are re-directed most often
- Print Catalogs
- 3-27 Hours per week spent using print catalogs
- 3-28 Most common ways to obtain print catalogs
- 3-29 Number of print catalogs in labs
- 3-30 Usefulness of various print catalog features
- 3-35 Print catalog search preferences
- 3-36 Suppliers of print catalogs used
- 3-40 Suppliers with the BEST print catalog
- Online Catalogs
- 3-44 Hours per week spent using online catalogs
- 3-45 Usefulness of various online catalog features
- 3-50 Online catalog search preferences
- 3-51 Number of orders placed per month
- 3-52 Percentage of orders placed using the online ordering capabilities of supplier Web sites
- 3-53 Change in number of orders placed using the online ordering capabilities of supplier Web sites
- 3-55 Reasons for change
- 3-56 Most convenient forms of payment
- 3-57 Overall satisfaction with the online ordering capabilities of supplier Web sites
- 3-58 Suppliers of online catalogs used
- 3-62 Suppliers with the BEST online catalog
- Comparison of Print and Online Catalogs
- 3-66 Perceived importance of print catalogs when same information is available on the Web
- 3-67 Media preferences by catalog application
Section 4. Appendices
- 4-1 Insights and Perspectives
- 4-78 Cross-Tabulations of Survey Data
- 4-83 Other Recent Publications
- 4-85 About BioInformatics
- 4-86 Our Valued Clients
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