1. Marketing Decision-Making and Marketing Decisions

2. AIM
To give you an understanding of the uses of Marketing Research and a knowledge of how Marketing data are used in Marketing decision-making

3. OBJECTIVES Describe the nature and processes of Marketing Research
Practically apply methods of primary and secondary data collection
Analyse Marketing data
Demonstrate Application of research to Marketing decisions

4. Professor
DON
Bathie

5. The Knowledge Age Huge volumes of information now available
Managers need to be selective and systematic
As data is drawn from multiple sources, needs to be combined and analysed for it to be of value

6. Decision levels in organisations
Business direction
Market decisions
Investment decisions
New product development
Positioning
Strategic
Operational
Marketing mix decisions
Customer service levels
Competitive responses
Campaigns
Tactical

7. Information processing
Input
Output/input
Output
DATA
INFORMATION
INTELLIGENCE
Value
added
Value
added
Uninformed
Minimum cost
Total uncertainty
Informed
Maximum cost
Less uncertainty

8. Typical applications for marketing research
Market analysis
New product/service development
Selection of brand names and packaging
Pricing decisions
Advertising and promotion decisions
Sales decisions
Service support and complaint handling decisions

9. Typical data requirements: Market analysis
Market size
Market profitability
Market growth trends
Main products in the market
Customer attitudes and buying behaviours
Major competitors and market shares
Distribution patterns
Marketing strategies used in the market

10. Product research New products Long range economic studies
Satisfaction levels and trends with current products
Gap between current products & perception
New products
Consumer
research
Competitor research
Research from international markets
Source: Hines

11. Pricing decisions Competitor product prices
Consumer attitudes to price
what would they expect to pay?
what would they be prepared to pay
Cost/price/volume - what quantities are likely to sell at
different price levels?

12. Advertising and promotion
Size of potential market
Demographic characteristics of users
Demographic profiles of segments
Behaviours and attitudes of different segments
Language used by customers in talking about product
Share of mind compared with competitors

13. Sales decisions Sales territories Sales personnel efficiency
Sales statistics
Sales forecasts
Sales incentives
Distributor policy

14. Summary analysis for Marketing Decisions Four types of decision area::
Marketing Research generates data and
analysis for Marketing Decisions
Four types of decision area::
- Market Research
- Product Policy Research
- Pricing Research
- Communications Research

15. Summary Primary objective of researcher is to provide: Timely Accurate
Relevant
…data and analysis to Marketing
Management
Key word is ‘Robust”