Marketing research ch 1

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Marketing research ch 1

  1. 1. Chapter 1 Introduction and Early Phases of Market Research© 2007 Prentice Hall 1-1
  2. 2. RESEARCH R Recognition of information needs E Effective decision making S Systematic and objective E Exude or disseminate information A Analysis of information R Recommendation for action C Collection of information H Helpful to managers© 2007 Prentice Hall 1-2
  3. 3. Marketing Research The American Marketing Association (AMA) defined Marketing Research as: The function that links the consumer, the customer, and public to the marketer through INFORMATION© 2007 Prentice Hall 1-3
  4. 4. Definition of Marketing Research Marketing research is the systematic and objective  identification  collection  analysis  dissemination  and use of information For the purpose of improving decision making related to the  identification and  solution of problems and opportunities in marketing.© 2007 Prentice Hall 1-4
  5. 5. A Classification of Marketing Research Problem-Identification Research  Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem-Solving Research  Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.© 2007 Prentice Hall 1-5
  6. 6. Research Marketing Research Problem Problem-Solving Identification Research Research Market Potential Research Segmentation Research Market Share Research Market Characteristics Product Research Research Pricing Research Sales Analysis Research Forecasting Research Promotion Research Business Trends Research Distribution Research© 2007 Prentice Hall 1-6
  7. 7. Problem-Solving ResearchSEGMENTATION RESEARCH  Determine the basis of segmentation  Establish market potential and PRODUCT RESEARCH responsiveness for various segments  Test concept  Select target markets  Determine optimal product design  Create lifestyle profiles:  Package tests demography, media, and  Product modification product image characteristics  Brand positioning and repositioning  Test marketing  Control store tests© 2007 Prentice Hall 1-7
  8. 8. Problem-Solving Research PROMOTIONAL RESEARCH  Optimal promotional budget 0.00% APR  Sales promotion relationship  Optimal promotional mix  Copy decisions  Media decisions  Creative advertising testing PRICING RESEARCH  Evaluation of advertising effectiveness  Pricing policies  Importance of price in brand selection  Product line pricing  Price elasticity of demand $ALE  Initiating and responding to price changes© 2007 Prentice Hall 1-8
  9. 9. Problem-Solving Research DISTRIBUTION RESEARCH Determine…  Types of distribution  Attitudes of channel members  Intensity of wholesale & retail coverage  Channel margins  Location of retail and wholesale outlets© 2007 Prentice Hall 1-9
  10. 10. Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report© 2007 Prentice Hall 1-10
  11. 11. The Role of Marketing Research Customer Groups • Consumers • Employees • Shareholders • Suppliers Uncontrollable Controllable Environmental Marketing Factors Variables Marketing • Economy • Product Research • Technology • Pricing • Laws & • Promotion Regulations • Distribution • Social & Cultural Assessing Marketing Factors Providing Information Information Decision • Political Factors Needs Making Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control© 2007 Prentice Hall 1-11

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