5th edition Alvin C. Burns Ronald F. Bush

Slides:



Advertisements
Similar presentations
Marketing Info. System Assessing Marketing Information Needs
Advertisements

On Target Group Coaching
Yale Consultancy Sdn Bhd
Marketing Research and Information Systems
Building Customer Relationships Through Effective Marketing
An Introduction to Marketing Research
Principles of Marketing
A Framework for Marketing Management
Unit 3 Basic Marketing Concepts
Marketing is All Around Us
Chapter 8 The Marketing Plan
Marketing Research Unit 7.
1 MARKETING RESEARCH. 2 Introduction to Marketing Research.
C H A P T E R © 2007 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin An Overview of Contemporary Marketing 1.
Chapter One Copyright © 2006 McGraw-Hill/Irwin Marketing Research For Managerial Decision Making.
Strategic Research Part 2: Planning and Strategy Chapter 6.
Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 1- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.
Nature and Scope of Marketing Research
Market Research and Market Information Chapter 7 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter1 An Introduction to Marketing Research. The Importance of Information Companies Need Accurate Information About:..The marketing environment..Customer.
LOGO Introduction to Marketing Research Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 12 September 2015.
UNDERSTANDING PRINCIPLES OF MARKETING
Introduction to Marketing Research
Marketing Research Lecture 1. MARKETING Purpose of Marketing is to allow a firm to plan and execute the pricing, promotion and distribution of products.
1-1 Copyright © 2010 Pearson Education, Inc.. To understand Marketing Research, we must answer these questions: What is marketing? What is the marketing.
The Marketing Research Process and Proposals
Marketing Is All Around Us
Market research in Business
MARKETING. Standards… BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership. BCS-BE-36:
Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 1-1 Chapter One Overview.
1-1© 2007 Prentice Hall Chapter 1 Introduction and Early Phases of Market Research.
LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.
Principles of Marketing Lecture-11. Summary of Lecture-10.
Marketing Management Dr. Doni P. Alamsyah, MM Meeting 2.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1 Prepared by Deborah Baker Texas Christian University.
Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 1.
Chapter 4 Marketing Research and Information Systems Dr. Franck VIGNERON.
Understanding Markets, Market Demand, and the Marketing Environment Concepts.
Problems versus Symptoms and Formulating Research Objectives Steps leading to a formal research proposal.
1 Chapter 4 Marketing Research and Information Systems.
1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.
Marketing 333 Introduction to Marketing Chapter 18 Developing Innovative Marketing Plans.
Introduction to Marketing Research MAR 6648: Marketing Research January 4, 2010.
Marketing Research An introduction. Marketing Research Marketing research is a combination of two words i.e marketing and research Marketing is essentially.
Advertising’s Role in Marketing
Managing Marketing Information Chapter Objectives Understand the importance of information to the company. Know the definition of a marketing.
Marketing Research Sample Report Outline Stephan Sorger NOT A TEMPLATE: PLEASE DO NOT TAKE THIS PPT, CROSS OUT SHISEIDO, AND ENTER.
Managing Marketing Information 4 Principles of Marketing.
The Marketing Plan. Executive Summary  This is at the beginning of the marketing plan and is an overview of the entire marketing plan  It briefly addresses.
Chapter 1 MARKETING IS ALL AROUND US. The Scope of Marketing Marketing is activity, set of institutions, and processes for creating, communicating, delivering,
Section 28.1 Marketing Information Chapter 28 marketing research Section 28.2 Issues in Marketing Research.
MARKETING INFORMATION SYSTEM. What is marketing information System ? Marketing information consists of people, equipment and procedures to gather,sort,analyze,evaluate.
Journal Entry 4 If you were developing a new candy bar, what type of things would you want to know before marketing it?
Gathering Information and Scanning the Environment Chapter 3.
1-1 vddf1 Chapter One Introduction to Marketing Research.
May 9th, 2015 Market Research Describe the purpose of marketing research.
MGT301 Principles of Marketing Lecture-12. Summary of Lecture-11.
MANAGING CUSTOMER INFORMATION TO GAIN CUSTOMER INSIGHTS Chapter 5 Kotler, Bowen, Makens and Baloglu Marketing for Hospitality and Tourism.
MGT301 Principles of Marketing Lecture-11. Summary of Lecture-10.
MKIS-MARKETING INFORMATION SYSTEM Presented by Paresh Kumar Rahul Goutham.
5th edition Alvin C. Burns Ronald F. Bush
Market Research Process
Building Customer Relationships Through Effective Marketing
Introduction to Marketing Research
Chapter 1 Introduction and Early Phases of Market Research
Marketing information system
Chapter One Introduction to Marketing Research
Managing Marketing Information
Introduction to Marketing Research
Presentation transcript:

5th edition Alvin C. Burns Ronald F. Bush MARKETING RESEARCH 5th edition Alvin C. Burns Ronald F. Bush

Introduction to Marketing Research

Because Marketing Research is part of Marketing we should understand: What is marketing? What is the marketing concept? What is marketing strategy? Ch 1

What is Marketing? Marketing has been defined by the AMA as 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. Ch 1

What is the Marketing Concept? 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. Ch 1

What is Marketing Strategy? 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. Ch 1

Learning by Doing: Let’s Apply Marketing to a Restaurant Target market segment? Marketing strategy Location? Menu? Prices? Type? Advertising? Ch 1

Restaurant Marketing Decisions What if you owned a restaurant located in Austin, Texas near the University of Texas? What would be your marketing strategy? How certain are you that you made the right decisions? Ch 1

Restaurant Marketing Decisions What if the restaurant was located near a university in a foreign country like China, Thailand, Italy, Iceland, or Peru? What would be your decisions? How certain are you that you made the right decisions now? So, what’s going on? Class comments? Ch 1

Key Point To practice marketing; to implement the marketing concepts; to implement marketing strategy, managers must make decisions. Many decisions require additional information and marketing research is needed in order to supply that information. Ch 1

We need Marketing Research to: Make the “right” decisions to Implement marketing Practice the marketing concept and Make the right decisions to select the right marketing strategy Ch 1

What is Marketing Research? (Burns and Bush Definition) Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Ch 1

What is Marketing Research? AMA definition 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. Ch 1

Market Research vs. Marketing 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.” Ch 1

What is the purpose of Marketing Research? To link the consumer to the marketer by providing information that can be used in making marketing decisions Ch 1

What are the uses of Marketing Research? Identify marketing opportunities and problems Generate, refine, and evaluate potential marketing actions Monitor marketing performance Improve marketing as a process Ch 1

Classifying Marketing Research Studies Identifying marketing opportunities and problems Market-demand determination Market segments identification Marketing audits SWOT analysis Ch 1

Classifying Marketing Research Studies Generating, refining, and evaluating potential marketing actions Proposed marketing-mix evaluation testing New-product prototype testing Advertising pretesting…see Insight Express AdInsight ad pretesting… Ch 1

Classifying Marketing Research Studies Monitoring marketing performance Image analysis…bank image analysis Tracking studies...sales, market shares of all brands in our category Customer satisfaction studies Ch 1

Classifying Marketing Research Studies Improving marketing as a process The purpose of these studies is to expand knowledge (basic research) of marketing as a process rather than to solve a specific problem facing a company…How does background music affect perceptions of products…How preshopping information affects product returns…Understanding cultural differences in consumer impatience…all in Journal of Marketing. Ch 1

The Marketing Information System An MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Ch 1

Components of an MIS Internal Reports System… Accounting information system…data from income statement, etc. Marketing Intelligence System... Information coming from outside the firm… Marketing Decision Support System (DSS)…database with analytical tools Marketing Research System Ch 1

The Marketing Research System has a role in MIS because… It gathers information not gathered by the other MIS component subsystems. Marketing research studies are conducted for a specific situation facing the company. People Magazine study – which of three different cover stories should we use? Marketing research projects unlike other MIS components are not continuous – they have a beginning and an end. Ad hoc studies/Projects Ch 1

Hot Topics in Marketing Research Online Marketing Research Growing Consumer/Respondent Resentment Globalization Ch 1

Hot Topics – Online Marketing Research Online research: the use of computer networks, including the Internet, to assist in any phase of the marketing research process including development of the problem, research design, data gathering, analysis, and report writing and distribution. Ch 1

Hot Topics – Online Marketing Research Web-based research: research that is conducted on web applications; may use traditional methods as well as on-line research methods in conducting research on web-based applications… Usability studies On-line survey research: collection of data using computer networks… Ordering samples online via Survey Sampling, Inc. Ch 1

Hot Topics – Online Marketing Research On-line survey research: collection of data using computer networks… Ordering samples online via Survey Sampling, Inc. Ch 1

Hot Topics – Growing Consumer/ Respondent Resentment Marketing research is invasive. Telemarketers and direct marketers have abused “marketing research.” The government through FTC has instituted a “Do not call” list. The marketing research industry is so far excluded from the ban of the “do not call” regulations. Ch 1

Hot Topics – Globalization As marketing firms spread globally, so did marketing research firms. According to Jack Honomichl, 48% of U.S. marketing research firms’ revenues were generated outside of U.S. The top 25 marketing research firms in the world earn 67% of their revenues outside their own country. Ch 1