6-Marketing Research

6-Marketing Research - Marketing Research (Relatedto...

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1 Marketing  Research (Related to  Chapter 8)
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2 Agenda Why conduct marketing research The marketing research process
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3 Why Conduct Marketing Research? Marketing: satisfy customer needs and wants. What do customers need and want? Have their needs and wants been satisfied? Design products to satisfy their needs or wants. Which products can satisfy their needs or wants? If their needs have been satisfied, can we better satisfy their needs with any products? How can we make sure our products can succeed in market?
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4 Marketing Research in Hollywood Movie studios want to  reduce their risks of  losses Marketing research of  forthcoming movies 
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5 Marketing Research in  Hollywood Invite peoples who fit the profile of target  audience Ask questions after watching a forthcoming  movie Change… Movie title “Shoeless Joe”   “Field of Dream” Scenes Ending Guarantee movie success
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6 Example: Coca-Cola Consumers put ? ice cubes in a glass 3.2 Consumers see ? of its commercials every year 69 Prefer cans to pop out of vending machines at a  temperature of ? Degrees (weather). 95
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7 Other Examples Kimberly-Clark, the producer of Kleenex The average person blows his or her  nose ? times a year 256
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8 Hoover Consumers spend about ? minutes each week  vacuuming 35 Consumers suck up about ? pounds of dust  every year 8 Consumers use ? bags to do so. 6
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9 In Europe (per capita) ? consume the most chocolate Swiss ? eat the most cheese  Greeks ? drink the most tea Irish ? smoke the most cigarettes. Austrians 
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10 Marketing research Marketing research is the process of defining  a marketing problem and opportunity,  systematically collecting and analyzing  information, and recommending actions.  Reduces risk and uncertainty when making  decisions
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11 The roles of marketing research in  designing 4P’s:  Examples Examples Product New product testing Price The effects of price cut on sales Place Shopping trip studies Promotion Advertising copy tests
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12 Who conduct marketing  research? Research departments Market research firms Consulting firms Advertising agencies Colleges and Universities
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13 The marketing research process-Five  steps
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Step 1: Defining the problem Most important and difficult part of the  process What do we need to know? What pieces of information will give us what 
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6-Marketing Research - Marketing Research (Relatedto...

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