marketing_understanding

marketing_understanding - Marketing Research, Understanding...

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Marketing Research, Understanding the Consumer (and a bit about Creativity) FOS 4435/5437 Spring 2011 12 January 11
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Marketing Research Defined as a discipline of marketing that links the consumer, the customer, the public to the marketer through information Not called market research (although many people call it that, including our text and our previous lecture) Market research is a narrow look at a particular market How rapidly are sales growing in the organic dairy industry?
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Purpose of Marketing Research Identify and define marketing opportunities and problems Generate, refine and evaluate marketing decisions Monitor marketing performance Improve understanding of marketing as a whole
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Marketing Research Tasks Specifies questions to ask Designs methods for collecting information Manages and implements the data gathering process Analyzes the data Communicates/reports the information
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The MR Process Define the problem Is our new container the correct size for home use by a typical family? Why are sales suddenly falling in New Zealand? How will you collect the data you need? Telephone surveys? Focus groups?
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MR Process (con’t.) Select sampling plan Random Current users of a particular product How will the data be analyzed? Software What is degree of accuracy required? Decide on the budget and timetable Review with client (marketing, an executive team)
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MR Process (con’t.) If all in agreement, collect data or perform the study Analyze the data Check for errors prior to reporting Write the report
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New Product MR Follows the general stages that we’ve begun to discuss In each stage, information about the market and consumers is needed to support critical decisions about the product
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1. Opportunity Identification Seek holes in the market that might be opportunities At this stage, the following information
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marketing_understanding - Marketing Research, Understanding...

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