This document discusses marketing research and its process. It defines marketing research as the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. The marketing research process involves defining the problem, developing a research plan, collecting information, analyzing the information and presenting findings. Various research approaches, instruments, sampling plans and contact methods are discussed.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Analyzing Consumer Markets / Marketing Management By Kotler KellerChoudhry Asad
This document discusses factors that influence consumer behavior and the consumer buying process. It covers the following key points:
Cultural, social, and personal factors like age, income, personality influence consumer behavior. Cultural factors include subcultures while social factors include reference groups like family that directly impact purchasing.
Psychological processes like motivation, perception, learning and memory shape consumer responses. Motivation theories include Maslow's hierarchy of needs and Herzberg's two-factor theory. The perceptual process involves selective attention, distortion, and retention.
The consumer buying process has 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers gather information from various sources
Organizational buying involves formal organizations establishing the need for and selecting between products and suppliers. It is characterized by fewer but larger buyers, close supplier relationships, professional purchasing, and multiple influences on buying decisions. The buying center, comprising members who play roles in the purchase process like initiators and deciders, makes purchasing decisions. Interpersonal factors and personal attributes of buying center members also influence organizational buying. The process involves stages from problem recognition to performance review. Effective business marketing requires relationship management and coordination between buyers and sellers.
What buying situations do organizational buyers faceSameer Mathur
Organizational buyers face different purchase situations depending on complexity, requirements, number of people involved, and time. There are three main buying situations: straight rebuy which is routine reordering from an approved supplier list; modified rebuy where buyers want to change specifications or terms; and new task which involves purchasing a new product or service for the first time and passing through awareness, interest, evaluation, trial, and adoption stages with different information sources most useful at each stage.
Analyzing Consumer Markets and Buyer BehaviorSumit Pradhan
The document discusses factors that influence consumer buying behavior and the consumer decision-making process. It outlines that consumer behavior is shaped by cultural, social, personal, and psychological factors. It also describes the stages consumers go through in the buying process, including problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Marketers need to understand these influences and stages to effectively market to consumers.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
This document discusses organizational buying behavior in business-to-business contexts. It describes the differences between consumer and organizational buying processes. Organizational buying involves multiple people and stages, including problem recognition, specification, supplier search, selection, and review. Key roles in organizational procurement include buyers, users, initiators, gatekeepers, influencers, and deciders. The document outlines factors that influence organizational buying behavior such as product type, risks, and complex buying centers. It also discusses considerations for B2B marketing including long decision times, high risks, flexibility, and technical knowledge.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Analyzing Consumer Markets / Marketing Management By Kotler KellerChoudhry Asad
This document discusses factors that influence consumer behavior and the consumer buying process. It covers the following key points:
Cultural, social, and personal factors like age, income, personality influence consumer behavior. Cultural factors include subcultures while social factors include reference groups like family that directly impact purchasing.
Psychological processes like motivation, perception, learning and memory shape consumer responses. Motivation theories include Maslow's hierarchy of needs and Herzberg's two-factor theory. The perceptual process involves selective attention, distortion, and retention.
The consumer buying process has 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers gather information from various sources
Organizational buying involves formal organizations establishing the need for and selecting between products and suppliers. It is characterized by fewer but larger buyers, close supplier relationships, professional purchasing, and multiple influences on buying decisions. The buying center, comprising members who play roles in the purchase process like initiators and deciders, makes purchasing decisions. Interpersonal factors and personal attributes of buying center members also influence organizational buying. The process involves stages from problem recognition to performance review. Effective business marketing requires relationship management and coordination between buyers and sellers.
What buying situations do organizational buyers faceSameer Mathur
Organizational buyers face different purchase situations depending on complexity, requirements, number of people involved, and time. There are three main buying situations: straight rebuy which is routine reordering from an approved supplier list; modified rebuy where buyers want to change specifications or terms; and new task which involves purchasing a new product or service for the first time and passing through awareness, interest, evaluation, trial, and adoption stages with different information sources most useful at each stage.
Analyzing Consumer Markets and Buyer BehaviorSumit Pradhan
The document discusses factors that influence consumer buying behavior and the consumer decision-making process. It outlines that consumer behavior is shaped by cultural, social, personal, and psychological factors. It also describes the stages consumers go through in the buying process, including problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Marketers need to understand these influences and stages to effectively market to consumers.
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
This document discusses organizational buying behavior in business-to-business contexts. It describes the differences between consumer and organizational buying processes. Organizational buying involves multiple people and stages, including problem recognition, specification, supplier search, selection, and review. Key roles in organizational procurement include buyers, users, initiators, gatekeepers, influencers, and deciders. The document outlines factors that influence organizational buying behavior such as product type, risks, and complex buying centers. It also discusses considerations for B2B marketing including long decision times, high risks, flexibility, and technical knowledge.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
This document summarizes key aspects of business-to-business marketing and the organizational buying process. It defines business markets and how they differ from consumer markets. It describes the different participants in the organizational buying center and the stages in the buying process. Finally, it discusses strategies for building strong relationships with business customers, including managing risks and opportunities, and approaches for marketing to institutional and government buyers.
The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on these attributes and form beliefs about how each brand rates. They may consult others or salespeople for information. Consumers will compare brands in their consideration set based on relevant criteria to make their choice. Common criteria include country of origin, price, and brand reputation. Consumers may use decision heuristics or rules of thumb to make choices quickly.
Consumer Behavior and Marketing Strategies Based on Information Search Patter...Ashraf Mady
This document discusses consumer behavior and information search patterns as they relate to marketing strategies. It defines key concepts in consumer behavior like the difference between rational and real-life consumers. It also outlines the consumer decision-making process and how internal and external influences affect behavior. The document then describes different types of information consumers seek and products. It concludes by explaining different marketing strategies companies can use based on a consumer's information search patterns and whether the brand is in their consideration set, including maintenance, disrupt, capture, preference, and acceptance strategies.
This document discusses market segmentation and targeting. It defines market segmentation as dividing a market into distinct groups based on characteristics like needs, preferences, behaviors or attributes. There are four levels of segmentation from broad segments to niches to local areas to individuals. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing unique benefits. The document outlines different bases for segmentation like demographics, psychographics, behaviors and provides several examples of segmentation models and frameworks.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
The consumer buying decision process involves 5 stages:
1. Need recognition - the consumer recognizes an internal or external need for a product.
2. Information search - the consumer seeks information from external and internal sources to help make a purchase decision.
3. Evaluation of alternatives - the consumer evaluates different product options and attributes.
4. Purchase decision - the consumer chooses a product that resolves their need.
5. Post-purchase behavior - the consumer determines if they made the right purchase and may become a loyal customer if satisfied.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
The document discusses how companies can build customer loyalty through delivering value, satisfaction, and maximizing lifetime customer value. It covers topics such as determining customer-perceived value, measuring customer satisfaction, quality management, calculating customer lifetime value, reducing customer churn, developing loyalty programs, cultivating customer relationships, and using customer relationship management strategies. The goal is to provide guidance to companies on how to attract, retain, and grow relationships with profitable customers over time.
Chapter 10 Referene Group And Family ReferenceAvinash Kumar
This document discusses reference groups and the family as consumer reference groups. It covers the following key points:
1) Reference groups are people or groups that individuals compare themselves to in forming attitudes and behaviors. Major consumer reference groups include friendship groups, shopping groups, work groups, and virtual communities.
2) Celebrity endorsements, experts, and common people are often used in reference group appeals in advertising. Family roles in decision making include influencers, gatekeepers, deciders, buyers, and others.
3) The traditional American family is changing with more non-family households, working mothers, and childless women. Consumer socialization is how children learn consumer skills and roles. Marketers can influence this process
This document discusses business markets and organizational buying. It covers key differences between business and consumer markets. The business buying process involves multiple roles and stages. Buyers consider various factors like price, quality, and relationships. Suppliers build trust and collaborate with buyers to establish long-term relationships. Various research methods and tools help understand customer needs better to improve the buying and decision process.
Ways in which a company can divide the market into segments.Sameer Mathur
Market segmentation involves three main steps: 1) identifying distinct groups of customers based on needs and preferences, 2) selecting target segments to focus on, and 3) establishing the key benefits of a company's offering for each target segment. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors such as age, income, lifestyle, decision-making roles, usage occasions, and attitudes. The goal is to develop tailored marketing mixes for each targeted customer group.
This document discusses quantitative and qualitative consumer research methods. Quantitative research uses methods like surveys and experiments to collect empirical data from large samples, enabling marketers to predict behavior. Qualitative research uses small samples and methods like interviews and focus groups to gather subjective data and insights. Both approaches have their tradeoffs in terms of sample size, generalizability, and objectivity versus depth. The document also outlines various data collection techniques, research design considerations, and steps in the consumer research process.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
In what ways do consumers stray from a deliberative, rational decision proces...Vaishnavi Ketharnathan
The document discusses how consumers sometimes make irrational purchase decisions based on factors other than a rational thought process. It explains that decision making can occur through a central or peripheral route, depending on a consumer's level of involvement. Some reasons for irrational decisions include variety seeking behavior, decision heuristics like availability and anchoring biases, decision framing effects, and prospect theory where choices are evaluated based on potential gains or losses.
Business Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong ...MD Tamal
Business Market and Business Buyer Behavior - Powerpoint presentation,presented by Group C,Department of Finance and Banking-Faculty of Business Studies,University of Barisal.
Thank You for visiting.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This document provides an introduction and overview of quality management tools for root cause analysis (RCA) and problem solving. It covers two modules: Module 1 focuses on basic RCA tools like histograms, Pareto charts, and cause-and-effect diagrams. Module 2 will cover the 8-D problem solving method. The document provides definitions of key terms, objectives for each module, and examples to illustrate how to create and use the different tools for analyzing problems and identifying root causes.
This document summarizes key aspects of business-to-business marketing and the organizational buying process. It defines business markets and how they differ from consumer markets. It describes the different participants in the organizational buying center and the stages in the buying process. Finally, it discusses strategies for building strong relationships with business customers, including managing risks and opportunities, and approaches for marketing to institutional and government buyers.
The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on these attributes and form beliefs about how each brand rates. They may consult others or salespeople for information. Consumers will compare brands in their consideration set based on relevant criteria to make their choice. Common criteria include country of origin, price, and brand reputation. Consumers may use decision heuristics or rules of thumb to make choices quickly.
Consumer Behavior and Marketing Strategies Based on Information Search Patter...Ashraf Mady
This document discusses consumer behavior and information search patterns as they relate to marketing strategies. It defines key concepts in consumer behavior like the difference between rational and real-life consumers. It also outlines the consumer decision-making process and how internal and external influences affect behavior. The document then describes different types of information consumers seek and products. It concludes by explaining different marketing strategies companies can use based on a consumer's information search patterns and whether the brand is in their consideration set, including maintenance, disrupt, capture, preference, and acceptance strategies.
This document discusses market segmentation and targeting. It defines market segmentation as dividing a market into distinct groups based on characteristics like needs, preferences, behaviors or attributes. There are four levels of segmentation from broad segments to niches to local areas to individuals. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing unique benefits. The document outlines different bases for segmentation like demographics, psychographics, behaviors and provides several examples of segmentation models and frameworks.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
The consumer buying decision process involves 5 stages:
1. Need recognition - the consumer recognizes an internal or external need for a product.
2. Information search - the consumer seeks information from external and internal sources to help make a purchase decision.
3. Evaluation of alternatives - the consumer evaluates different product options and attributes.
4. Purchase decision - the consumer chooses a product that resolves their need.
5. Post-purchase behavior - the consumer determines if they made the right purchase and may become a loyal customer if satisfied.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
The document discusses how companies can build customer loyalty through delivering value, satisfaction, and maximizing lifetime customer value. It covers topics such as determining customer-perceived value, measuring customer satisfaction, quality management, calculating customer lifetime value, reducing customer churn, developing loyalty programs, cultivating customer relationships, and using customer relationship management strategies. The goal is to provide guidance to companies on how to attract, retain, and grow relationships with profitable customers over time.
Chapter 10 Referene Group And Family ReferenceAvinash Kumar
This document discusses reference groups and the family as consumer reference groups. It covers the following key points:
1) Reference groups are people or groups that individuals compare themselves to in forming attitudes and behaviors. Major consumer reference groups include friendship groups, shopping groups, work groups, and virtual communities.
2) Celebrity endorsements, experts, and common people are often used in reference group appeals in advertising. Family roles in decision making include influencers, gatekeepers, deciders, buyers, and others.
3) The traditional American family is changing with more non-family households, working mothers, and childless women. Consumer socialization is how children learn consumer skills and roles. Marketers can influence this process
This document discusses business markets and organizational buying. It covers key differences between business and consumer markets. The business buying process involves multiple roles and stages. Buyers consider various factors like price, quality, and relationships. Suppliers build trust and collaborate with buyers to establish long-term relationships. Various research methods and tools help understand customer needs better to improve the buying and decision process.
Ways in which a company can divide the market into segments.Sameer Mathur
Market segmentation involves three main steps: 1) identifying distinct groups of customers based on needs and preferences, 2) selecting target segments to focus on, and 3) establishing the key benefits of a company's offering for each target segment. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors such as age, income, lifestyle, decision-making roles, usage occasions, and attitudes. The goal is to develop tailored marketing mixes for each targeted customer group.
This document discusses quantitative and qualitative consumer research methods. Quantitative research uses methods like surveys and experiments to collect empirical data from large samples, enabling marketers to predict behavior. Qualitative research uses small samples and methods like interviews and focus groups to gather subjective data and insights. Both approaches have their tradeoffs in terms of sample size, generalizability, and objectivity versus depth. The document also outlines various data collection techniques, research design considerations, and steps in the consumer research process.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
In what ways do consumers stray from a deliberative, rational decision proces...Vaishnavi Ketharnathan
The document discusses how consumers sometimes make irrational purchase decisions based on factors other than a rational thought process. It explains that decision making can occur through a central or peripheral route, depending on a consumer's level of involvement. Some reasons for irrational decisions include variety seeking behavior, decision heuristics like availability and anchoring biases, decision framing effects, and prospect theory where choices are evaluated based on potential gains or losses.
Business Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong ...MD Tamal
Business Market and Business Buyer Behavior - Powerpoint presentation,presented by Group C,Department of Finance and Banking-Faculty of Business Studies,University of Barisal.
Thank You for visiting.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This document provides an introduction and overview of quality management tools for root cause analysis (RCA) and problem solving. It covers two modules: Module 1 focuses on basic RCA tools like histograms, Pareto charts, and cause-and-effect diagrams. Module 2 will cover the 8-D problem solving method. The document provides definitions of key terms, objectives for each module, and examples to illustrate how to create and use the different tools for analyzing problems and identifying root causes.
El documento resume las diez bendiciones del sacerdocio según el élder Bruce R. McConkie. 1) Ser miembros de la única iglesia verdadera y haber recibido la plenitud del evangelio, 2) Haber recibido el don del Espíritu Santo y los dones espirituales, 3) Poder ser santificados por el Espíritu, 4) Poder actuar en lugar de Jesucristo al administrar la salvación, 5) Tener el poder de llegar a ser hijos de Dios, 6) Poder entrar en el
Este documento presenta información sobre cómo estudiar el evangelio de forma efectiva. Aconseja eliminar distracciones, orar para pedir guía divina y esforzarse por entender, aplicar y confirmar las enseñanzas mediante el Espíritu Santo. También incluye preguntas bautismales comunes que ayudan a medir el progreso espiritual de una persona y su disposición a seguir los mandamientos de Dios.
La metodología estudia el método del conocimiento a través de distintas estrategias que buscan un mejor desarrollo del conocimiento, lo cual puede obtener una mayor motivación de los estudiantes, mejores notas y un mejor ambiente en el aula.
La Universidad Nacional de Cajamarca tiene como visión convertirse en una universidad científica, tecnológica y humanística reconocida a nivel regional, nacional e internacional como generadora del desarrollo. Su misión es ser una institución académica inspirada en principios éticos dedicada a crear, depositar y difundir el saber, la ciencia y la cultura, formando de manera integral a profesionales comprometidos con el desarrollo humano de la región y el país.
El documento resume las profecías de Isaías sobre Jesús y su sufrimiento, muerte y exaltación. Isaías profetizó que Jesús sería desfigurado, llevaría nuestras enfermedades, sería tratado como un cordero llevado al matadero, y se le asignaría una tumba con los malvados, aunque eventualmente sería exaltado y dividiría el botín entre los fuertes.
The document discusses Compatibility Test Suite (CTS) which tests Android device compatibility. It describes how to download, build, install and run CTS. It also provides examples of common CTS test failures and their solutions such as adding missing features, modifying device configurations, and using alternative test methods.
This document provides a suggested template for preparing and presenting a project kick-off meeting. The template includes sections for an introduction stating the objective, agenda, project overview with a short description, scope defining logical boundaries, team organization listing members and responsibilities, major deliverables and descriptions, estimated effort including budget, infrastructure, manpower allocation and timeline, assumptions, risks and issues, and project acceptance conditions. The presentation advises preparing a project quality plan and following standard processes to deal with contingencies.
Visible spectra of (474640) 2004 VN112–2013 RF98 with OSIRIS at the 10.4 m GT...Sérgio Sacani
The existence of significant anisotropies in the distributions of the directions of perihelia and
orbital poles of the known extreme trans-Neptunian objects (ETNOs) has been used to claim
that trans-Plutonian planets may exist. Among the known ETNOs, the pair (474640) 2004
VN112–2013 RF98 stands out. Their orbital poles and the directions of their perihelia and their
velocities at perihelion/aphelion are separated by a few degrees, but orbital similarity does
not necessarily imply common physical origin. In an attempt to unravel their physical nature,
visible spectroscopy of both targets was obtained using the OSIRIS camera-spectrograph at the
10.4 m Gran Telescopio Canarias (GTC). From the spectral analysis, we find that 474640–2013
RF98 have similar spectral slopes (12 versus 15 per cent/0.1 µm), very different from Sedna’s
but compatible with those of (148209) 2000 CR105 and 2012 VP113. These five ETNOs belong
to the group of seven linked to the Planet Nine hypothesis. A dynamical pathway consistent
with these findings is dissociation of a binary asteroid during a close encounter with a planet
and we confirm its plausibility using N-body simulations. We thus conclude that both the
dynamical and spectroscopic properties of 474640–2013 RF98 favour a genetic link and their
current orbits suggest that the pair was kicked by a perturber near aphelion
Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation. There are three main types of marketing research firms: syndicated firms that sell consumer and trade data, custom firms that conduct proprietary research for single clients, and specialty firms focused on a particular area. The marketing research process involves six steps: defining the problem and objectives, developing a research plan including data sources and sampling, collecting information, analyzing the data, presenting findings, and making decisions. Key considerations in developing a research plan include choosing primary or secondary data sources, research approaches like surveys and experiments, appropriate research instruments, sampling techniques, and contact methods.
This document discusses managing marketing information and gaining customer insights. It covers topics such as assessing marketing information needs, developing marketing information through internal data, marketing intelligence and research. It also discusses analyzing and using the information through customer insight teams and marketing information systems. The key aspects are obtaining fresh insights into customer needs, developing better information through various sources, and using insights to create more value for customers.
This document outlines the key aspects of conducting marketing research. It discusses the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. It also covers different types of marketing research, approaches, instruments, metrics, and challenges. The overall purpose of marketing research is to systematically design, collect, analyze, and report data to help companies address specific marketing situations.
This document discusses marketing research and the development of marketing information. It covers qualitative and quantitative research methods including surveys, focus groups, and technological devices. It also discusses developing a research plan including defining samples, contact methods, data collection, analysis, and presenting findings. Customer relationship management and using customer databases to enhance relationships is also summarized. The document stresses the importance of ethical research practices and maintaining customer privacy.
Good marketing research follows six steps: defining the problem and objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. Developing a research plan involves determining data sources, research methods, tools, sampling plan, and contact methods. Collecting data faces challenges like unreachable respondents. Analyzing information extracts findings by tabulating, calculating averages, and applying statistical techniques. Presenting findings reports only relevant information for management decisions. Marketing metrics and models can assess return on investment of marketing expenditures. Companies forecast demand through methods like surveys, sales analysis, and market testing.
This document discusses marketing research and outlines the marketing research process in 6 steps: define the problem, develop a research plan, collect information, analyze the information, present findings, and make a decision. It describes different types of marketing research, data collection methods, question types for surveys, sampling plans, and metrics for measuring marketing performance. The goal of marketing research is to systematically study a marketing situation to inform business decisions.
The document outlines the marketing research process and various techniques used at each step. It discusses defining the problem, developing a research plan including data collection methods, analyzing the collected information, and presenting findings. A variety of question types and instruments are presented, along with considerations for sampling, contact methods, and interpreting results. Metrics for measuring marketing performance and assessing return on investment are also examined.
The document discusses marketing research and metrics. It describes the marketing research process as involving defining problems, developing a research plan, collecting and analyzing information, presenting findings, and making decisions. It also discusses different types of research, research instruments, sampling plans, and contact methods. The document notes that good marketing metrics help quantify, compare, and interpret marketing performance, both from external and internal perspectives. It concludes by reiterating the chapter questions about what constitutes good marketing research, the best metrics for measuring marketing productivity, and how to assess return on investment of marketing expenditures.
The document discusses marketing research and outlines the marketing research process. It describes the key steps as defining the problem, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. It also discusses different types of marketing research, metrics for measuring marketing performance, and how marketers can evaluate return on investment from marketing expenditures.
This document provides an overview of developing marketing information and customer insights. It discusses how companies are forming customer insights teams to collect information from various sources to better understand customer needs. It also describes how a marketing information system consists of people and processes for assessing information needs, developing needed information, and helping decision makers use the information. The document outlines the key steps in marketing research including defining the problem, developing a research plan, collecting primary and secondary data, using various research approaches and contact methods, developing sampling plans, and creating research instruments.
The document discusses marketing research and metrics. It describes the marketing research process as having six steps: (1) define the problem, (2) develop a research plan, (3) collect information, (4) analyze the information, (5) present findings, and (6) make a decision. It also discusses different types of marketing metrics that can be used to measure marketing performance, both external metrics like market share and customer satisfaction, and internal metrics like commitment to goals. Additionally, it introduces the concept of marketing-mix modeling to analyze the effects of specific marketing activities and marketing dashboards to help visualize key metrics.
The document discusses the steps involved in conducting marketing research, including defining the problem, developing a research plan, collecting and analyzing information, presenting findings, and making decisions based on the research. It also covers different types of marketing research firms and approaches, as well as tools for data collection, analysis, and measuring marketing performance. The goal of marketing research is to provide systematic insights into customer attitudes and buying behaviors to help companies with their specific marketing situations.
This document outlines the marketing research process in 6 steps: 1) define the problem and objectives, 2) develop a research plan including data sources and collection methods, 3) collect information, 4) analyze the data, 5) present findings, and 6) make a decision. It describes common data collection methods like surveys, focus groups, and observational research, as well as potential barriers to using marketing research effectively.
Marketing research involves a 6-step process: 1) defining the problem, 2) developing a research plan, 3) collecting information, 4) analyzing the information, 5) presenting findings, and 6) making a decision. Good marketing research is objective, relevant, accurate, reliable, timely, and accessible. It follows this process and utilizes various research methods and tools to gather and interpret meaningful data to inform business decisions.
The document discusses marketing research and demand forecasting. It outlines the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings to make a decision. It discusses different types of research approaches, instruments, question types, sampling plans, and contact methods used in marketing research. It also discusses metrics and tools used to measure marketing performance and forecast demand, such as marketing mix modeling, marketing dashboards, and customer scorecards.
The document discusses marketing research and demand forecasting. It defines marketing research and outlines the typical marketing research process of defining problems, developing a research plan, collecting and analyzing information, and presenting findings. It then covers various marketing research approaches, instruments, sampling plans, and contact methods. It also discusses tools for measuring marketing plan performance like sales analysis, market share analysis, and expense-to-sales analysis. Finally, it outlines methods for estimating current and future demand.
The document discusses marketing research and forecasting demand. It describes the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. It discusses different research approaches, instruments, question types, sampling plans, and contact methods used in marketing research. It also discusses metrics for measuring marketing performance and techniques for forecasting demand such as marketing-mix modeling and marketing dashboards.
Conducting Marketing Research and Forecasting DemandAIMS Education
After reading this chapter, people should:
Know what constitutes good marketing research
Know what are good metrics for measuring marketing productivity
Know how marketers can assess their returns on investment of marketing expenditures
Know how companies can more accurately measure and forecast demand
Marketing information systems gather, analyze, and distribute timely and accurate information to marketing decision makers. They consist of people, equipment, and procedures. Marketing research involves systematically designing, collecting, analyzing, and reporting data relevant to a specific marketing situation. It links consumers and customers to marketers and helps interpret past performance and plan future activities. Good marketing research can result in good business decisions.
Entrepreneurship Q 1- M 4 MARKET RESEARCH.pdfkriziahbigueras
This document discusses market research and data gathering techniques. It explains that market research involves gathering, analyzing, and interpreting information about products or services to understand customer needs. There are several common data gathering techniques including surveys, interviews, and focus group discussions. Surveys are commonly done via questionnaires while interviews allow clarifying responses. Focus groups involve moderated group interviews to understand user needs and behaviors. The document provides guidelines for effectively using these techniques in market research.
This document discusses creating long-term loyalty relationships with customers. It defines key concepts like customer value, satisfaction, loyalty, lifetime value and customer relationship management. It also provides examples of companies that have successfully built loyalty, like Harrah's and Dell, and discusses how to measure satisfaction, maximize customer lifetime value, attract and retain customers through various strategies like loyalty programs and database marketing.
The document discusses factors that influence consumer behavior, including cultural, social, and personal factors. It explains key psychological processes such as motivation, perception, learning, emotions, and memory that shape consumer responses. The document also outlines the typical consumer decision-making process, from problem recognition to post-purchase evaluation. It notes that consumers do not always follow rational, deliberate decision making and may use mental shortcuts or be influenced by framing effects.
This document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. It describes different ways to segment markets, including geographic, demographic, psychographic, and behavioral segmentation. Effective segmentation involves identifying distinct customer groups, selecting one or more segments to target, and establishing the benefits of the offering for those segments. The document provides examples of segmentation frameworks and outlines the steps in the segmentation and targeting process.
The document discusses branding and brand equity. It covers key topics such as:
- The definition of a brand and how brands create value for companies and consumers.
- What brand equity is and how it is built through strong brand knowledge, preferences, and loyalty over time.
- The four main steps in strategic brand management: positioning, marketing, measuring performance, and sustaining value.
- Models for measuring brand equity such as brand value, awareness, and emotional connections to the brand.
- How brands are managed through reinforcement, revitalization, and architecture strategies to maintain and grow their value.
Marketing is defined as creating value for customers and managing customer relationships. It involves understanding customer needs and delivering products and services to satisfy those needs. Marketing management has evolved from a focus on production and selling to a more customer-centric approach of building relationships and delivering value and satisfaction. Successful marketing management requires developing strategies and plans, understanding customers, building brands, shaping offerings, communicating value, and creating long-term growth.
The document discusses developing marketing strategies and plans. It covers several key topics:
1. The value chain and core business processes that firms use to design, produce, market and deliver products to customers.
2. Characteristics of strategic planning at different organizational levels, from corporate headquarters to business units. Strategic plans involve tools like SWOT analysis, market opportunity analysis, and goal formulation.
3. The typical contents of a marketing plan, including an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Evaluating whether a plan is simple, specific, realistic and complete.
This document discusses collecting marketing information and forecasting demand. It describes the components of a marketing information system, including internal records, marketing intelligence systems, and assessing information needs. It also discusses analyzing the macroenvironment, including demographic, economic, technological, political, cultural, and natural factors. The document concludes by covering methods for measuring current demand, such as estimating total market potential, and estimating future demand through various forecasting techniques.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
32. Step 4: Analyze the Information
Quantitative: Run a proper Statistical
procedure
Qualitative: Triangulation, used to indicate
that more than two methods are used in a
study with a view to double (or triple)
checking results, called "cross examination".
33. Step 5: Present the Findings
Present the findings relevant to the major
marketing decisions facing management
Play a more proactive, consulting role in
translating data and information into insights
and recommendations
46. 設計來自於小細節
Paul Bennett, the Creative Director at Ideo
http://www.ted.com/talks/lang/eng/paul_bennett_find
David Kelley, the founder at Ideo
Human-centered Design
http://www.ted.com/talks/lang/eng/david_kelley_on_h
Good marketers need insights to help them interpret past performance as well as plan future activities. To make the best possible tactical decisions in the short run and strategic decisions in the long run, they need timely, accurate, and actionable information about consumers, competition, and their brands. Discovering a consumer insight and understanding its marketing implications can often lead to a successful product launch or spur the growth of a brand. In this chapter, we review the steps in the marketing research process. We also consider how marketers can develop effective metrics for measuring marketing productivity.
As part of a $300 million budget for the development of its first razor designed solely for women, Gillette conducted extensive consumer research and performed numerous market tests. The razor, called Venus, was a marked departure from previous women’s razor designs, which had essentially been colored or repackaged versions of men’s razors. After research revealed that women change their grip on a razor about 30 times during each shaving session, Gillette designed the Venus with a wide, sculpted rubberized handle offering superior grip and control, and an oval-shaped blade in a storage case that could stick to shower walls. Research also indicated that women were reluctant to leave the shower in order to replace a dull blade, so the case was made to hold spare blade cartridges. When Gillette research later revealed four distinct segments of women shavers—perfect shave seekers (no missed hairs), skin pamperers, pragmatic functionalists, and EZ seekers—the company designed Venus products for each of them.
Gaining marketing insights is crucial for marketing success. If marketers lack consumer insights, they often get in trouble.
Most companies use a combination of marketing research resources to study their industries, competitors, audiences, and channel strategies. Companies normally budget marketing research at 1 percent to 2 percent of company sales and spend a large percentage of that on the services of outside firms.
Marketing research firms fall into three categories:
1. Syndicated-service research firms—These firms gather consumer and trade information, which they sell for a fee. Examples include the Nielsen Company, Kantar Group,Westat, and IRI.
2. Custom marketing research firms—These firms are hired to carry out specific projects. They design the study and report the findings.
3. Specialty-line marketing research firms—These firms provide specialized research services. The best example is the field-service firm, which sells field interviewing services to other firms.
Effective marketing research follows the six steps shown in Figure 4.1. These steps will be discussed individually in the slides that follow.
Marketing managers must be careful not to define the problem too broadly or too narrowly for the marketing researcher. A marketing manager who says, “Find out everything you can about firstclass air travelers’ needs,” will collect a lot of unnecessary information.
Not all research projects can be this specific. Some research is exploratory—its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas. Some research is descriptive—it seeks to quantify demand, such as how many first-class passengers would purchase in-flight Internet service at $25. Some research is causal—its purpose is to test a cause-and- effect relationship.
The second stage of marketing research is where we develop the most efficient plan for gathering the needed information and what that will cost. To design a research plan, we need to make decisions about the data sources, research approaches, research instruments, sampling plan, and contact methods.
The researcher can gather secondary data, primary data, or both. Secondary data are data that were collected for another purpose and already exist somewhere.
Primary data are data freshly gathered for a specific purpose or for a specific research project. Researchers usually start their investigation by examining some of the rich variety of low-cost and readily available secondary data, to see whether they can partly or wholly solve the problem without collecting costly primary data. When the needed data don’t exist or are dated, inaccurate, incomplete, or unreliable, the researcher will need to collect primary data. Most marketing research projects do include some primary-data collection.
Researchers can gather fresh data by observing the relevant actors and settings unobtrusively as they shop or consume products. Sometimes they equip consumers with pagers and instruct them to write down what they’re doing whenever prompted, or they hold informal interview sessions at a café or bar. Photographs can also provide a wealth of detailed information. Ethnographic research is a particular observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work. The goal is to immerse the researcher into consumers’ lives to uncover unarticulated desires that might not surface in any other form of research. Companies undertake surveys to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population. Customers leave traces of their purchasing behavior in store scanning data, catalog purchases, and customer databases. Marketers can learn much by analyzing these data. Actual purchases reflect consumers’ preferences and often are more reliable than statements they offer to market researchers. The most scientifically valid research is experimental research, designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings. If the experiment is well designed and executed, research and marketing managers can have confidence in the conclusions. Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.
A focus group is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length. Participants are normally paid a small sum for attending. A professional research moderator provides questions and probes based on the marketing managers’ discussion guide or agenda. In focus groups, moderators try to discern consumers’ real motivations and why they say and do certain things. They typically record the sessions, and marketing managers often remain behind two-way mirrors in the next room. To allow for more in-depth discussion with participants, focus groups are trending smaller in size. Focus-group research is a useful exploratory step, but researchers must avoid generalizing from focus-group participants to the whole market, because the sample size is too small and the sample is not drawn randomly.
A questionnaire consists of a set of questions presented to respondents. Because of its flexibility, it is by far the most common instrument used to collect primary data. Researchers need to carefully develop, test, and debug questionnaires before administering them on a large scale. The form, wording, and sequence of the questions can all influence the responses. Closed-end questions specify all the possible answers and provide answers that are easier to interpret and tabulate. Open-end questions allow respondents to answer in their own words and often reveal more about how people think.
Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses. Their variety is limited only by the creativity of the marketing researcher. There has been much interest in recent years in various technological devices.
The next few slides illustrate some of the types of questions which can be used in descriptive research.
Word associations involve asking subjects what words come to mind when they hear the brand’s name.
Projective techniques involve giving people an incomplete stimulus and ask them to complete it, or give them an ambiguous stimulus and ask them to make sense of it.
Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.
Laddering is a series of increasingly more specific “why” questions can reveal consumer motivation and consumers’ deeper, more abstract goals.
The Marketing Memo provides questionnaire Do’s and Don’ts. Table 4.1 provides examples of several types of questions. Some of these are illustrated on the coming slides.
Galvanometers can measure the interest or emotions aroused by exposure to a specific ad or picture. The tachistoscope flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds. After each exposure, the respondent describes everything he or she recalls. Eye cameras study respondents’ eye movements to see where their eyes land first, how long they linger on a given item, and so on. Technology has now advanced to such a degree that marketers can use devices such as skin sensors, brain wave scanners, and full body scanners to get consumer responses. Some researchers study eye movements and brain activity of Web surfers to see which ads grab their attention. Technology has replaced the diaries that participants in media surveys used to keep. Audiometers attached to television sets in participating homes now record when the set is on and to which channel it is tuned. Electronic devices can record the number of radio programs a person is exposed to during the day, or, using Global Positioning System (GPS) technology, how many billboards a person may walk or drive by during a day.
After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This calls for three decisions:
1. Sampling unit: Whom should we survey?
2. Sample size: How many people should we survey? Large samples give more reliable results, but it’s not necessary to sample the entire target population to achieve reliable results. Samples of less than 1 percent of a population can often provide good reliability, with a credible sampling procedure.
3. Sampling procedure: How should we choose the respondents? Probability sampling allows marketers to calculate confidence limits for sampling error and makes the sample more representative.
Researchers can collect data using mail, telephone, personal, and online interviews. The mail questionnaire is one way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions. Telephone interviewing is a good method for gathering information quickly; the interviewer is also able to clarify questions if respondents do not understand them. Interviews must be brief and not too personal. Personal interviewing is the most versatile method. The interviewer can ask more questions and record additional observations about the respondent, such as dress and body language. At the same time, however, personal interviewing is the most expensive method, is subject to interviewer bias, and requires more administrative planning and supervision. An approach of increasing importance, the Internet offers many ways to do research. A company can embed a questionnaire on its Web site and offer an incentive to answer it, or it can place a banner on a frequently visited site such as Yahoo!, inviting people to answer some questions and possibly win a prize.
This slide explains the pros and cons of online research.
Some organizations use marketing decision support systems to help their marketing managers make better decisions. A marketing decision support system (MDSS) is a coordinated collection of data, systems, tools, and techniques, with supporting software and hardware, by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
There are barriers to marketing research. These need to be kept in mind when buying or conducting research to ensure a quality report.
In the 1970s, a successful marketing research executive left General Foods to try a daring gambit: bringing market research to Hollywood, to give film studios access to the same research that had spurred General Foods’ success. A major film studio handed him a science fiction film proposal and asked him to research and predict its success or failure. His views would inform the studio’s decision about whether to back the film. The research executive concluded the film would fail. The film was Star Wars, which eventually grossed over $4.3 billion in box office receipts alone. What this researcher delivered was information, not insight. He failed to study the script itself, to see that it was a fundamentally human story—of love, conflict, loss, and redemption—that happened to play out against the backdrop of space.
Table 4.2 illustrates the seven characteristics of good marketing research and explains each one.
Two complementary approaches to measuring marketing productivity are: (1) marketing metrics to assess marketing effects and (2) marketing-mix modeling to estimate causal relationships and measure how marketing activity affects outcomes. Marketing dashboards are a structured way to disseminate the insights gleaned from these two approaches within the organization.
Two complementary approaches to measuring marketing productivity are: (1) marketing metrics to assess marketing effects and (2) marketing-mix modeling to estimate causal relationships and measure how marketing activity affects outcomes. Marketing dashboards are a structured way to disseminate the insights gleaned from these two approaches within the organization.
Marketers employ a wide variety of measures to assess marketing effects. Marketing metrics is the set of measures that helps them quantify, compare, and interpret their marketing performance.
Marketing accountability also means that marketers must more precisely estimate the effects of different marketing investments. Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities. To deepen understanding, marketers can conduct multivariate analyses, such as regression analysis, to sort through how each marketing element influences marketing outcomes such as brand sales or market share.
There are four common measurement “pathways” marketers are pursuing today as shown in Figure 4.2.
The customer metrics pathway looks at how prospects become customers, from awareness to preference to trial to repeat purchase, or some less linear model. This area also examines how the customer experience contributes to the perception of value and competitive advantage. The unit metrics pathway reflects what marketers know about sales of product/service units—how much is sold by product line and/or by geography; the marketing cost per unit sold as an efficiency yardstick; and where and how margin is optimized in terms of characteristics of the product line or distribution channel. The cash-flow metrics pathway focuses on how well marketing expenditures are achieving short-term returns. Program and campaign ROI models measure the immediate impact or net present value of profits expected from a given investment. The brand metrics pathway tracks the development of the longer term impact of marketing through brand equity measures that assess both the perceptual health of the brand from customer and prospective customer perspectives as well as the overall financial health of the brand.
Firms are also employing organizational processes and systems to make sure they maximize the value of all these different metrics. Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation. Marketing dashboards are like the instrument panel in a car or plane, visually displaying real-time indicators to ensure proper functioning. They are only as good as the information on which they’re based, but sophisticated visualization tools are helping bring data alive to improve understanding and analysis. A customer-performance scorecard records how well the company is doing year after year on such customer-based measures as those shown in Table 4.4.Management should set target goals for each measure and take action when results get out of bounds. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company’s performance: employees, suppliers, banks, distributors, retailers, and stockholders. Again, management should take action when one or more groups register increased or above-norm levels of dissatisfaction
Table 4.4 provides an example of some scorecard measures.
This chapter has provided answers to these questions.