Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition
Aaker, Kumar, Day
Chapter One
A Decision Making
Perspective on
Marketing Intelligence
Marketing Research 8th Edition
Aaker, Kumar, Day
Business Intelligence
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BI is the ability to access data from multiple sources
within an organization for the purpose of analysis.
It links the disparate operation systems to the end
users of the data, thus creating an environment with
free flow of information.
It offers a reliable barometer of the business
performance.
The applications of BI tools are immense and can be
profitable across different functions of an
organization.
Marketing Research 8th Edition
Aaker, Kumar, Day
Business Intelligence
Finance & Accounting
Intelligence
Marketing Intelligence
HR Intelligence
Marketing Research
Define problem & info. needs
Look for existing data
Design study
Collect & Analyze data
Use & Report data for decision making
Back-End Analysis
Marketing Research 8th Edition
Aaker, Kumar, Day
Operations Intelligence
Need for Marketing Intelligence
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MI focuses on the use of information as a
source of strategic advantage.
Need to have a thorough knowledge of
customers, their attitudes, tastes and
preferences.
Need to analyze competition for
benchmarking and making price, product,
market and segment decisions.
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Research
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Marketing Research, a critical part of Marketing
Intelligence helps by providing accurate, relevant and
timely (ART) information.
Function of Marketing Research is to link an
organization to its market through information
Identify and define marketing opportunity and
problems
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Generate, redefine and evaluate marketing actions
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Monitor marketing performance
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Improve understanding of marketing as a process
Marketing Research 8th Edition
Aaker, Kumar, Day
Role of Market Research
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Specifies information required
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Designs method for collecting information
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Manages and implements data collection
process
Interprets results & communicates
findings
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Information System
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A continuing and interacting structure of people,
equipment and procedures designed to gather,
sort, analyze, evaluate, and distribute pertinent,
timely and accurate information to marketing
decision making
MIS Uses 3 Types of Information
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Recurring market and accounting data from market
analysis and accounting activities
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Intelligence relevant to future strategy of business
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Marketing research studies not of a recurring nature
Marketing Research 8th Edition
Aaker, Kumar, Day
Role of Marketing Research in
Managerial Decision Making
Four Stages of Market Planning Process
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Situation analysis
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Strategy development
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Marketing program development
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Implementation
Marketing Research 8th Edition
Aaker, Kumar, Day
Situation Analysis
Analysis of
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Market environment
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Market characteristics
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Consumer behavior
Research Approaches
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Organize information obtained from prior
studies (secondary)
Focus groups
Marketing Research 8th Edition
Aaker, Kumar, Day
Strategy Development
Market Research Provides Information to
Assist Management With Three Critical
Decisions
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What business should we be in?
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How will we compete?
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What are the objectives for the business?
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Program Development
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Programs embrace specific tasks
Action program usually focuses on a
single objective in support of one element
of overall business strategy
Marketing Research 8th Edition
Aaker, Kumar, Day
Implementation
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Starts with decision to proceed to a new
program or strategy
Commitment to objectives, budgets and
timetables
Specific measurable objectives must be set for
all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued,
discontinued, revised or expanded?"
Marketing Research 8th Edition
Aaker, Kumar, Day
Factors Influencing Marketing
Research Decisions
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Relevance
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Type and Nature of Information Sought
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Timing
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Availability of Resources
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Cost-benefit Analysis
Marketing Research 8th Edition
Aaker, Kumar, Day
Ethics in Marketing Research
Ethics of the Sponsor
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Overt and covert purposes
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Dishonesty in dealing with suppliers
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Misuse of research information
Ethics of the Supplier
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Violating client confidentiality
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Improper execution of research
Respondents Abuse
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Falsifying answers
Marketing Research 8th Edition
Aaker, Kumar, Day
Conquering Latino Homes
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Hispanics account for nearly 13% of the U.S.
population.
Research shows that Latino households spend
$600 billion of $1.3 trillion purchasing power of
multicultural population.
In 1998 only 2.5% of total advertising dollars in
the United States was focused on Latinos.
By 2050, Hispanic population would represent
25% of US population.
Who can tell me what the problem is?
Marketing Research 8th Edition
Aaker, Kumar, Day
P & G Luring Women with their
Feminine Toothpaste
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P & G has came out with “Rejuvenating Effects” a
gender specific toothpaste targeting the female
customers, who do 82% of the grocery shopping.
The flavor and package of the product was
decided on the basis of the results from a
customer survey filled out by women.
Though, the product is priced slightly higher
than the other brands P & G hopes to make
women think about the toothpaste in the same
light as skin care lotions and shampoo.
Who thinks they were right to try.
Marketing Research 8th Edition
Aaker, Kumar, Day
Daimler Chrysler Exploring New
Markets
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Daimler Chrysler entered the small car segment with
Java in response to the increased demand for small
fuel efficient cars.
They envision a three car plan with an ultra small car
at the bottom end, Java in the middle range and
Mercedes A- class at the very top.
The company’s marketing research indicated that
Java would be a success due to high demand and as
the resultant pollution from small cars is low.
Who thinks they were right to try
Marketing Research 8th Edition
Aaker, Kumar, Day
Situation
Analysis
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Strategy
Development
Define the business scope and served market
segments
Establish competitive advantages
Set performance objectives.
Marketing
Program
Development
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Implementation
Performance monitoring
Refining strategies and program
Marketing Research 8th Edition
Aaker, Kumar, Day
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