Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

Slides:

Advertisements

Similar presentations

On Target Group Coaching

Advertisements

Chapter One Introduction to Marketing Research.

1 Marketing Research: Methodological Foundations, 9e By Churchill and Iacobucci © 2005 Thomson/South-Western.

Chapter 3 Organizational Environments and Culture

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

1 Understand the role of marketing in business.. 2 Understand buying behaviors.

©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,

Chapter 8 The Marketing Plan

Chapter 13 Distribution Channels

Role of Marketing Research

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Understand the steps involved in developing.

BZUPAGES.COM. PRESENTED TO: SIR GHULAM ABBAS GROUP MEMBERS: ALIA ASHRAF(07-19) SAIMA ASGHAR(07-20) SHAFAQUE MAHMOOD(07-02)

Organizational Environments and Cultures

Chapter 6 legal and ethical issues Section 6.1 Government and Laws

SMALL BUSINESS MANAGEMENT Chapter 8 Marketing Management.

Consumers in the Global Economy

Advertising’s Role In Marketing. Lecture Outline I.What is Marketing? II.The Key Players and Markets III.The Marketing Process IV.How Agencies Work V.International.

Marketing Is All Around Us. Quick Think How would you define Marketing? Activities that fall under its umbrella.

Essential Standard 3.00 Understand the role of marketing in business. 1.

Understand the role of marketing in business.

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Distribution Channels.

1 UNDERSTAND THE ROLE OF MARKETING IN BUSINESS. ESSENTIAL STANDARD 3.00.

© 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 2 Apparel and Accessories Marketing Series Event Scenario You have been asked by the CEO of the.

Section 28.1 Marketing Information Chapter 28 marketing research Section 28.2 Issues in Marketing Research.

Marketing: An Introduction Armstrong, Kotler

The Nature of Advertising Research. Objectives  To review the IMC planning process  To understand the role of research in the context of marketing and.

Market Research and Testing The Key To Business Success Revised June 2010.

MARKETING MARKETING © South-Western Thomson CHAPTER 1 Marketing Today What Is Marketing? 1.2 Businesses Need Marketing 1.3 Understanding the Marketing.

Role of Marketing Research Chapter 1. Target Market Promotion Price Placement Product Gilbert A. Churchill, Jr. and J. Paul Peter, Marketing: Creating.

LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.

Advertising’s Role in Marketing LECTURE-25. Chapter Questions  The Key Players and Markets  The Marketing Process  How Agencies Work  The Dynamics.

© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding.

Developing Integrated Marketing Communications

© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 11 SERVICES NEED MARKETING 11-1What Are Services? 11-2Classifying Types and Evaluating Quality.

Business Technology Mr. Bernstein DECA, pp 16-20: Determine What To Buy (…or What To Offer!) September 19, 2013.

Intro to Business, 7e © 2009 South-Western, Cengage Learning SLIDE1 CHAPTER Consumer Buying Decisions Consumer Rights and Responsibilities.

1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)  scope of the organization’s operations  customers.

Intro to Business, 7e © 2009 South-Western, Cengage Learning SLIDE1 CHAPTER Social Responsibility Government Protection Activities 4-3.

The Role of Marketing Research Chapter 1. Marketing Mix Political/Legal Environment Economic Environment Competitive Environment Technological Environment.

Advertising’s Role in Marketing

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 13 Distribution.

Marketing research is the function that links the consumer, customer, and public to the marketer through information  identification,  collection, 

Section 28.1 Marketing Information Chapter 28 marketing research Section 28.2 Issues in Marketing Research.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12 Prepared by Deborah Baker Texas Christian University.

Essential Standard 3.00 Understand the role of marketing in business. 1.

Journal Entry 4 If you were developing a new candy bar, what type of things would you want to know before marketing it?

Sports Promotion. P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions involve.

Products, Markets and Advertising Products, Markets and Advertising.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 10.

Business Management March 2, 2017, Marketing.

Introduction and Early Phases of Marketing Research

Marketing Research Chapter 28.

The Marketing Research Industry and Research Ethics

MARKETING TODAY AND TOMORROW

Understand the role of marketing in business.

MARKETING IN BANKING AND INSURANCE

MARKETING TODAY AND TOMORROW

LT: Explain the roles government plays in our free enterprise system

Marketing Information Management

Chapter 3 Organizational Environments and Culture

Analyzing the Marketing Environment

Chapter 2 Define the role of advertising within marketing

LT: Explain the roles government plays in our free enterprise system

Marketing Plan: SnakPak

$100 $100 $100 $100 $100 $200 $200 $200 $200 $200 $300 $300 $300 $300 $300 $400 $400 $400 $400 $400 $500 $500 $500 $500 $500.

Understand the role of marketing in business.

Marketing Channel Concepts

Presentation transcript:

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Chapter 1: The Role of Marketing Research

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning The Problem Marketers need information about the environments in which they operate.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Definition of Marketing Research The process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Could marketing research be used to investigate the following? How? What percentage of our target market remembers our brand name? Should we advertise more in local print or broadcast media? Which of two advertising campaigns produces greater ad recall? Do consumers think our price is too high relative to the competition? Are there more efficient channels of distribution for our products? Which brand name projects the image we want for our product? What kinds of firms use our services? What is the most effective trade promotion program? What is our reputation with government regulatory agencies?

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning How might each of these organizations use marketing research? An outdoor advertising firm A local bank A dairy farm An athletic department A nature conservation group An alternative rock band A steel manufacturer The Food and Drug Administration A movie theater A university A direct seller of cosmetics A hospital

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Solid marketing research is becoming more important as the world moves to a global economy. John Deere tractors: Interviews with growers from around the world led the development of the 8R tractor line

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Who Does Marketing Research? Producers of Products and Services Advertising Agencies Marketing Research Companies Others

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Job Opportunities in Marketing Research 41% projected growth rate for marketing research analysts through the year Source: “Market Research Analysts,” Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Edition, downloaded from financial/market-research-analysts.htm on August 14, 2012.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Source: Developed from information in “2012 Honomichl Global Top 25 Research Report,” Marketing News (August 31, 2012), pp This report describes the services provided by the 25 largest global research organizations.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Why Study Marketing Research? Some students eventually become marketing researchers (i.e., information detectives). Everyone needs to be a smarter consumer of marketing research. Every manager needs to understand what marketing research CAN and CANNOT do.