CHAPTER 5 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013.

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Presentation transcript:

CHAPTER 5 1 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

B2C vs. B2B Market Research 2 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

A Marketing Information System – integrated approach to developing, storing and using information. –Include market research, internal and external data sources. –Information is placed in “data warehouse”. –Effective Decision Support System (DSS). Marketing Information System (MkIS) 3 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

The Marketing Research Process 4 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Internet Business Information Sources 5 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Developing Primary Data 6 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Developing Primary Data 7 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013 Fig. 5.1 Cost vs. speed in surveys

B2B Survey Methods 8 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Sampling Random sampling is difficult due to small number of potential respondents. Stratified random sampling is common. In many markets 100% review of the population is possible. 9 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Developing Questionnaires Introduction should be succinct and should let the respondents know why their answers are important. Questions should be in a logical order. For telephone and mail surveys, closed questions are best. For interviews and focus groups, open questions are best. Avoid double questions. Keep language simple and jargon-free. Allow for “don’t know” responses. Avoid hypothetical questions. 10 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Analyzing Data 11 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Development of Market and Sales Forecast 12 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013 Fig. 5.2 Development of market forecast and sales forecast

Time Series Analysis 13 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Common Sales Forecasting Techniques 14 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

Organizing for Market Research 15 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013 Fig. 5.3 Sample research proposal

Managing Research Projects 16 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013

The Benchmarking Process 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013 Fig. 5.4 The benchmarking process

Exhibit Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013 Customer market survey

Summary 19 Market research is critical to effective business marketing program. Developing an effective marketing information system and a decision support system requires consistent effort. The most important step in developing market research is finding what kind of information is needed. Research is used to develop critical ratios, which are applied to known data to develop market potential. Composite method and scenario analysis are used in research. Many firms have combined centralized and decentralized approach to research. To be successful, a project must have the support of top management. Benchmarking is the process of identifying best practices in organizations. Important to have an action plan in order to establish real competitive advantage. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN Published by Routledge 2013