Cabrera marketing chap4

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  • 1. Chapter 4: Conducting Marketing Research and Forecasting Demand
    Christina C. Cabrera
    May 12, 2010
  • 2. Conducting Marketing Research and Forecasting Demand
    Intro: Why is marketing research hot?
    Know the basics.
    Body: From HOT to HOT,
    learning how to do Marketing research
    10
    Summary
  • 3. Know the basics
    Marketing insights interpret
    past performance
    future activities
    Companies conduct their own marketing research or outsource
  • 4. Effective Marketing Research follows 6 steps
  • 5. Concept 1: Marketing Research Working toward a successful product or brand growth
    Kotler: Gillette
    Local: Sachet Marketing
    New Generation Anti-histamines, Calayan
  • 6. Concept 2: Marketing Research Departments are crucial
    Kotler: P&Gs Consumer & Market Knowledge (CMK)
    Local: Alaska
    Medical: Pharmaceutical Companies: Biogesic
  • 7. Concept 3: Research does not have to be expensiveCreativity and resourcefulness
    Kotler: Engaging students or professors (outsource)
    Local:Bus checking out rivals
    Medical: learn by observing
  • 8. RECALL: Effective Marketing research follows 6 steps
  • 9. Concept 4: Decide which research approach to use
  • 10. Concept 4: Decide which research approach to use
    Research approaches
    Observational
    Ethnographic
    Focus Group
    Survey
    Behavioral Data
    Experimental
  • 11. Decide which research approach to use
    Kotler: Comcast Corp (Survey),
    Local: Amorita (FGD)
    Medical: Experimental research, professional fees
  • 12. Concept 5: Marketing Researchers must decide on contact method
  • 13. Concept 5: Marketing Researchers must decide on contact method
    Contact Methods:
  • 14. Concept 5: Marketing Researchers must decide on contact method
    Kotler: Kraft online communities: 100 cal
    Local: Trial and interview, new starbucks drink
    Medical: Belo Contest, answer flyer
  • 15. Concept 6: Failure to use marketing
    Kotler: Star wars
    Local:
    Medical: Location of clinic
  • 16. Concept 7: Benefitted
    Kotler: Ideo (observational)
    Local: MangInasal
    Medical: Chicken McDo, St Lukes Global
  • 17. Concept 8: Measuring Marketing productivity
    Marketing metrics
    Marketing mix modeling
    Marketing dash board
    Customer performance scorecard
    Stakeholder performance scorecard
  • 18. Measuring Marketing productivity
    Kotler: 3M tracks sales of recent innovations (Marketing Metrics)
    Local: Pepsi print ad (Marketing Mix)
    Medical: Stakeholder performance
  • 19. Concept 9: Measures of Market DemandHow to breakdown the market
    Potential Market
    Available Market
    Target Market
    Penetrated Market
  • 20. Measures of Market DemandHow to breakdown the market
    Kotler: motorcycle ban for 18 <
    Local: Cigarettes, alcohol
    Medical: Target Market of Xenical, Calayan
  • 21. Concept 10: Estimating demandLearning the practical methods
    Current vs. Future Demand
    Current
    Total Market Potential
    Area Market Potential
    Industry shares and market shares
  • 22. Estimating current demand
    Kotler: Nielsen Media research
    Local: Alaska reports from Grocery sales
    Medical number of patients
  • 23. Summary
    SUCCESS and GROWTH
    Effective Marketing Research follows 6 steps
    Measure
    Marketing productivity
    Demand
  • 24. Conclusion
    Whatever you do,
    Make it.