Chapter One

1
Chapter One

• A Decision Making Perspective on Marketing
  Research

2
Why study Marketing Research

• Careers
• Research Organizations
• Marketing Business Consultancies
• Marketing Departments of Businesses
• Academia

3
Example MR organizations in Charlotte
4
Situations where MR knowledge is essential

• Your boss wants to introduce a new product and
  calls you for advice.
• Your ad agency wants your business to buy an
  expensive ad campaign.
• Your MR consultants present their findings about
  why your sales are falling. Do you accept their
  reasons?
• Your boss wants to reduce prices and calls you
  for your thoughts.

5
Why study Marketing Research

• Increase chances of taking the right decision
• Increase confidence in your recommendations
• Quantitative research
• Universal belief numbers dont lie

6
What is Marketing Research?Examples
Gentleness

• Pain Relievers

• Tylenol

Effectiveness

• Bayer

• Advil

• Private-label
• Aspirin

• Nuprin

• Anacin

• Excedrin

7
Definition of Marketing Research

• Marketing research is the
• systematic (pre-planned) and objective
  (measurable)
• identification, collection, analysis, and
  dissemination of information (information
  collected by organization from market)
• for the purpose of improving decision making
  (providing factual basis for taking a decision)
• related to the identification of opportunities
  and solution of problems in marketing.

8
Role of Marketing Research in Managerial Decision
Making

• Four Stages of
• Market Planning Situation analysis
• Process
• Strategy development
• Marketing program development
• Implementation

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Situation Analysis

• The analysis of the environment in which the
  business operates
• Market
• Economy
• Consumer and society
• Technology
• Legal
• Political
• Natural
• Usually focus on trends which impact the
  marketing situation

10
For Toyota Motor CompanyIdentify the business
environment
11
Case Starbucks

• Identify at least one aspect of the external
  environment Starbucks would be interested in
  researching
• Economic
• Technological
• Buyer behavior
• Market
• Legal

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Situation Analysis Common Marketing Research
Questions

• Describing the market
• How big is the existing market?
• How big is the potential market?
• How fast is the market growing?
• How brand loyal is the market?
• What competitive products exist?
• What is the supply situation in the market?

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Situation Analysis Common Marketing Research
Questions

• Describing an organizations market position
• What market share does the company hold?
• What market segments exist and which do we serve?
• What new emerging segments do we observe?

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Situation Analysis Common Marketing Research
Questions

• Describing buyer behavior
• Who are our customers? (i.e., demographic,
  geographic, psychographic segments)
• How do buyers perceive our brand and competing
  brands?
• What is the repurchase rate for our brand and
  competing brands?
• How satisfied are customers with our brand?
• Where do customers buy? When do they buy? Why do
  they buy?
• How much do buyers like our brand?

15
Role of Marketing Research in Managerial Decision
Making

• Four Stages of
• Market Planning Situation analysis
• Process
• Strategy development
• Marketing program development
• Implementation

16
Strategy Development

• Market Research Provides Information to Assist
  Management With Three Critical Decisions
• What business should we be in?
• How will we compete?
• What are the objectives for the business?

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Strategy development Common Marketing Research
Questions

• What business should we be in
• What products should we offer
• What technologies should we use
• What market segments should we target
• What distribution channels should we use

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Strategy development Common Marketing Research
Questions

• How will we compete
• How do we differentiate ourselves / our product
  from competition
• What attributes do consumers consider to be
  important
• How do we compare to competition

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Strategy development Common Marketing Research
Questions

• What should be our business objectives
• Sales / Profits
• Market share
• Customer satisfaction (self-survey or actual
  complaints)
• Attitudes, etc.
• Which objective is a better indicator of our
  health

20
Role of Marketing Research in Managerial Decision
Making

• Four Stages of
• Market Planning Situation analysis
• Process
• Strategy development
• Marketing program development
• Implementation

21
Common Questions

• Segmentation which segment to target
• Product How should the product be positioned
• Distribution exclusive / mass distribution
• Advertising what appeals should be used

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Common Questions

• Personal selling which customers should be
  approached personally
• Price what price should be charged
• Branding how can brand loyalty be increased
• Customer satisfaction how satisfied are our
  customers?

23
Role of Marketing Research in Managerial Decision
Making

• Four Stages of
• Market Planning Situation analysis
• Process
• Strategy development
• Marketing program development
• Implementation

24
Common questions - Implementation

• Did the marketing program achieve its objectives
• Should the marketing program be modified,
  continued or terminated?

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Factors Influencing Marketing Research Decisions
Yes
Yes
Yes
Yes
Availability of Data Is the information on
hand inadequate?
Nature of Decision Is the decision of
considerable importance?
Benefits vs. Costs Does the value of the
research exceed the cost?
Time Constraints Is sufficient time available?
Conduct Marketing Research
No
No
No
No
Do not conduct marketing research!