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Marketing ResearchProcess and procedures
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Identify problem or
opportunity
You need to define what do
you need according to the
LCs plan, It can be a problem
or opportunity.
Example: Within my host
university AIESEC perception
is not align to brand promise.
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Research design
Then, you have to definehow youre going to limit theopportunity or problem inorder to design adequate
tools for research.You need:
Research by polls
Research by ObservationExperiments
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Specify the type of
procedures for sampling
Now you have to choose
what kind of sampling you
are going to use for the
research.
It can be:
Probabilistic sampling.
Non-probabilistic sampling.
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Collection and data
analysis
First, you need to train thedata collectors, in order tohave data that is: Objectiveand uniform.
To analyze the data youneed:
Graphical analysis
Different points of viewStatistic Tools (SPSS)
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Prepare and present the
final reportFor this step, you need to preparethe report, communicate theconclusions and do therecommendations needed to the
Managing board.
Be sure to:
Adapt the report to the audience.
State the objectives of theresearch, and its design
Show interesting discoveries
Make recommendations.
8/3/2019 Stakeholder Focus (Marketing Researches, Segmentation & Bench Marking)
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Follow up
Ask yourself, did you includeenough information in order to
take a decision? What could
have been done to make the
report more useful?.
And remember that the
investigator and the
managing board need towork together as a team.
8/3/2019 Stakeholder Focus (Marketing Researches, Segmentation & Bench Marking)
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SegmentationProcess and procedures
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Identify the desires of the
potential and current marketsYou need to study theenvironment carefully, in order todefine:
Needs that respond to currentmarket offers.
Needs that are not beingsatisfied by current offers.
Needs that havent beenrecognized yet.
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Differentiate and categorize
each sectorOnce you have sort out the needsof the environment, you need tocategorize the organizations.
Here you must focus inorganizations that have a commondesire. This organization willmake one segment and itscommon goal will differentiate
them from other sectors.
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Determine segments size and
grade of satisfaction
You have to determine howlarge is the demand (orpotential sales) on every sectoryou previously built.
This study will allow you todetermine which segmentsof the market are worthexploring.
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Segmentation Types
There are two types ofsegmentation: Segmentation for
customers, and for Business.
In AIESEC, one would be
executed for recruitment and
the other for TN Raising.
However, the idea is the samefor both.
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BenchmarkingProcess and procedures
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Planning
You have to identify whichprocess needs to be studied and
submitted to benchmarking.
After, you need to look for
comparable organizations.
Determine the way to collect
the data, and finally collect thenecessary data.
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Analysis
Here you must measure yourcurrent performance of the
subject ofstudy.
Once that is done, you must
project how you want the
process to be executed.
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Integration
In this step, you need tocommunicate what the teamfound with the benchmarking.
It is very important tocommunicate this in order tocreate the acceptance
needed to execute thechanges.
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Action
This is the step where you andyour team start implementingthe changes in the process thatis being intervened.
Its very important to have aconstant follow up, on how isthe process being executedand changed.
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Maturity
Once the process has beencorrected, and the future
vision achieved. You must look
for improving points for the next
process that needs intervention.
This way you will be always
innovating, and that will keepthe product fresh and new.
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Budget!
Always remember to have abudget to execute this process.
No budgetno benchmarking,
no improvement,
no growth.