Kotler 13e chap 4 - market research - catacutan

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Kotler 13e chap 4 - market research - catacutan

  1. 1. 1<br /> Top 10 Concepts<br />CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND<br />Angelo Martin B. Catacutan<br />Ateneo School of Medicine and Public Health<br />www.josephdeungria.com<br />
  2. 2. Outline: Marketing Research…<br />Why do it?<br />Who does it?<br />How do we do it?<br />Is the research good enough?<br />How to use it well?<br />What can you use it for?<br />
  3. 3. Outline:Forecasting Demand<br />Forecasting and measuring demand – why?<br />What are the types of demand?<br />How do you estimate current demand?<br />How about future demands?<br />
  4. 4. Concept 1:Why do marketing research?<br />Diagnostic tool<br />Provides marketing insights<br />
  5. 5. Concept 2:Who does marketing research?<br />VS<br />
  6. 6. The Marketing Research Process<br />Define Problem, Decision Alternatives, and Research Objectives<br />Develop Research Plan<br />Collect Information<br />Analyze Information<br />Present Findings<br />Make a Decision<br />Concept 3:How do we do<br />market research?<br />X<br />
  7. 7. Simple Mnemonic:<br />“PAOPlans To CollAna To Present and Decide”<br />Concept 3:How do we do<br />market research?<br />
  8. 8. Defining the Problem, Alternatives, and Objectives<br />Concept 3:How do we do<br />market research?<br />X<br />X<br /><br />
  9. 9. Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />Research<br />Plan<br />
  10. 10. Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />1°<br />2°<br />Research<br />Plan<br />
  11. 11. Concept 3:How do we do<br />market research?<br />Develop Research Plan<br /><ul><li>Observational
  12. 12. Ethnographic
  13. 13. FGD
  14. 14. Survey
  15. 15. Behavioral
  16. 16. Experimental</li></ul>Research<br />Plan<br />
  17. 17. Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />Research<br />Plan<br /><ul><li>Questionnaires
  18. 18. Qualitative Measures
  19. 19. Technology</li></li></ul><li>Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />Research<br />Plan<br /><ul><li>Probability
  20. 20. Non Probability</li></li></ul><li>Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />Research<br />Plan<br />
  21. 21. Concept 3:How do we do<br />market research?<br />Develop Research Plan<br />Collect Information<br />Analyze Information<br />Present Findings<br />Make a Decision<br />
  22. 22. Seven Characteristics<br /><ul><li>Multiple methods
  23. 23. Research creativity
  24. 24. Scientific method
  25. 25. Healthy skepticism
  26. 26. Interdependence of models and data
  27. 27. Value and cost information
  28. 28. Ethical marketing</li></ul>Concept 4:Is your market research good enough?<br />REMEMBER: MRS. HIVEs!<br />
  29. 29. Why companies fail to do so?<br />Research Structure<br />Execution<br />Erroneous Results<br />Preferences<br />Concept 5:How to use it well?<br />
  30. 30. Measuring marketing productivity<br />Marketing metrics<br />Asses marketing effects<br />Marketing-mix Modeling<br />Estimate impact of marketing techniques<br />Concept 6:What can you use it for?<br />
  31. 31. Marketing Dashboard<br />Structures the data gathered <br />Customer performance scorecard<br />Stakeholer performance scorecard<br />Concept 6:What can you use it for?<br />
  32. 32.
  33. 33. Identify market opportunities!<br />Concept 7:Why forecast and measure demand?<br />
  34. 34. Market Demand<br />Company Demand<br />Concept 8:What are the types of demand?<br />
  35. 35. Concept 8:What are the types of demand?<br />WAIT! Know first how the beak down of the market is!<br />
  36. 36. Market Demand<br />Total volume bought<br />Company Demand<br />Estimated share of market demand<br />Concept 8:AGAIN! What are the types of demand?<br />
  37. 37. Total Market Potential<br />Area Market Potential<br />Industry Sales<br />Market Shares<br />Concept 9:How do you estimate CURRENT Demand?<br />
  38. 38. Buyers’ intentions<br />Sales force’s input<br />Expert opinions<br />Past sales analysis<br />Market testing<br />Concept 10:How do you estimate FUTURE Demand?<br />
  39. 39. Outline: Marketing Research…<br />Why do it?<br />Who does it?<br />How do we do it?<br />Is the research good enough?<br />How to use it well?<br />What can you use it for?<br />
  40. 40. Outline:Forecasting Demand<br />Forecasting and measuring demand – why?<br />What are the types of demand?<br />How do you estimate current demand?<br />How about future demands?<br />
  41. 41. Conclusion: Market Research and Forecasting Demand<br />To gain insight of the market:<br />Study it<br />Predict what happens<br />Look for opportunities<br />And of course…<br />Carpe Diem!<br />
  42. 42. 30<br /> Top 10 Concepts<br />CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND<br />Angelo Martin B. Catacutan<br />Ateneo School of Medicine and Public Health<br />www.josephdeungria.com<br />

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