1. Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition Aaker, Kumar, Day

2. Chapter One A Decision Making Perspective on Marketing Intelligence
Marketing Research 8th Edition Aaker, Kumar, Day

3. Business Intelligence
BI is the ability to access data from multiple sources within an organization for the purpose of analysis.
It links the disparate operation systems to the end users of the data, thus creating an environment with free flow of information.
It offers a reliable barometer of the business performance.
The applications of BI tools are immense and can be profitable across different functions of an organization.
Marketing Research 8th Edition Aaker, Kumar, Day

4. Marketing Research 8th Edition Aaker, Kumar, Day

5. Need for Marketing Intelligence
MI focuses on the use of information as a source of strategic advantage.
Need to have a thorough knowledge of customers, their attitudes, tastes and preferences.
Need to analyze competition for benchmarking and making price, product, market and segment decisions.
Marketing Research 8th Edition Aaker, Kumar, Day

6. Marketing Research 8th Edition Aaker, Kumar, Day
Marketing Research, a critical part of Marketing Intelligence helps by providing accurate, relevant and timely (ART) information.
Function of Marketing Research is to link an organization to its market through information
Identify and define marketing opportunity and problems
Generate, redefine and evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing as a process
Marketing Research 8th Edition Aaker, Kumar, Day

7. Role of Market Research
Specifies information required
Designs method for collecting information
Manages and implements data collection process
Interprets results & communicates findings
Marketing Research 8th Edition Aaker, Kumar, Day

8. Marketing Information System
A continuing and interacting structure of people, equipment and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information to marketing decision making
MIS Uses 3 Types of Information
Recurring market and accounting data from market analysis and accounting activities
Intelligence relevant to future strategy of business
Marketing research studies not of a recurring nature
Marketing Research 8th Edition Aaker, Kumar, Day

9. Role of Marketing Research in Managerial Decision Making
Four Stages of Market Planning Process
Situation analysis
Strategy development
Marketing program development
Implementation
Marketing Research 8th Edition Aaker, Kumar, Day

10. Marketing Research 8th Edition Aaker, Kumar, Day
Situation Analysis
Analysis of
Market environment
Market characteristics
Consumer behavior
Research Approaches
Organize information obtained from prior studies (secondary)
Focus groups
Marketing Research 8th Edition Aaker, Kumar, Day

11. Marketing Research 8th Edition Aaker, Kumar, Day
Strategy Development
Market Research Provides Information to Assist Management With Three Critical Decisions
What business should we be in?
How will we compete?
What are the objectives for the business?
Marketing Research 8th Edition Aaker, Kumar, Day

12. Marketing Program Development
Programs embrace specific tasks
Action program usually focuses on a single objective in support of one element of overall business strategy
Marketing Research 8th Edition Aaker, Kumar, Day

13. Marketing Research 8th Edition Aaker, Kumar, Day
Implementation
Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued, discontinued, revised or expanded?"
Marketing Research 8th Edition Aaker, Kumar, Day

14. Factors Influencing Marketing Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis
Marketing Research 8th Edition Aaker, Kumar, Day

15. Ethics in Marketing Research
Ethics of the Sponsor
Overt and covert purposes
Dishonesty in dealing with suppliers
Misuse of research information
Ethics of the Supplier
Violating client confidentiality
Improper execution of research
Respondents Abuse
Falsifying answers
Marketing Research 8th Edition Aaker, Kumar, Day

16. Conquering Latino Homes
Hispanics account for nearly 13% of the U.S. population.
Research shows that Latino households spend $600 billion of $1.3 trillion purchasing power of multicultural population.
In 1998 only 2.5% of total advertising dollars in the United States was focused on Latinos.
By 2050, Hispanic population would represent 25% of US population.
Who can tell me what the problem is?
Marketing Research 8th Edition Aaker, Kumar, Day

17. P & G Luring Women with their Feminine Toothpaste
P & G has came out with “Rejuvenating Effects” a gender specific toothpaste targeting the female customers, who do 82% of the grocery shopping.
The flavor and package of the product was decided on the basis of the results from a customer survey filled out by women.
Though, the product is priced slightly higher than the other brands P & G hopes to make women think about the toothpaste in the same light as skin care lotions and shampoo.
Who thinks they were right to try.
Marketing Research 8th Edition Aaker, Kumar, Day

18. Daimler Chrysler Exploring New Markets
Daimler Chrysler entered the small car segment with Java in response to the increased demand for small fuel efficient cars.
They envision a three car plan with an ultra small car at the bottom end, Java in the middle range and Mercedes A- class at the very top.
The company’s marketing research indicated that Java would be a success due to high demand and as the resultant pollution from small cars is low.
Who thinks they were right to try
Marketing Research 8th Edition Aaker, Kumar, Day

19. Marketing Research 8th Edition Aaker, Kumar, Day
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Situation
Analysis
Define the business scope and served market segments
Establish competitive advantages
Set performance objectives.
Strategy
Development
Marketing
Program
Development
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Implementation
Performance monitoring
Refining strategies and program
Marketing Research 8th Edition Aaker, Kumar, Day