Seller Marketing Expired Marketing FSBO Marketing Open Houses Farm Marketing.
1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH...
-
Upload
lewis-briggs -
Category
Documents
-
view
217 -
download
0
Transcript of 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH...
![Page 1: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/1.jpg)
1: Marketing Research for Decision Making
ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush
![Page 2: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/2.jpg)
1-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Marketing
Marketing is the process of planning and executing the pricing,promotion, distribution of products,
services, and ideas in order to create exchanges that satisfyboth the firm and its customers
![Page 3: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/3.jpg)
1-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Marketing Research
Marketing research is the function that links an organization to its
market through the gathering of information
![Page 4: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/4.jpg)
1-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Tasks in the Process
Designing methods for collecting dataManaging the information collection
processAnalyzing and interpreting resultsCommunicating findings to decision
makers
![Page 5: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/5.jpg)
1-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Research Benefits Marketing Decisions
Situation analysisStrategy designProgram development
![Page 6: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/6.jpg)
1-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Marketing Situation Analysis
Monitors the appropriateness of a firm’s marketing strategy and determines whether changes are necessary
Market analysisMarket segmentationCompetition analysis
![Page 7: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/7.jpg)
1-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Opportunity assessment
Collecting market information to forecast changes using
Content analysisIn-depth interviewsFormal rating procedures
![Page 8: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/8.jpg)
1-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Market Segmentation
Examine similarities and differences in consumer’s needs using
Benefit and lifestyle studies
![Page 9: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/9.jpg)
1-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Competition Analysis
Evaluates competitor’s strengths, weaknesses, and future plans using
Importance-performance analysis
![Page 10: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/10.jpg)
1-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Marketing Strategy Design
Information collected can be used to design marketing strategy
Target market analysisPositioningNew product planning
![Page 11: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/11.jpg)
1-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
New Product Planning
Provides information for improving products and planning new products
Concept and product testingTest marketing
![Page 12: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/12.jpg)
1-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Marketing Program Development
Gathers information for total marketing mixProduct portfolio analysisDistribution decisionsPricing decisionsIntegrated marketing communications
![Page 13: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/13.jpg)
1-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Desired Skills (Specific)
Ability to understand and interpret secondary data
Presentation skillsForeign-language competencyNegotiation skillsComputer proficiency
![Page 14: 1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.](https://reader036.fdocuments.in/reader036/viewer/2022082506/5697bf881a28abf838c8981e/html5/thumbnails/14.jpg)
1-14Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Emerging Trends
Secondary dataTechnology-based data managementDigital information acquisition and
retrievalA broader International client baseFrom data analysis to Information
management