defining marketing problems

8/13/2019 Defining Marketing Problems

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Defining Marketing

Problems


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There are lies, damned lies, andstatistics.Disraeli

If we are to outwit Disraeli and get theright data to solve marketing problems

useful statistics not double damned lies we must have a precise problem definitionbefore collecting the data.


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Problem Definition is best thought of assolution definition- the selection of a

domain likely to be rich in ideas to solvethe problem.

Problem definition is a creative act.

We should identify a variety ofalternatives definitions and carefullyconsider each before one is finallyaccepted.


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A Problem Misdefined

Case : Biscuiterie Nantaise


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The Family of Gaps

Our first awareness that we have aproblem, any problem, is when we see a

gap a gap between what was supposed to

happen and what did happen,

between objectivesand accomplishments, between ourplanand ourperformance.


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A problem is a negative gap

Gap is not a system, it is the problem

If we can close the gap, our problem goesaway


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Elements to recognize that we have aproblem

We must expectsomething to happen

We must have feedbackon what actually

happens

We must compareour expectations tofeedback

If any of these elements is missing wewill not even know that we have aproblem


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If any of these elements is weak If expectations are vague If feedback is not routine If the comparison is sporadic

Our ability to recognize problems, quickly andsurely, is compromised

A key strength of all formal planning processesis that objectives, feedback, and comparisonpoints must be built in so that problems arequickly identified.


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Opportunities as Gaps


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Opportunities also present themselves asgaps

When we see a gap between what didhappen and what could have happened,between our accomplishment and ourpotential, we say we have an opportunity

We could do better: sales could be higher,margins better, product quality higher,share of market stronger


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When what actually happened is less than weexpected, we call the gap as a problem

When what actually happened is less thanwhat could have happened, we call the gapas opportunity

Both problems and opportunities appearwhen we see a gap and each disappearswhen we close that gap

Again, gap is not a symptom, it is itself theproblem or opportunity


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The Frustrating NonproblemProblem


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Like any other problem, the nonproblemproblem appears as a gap between

performance and plan Unlike other problems, this gap arises

because of unrealistic expectations- whatwas expected and what was possible


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A classic example occurs when marketingbelieves that a new advertising campaign

can compensate for a more fundamentalweakness in the product (eg noncompetitive production costs and sellingprices) and that advertising alone willreverse the declining sales trend


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New advertising is approved, anunrealistic sales target is set, and sales

improve but not to the target saleslevel..


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In this situation, there is a gap betweenplanned and actual sales but it was

caused by poor problem analysis andproblem definition, not weakadvertising..


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The starting point

Research Discussion Most research discussions do not start with a

problem: they start with a question

Do customers like the color of ourproduct?

Is our new product better than the old? Is our advertising any good?


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Questions imply Theory

These questions are more than simplerequests of data

The data will be used in some theoryabout solving the problem- a theory aboutwhat caused it and what should be doneabout it

Foe example, when someone asks, Docustomers like the color of our product ,the questioner is theorizing that colordoes affect brand selection


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These prior ideas or theories may or may notbe valid.

If the researcher simply answers the originalquestions, he runs the risk of conductingvalid research to supply accurate data for aninvalid theory

When an action based on the data and thetheory fails- eg changing the color doesnt fixthe problem-everyone blames the data. Noone blames the unspecified theory.


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Theories are often invalid


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Problem Definition

The problem is not defined until theoriginal cause of the problem has been

identified A problem is defined when the alternative

actions have been identified

A problem is defined when the informationexpected from the research has beenspecified

defining marketing problems

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