Goca Matović
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The document provides an overview of a week-long marketing strategy and market research program. It discusses various topics that will be covered each day such as marketing environment, marketing strategy, business plans, market research, marketing mix, and marketing management. For one of the days, it provides a detailed agenda that will focus on market research, including defining problems, developing a research plan, implementing research, analyzing data, and reporting findings.
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Marketing research involves systematically gathering, analyzing, and using market data to solve marketing problems and make informed business decisions. It provides intelligence to marketing management by understanding customer needs and the competitive environment. The objectives of marketing research include providing a basis for planning, reducing costs, finding new markets, determining pricing, understanding customer preferences, and studying external forces. Common techniques include primary and secondary research as well as qualitative and quantitative methods such as surveys, interviews, and testing. Skills in communication, analysis, and research methods are important for a career in marketing research.
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The document provides an overview of marketing research, including definitions, classifications, processes, roles, careers, and ethics. It defines marketing research as the systematic identification, collection, analysis, and use of information to improve marketing decision-making. It then classifies marketing research into problem identification research and problem-solving research, providing examples of each. Finally, it discusses the marketing research process, industry, careers, and ethics considerations.
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- 1. Welcome MARKETING STRATEGY AND MARKET RESEARCH
- 21. More competitive advantages... Product diferentiation i.e: features, performance, Style, design, attributes Services differentiation i.e: Delivery, instalation, repair services, customer training services Image differentiation i.e: symbols, atmospheres, events Personel diferentiation i.e: hiring, training better people than competitiors do
- 38. Welcome MARKETING STRATEGY AND MARKET RESEARCH
- 72. Welcome MARKETING STRATEGY AND MARKET RESEARCH
- 80. Summary of Product Life Cycle Strategies Introduction Growth Maturity Decline Strategies Product Offer a basic product Offer product extensions, services, warranty Diversity brands and items Phase out weak models Price Charge cost-plus Price to penetrate market Price to match or best competitors Cut price Distribution Build selective distribution Build intensive distribution Build more intensive distribution Go selective phase out unprofitable outlets Advertising Build product awareness among early adopters and dealers Build awareness and interest in the mass market Stress brand differences and benefits Reduce to level needed to retain hard-core loyals Sales Promotions Use heavy sales promotion to entice trial Reduce to take advantage of heavy consumer demand Increase to encourage brand switching Reduce to minimal level
- 81. Marketing strategy development Business analysis Product development Market testing Commercialization Concept development and testing Idea screening Idea generating New product development process
- 98. Product Cost Price Value Customer Customer Value Price Cost Product Cost-Based and Value-Based Pricing Cost- based pricing Value-based pricing
- 121. Welcome MARKETING STRATEGY AND MARKET RESEARCH