Chapter 3 Analyzing Marketing Opportunity

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Chapter 3Analyzing Marketing Opportunity

• Today you have to run faster to stay in the same
  place.
• Philip Kotler

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Learning Objectives

1. Gathering information and Measuring Market
   Demand.
2. Scanning the marketing environment.
3. Analyzing consumer markets and buyer behavior.

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1. Gathering information and Measuring Market
Demand.

• MIS
• Marketing Research Process

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MIS

• People ,equipment,and procedures to
  gather,sort,analyze,evaluate, and distribute
  needed,timely,and accurate information to
  marketing decision makers.

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MISs STRUCTURE(P132)

• Internal databases
• Marketing intelligence
• Marketing research
• Information analysis

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Marketing Research Process

• Defining the problem and research objective
• Developing the research plan for collecting
  information
• Implementing the research plan-collecting and
  analyzing the data
• Interpreting and reporting the findings

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Relative terms

• Exploratory research
• Descriptive research
• Causal research
• Secondary data
• Primary data
• Online databases

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Relative terms

• observational research
• Survey research
• Single-source data system
• Experimental research
• Focus group interviewing
• Online marketing research

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2.Marketing Environment

• Microenvironment
• macroenvironment

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Microenvironment

• Company
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• public

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Macroenvironment

• Demographic Environment
• Economic Environment
• Natural Environment
• Technological Environment
• Political-Legal Environment
• Social-cultural Environment

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Demographic Environment

• Worldwide Population Growth
• Population Age Mix
• Ethnic Markets
• Educational Groups
• Household Patterns
• Geographical Shifts in Population

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Economic Environment

• Income distribution
• Savings, Debt, and Availability

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Natural Environment

• Shortage of raw material
• Increased energy costs
• Increased pollution level
• Changing role of governments

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Technological Environment

• Accelerating Pace of Technological Change
• Unlimited Opportunities for Innovation
• Varying RD Budgets
• Increased Regulation of Technological Changes

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Political-Legal Environment

• Legislation Regulating Business
• Growth of Special-interest Groups

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Social-cultural Environment

• High Persistence of Core Cultural Values
• Existence of Subcultures
• Shifts of Secondary Cultural Values through Tim

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3.Consumer Behavior

1. Major factors influencing buyer behavior
2. The buying decision process
3. The stages of the buying decision process
4. Reference concepts

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Reference concepts

• Customer value and satisfaction
• Customer value
• Relationship marketing

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(1)The major factors influencing buying behavior

• Cultural factors
• Social factors
• Personal factors
• Psychological factors

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Cultural factors

• Culture
• Subculture
• Social class

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Social class

• Social classes are relatively homogeneous and
  enduring divisions in a society,which are
  hierarchically ordered and whose members share
  similar values ,interests, and behavior.

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Social factors

• Reference groups
• Family
• Roles and statuses

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Reference groups

• Reference groups consists of all the groups that
  have a direct (face-to-face) or indirect
  influence on the persons attitudes or behavior.
• Groups having a direct influence on a person are
  called membership groups.(direct groups)
• Indirect reference groups

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Reference groups

• Aspirational groups are those the person hopes to
  join.
• Dissociative groups are those whose values or
  behavior an individual rejects.
• Opinion leader is the person in informal
  product-related communications who offer advice
  or information about a specific product or
  product category.

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Family

• Family procreation----ones spouse and children
• Types of Family

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Types of Family

• Skippies(student-kids with income and purchasing
  power)
• Mobys(mother old and baby young)
• Dinks(double income,no kids)
• Dewks(double income with kids)
• Puppies(???????)
• Woofs(?????)

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Roles and status

• A person participates in many groups----family,
  club, organization.
• The persons position in each group can be
  defined in terms of role and status.
• A role consists of the activities that a person
  is expected to perform.
• Each person carried a status.

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Personal factors

• Age and stage in the life cycle
• Occupation and economic circumstances
• Lifestyle
• Personality and self-concept

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Lifestyle

• A lifestyle is the persons pattern of living in
  the world as expressed in activities, interests,
  and opinion.
• Lifestyle portrays the whole person
  interacting with his or her environment.
• Markerters search for relationships between their
  products and lifestyle groups.

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VAL2 (value and lifestyles)

• Actualizers
• Fulfilled
• Achievers
• Experiences
• Believers
• Strivers
• Makers
• Stuggles

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Personality and self-concept

• By personality, we mean distinguishing
  psychological characteristics that lead to
  relatively consistent and enduring responses to
  environment.

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Psychological factors

• Motivation
• Perception
• Learning
• Beliefs and attitude

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The Cinema Two Week Cycle
Going to the movies is not a two hour event for
Identity Builders it is a complex planning and
evaluating process that offers many opportunities
to marketer.
The Day(6-7 hours)
The Week before - picking the film, who to
go with, where to see, when
- PLANNING
Eating, Malling, Getting home
The Week After -talking about the Day,
assessing the film, the school yard
discussion.
-REVIEWING
Getting to the Venue
The Movie
2 hours Hanging Out all day with friend
AND THEN IT STARTS AGAIN
Note in S.E. Asia markets cinema attendance by
teens is among highest in the world with an
average of around one film a month.
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(2) The buying decision process

• Buying roles
• Buying behavior
• Complex buying behavior
• Dissonance-reducing buyer behavior
• Habitual buying behavior
• Variety-seeking buying behavior

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Analysis of Regular Blue Ribbon Drinkers
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Regional Breakdown
Base All Respondents
Profile
Source Millennium Study
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Age/Sex Breakdown
Base All Respondents
Profile
Source Millennium Study
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Educational/Family Position
Base All Respondents
Profile
Source Millennium Study
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Household Income
Base All Respondents
Profile
Source Millennium Study
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(3)the stage of the buying decision process

• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior

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4.Business buyer behavior

• Business Market
• Model of Business Buyer Behavior

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Business market

• Characteristics of Business markets(p213
  Table6.1)
• Derived demand

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Derived demand

• Business demand that ultimately comes from the
  demand for consumer goods.

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Model of Business Buyer Behavior

• (p217)

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Business buying behavior

• Straight rebuy
• Modified rebuy
• New task
• Systems buying

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Participants in the business buying process

• Buying centrer
• User
• Influencers
• Deciders
• gatekeepers

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Major influences on business buyer behavior

• Environmental
• Organizational
• Interpersonal
• Individual
• buyers

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Discussion

• 1.No.2,p236
• 2.No. 3,p204