Your SlideShare is downloading. ×
  • Like
Ch 04 conducting marketing research and demand forecast
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Ch 04 conducting marketing research and demand forecast



Published in Business , Career
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Hannah Rhuelle B. AbelleraAteneo Graduate School of
  • 2.
  • 3. Marketing research is a systematic problem analysis,model building and fact-finding for the purposeof improved decision-making and controlin the marketing of goods n and services.Concept 1What is Marketing Research?
  • 4.
  • 5. Source:
  • 6. Concept 2The Marketing Research Process1. DefineProblem2. DevelopResearchPlan3. CollectInformation4. AnalyzeInformation5. PresentFindings6. Make
  • 7. Example2Problem• How will P&G understand the buying behavior of its consumers?How to meet the desires/need of the consumers?Research plan• Focus group• Shop with consumers• Interview in the homes of consumers• Selecting partners for marketing research, Nielsen company• Collection of marketing research information from websiteP&G interprets data and ,
  • 8. Concept 3Qualitative MeasuresWord AssociationProjective TechniquesVisualizationBrand
  • 9. Word Association Example3DiaperSoft drinksDetergent barFabric conditionerSanitary
  • 10. Scientific MethodResearch CreativityMultiple MethodsInterdependenceValue and Cost of InformationHealthy SkepticismEthical MarketingConcept 4Characteristics of Good Marketing
  • 11. Example4“Know Your Shopper, Grow Your Revenue”How they do it?Consumer Panels and Retail Measurement- Nielsen Consumer Panels- Point-of-Sale (POS) TechnologyAdvanced Analytics- Nielsen Catalina
  • 12. A demand is an economic principlethat describes a consumers desire and willingnessto pay a price for a specific goodor service.www.investopedia.comConcept 5What is Demand?
  • 13. PotentialMarketAvailableMarketTargetMarketPenetratedMarketMeasures of Market
  • 14. Demand of P&G Products Example5High or Low demand of products?P&G has the largest lineup of leading brands in industryOver 20 brands reaching over $1 billion in annual salesAnother 20 brands generating around $500 million ormore in annual
  • 15. • Prediction of what will happen to your companys existingproduct sales• Uses a multi-functional approach• Consider inputs from sales and marketing, finance, andproduction should be considered• Final demand forecast is the consensus of all participatingmanagers 6Forecasting
  • 16. Example6has deployed Terra’s Demand Sensing toroughly 75% of its global business• Multi-Enterprise Demand Sensing• Inventory Optimization• Transportation
  • 17. Remember This…“The aim of marketing is toknow and understand thecustomer so well the product orservice fits him and sellsitself".-Peter
  • 18.
  • 19. Hannah Rhuelle B. AbelleraAteneo Graduate School of