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1、Exploring Marketing ResearchWilliam G.Zikmund,Chapter 1:The Nature ofMarketing Research,The Nature of Marketing Research,Marketing research is one of the principal tools for answering questions because it:Links the consumer,customer,and public to the market through information used to identify and d
2、efine marketingGenerates,refines,and evaluates marketing actionsMonitors marketing performanceUnderlines the understanding of marketing as a process,Marketing Research Defined,The systematic and objective process of generating information for aid in making marketing decisions,The Marketing Research
3、Process,This process includes:specifying what information is required;designing the method for collecting information;managing and implementing the collection of data;analyzing the results;and communicating the findings and their implications.,I dont knowif we shouldenter the Australian Market?,Info
4、rmationReducesUncertainty,“It aint the things we dont know that gets us in trouble.Its the things we know that aint so.”,Artemus Ward,Marketing Research Types,Basic researchApplied research,Basic Research,Attempts to expand the limits of knowledgeNot directly involved in the solution to a pragmatic
5、problem,Basic Research Example,Do consumers experience cognitive dissonance in low-involvement situations?,Applied Research,Conducted when a decision must be made about a specific real-life problem,Applied Research Example,Should McDonalds add Italian pasta dinners to its menu?Marketing research tol
6、d McDonalds it should not?Should Procter&Gamble add a high-priced home teeth bleaching kit to its product line?Research showed Crest Whitestrips would sell well at a retail price of$44,Scientific Method,The analysis and interpretation of empirical evidence(facts from observation or experimentation)t
7、o confirm or disprove prior conceptions,Marketing Concept,Central idea in marketingEvolved over time Not production-oriented Marketing-oriented,ConsumerOriented,Long RunProfitability,Cross-FunctionalEffort,Marketing Concept,Keeping Customers and Building Relationships,RELATIONSHIP MARKETING-the idea
8、 that a major goal of marketing is to build long-term relationships with the parties who contribute to the companys success.Marketers want customers for life.Managing the relationships that will bring about additional exchanges,Total Quality Management,Much in common with marketing conceptFocus on i
9、ntegrating customer-driven quality throughout the organization.Stresses continuous improvement,Stages in Developing and Implementing a Marketing Strategy,Identifying and evaluating opportunitiesAnalyzing market segments and selecting target marketsPlanning and implementing a marketing mixAnalyzing m
10、arket performance,Identifying and Evaluating Opportunities,ExamplesMattel Toys investigates desires for play experiencesHome cooking is on the decline.Purchase of precooked home replacement meals is on the rise.Number of investors trading stock on the Internet is growing.,Analyze Market Segments and
11、 Select Target Markets-Examples,Cadillac investigates buyers demographic characteristicsMTV,monitoring demographic trends,learns the Hispanic audience is growing rapidlySears learns women,age 25-54 with average household income of$38,000,are core customers.Targets this market with The Good Life at a
12、 Great Price.Guaranteed.Sears.,Plan and Implement a Marketing Mix,Price:Safeway does a competitive pricing analysisDistribution:Caterpillar Tractor Co.investigates dealer service program.Product:Oreo conducts taste test,Oreo cookie vs.Chips AhoyPromotion:How many consumers recall the“Life Tastes Goo
13、d.Coca Cola!”slogan?,Analyze Marketing Performance,This years market share is compared to last years.Did brand image change after new advertising?,Performance-monitoring Research,Research that regularly provides feedback For evaluation And controlIndicates things are Or are not going as plannedResea
14、rch may be required To explain why something“went wrong”,Determining When to Conduct Marketing Research,Time constraintsAvailability of dataNature of the decisionBenefits versus costs,Is sufficient time available?,Information already on handinadequate?,Is the decision of strategicor tactical importa
15、nce?,Does theinformationvalueexceed the research cost?,ConductMarketingResearch,Do Not Conduct Marketing Research,Time Constraints,Availability of Data,Nature of the Decision,Benefits vs.Costs,Yes,Yes,Yes,Yes,No,No,No,No,Determining When to Conduct Marketing Research,Value versus Costs,Potential Val
16、ue of a Marketing Research Effort Should Exceed Its Estimated Costs,Value,Decreased certaintyIncreased likelihood of a correct decisionImproved marketing performance and resulting higher profits,Costs,Research expendituresDelay of marketing decision and possible disclosure of information to rivalsPo
17、ssible erroneous research results,Value Should Exceed Estimated Costs,Marketing Research in the 21st Century,Increased globalizationGrowth of the Internet and other information technologies,Global Research,Business Research is increasingly globalMarket knowledge is essentialA.C.Nielsen-more that 67%
18、international business,Global Marketing Research,General information about country-economic conditions and political climateCultural and consumer factorsMarket and competitive conditions-demand estimation,The Internet is Transforming Society,Time is collapsing.Distance is no longer an obstacle.Crossing oceans is only a mouse click away.People are connected 24 hours a day,seven days a week.Instantaneous has a new meaning.,Internet Research,Seeking facts and figures about an issue Surveys on Web sites,
