Marketing Research: It’s Everywhere!
Post on 02-Jan-2016
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target
market
product price
placepromotion
Marketing Management and the Infamous 4 Ps...Marketing Management and the Infamous 4 Ps...
Role of Marketing Research in Role of Marketing Research in Decision MakingDecision Making
Customer/Society
Strategic Marketing Plan:Organizational Resources,Objectives,Marketing Strategy,
Implementation and Control
Marketing Research
informs
Marketing Strategy/Marketing MixProduct-Price-Promotion-Distribution
influences
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.”
Figure 3: Where the Marketing Research Dollars are Concentrated
Source: Inside Research, “Where the Money Is,” American Demographics (www.demographics.com).
RESEARCH REALITIES 2: TOP 20 GLOBAL RESEARCH ORGANIZATIONS
Source: Honomichl Top 50 Annual Business Report on the Marketing Research Industry, Marketing News (June 9, 2003), Chicago: American Marketing Association.
e-Bay: Listening to Customerse-Bay: Listening to Customers
Vision: To help practically anyone trade practically anything on earth
To achieve the vision, e-Bay:– Blends marketing research with its overall business
strategy– Forms voice of the customer group to keep itself
informed about the needs and preferences of its customers
– Creates Feedback Forum for users to give each other ratings for each transaction
T.G.I.Friday’s: Using Marketing T.G.I.Friday’s: Using Marketing Research to Identify New Research to Identify New
OpportunitiesOpportunitiesHow the Research Was Conducted:
– Formal interviews with parents and children– Observation of young customers’ likes and
wantsResearch Showed
– Young customers want something beyond ordinary drinks
– T.G.I Friday’s created special kids’ drinks like Banana Kong
Marketing Research to Track Product Marketing Research to Track Product Performance and Customer Performance and Customer
Satisfaction of Products and ServicesSatisfaction of Products and ServicesResearch Showed
– Consumers wanted abundance of toppings
Marketing research led to revamping of pizza toppings
Developing and Implementing Developing and Implementing Marketing StrategiesMarketing Strategies
Develop an effective Marketing Mix
Price Place
Product Promotion
Principles of Marketing Principles of Marketing ResearchResearch
Principle #1: – Attend to the timeliness and relevance of research
Principle #2: – Define research objectives carefully and clearly
Principle #3: – Do not conduct research to support decisions already
made
Principle # 1: Attend to the Principle # 1: Attend to the Timeliness and Relevance of Timeliness and Relevance of
ResearchResearch
Ariel High Suds
Launch
LOW SALES RATES
1985 1986 1987 1988 1989
Marketing Research
Lag Time
Research and Decision Research and Decision MakingMaking
P&G’s Ariel High Suds– Research-related decisions--the timing of the
research studies prior to launch
Decision to forgo additional research to understand the impact of changed economic conditions – contributed to the initial lackluster performance of the product
Principle # 2: Define Research Principle # 2: Define Research Objectives Carefully and Objectives Carefully and
ClearlyClearlyCoca Cola tested New Coke against Coke
ClassicThey didn’t account for consumer reaction
to lack of choice between the two!End Result: New Coke failed
Principle # 3:Do Not Conduct Principle # 3:Do Not Conduct Research to Support Decisions Research to Support Decisions
Already MadeAlready MadeIndianized Yogurt:
– Decision was made to produce yogurt– Yogurt plant was constructed– Marketing research determined there was
only a very small market– Product failed in the marketplace
Nestlé's Dahi is a recent entrant in the yogurt market
Classification of Marketing Classification of Marketing ResearchResearch
Basic Research : to generate or create knowledge – Journal of Marketing articles
Applied research– To solve a problem– To develop strategies for products and services
How Do You Recruit a Nun? How Do You Recruit a Nun? Marketing Research Comes Marketing Research Comes
to the Rescueto the Rescue St.Benedictine Convent:
– Majority of Sisters 70+ years– Inability to attract new recruits
Conducted Focus Groups:– To determine why they were not able to recruit young
members– Research showed people perceived nuns to have a dull
existence Launched New Ad campaign Recruited an average of three nuns a year
In-house Marketing ResearchIn-house Marketing Research
Formal Marketing Department– Centralized: one marketing department for all
product lines– Decentralized: separate marketing departments
for individual product lines– Hybrid : combination of centralized and
decentralized
Exhibit 1.4 Illustrative Centralized Marketing Research Function in a Multibrand Company
Corporate Marketing Research Department
Responsibilities include:
• Designing Studies
• Constructing Questionnaires
• Selecting Samples
• Collecting Data
• Analyzing Data
• Preparing Reports
• Choosing External Research Providers
Corporate Marketing Department
Marketing of Brand A
Marketing of Brand B
Marketing of Brand C
Research Reports
Research Requests
Corporate Marketing Department
Marketing of Brand A
Marketing of Brand B
Marketing of Brand C
Requests Reports Requests Reports Requests Reports
Marketing Research Department for Brand A
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples• Collecting Data• Analyzing Data• Preparing Reports• Choosing External Research Providers
Marketing Research Department for Brand B
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples• Collecting Data• Analyzing Data• Preparing Reports• Choosing External Research Providers
Marketing Research Department for Brand C
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples• Collecting Data• Analyzing Data• Preparing Reports• Choosing External Research Providers
Exhibit 1.5 Illustrative Decentralized Marketing Research Function in a Multibrand Company
Corporate Marketing Department
Marketing of Brand A
Marketing of Brand B
Marketing of Brand C
Research Reports
Research Requests
Research Requests
Research Requests
Corporate Marketing Research Department
Responsibilities include:
• Collecting Data
• Analyzing Data
• Preparing Reports
• Choosing External Research Providers
Marketing Research
Department for Brand A
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples
Marketing Research
Department for Brand B
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples
Marketing Research
Department for Brand C
Responsibilities Include:• Designing Studies• Constructing Questionnaires• Selecting Samples
Shared Responsibilities
for Research
Exhibit 1.6 Illustrative Mixed-Structure Marketing Exhibit 1.6 Illustrative Mixed-Structure Marketing Research Function in a Multibrand CompanyResearch Function in a Multibrand Company
External Marketing ResearchExternal Marketing Research
Large Commercial Firms:– AC Nielsen provides full service, planning through
recommendations
Small Commercial Firms – Specialize in one part of the process– Custom Research Inc. provides
marketing research,customer
satisfaction, and database
marketing services
External Marketing Research External Marketing Research (Cont’d)(Cont’d)
Academic Consultants Professors and students’
research projects
Trade Associations
International trade site (www.fita.org)
Marketing ServicesMarketing Services
Claritas Inc -- Specializes in providing marketing information to companies
Key supplier of information containing the profiles and life-styles of U.S. consumers on a zip code-by-zip code basis
Developed a information base by combining U.S. Census Bureau demographic data with life-style/attitudinal data generated through various regional surveys
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