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Marketing
and
Marketing Research
Ülvin Ömərov
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What is ?
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Məhsul
Qiymət
Məkan
Reklam
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Sales promotion
List price
Advertising
Discounts
Sales force
Allowances
Payment period
Public relations
Credit terms
Direct marketing
Product variety
Quality
Design
Features
Brand name
Channels
Packaging
Coverage
Sizes
Assortments
Services
Locations
Warranties
Inventory
Returns
Transport
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Product lifecycle
Introduction stage
Growth stage
Maturity stage
Decline stage
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Introduction stage
Challenges
Benefits
Small or no market
Limited competition
High costs
High price
Losses, Not Profits
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7. Increasing Competition Different Marketing Approach
Growth stage
Challenges
Benefits
Increasing Competition
Costs are Reduced
Lower Prices
Greater Consumer Awareness
Different Marketing Approach
Increase in Profits
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Maturity stage
Challenges
Sales Volumes Peak
Decreasing Market Share
Profit Start to Decrease
Benefits
Continue Reduction in Costs
Increase Market Share Through Differentiation
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9. Falling Sales and Profits
Decline stage
Challenges
Market in Decline
Benefits
Falling Sales and Profits
Cheaper Production
Product Withdrawal
Cheaper Markets
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STP Model
OPTION 01
Target Markets
Segments
Positions
OPTION 01
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OPTION 01
Option 3

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Market Segmentation
Geographic
Demographic
Behavioral
Psychographic
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12. What is Marketing Research ?
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13. Marketing Research Process
Step Five
Report Prep. and Presentation
Data Preparation and Analysis
Fieldwork or Data Collection
Research Design Developed
Approach to Problem
Problem Definition
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14. Developing Research Hypothesis
H1: «X» gübrəsi bitkini böyüdür
Alternative Hypothesis
H0: «X» gübrəsi bitkini böyütmür
Null Hypothesis
Sıfır hipotezi, tədqiqatçının rədd etməyə çalışdığı hipotezdir
Alternativ hipotez, tədqiqatçının isbat etməyə çalışdığı hipotezdir
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15. Research Design Development
Exploratory
Conclusive
Descriptive
Casual
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Custom Research
Primary Data
Syndicated Services
Secondary Data
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17. Qualitative and Quantitative Research Quantitative Research
Survey Techniques
Quantitative Research
Qualitative Research
Telephone Interviews
Focus Groups
Personal Interviews
Depth Interviews
Mail Interviews
Observations
Electronic Survey
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18. Marketing Research Proposals
Executive summary
Background
Problem definition
Marketing Research Proposals
Research objectives
Research design
Fieldwork/data collection
Data analysis
Reporting
Cost and timetable
Research organization, researchers
Appendices
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Agreement

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