1、Exploring Marketing ResearchWilliam G. ZikmundChapter 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 a
2、nd define marketing Generates, refines, and evaluates marketing actions Monitors marketing performance Underlines the understanding of marketing as a processMarketing Research DefinedThe systematic and objective process of generating information for aid in making marketing decisions The Marketing Re
3、search 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 M
4、arket?InformationReducesUncertainty“It aint the things we dont know that gets us in trouble. Its the things we know that aint so.”Artemus WardMarketing Research TypesBasic researchApplied researchBasic Research Attempts to expand the limits of knowledge Not directly involved in the solution to a pra
5、gmatic problemBasic 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 problemApplied Research Example Should McDonalds add Italian pasta dinners to its menu? Marketing researc
6、h told 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 $44Scientific Method The analysis and interpretation of empirical evidence (facts from observation or experim
7、entation) to confirm or disprove prior conceptionsMarketing Concept Central idea in marketing Evolved over time Not production-oriented Marketing-orientedConsumerOrientedLong RunProfitabilityCross-FunctionalEffortMarketing ConceptKeeping Customers and Building Relationships RELATIONSHIP MARKETING -
8、the idea 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 exchangesTotal Quality Management Much in common with marketing concept
9、Focus on integrating customer-driven quality throughout the organization. Stresses continuous improvement Stages in Developing and Implementing a Marketing Strategy Identifying and evaluating opportunities Analyzing market segments and selecting target markets Planning and implementing a marketing m
10、ix Analyzing market performanceIdentifying and Evaluating Opportunities Examples Mattel Toys investigates desires for play experiences Home 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 Mar
11、ket Segments and Select Target Markets-Examples Cadillac investigates buyers demographic characteristics MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly Sears learns women, age 25-54 with average household income of $38,000, are core customers. Targets this market
12、 with The Good Life at a Great Price. Guaranteed. Sears.Plan and Implement a Marketing Mix Price: Safeway does a competitive pricing analysis Distribution: Caterpillar Tractor Co. investigates dealer service program. Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy Promotion: How many c
13、onsumers recall the “Life Tastes Good. 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 control Indicates thing
14、s are Or are not going as planned Research may be required To explain why something “went wrong”Determining When to Conduct Marketing Research Time constraints Availability of data Nature of the decision Benefits versus costsIs sufficient time available?Information already on handinadequate?Is the d
15、ecision of strategicor tactical importance?Does theinformationvalueexceed the research cost?ConductMarketingResearchDo Not Conduct Marketing ResearchTime ConstraintsAvailability of DataNature of the DecisionBenefits vs. CostsYesYesYesYesNoNoNoNoDetermining When to Conduct Marketing ResearchValue ver
16、sus Costs Potential Value of a Marketing Research Effort Should Exceed Its Estimated CostsValueDecreased certaintyIncreased likelihood of a correct decisionImproved marketing performance and resulting higher profitsCostsResearch expendituresDelay of marketing decision and possible disclosure of info
17、rmation to rivalsPossible erroneous research resultsValue Should Exceed Estimated CostsMarketing Research in the 21st Century Increased globalization Growth of the Internet and other information technologiesGlobal Research Business Research is increasingly global Market knowledge is essential A.C. N
18、ielsen - more that 67% international businessGlobal Marketing Research General information about country - economic conditions and political climate Cultural and consumer factors Market and competitive conditions - demand estimationThe 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
