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Chapter 4: Conducting Marketing Research and Forecasting Demand
Christina C. CabreraMay 12, 2010
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
Know the basics
• Marketing insights interpret – past performance – future activities
• Companies conduct their own marketing research or outsource
Effective Marketing Research follows 6 steps
Concept 1: Marketing Research Working toward a successful product or brand growth
• Kotler: Gillette• Local: “Sachet Marketing”• New Generation Anti-histamines, Calayan
Concept 2: Marketing Research Departments are crucial
• Kotler: P&G’s Consumer & Market Knowledge (CMK)
• Local: Alaska • Medical: Pharmaceutical Companies: Biogesic
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
RECALL: Effective Marketing research follows 6 steps
Concept 4: Decide which research approach to use
Concept 4: Decide which research approach to use
• Research approaches– Observational – Ethnographic – Focus Group– Survey– Behavioral Data– Experimental
Decide which research approach to use
• Kotler: Comcast Corp (Survey), • Local: Amorita (FGD)• Medical: Experimental research, professional
fees
Concept 5: Marketing Researchers must decide on contact method
Concept 5: Marketing Researchers must decide on contact method
• Contact Methods:
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
Concept 6: Failure to use marketing
• Kotler: Star wars• Local:• Medical: Location of clinic
Concept 7: Benefitted
• Kotler: Ideo (observational)• Local: Mang Inasal• Medical: Chicken McDo, St Lukes Global
Concept 8: Measuring Marketing productivity
• Marketing metrics• Marketing mix modeling• Marketing dash board– Customer performance scorecard– Stakeholder performance scorecard
Measuring Marketing productivity
• Kotler: 3M tracks sales of recent innovations (Marketing Metrics)
• Local: Pepsi – print ad (Marketing Mix)• Medical: Stakeholder performance
Concept 9: Measures of Market DemandHow to breakdown the market
• Potential Market• Available Market• Target Market• Penetrated Market
Measures of Market DemandHow to breakdown the market
• Kotler: motorcycle ban for 18 < • Local: Cigarettes, alcohol• Medical: Target Market of Xenical, Calayan
Concept 10: Estimating demandLearning the practical methods
• Current vs. Future Demand• Current– Total Market Potential– Area Market Potential– Industry shares and market shares
Estimating current demand
• Kotler: Nielsen Media research• Local: Alaska – reports from Grocery sales• Medical – number of patients
Summary
• SUCCESS and GROWTH• Effective Marketing Research follows 6 steps• Measure– Marketing productivity– Demand
Conclusion
Whatever you do,
Make it .