LOGO Introduction to Marketing Research Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 12 September 2015

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 Research 3 Classifying Marketing Research Studies 4

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 problems  Generate, refine, and evaluate potential marketing actions  Monitor marketing performance  Improve marketing as a process 1-11

Classifying Marketing Research Studies Identify marketing opportunities and problems: Market-demand determination Market segments identification Marketing audits - SWOT analysis 1-12

Classifying Marketing Research Studies Generate, refine and evaluate potential marketing actions: Proposed marketing-mix evaluation testing New-product prototype testing Advertising pretesting 1-13

Classifying Marketing Research Studies Monitor marketing performance: Image analysis Tracking studies Customer 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 Managers Analysis Planning Implement- ing Controlling Marketing Managers Analysis Planning Implement- ing Controlling AssessinginformationneedsAssessinginformationneeds DistributinginformationDistributinginformation InternalreportsInternalreports MarketingdecisionsupportanalysisMarketingdecisionsupportanalysis MarketingintelligenceMarketingintelligence MarketingresearchMarketingresearch Marketing Environment Target markets Marketing channels Competitors Publics Macro- environment forces Marketing Environment Target markets Marketing channels Competitors Publics Macro- environment forces Marketing Decisions and Communications Developing Information Marketing Information System

Review  What is marketing research?  Process  The use of marketing research  function

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