1. Welcome to MKTG 544: Marketing Research and Strategy Winter 2008 “The Virtues and Vices of Marketing” John A. Hengeveld

2. John Hengeveld Winter 2007 Plan for Today Final Project Segmentation, Target Market Selection and Positioning Major usages and types of Market Research Analysis of Research Data –Pitfalls and Practice Walk Through Nintendo Case The Harrah’s Case

3. John Hengeveld Winter 2007 Final Project Your goal is to develop a marketing plan for a product or service. –Develop a situation analysis –Develop and conduct a research plan to identify segments –Determine an effective means to attract the targeted customers –Develop a detailed marketing program and plan write a program report describing the program and its implementation –Pitch it to the class

4. John Hengeveld Winter 2007 Subjects for your report Increase sales and profitability with a cost effective program (pretend it’s the real thing): Burgerville 1220 Main (restaurant in Vancouver) Monteaux’s Restaurant (Beaverton) Hall Street Bar and Grill Uptown Billiards Grand Central Bowling Harvey’s Comedy Club Things from Another World Comics Jay’s Wide Shoes Oddball Shoes Rick’s Fencing Portland Music Company Powells Portland State University Music Millenium NAU OMSI (any other ideas?? Must be consumer.. Must be local.. Must have customers… and we havent done it before.. Can be service or product… we’ve done stuff like brewery, sportswear… etc)

5. John Hengeveld Winter 2007 Segmentation (Review) Segmentation Models: –Customer Characteristic Based –Product Characteristic Based –Job Based (Christensen) Basic Approach: –Customer benefits –Chop into groups –Identify the observable differences. How are these three approaches different? When should you use each?

6. John Hengeveld Winter 2007 Target Market Selection Matrix Criteria is essential –“Understanding Differentiation” –Competitive Analysis –Risk –Return –Fit to companies Identity and Core Competencies Qualitative Analysis done thoroughly is usually good enough. Select several targets to conduct detailed diligence

7. John Hengeveld Winter 2007Positioning “Relative Mental Angle” of the customer. (Ries and Trout) Who are the customers? What needs does the product/service serve? Why is it better?

8. John Hengeveld Winter 2007 Positioning Statement Our is among all because Example: Lite Beer from Miller tastes great and is less filling unlike other beers, it has fewer calories. Others? Horizontal Differentiation : Different tastes among customers Vertical Differentiation: Different Willingness to Pay Brand promise and aggregate positioning

9. John Hengeveld Winter 2007 Positioning Examples from your Firms Take 2 minutes and summarize the positioning of something from your current firm… No firm? Something that you purchased in the last 48 hours.

10. John Hengeveld Winter 2007 Market Research Qualitative/Quantitative Design/Collection/Analysis Exploratory/Descriptive/Experimental Primary/Secondary Focus Groups/Surveys/Panels

11. John Hengeveld Winter 2007Phases Problem Statement Questionaire Design Sampling (Inferential/Target/Frame/Survey) Analysis –Sources of Error and Bias: –Statistics and Inferences

12. John Hengeveld Winter 2007 Next week on Starbucks… we’ll discuss What methodology problems did you find in conducting the research? Survey Design Sample selection Relevance of research to business problem Others?

13. John Hengeveld Winter 2007 Super Bowl Ad Discussion Take Two Ads that you think are particularly “Good” –Write a synopsis? –Who was the target customer? –What did the ad INTEND to accomplish? –What did it actually accomplish? –What was the strategy behind the ad?

14. John Hengeveld Winter 2007 Next week Starbucks Case Questions What made Starbucks successful at the beginning? Describe the Starbucks formula. Starbuck’s positioning. Challenges of Growth/Change in Positioning? What is Starbucks problem? What data do you need to analyze it? What proposals do you have to move forward?

15. John Hengeveld Winter 2007 Nintendo Gameboy Color in Canade Walk through Marketing Strategy Analysis Segmentation Discussion of research requirements

16. John Hengeveld Winter 2007Harrah

17. Next week Marketing Strategy Article