3. Why Marketing Research?
• 60-95% of new products fails
• 50% of advertisings has no effect
• 85% of price promotions loose money
istheretopreventsuch
thingsfromhappening
Dr. Leila Fanaee Marhamat 3Market Research Part1
7. Case 1
New coke
• In the mid-1980s, the Coca-Cola Company made a decision to introduce a new
beverage product.
• The company had evidence that taste was the single most important cause of Coke’s
decline in the market share in the late 1970s and early 1980s.
• A new product dubbed “New Coke” was developed that was sweeter than the
original-formula Coke.
• Almost 200,000 blind product taste tests were conducted in the United States, and
more than one-half of the participants favored New Coke over both the original
formula and Pepsi.
• The new product was introduced and the original formula was withdrawn from the
market. This turned out to be a big mistake! Eventually, the company reintroduced
the original formula as Coke Classic and tried to market the two products
simultaneously.
• Ultimately, New Coke was withdrawn from the market.
Dr. Leila Fanaee Marhamat 7Market Research Part1
13. Applied Research Vs. Basic Research
Dr. Leila Fanaee Marhamat 13Market Research Part1
14. Applied Research Example
Should McDonalds add Italian pasta dinners to its
menu?
Marketing research told McDonald’s it
should not
Dr. Leila Fanaee Marhamat 14Market Research Part1
18. Role of marketing research in
marketing system
.پ ارشد مدیران گیری تصمیم جهت دقیق اطالعات آوردن فراهم 1یرامون
مشکل یک یا مسئله یک
.متالطم محیط در جدید های فرصت شناسایی 2
Dr. Leila Fanaee Marhamat 18Market Research Part1
19. Marketing Planning and Decision
Making
•
•
which new markets to
penetrate
which products to
introduce
which new business
opportunities to pursue.
Dr. Leila Fanaee Marhamat 19Market Research Part1
20. 3 marketing research functions
Descriptive
function
Diagnostic
Function
Predictive
function
Dr. Leila Fanaee Marhamat 20Market Research Part1
21. Descriptive function
of marketing research
•مسئله یک درباره اطالعات ارائه و آوری جمع
•مثال:
–بازار در محصول یک فروش تاریخی های روند
–محصول بندی بسته درباره کنندگان مصرف نگرش چگونگی
–کنندگان مصرف دید از محصول دریافت نحوۀ در موجود مشکالت
Dr. Leila Fanaee Marhamat 21Market Research Part1
22. Diagnostic Function
of marketing research
•اطالعات آوری جمعوتوضیح ارائهتحقیق مسئله درباره
•بازاریابی تحقیقات ،عملکرد نوع این درمسئ یک چگونگیلهمی توضیح را
دهند.
•مثال:
•مشتریا خرید برمیزان بندی بسته کردن سبک تاثیرن
Dr. Leila Fanaee Marhamat 22Market Research Part1
23. Predictive function
of marketing research
•دراینعملکرد،تحقیقاتبازاریابینشانمیدهدکهپیگریفرصت
هایجدیدمحیطیچهپیامدهاییمیتواندداشتهباشد.
•محیطپرتالطمسرشارازفرصتهایبکرسرمایگذاریاست.
•اماهمهفرصتهاامکانپذیریتجاریدرشرایطخاصراندارند.
•اینوظیفهتحقیقاتبازاریابیاستکهشرایطبازاردرمقایسهبا
فرصتتشخیصدادهشدهراموردارزیابیقراردهد.
Dr. Leila Fanaee Marhamat 23Market Research Part1