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Ch 04 conducting marketing research and demand forecast
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Ch 04 conducting marketing research and demand forecast

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  • 1. Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com
  • 2. Outlinewww.hannahabellera.blogspot.com
  • 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?www.hannahabellera.blogspot.com
  • 4. Example1www.hannahabellera.blogspot.com
  • 5. Source: www.marketresearchworld.netwww.hannahabellera.blogspot.com
  • 6. Concept 2The Marketing Research Process1. DefineProblem2. DevelopResearchPlan3. CollectInformation4. AnalyzeInformation5. PresentFindings6. Make aDecisionwww.hannahabellera.blogspot.com
  • 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 strategizeswww.pampers.com , www.pampers.ph/www.hannahabellera.blogspot.com
  • 8. Concept 3Qualitative MeasuresWord AssociationProjective TechniquesVisualizationBrand PersonificationLadderingwww.hannahabellera.blogspot.com
  • 9. Word Association Example3DiaperSoft drinksDetergent barFabric conditionerSanitary napkinToothpasteRefrigeratorwww.hannahabellera.blogspot.com
  • 10. Scientific MethodResearch CreativityMultiple MethodsInterdependenceValue and Cost of InformationHealthy SkepticismEthical MarketingConcept 4Characteristics of Good Marketing Researchwww.hannahabellera.blogspot.com
  • 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 Solutionswww.hannahabellera.blogspot.com
  • 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?www.hannahabellera.blogspot.com
  • 13. PotentialMarketAvailableMarketTargetMarketPenetratedMarketMeasures of Market Demandswww.hannahabellera.blogspot.com
  • 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 saleswww.hannahabellera.blogspot.com
  • 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 participatingmanagershttp://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpufConcept 6Forecasting Demandwww.hannahabellera.blogspot.com
  • 16. Example6has deployed Terra’s Demand Sensing toroughly 75% of its global business• Multi-Enterprise Demand Sensing• Inventory Optimization• Transportation Forecastingwww.hannahabellera.blogspot.com
  • 17. Remember This…“The aim of marketing is toknow and understand thecustomer so well the product orservice fits him and sellsitself".-Peter Drucker-www.hannahabellera.blogspot.com
  • 18. Summarywww.hannahabellera.blogspot.com
  • 19. Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com