Transcript Market research - Cengage Learning

© 2006 Thomson-Wadsworth
Learning Objectives
• Define marketing.
• Describe the various approaches to the
marketplace, including production,
product, selling, marketing, and social
marketing.
• State why marketing is important to the
management process.
• Identify differences between the
nutrition professional’s role as a
marketer and as a consumer.
© 2006 Thomson-Wadsworth
Learning Objectives
• Discuss the differences between mass
marketing and marketing to target
populations.
• List the methods that are used to
conduct market research.
• Identify the components of the
marketing mix.
• Differentiate among the various types
of products that are available to
consumers.
© 2006 Thomson-Wadsworth
Learning Objectives
• Describe the market channels that
are used to get products from
producer to consumer.
• Describe the relationship between
marketing and price.
• List several ways to promote
goods, services, and combination
products.
© 2006 Thomson-Wadsworth
Overview
• Marketing
– A management tool that focuses on
identifying the needs, wants, and
demands of customers and
developing products to meet those
needs.
© 2006 Thomson-Wadsworth
© 2006 Thomson-Wadsworth
The Marketplace
• Marketplace
– The milieu in which goods are
exchanged; can be viewed from the
perspective of production, product,
selling, marketing, or social
marketing.
© 2006 Thomson-Wadsworth
© 2006 Thomson-Wadsworth
The Marketplace
• Production Perspective
– A view of the marketplace based on
the idea of growing, manufacturing,
or creating a product for the
marketplace.
– Distribution - The method of
delivering a product to the
marketplace.
© 2006 Thomson-Wadsworth
The Marketplace
• Product Perspective
– A view of the marketplace that
focuses on the product, its value,
desirable features, or performance.
© 2006 Thomson-Wadsworth
The Marketplace
• Selling Perspective
– A view of the marketplace based on getting
customers to purchase the product.
– Promotion - The methods used to attract
consumers to a product so as to convince
them to purchase it.
– Middlemen - Individuals or groups who
work in the distribution channel, moving the
product from the producer or manufacturer
to the consumer.
© 2006 Thomson-Wadsworth
The Marketplace
• Marketing Perspective
– A view of the marketplace that considers
production, sales, products, and promotion
in light of consumers’ needs, wants, and
demands.
– Four P’s of Marketing - Product, place,
price, and promotion; sometimes called the
marketing mix.
– Needs - Things required for a state of wellbeing, such as physical (food, safety, and
shelter) and mental (belonging, affection,
and self-expression) well-being.
© 2006 Thomson-Wadsworth
The Marketplace
• Marketing Perspective
– Wants - Socially accepted ways to
meet needs.
– Demands - Wants that are supported
by resources, such as money, that
allow the wants to be fulfilled.
© 2006 Thomson-Wadsworth
The Marketplace
• Social Marketing Perspective
– A view of the marketplace that
balances the needs, wants, and
demands of consumers with those of
the organization and those of society.
– ex: Eat 5 to 9 A Day
• www.5aday.com/
© 2006 Thomson-Wadsworth
Target Markets
• Mass Marketing
– The marketing of a product to the
population at large without discriminating
among population subgroups.
• Target Marketing
– The marketing of a product to a unique
subgroup within the population rather than
to the population at large.
© 2006 Thomson-Wadsworth
Target Markets
• Market Segmentation
– The identification and measurement
of those characteristics that are
present in a population subgroup that
is likely to purchase a specific
product.
© 2006 Thomson-Wadsworth
Target Markets
• Market Targeting
– Size/anticipated growth of segment
– Potential to compete with other
marketers
– Resources necessary to reach market
– Likely return on investment
© 2006 Thomson-Wadsworth
Target Markets
• Market Positioning
– Presenting a product to the target
market, emphasizing the
characteristics of the product that are
most important to those consumers.
– Equating the product with its
benefits.
© 2006 Thomson-Wadsworth
Market Research
• Market research - The gathering
of information about consumers’
wants, needs, and demands to
identify target markets and
develop the marketing mix for
those markets.
© 2006 Thomson-Wadsworth
Market Research
• Needs identification
– Either too little or too much
information hampers market research
– Selectivity is necessary
– Information Overload - Having too
much data, which may impede
management processes and interfere
with decision making.
© 2006 Thomson-Wadsworth
Market Research
• Information gathering
– Typically, some data is collected by the
industry
• ex: American Hospital Association gathers data
about hospitals at www.aha.org/
– Primary Data - Information gathered for
the sole purpose of the party who requires
the information.
– Secondary Data - Information that has
already been compiled by another source.
© 2006 Thomson-Wadsworth
Market Research
• Data analysis
– The compilation and analysis of
primary and secondary data
collected.
© 2006 Thomson-Wadsworth
Marketing Mix
• Marketing Mix
– A combination of
• product,
• place,
• price, and
• promotion
– as they contribute to the marketing of
a product.
© 2006 Thomson-Wadsworth
Marketing Mix
© 2006 Thomson-Wadsworth
Marketing Mix
• Products
– Anything offered to the market to
satisfy the needs, wants, and
demands of consumers.
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Goods
– Tangible products. Ownership is
transferred when goods are sold.
– Tangible - Something that can be
seen, touched, and felt.
– Durable Goods - Products that can
oftentimes be used and reused
repeatedly and that have a life
expectancy measured in years.
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Goods
– Nondurable Goods - Products that
get used up quickly and that have a
life expectancy usually measured in
days or months.
– Perishable Goods - Products with a
very short life span due to a high
potential for deterioration or spoilage.
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Services
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Services
– Intangible - Something that cannot
be held, touched, or seen--like
services.
– Inseparability - A characteristic of
services in which a product cannot be
separated from its provider.
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Services
– Variability - A characteristic of services
that indicates that services are not uniform,
due to factors such as the provider of the
service, the consumer, and the
circumstances under which the service
takes place.
– Service Perishability - A characteristic of
services that implies that a service cannot
be stored and used later; the service must
be utilized upon delivery.
© 2006 Thomson-Wadsworth
Marketing Mix - Products
• Other products
– Places
– Activities
– Organizations
– People
• Combination products
– ex: foodservice = food (tangible) +
service (intangible)
© 2006 Thomson-Wadsworth
© 2006 Thomson-Wadsworth
Marketing Mix
• Place
– The location where the product is
available to the consumer.
© 2006 Thomson-Wadsworth
Marketing Mix - Place
• Distribution Channels
– The routes products follow from the
manufacturer to the end user; may be
direct and simple, or complex with the
products changing ownership several times
along the way.
• Retail distribution
– Retailer - An organization or individual who
sells products directly to the end user of the
product.
© 2006 Thomson-Wadsworth
Marketing Mix - Place
• Wholesale distribution
– Wholesaler - An organization or person
who buys products from the grower or
producer and sells them to the retailer who,
in turn, sells the products to the end user.
• Service distribution
– Usually, there are fewer middlemen
involved
– Internet and other technologies
© 2006 Thomson-Wadsworth
Marketing Mix
• Price
– The
– The
mix
and
cost of a product to consumers.
only component in the marketing
that concerns itself with revenue
profit.
© 2006 Thomson-Wadsworth
Marketing Mix - Price
• Marketing strategy
• Cost of producing the product
– 40% of food cost is often the basis
for prices in healthcare foodservice
• Psychology of pricing
• External factors (e.g. economy)
© 2006 Thomson-Wadsworth
Marketing Mix - Price
• Pricing strategies:
– Price adjustments
– Promotions pricing
– Options pricing
– Product line pricing
© 2006 Thomson-Wadsworth
Marketing Mix
• Promotion
– Communicating information about the
product to consumers.
– Ideally, the communication leads the
consumer to purchase the product for
an initial trial.
© 2006 Thomson-Wadsworth
Marketing Mix - Promotion
• Advertising
– A form of promotion that carries the
message about the product to wide
segments of the population.
– Advantages: advertiser controls
content/placement of ad, cost per
exposure low, repetition
– Disadvantages: impersonal, one-way
communication, can be expensive
© 2006 Thomson-Wadsworth
Marketing Mix - Promotion
• Personal selling
– Advantage: most effective because of
two-way communication
– Disadvantage: most expensive
because sales force must be trained
and paid
© 2006 Thomson-Wadsworth
Marketing Mix - Promotion
• Sales promotion
– The use of tools to attract the
consumers’ attention.
– ex: games, prizes, coupons,
premiums, reduced-price sales, etc.
© 2006 Thomson-Wadsworth
Marketing Mix - Promotion
• Public relations
– Unpaid publicity.
– ex: news story, photograph, etc.
– Advantage: more credible than
advertising
– Disadvantage: no control over
content/placement
© 2006 Thomson-Wadsworth
Marketing Mix - Promotion
• Merchandising
– A tool that involves the physical
display of the product to the
customer.
– ex: placement on shelf or display
rack in retail store, dessert tray in
restaurant, etc.
© 2006 Thomson-Wadsworth
© 2006 Thomson-Wadsworth
Conclusion
• Marketing is a process that enables an
organization to meet the wants, needs,
and desires of consumers.
• The marketplace can be addressed from
five perspectives: production, product,
selling, marketing, and social
marketing.
• A target market is identified as potential
consumers of a product.
© 2006 Thomson-Wadsworth
Conclusion
• In order to design products for a
market, or for a target market, it
is necessary to learn about
characteristics of the consumers as
well as to identify and analyze the
competition in the marketplace.
This is done through market
research.
© 2006 Thomson-Wadsworth
Conclusion
• The development of the marketing mix
should be based on an organization’s
approach to the marketplace, the target
market it has identified, and the
research data that it has acquired,
molded together in a way that will
reach consumers.
• The marketing mix includes product,
placement, price, and promotion.
© 2006 Thomson-Wadsworth
The Marketing of
Nutritionjobs.com
• Market research
• Market segmentation
• Marketing mix
• Promotional plan
– Advertisements
– Online newsletter
– Direct mail
© 2006 Thomson-Wadsworth
The Marketing of
Nutritionjobs.com
• Promotional plan
– Promotional offers
– Business stationery
– Invoices
– Presence at professional meetings
– Freebies
© 2006 Thomson-Wadsworth