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Introduction to Marketing Research
Introduction to Marketing Research
Professor Yu Hongyan
Sun Yat-Sen Business School, SYSU
April 19, 2023
What Types of Decisions Do Marketers Make?
Example: investment in Restaurant around university.
Here are some marketing decisions we need to make
Target options- SYSU; shopper OR Tourists
Menu – Breakfast; Lunch; Dinner; AND/OR Late Night
Sit down OR fast food (or takeout/delivery)
Prices – Super Cheap, Cheap, Average, High, OR Super High
How to advertise?
Contents
The Relationship of MKT and MR ?1
Defining Marketing Research?2
The Use of Marketing Research3
Classifying Marketing Research Studies4
The Relationship of MKT and MR
Marketing is An organizational function and a set of processes for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.
1-4
American Marketing Association
The Relationship of MKT and MR
The Marketing Concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets.
1-5
The Relationship of MKT and MR
A Marketing Strategy Consists of selecting a segment of the market as the
company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.
1-6
The Relationship of MKT and MR
Managers must make decisions.To make the “right” decisions, the following
kind of information is needed: objective accurate timely
1-7
Defining Marketing Research
Marketing research is the process of designing, gathering, analyzing, and reporting
information that may be used to solve a specific marketing problem.
Understand definiation Process
• Designing
• Gathering
• Analyzing
• Reporting
Purpose : • Solve a specific marketing probelm
1-8
Information
Defining Marketing Research
Marketing research: The function that 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 the understanding of marketing as a process
1-9
Defining Marketing Research
Marketing research and market research Market research: the “systematic gathering, recording, and
analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”
1-10
The Uses of Marketing Research?
Identify marketing opportunities and problemsGenerate, refine, and evaluate potential marketing
actionsMonitor marketing performanceImprove marketing as a process
1-11
Classifying Marketing Research Studies
Identify marketing opportunities and problems:Market-demand determinationMarket segments identificationMarketing audits - SWOT analysis
1-12
Classifying Marketing Research Studies
Generate, refine and evaluate potential marketing actions:Proposed marketing-mix evaluation testingNew-product prototype testingAdvertising pretesting
1-13
Classifying Marketing Research Studies
Monitor marketing performance:Image analysisTracking studiesCustomer satisfaction studies
1-14
Classifying Marketing Research Studies
Improving marketing as a process Expand knowledge (basic research) of marketing as a
process rather than to solve a specific problem facing a company
1-15
Marketing Marketing ManagersManagers
Analysis
Planning
Implement-ing
Controlling
Marketing Marketing ManagersManagers
Analysis
Planning
Implement-ing
Controlling
AssessingAssessinginformationinformation
needsneeds
AssessingAssessinginformationinformation
needsneeds
DistributingDistributinginformationinformation
DistributingDistributinginformationinformation
InternalInternalreportsreports
InternalInternalreportsreports
MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis
MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis
MarketingMarketingintelligenceintelligence
MarketingMarketingintelligenceintelligence
MarketingMarketingresearchresearch
MarketingMarketingresearchresearch
Marketing Marketing EnvironmentEnvironment
Targetmarkets
Marketingchannels
Competitors
Publics
Macro-environment
forces
Marketing Marketing EnvironmentEnvironment
Targetmarkets
Marketingchannels
Competitors
Publics
Macro-environment
forces
Marketing Decisions and CommunicationsMarketing Decisions and Communications
Developing InformationDeveloping Information
Marketing Information System