1. UnderstandingUnderstanding MarketsMarkets UnderstandingUnderstanding MarketsMarkets

2. Analyzing MarketsMarkets Analyzing MarketsMarkets Toyota teenagers and 20 somethings already account for 6% of sales. How to reach them? Scion? Scion Toyota teenagers and 20 somethings already account for 6% of sales. How to reach them? Scion? Scion

5. 1.1. 2. 3.23. 1.1. 2. 3.23.

6. What is the potential size of the cell phone market in Tanzania

7. 6 methods Statistical methods Regression analysis (Michelin Asia) Averages Exponential Smoothing Models Conjoint AnalysisAnalysis Observation How many minutes per day the typical pay phone was used Statistical methods Regression analysis (Michelin Asia) Averages Exponential Smoothing Models Conjoint AnalysisAnalysis Observation How many minutes per day the typical pay phone was used

8. Surveys Survey of buyers’ intention Survey of Salesforce opinion Focus Groups Analogy Danone new flavor HDTV Judgment Executive Judgment Delphi Technique Surveys Survey of buyers’ intention Survey of Salesforce opinion Focus Groups Analogy Danone new flavor HDTV Judgment Executive Judgment Delphi Technique

9. Market teststests Experimental Live Market teststests Experimental Live

10. Discussion Question 3. How does one go from methods to math? Chain ratio method Brand or category indices 3. How does one go from methods to math? Chain ratio method Brand or category indices

13. Ideas for new products or new ventures: How do we know how fast customers will adopt? Source: Adapted with permission from Marketing, 11/e, Acetate 8-8, by Michael J. Etzel, Bruce J. Walker, and William J. Stanton. The McGraw-Hill Companies, Inc. © 1997. All rights reserved.

17. The risk Relative advantage Relative simplicity Compatibility The ease of Trial The ease of communication The risk Relative advantage Relative simplicity Compatibility The ease of Trial The ease of communication

19. Analyzing Customer Needs, Behavior, and Influences Cultural considerations Sub-cultures Social considerations Family Personal Factors Lifestyle (Psychographics) 973(Psychographics) 97330 Motivation Perception Attitudes Cultural considerations Sub-cultures Social considerations Family Personal Factors Lifestyle (Psychographics) 973(Psychographics) 97330 Motivation Perception Attitudes

20. Sources for consumer research www.census.gov Census www.census.gov www.crc-conquest.org Conference Board Consumer Research Center www.crc-conquest.org Http://sosig.ac.uk Social Science information gateway Http://sosig.ac.uk http://cyberatlas.internet.com Cyberatlas Web usage http://cyberatlas.internet.com www.geohive.com Global statistics www.geohive.com www.census.gov Census www.census.gov www.crc-conquest.org Conference Board Consumer Research Center www.crc-conquest.org Http://sosig.ac.uk Social Science information gateway Http://sosig.ac.uk http://cyberatlas.internet.com Cyberatlas Web usage http://cyberatlas.internet.com www.geohive.com Global statistics www.geohive.com

21. Business Markets Organizational connections Buying Center Organizational Considerations Derived Demand Organizational connections Buying Center Organizational Considerations Derived Demand

22. Business sources www.census.gov/epcd/www./naics.htm l (NAICS industrial classification data) www.census.gov/epcd/www./naics.htm l www.ceoexpress.com www.inc.com www.industryweek.com www.ecommercetimes.com www.census.gov/epcd/www./naics.htm l (NAICS industrial classification data) www.census.gov/epcd/www./naics.htm l www.ceoexpress.com www.inc.com www.industryweek.com www.ecommercetimes.com

23. Corvallis Chamber of Commerce Welcome to Corvallis Visit Corvallis Slide show More pictures Chamber of Commerce Welcome to Corvallis Visit Corvallis Slide show More pictures

24. Generation Y Trendsetters top 15 brands 15. Red Stripe Jamaican beerRedStripebeer 14. Vitamin WaterVitaminWater 13. ConverseConverse 12. VolkswagenVolkswagen 11. Levi’sLevi’s 15. Red Stripe Jamaican beerRedStripebeer 14. Vitamin WaterVitaminWater 13. ConverseConverse 12. VolkswagenVolkswagen 11. Levi’sLevi’s

25. 10. H&M clothing storesH&Mstores 9. TargetTarget 8. American ApparelAmericanApparel 7. AdidasAdidas 6. Whole FoodsWhole Foods 10. H&M clothing storesH&Mstores 9. TargetTarget 8. American ApparelAmericanApparel 7. AdidasAdidas 6. Whole FoodsWhole Foods

26. 5. Ben & Jerry’sBenJerry’s 4. In-N-Out BurgerBurger starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable." 3. Jet Blue "They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions," 5. Ben & Jerry’sBenJerry’s 4. In-N-Out BurgerBurger starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable." 3. Jet Blue "They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"

27. 2. Trader Joe’sTrader They liked that the company has a dorky newsletter and makes their employees wear silly Hawaiian shirts. 2. Trader Joe’sTrader They liked that the company has a dorky newsletter and makes their employees wear silly Hawaiian shirts.

28. 1. Apple Apple Outlaw Consulting, a San Francisco research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped- down way, use plain packaging, and avoid excess 1. Apple Apple Outlaw Consulting, a San Francisco research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped- down way, use plain packaging, and avoid excess

29. Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why. the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why. the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor