1. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. To the Marketing Research Course

2. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. About me? Mr. Lázaro Sumba Quimí, M.Sc. lsumba@espol.edu.ec

3. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. About the course? Schedule: Monday 8 – 10 PM Wednesday 8 – 10 PM Some rules: You need a book: Marketing research by Naresh Malhotra You are students, please read before coming to the class Please! Don’t be late Mobile phones should be off

4. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. About the course? Evaluation process: Exam 40% Working group/reports40% Test 20% Total 100%

5. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. About you? Introduce yourself: Your name? Your Age? Your job? What do you think about “Market Research”?

6. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. First activity: 1.Make groups of ……. 2.Choose someone to represent the group 3.Write the member's name of a group in a piece of paper Policies for the groups Honesty in your behaviourHonesty in your behaviour Effort and responsibilityEffort and responsibility

7. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CHAPTERCHAPTERCHAPTERCHAPTER 1234 0001 897251 00000 1 The Role of Marketing today 1-2

8. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of Marketing Research Information  Marketing research identifies new approaches and evolving processes.  Marketing research allows a business enterprise to make confident, cost- effective decisions.  Marketing research helps build and manage relationships with customers. 1-3

9. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Research: Definition Es la identificación, recopilación, análisis y difusión sistematica y objetiva de la información, con el propósito de mejorar la toma de decisiones relacionada con la identifcación y solución de problemas y oportunidades en la mercadotecnia. By Naresh Malhotra 1-3

10. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Research: Rol 1-3 Decision making process, useful info and needs of info.

11. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Customer Relationship Management and the Marketing Research Process  Marketing: Planning and executing the 4 P’s in order to satisfy the business enterprise and its customers.  Management: Getting the right goods and services, to the right people, at the right place and time, with the right price, through the right blend of promotional techniques.  Relationship Marketing:  Knowledge of the Market  Effective Training Programs  Employee Empowerment and Teamwork 1-4

12. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Customer Relationship Management  CRM, a process for implementing a relationship marketing strategy, is based upon the following four fundamental concepts: I.Customer/market knowledge II.Data Integration III.Information Technology IV.Creating Customer Profiles 1-5

13. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Strategic Marketing Planning and Marketing Research It’s a big job… but someone has to do it Decisions, decisions, decisions!!! BROAD QUESTIONS  What markets should we penetrate?  What products should we introduce?  What new business opportunities should we pursue? NARROW QUESTIONS  Is our new advertising campaign generating awareness?  How is our brand positioned in the competitive landscape?  What is our most productive segment? 1-6

14. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Strategic Marketing Planning: Situation Analysis When placed in the context of a situation analysis, marketing research helps to: 1)Locate and identify new market opportunities for a company. 2)Identify groups of customers who possess similar needs, characteristics and preferences. 3)Identify existing and potential competitors’ strengths and weaknesses. 1-7

15. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Target Marketing and Marketing Strategy Design 1-8 Target Market CharacteristicsKey Variables to Measure DemographicsAge, gender, race, income, religion, occupation, family size, geographic location, and zip code PsychographicsConsumer activities, interests, and opinions Product usageOccasion (special use, gift); situation (climate, time of day, place); and usage context (heavy, medium, or light) Brand preferencesLevel of brand loyalty, salient product attributes, and product/brand awareness Decision processSize and frequency of purchase; propensity to purchase; risk of purchase (high, medium, low); and product involvement

16. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Program Development: Product Studies relating to products take one of the following two forms: Customer Satisfaction Studies Used to pinpoint pros and cons in a firm’s marketing mix Used to isolate and articulate the nature of consumer attitudes Good for brand re-positioning, new product development, exploring new segments and dropping poorly performing products Service Quality Studies Used to measure the “gap” between what’s expected and what’s delivered in terms of “quality” Focuses on the most important attributes to the customer Good for investigating appearance of company personnel, physical plant and facilities, and equipment 1-9

17. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Program Development: Place There are three types of research methods associated with distribution: 1.Cycle Time Research 2.Retailing Research 3.Logistic Assessment 1-10

18. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Program Development: Price “How much does it cost?... I’ll buy it!” Establishing and modifying prices leads us to ask: 1.How large is the potential demand within the target market? 2.How sensitive is demand to changes in price levels? 3.What non-price factors are important to customers? 4.What are the sales forecasts at various prices levels? 1-11

19. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Program Development: Integrated Marketing Communications & Promotion Marketing research methods used to acquire information about the performance of a promotional program must consider:  Advertising Effectiveness  Attitudinal Research  Sales Tracking 1-12

20. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Strategy Implementation & Control Marketing research captures and provides information required to implement strategy and make long-range plans for the future. It utilizes a “system” made up of the following components: 1)Product Analysis 2)Environmental Forecasting 3)A Marketing Decision Support System (MDSS) 4)A marketing Information System (MIS) 1-13

21. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Marketing Research Industry: Types of Firms “ Where do we get answers to our questions?” “Who are you going to call to?” Providers of marketing research can be classified as:  Internal or External  Standardized or Custom  Broker or Facilitator 1-14

22. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Marketing Research Industry: Trends & Skills “What’s happening out there?” : Trends to Watch  Increased emphasis on capturing secondary data  Data management driven by technology  Increased use of computers to capture and analyze data  Marketing research is an enterprise with a global reach  Moving beyond analysis toward interpretation and management “What do I need to succeed?” Skills to Acquire Can I understand and interpret secondary data? Do I enjoy making presentations? Can I speak and write more than one language? Do I enjoy negotiation and working with others? Do I feel comfortable and up-to-date with a computer? 1-15

23. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Summary of Learning Objectives  Describe and explain the impact marketing research has on marketing decisions.  Demonstrate how marketing research fits into the strategic planning process.  Provide examples of marketing research studies.  Understand the scope and focus of the marketing research industry.  Understand emerging trends and new skills associated with marketing research. 1-16

24. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Any question?

25. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. 1.Read the chapters 1 and 2 2.Prepare yourself for class discussion 3.Be focused on Marketing Research Process Homework:

26. 1995 7888 4320 000 000001 00023 Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Thanks Dank U