ch1+Churchill+rev+6.11

ch1+Churchill+rev+6.11 - Chapter 1 Marketing Research: It's...

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Chapter 1 Marketing Research: It’s Everywhere!
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target market product price place p r o m t i n Figure 1: The Task of Marketing Management
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Competitive Environment Technological Environment Natural Environment Social Environment Political and Legal Environment Economic Environment Figure 2: The Environments That Affect Marketing Marketing Strategy Customer Value and Behavior
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Definition of Marketing Research Marketing research is the “function which links the consumer, customer, and public to the marketer through information-- information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.”
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Figure 3: Where the Marketing Research Dollars are Concentrated Source: Inside Research, “Where the Money Is,” American Demographics (adage.com).
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Research Activities of 435 Companies Percent Doing A. Business Economic and Corporate Research 1. Industry/market characteristics and trends 2. Acquisition/diversification studies 3. Market share analyses 4. Internal employee studies (morale, communication, etc.) 92% 50 85 72 B. Pricing 1. Cost analysis 2. Price analysis 3. Price elasticity 4. Demand analysis: a) market potential b) sales potential c) sales forecasts 5. Competitive pricing analyses 57 55 56 78 75 71 71 C. Product 1. Concept development and testing 2. Brand name generation and testing 3. Test market 4. Product testing of existing products 5. Packaging design studies 6. Competitive product studies 78 55 55 63 48 54
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Research Activities of 435 Companies (continued) Percent Doing D. Distribution 1. Plant/warehouse location studies 2. Channel performance studies 3. Channel coverage studies 4. Expert and international studies 25% 39 31 32 E. Promotion 1. Motivation research 2. Media research 3. Copy research 4. Advertising effectiveness testing a) prior to marketplace airing b) during marketplace airing 5. Competitive advertising studies 6. Public image studies 7. Sales force compensation studies 8. Sales force quota studies 9.
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This note was uploaded on 01/31/2012 for the course MGMT 151 taught by Professor Debbieletourneau during the Fall '11 term at UC Irvine.

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ch1+Churchill+rev+6.11 - Chapter 1 Marketing Research: It's...

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