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- 1. LESSONS
ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
IDENTIFY AND MEET
A MARKET NEED
6.1 The Value of Market Research
6.2 How to Perform Market Research
6.3 Identify Your Competition
- 2. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 2
Lesson 6.1
THE VALUE OF MARKET RESEARCH
Identify a target market by
understanding your
customers.
Research your market using
primary and secondary data.
GOALS
- 3. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 3
WHAT IS A TARGET MARKET?
The target market is the individuals or
companies that are interested in a
particular product or service and are
willing and able to pay for it.
The marketing concept uses the
needs of customers as the primary
focus during the planning, production,
distribution, and promotion of a product
or service.
- 4. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 4
UNDERSTAND YOUR CUSTOMER
Customers are the people who buy the
products and services companies offer.
Customers buy goods and services to
satisfy economic wants and needs.
An economic want is an unfilled desire of a
customer.
An economic need is anything that is
required to live.
- 5. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 5
DEMOGRAPHICS AND
PSYCHOGRAPHICS
Demographics are data that describe a
group of people in terms of their age, marital
status, family size, ethnicity, gender,
profession, education, and income.
Psychographics are data that describe a
group of people in terms of their tastes,
opinions, personality traits, and lifestyle
habits.
- 6. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 6
IDENTIFY YOUR TARGET MARKET
1. Who are my customers: individuals or
companies?
2. If customers are individuals:
How old are they?
How much money do they earn?
Where do they live?
How do they spend their time and money?
3. If customers are companies:
What industries are they in?
Where are those industries located?
- 7. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 7
continued
IDENTIFY YOUR TARGET MARKET
4. What needs or wants will my product or service
satisfy?
5. How many potential customers live in the area in
which I want to operate?
6. Where do these potential customers currently buy
the products or services I want to sell them?
7. What price are they willing to pay for my products
or services?
8. What can I do for my customers that other
companies are not already doing for them?
- 8. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 8
Determining your Target Market
Why is it important to determine who
your target market is?
Unless you understand who your target
market is and what types of products or
services they are looking for, you will
probably not be able to satisfy their wants
and needs.
- 9. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 9
THE IMPORTANCE OF
A CUSTOMER PROFILE
A customer profile is a description of
the characteristics of the person or
company that is likely to purchase a
product or service.
- 10. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 10
THE IMPORTANCE OF
A CUSTOMER PROFILE
The importance of a customer profile will help
you understand how to meet customer
demand. Understanding your competition will
help you identify unmet needs.
Disadvantage of market segmentation
You might market to a group who is not interested
in the product or might overlook a segment that
would be very interested in the product.
- 11. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 11
MARKET SEGMENTS
Groups of customers within a large
market who share common
characteristics are known as market
segments.
- 12. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 12
Mass Marketing
Advantages of Mass Marketing
Easy to prepare advertisements for and
reaches many people
Disadvantages of Mass Marketing
Does not target specific needs of
customers
Is not suitable for all products
Has nothing to make product stand out
from the competition
- 13. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 13
UNDERSTAND THE COMPETITION
Knowing about your competition will
help you define your target market.
- 14. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 14
MARKET RESEARCH
Market research is a system for collecting,
recording, and analyzing information about
customers, competitors, goods, and services.
Market researchers collect primary and
secondary data.
If conducted properly, market research will
help entrepreneurs understand their target
markets and thus, satisfy the wants and
needs of the customers.
- 15. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 15
Limitations of Market Research
Can be costly
Time consuming
Must be carefully analyzed so that
incorrect decisions are not made
- 16. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 16
SECONDARY DATA
Secondary data is data found in
already published sources.
- 17. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 17
PLACES TO FIND SECONDARY DATA
Publications issued by government and community
organizations, such as the U.S. Census Bureau, the Small
Business Administration, and Chamber of Commerce
Books about specific industries
Information on web sites for government and businesses
Books about other entrepreneurs who set up similar
businesses
Specialized magazines and journals devoted to particular
fields
Newspaper articles and statistics
- 18. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 18
Secondary Sources
Information you can find using
secondary sources include information
on:
Demographics
Economic trends
Industry forecasts
- 19. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 19
PRIMARY DATA
Primary data is information collected
for the very first time to fit a specific
purpose.
Questionnaire or survey
Observation
Focus groups
Disadvantage of primary data
Time consuming
Expensive
- 20. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 20
Difference between Primary and
Secondary market research data
Secondary data is found in published
sources
Primary data is information that is
collected for the first time to fit a specific
purpose
- 21. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 21
Chapter 6.1 Assignment
Notes – Answers for assignments are throughout the
notes, make sure you read them.
Checkpoint pg 132
Checkpoint pg 133
Checkpoint pg 135
Checkpoint pg 137
Thinking Critically #1-5 pg 137
ALL DUE AT THE END OF CLASS, THIS IS A TEST
GRADE!!!!!!!!!! Answer in complete sentences
- 22. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 22
Lesson 6.2
HOW TO PERFORM
MARKET RESEARCH
Identify the five steps
involved in primary data
market research.
Design a questionnaire.
GOALS
- 23. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 23
FIVE STEPS OF
PRIMARY MARKET RESEARCH
Steps involved in conducting a market
research include:
Define Question – know what you want
and find out
Select Method – survey, observation or
focus groups
Collect Data – gather needed information
Analyze Data
Draw Conclusions – a plan of action
- 24. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 24
Primary Date
Three ways to collect primary data
include:
Survey
Observation
Focus group
Primary data becomes secondary data
when it is published.
- 25. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 25
DESIGN A SURVEY
Length of questionnaire
Questions
Clear
Easy to answer
Only important questions
It is important to define the question you
want your market research to answer
other wise you might conduct research
on the wrong issue.
- 26. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 26
Questionnaire
A good questionnaire is:
Clear
Relevant questions that are easy to answer
People are more inclined to answer
short questionnaires because they
don’t take much time.
- 27. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 27
Chapter 6.2 Assignment
Notes – Answers for assignments are
throughout the notes, make sure you read
them.
Checkpoint pg 139
Checkpoint pg 141
Checkpoint pg 142
Thinking Critically #1-3 pg 142
ALL DUE AT THE END OF CLASS, THIS IS A
TEST GRADE!!!!!!!!!! Answer in complete
sentences
- 28. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 28
Lesson 6.3
IDENTIFY YOUR COMPETITION
Determine your direct and
indirect competition.
Analyze the strengths and
weaknesses of competitors.
Establish strategies for
maintaining customer loyalty.
GOALS
- 29. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 29
DIRECT AND INDIRECT
COMPETITION
Direct competition is competition from a
business that makes most of its money selling
the same or similar products or services as
another business.
Indirect competition is competition from a
business that makes only a small amount of
money selling the same or similar products or
services as another business.
Find your direct competition
Find your indirect competition
- 30. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 30
DIRECT AND INDIRECT
COMPETITION
Why should Entrepreneurs analyze both
direct and indirect competitors?
Both direct and indirect might take
customers from them.
- 31. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 31
COMPETING WITH
LARGE BUSINESSES
Large retailers usually are able to keep
larger quantities of products in stock.
Large retail chains don’t rely on one
single product line.
Large companies usually have more
resources to devote to advertising.
- 32. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 32
Retail Businesses
Ways you could attract customers to retail
businesses may include:
Extended hours
Birthday cards
Frequent buyer programs
Personal Notes
Thank you cards
Store Specific credit cards
Coupons
Layaway program
- 33. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 33
STUDY INDIVIDUAL COMPETITORS
Price
Location
Facility
Strengths
Weaknesses
Strategy
- 34. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 34
Analyzing Competitors
Purpose
To figure out how to get customers to buy
from your business
Why can customer feedback be
considered a type of market research?
It is a valuable type of market research
because it is coming from customers who
care enough about your company and
product to communicate with you.
- 35. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 35
STRATEGIES FOR MAINTAINING
CUSTOMER LOYALTY
Listen and respond to feedback
Other strategies for maintaining loyalty
Superior service
More convenient hours than other
businesses
Easy return policies
Store-specific credit cards
Personal notes or cards
Frequent buyer programs
- 36. ENTREPRENEURSHIP: Ideas in Action © SOUTH-WESTERN PUBLISHING
Chapter 6
Slide 36
Chapter 6.3 Assignment
Notes – Answers for assignments are
throughout the notes, make sure you read
them.
Checkpoint pg 144
Checkpoint pg 145
Checkpoint pg 147
Thinking Critically #1-3 pg 147
ALL DUE AT THE END OF CLASS, THIS IS A
TEST GRADE!!!!!!!!!! Answer in complete
sentences