Transcript refine and evaluate marketing actions (PROBLEM SOLVING)

Role of Marketing Research
Chapter 1
The Task of Marketing Management
Target
Market
The Marketing Environment
Marketing
Mix
Definition of Marketing Research
• Marketing research is the firm’s formal
communication link with the
environment.
Marketing Research is the “function
which links the consumer, customer,
and public to the marketer through
information
Definition of Marketing Research
• Information is used to:
• opportunities and problems;
• generate marketing actions (PLANNING)
• refine and evaluate marketing actions
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(PROBLEM SOLVING) and
monitor marketing performance
(CONTROL)
Marketing Areas Research Can Help
EXERCISE
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Planning
 Problem Solving
 Evaluation and Control
EXERCISE
What are the Problem Solving Market
Research Examples?
Product
Price
Place
Promotion
Cases that involve the following can benefit from
marketing research
Advertising & promotion effectiveness
Agent performance
Best effort evaluation
Dealer performance
Distributor performance
Market size & growth
New product opportunity
Pricing
Strategy
Could marketing research be used to
investigate the following? How?
• Which brand name projects the image
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we want for our product?
What kinds of firms use our services?
What is the most effective trade
promotion program?
What is our reputation with government
regulatory agencies?
How might each of these organizations
use marketing research?
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An outdoor advertising
firm
A local bank
A dairy farm
An athletic department
A nature conservation
group
An alternative rock
band
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A steel manufacturer
The Food and Drug
Administration
A movie theater
A university
A direct seller of
cosmetics
A hospital
Other Important Sources of Market
Intelligence
• Sales personnel
• Customer service personnel
• Customer complaints
• Web site activity
Who Does Marketing Research?
• Producers of Products and Services
• Advertising Agencies
• Marketing Research Companies
• Others
Necessary Skills for an Entry or Junior
Level Marketing Research Position
• Technical Skills
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computer literacy
sample design
statistical analysis
numerical skills
Managerial Skills
oral presentation
written communications
people relations
project coordination
Why Study Marketing Research?
• marketing researchers
• smarter consumer
• managers
Schools offering MS in Market Research
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Mercy College - Dobbs Ferry, New York
Michigan State University, East Lansing, MI
University of Wisconsin–Madison - Madison,
Wisconsin
Southern Illinois University Edwardsville,
Edwardsville, Illinois
California State Polytechnic University Pomona,
Pomona, CA
University of Georgia - Athens, Georgia
University of Texas at Arlington - Arlington, Texas
Schools offering MS in Market Research
• Bentley University, Waltham, MA
• Baruch College, City University of New York •
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New York City, New York
Clemson University - MS in Marketing, Clemson,
South Carolina, South Carolina
Columbia University - New York City, New York
DePaul University - Chicago, Illinois
Fairleigh Dickinson University - New Jersey
International Institute of Market Research and
Analytics (IIMRA), New York
Hofstra University - Hempstead, New York
Long Island University - Brooklyn, New York