Ch 04 conducting marketing research and demand forecast
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CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Hannah Rhuelle B. AbelleraAteneo Graduate School of
Business
www.hannahabellera.blogspot.com
6 Learning Concepts
Outline
6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand
www.hannahabellera.blogspot.com
Marketing research is a systematic problem analysis,
model building and fact-finding for the purpose
of improved decision-making and control
in the marketing of goods n and services.
Concept 1What is Marketing Research?
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Example 1
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Source: www.marketresearchworld.netwww.hannahabellera.blogspot.
com
Concept 2 The Marketing Research Process
1. Define Problem
2. Develop Research
Plan
3. Collect Information
4. Analyze Information
5. Present Findings
6. Make a Decision
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Example 2
Problem• How will P&G understand the buying behavior of its consumers?
How to meet the desires/need of the consumers?
Research plan• Focus group• Shop with consumers• Interview in the homes of consumers• Selecting partners for marketing research, Nielsen company• Collection of marketing research information from website
P&G interprets data and strategizes
www.pampers.com , www.pampers.ph/www.hannahabellera.blogspot.
com
Concept 3Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
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Word Association Example 3
Diaper
Soft drinks
Detergent bar
Fabric conditioner
Sanitary napkin
Toothpaste
Refrigerator
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Scientific Method
Research Creativity
Multiple Methods
Interdependence
Value and Cost of Information
Healthy Skepticism
Ethical Marketing
Concept 4Characteristics of Good Marketing Research
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Example 4
“Know Your Shopper, Grow Your Revenue”
How they do it?Consumer Panels and Retail Measurement
- Nielsen Consumer Panels
- Point-of-Sale (POS) Technology
Advanced Analytics
- Nielsen Catalina Solutions
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A demand is an economic principle
that describes a consumer's desire and willingness
to pay a price for a specific good
or service.
www.investopedia.com
Concept 5What is Demand?
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Potential Market
Available Market
Target Market
Penetrated Market
Measures of Market Demands
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Demand of P&G ProductsExample 5
High or Low demand of products?
P&G has the largest lineup of leading brands in industry
Over 20 brands reaching over $1 billion in annual sales
Another 20 brands generating around $500 million or more in annual sales
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• Prediction of what will happen to your company's existing product sales
• Uses a multi-functional approach
• Consider inputs from sales and marketing, finance, and production should be considered
• Final demand forecast is the consensus of all participating managers
http://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpuf
Concept 6Forecasting Demand
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Example
6
has deployed Terra’s Demand Sensing to roughly 75% of its global business
• Multi-Enterprise Demand Sensing
• Inventory Optimization
• Transportation Forecasting
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Remember This…
“The aim of marketing is to know and understand the
customer so well the product or service fits him and sells
itself".
-Peter Drucker-www.hannahabellera.blogspot.
com
Summary
6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand
www.hannahabellera.blogspot.com
CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Hannah Rhuelle B. AbelleraAteneo Graduate School of
Business
www.hannahabellera.blogspot.com
6 Learning Concepts
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