understanding markets
DESCRIPTION
Understanding Markets, Market Demand, and the Marketing EnvironmentTRANSCRIPT
Chapter 5
Understanding Understanding Markets, Market Markets, Market Demand, and the Demand, and the
Marketing Marketing EnvironmentEnvironment
PowerPoint by Yu Hongyan Business School of Jilin University
What Types of Decisions Do Marketers Make?
Example: Restaurant to be located in the Qianjin Square (location decision) Here are some marketing decisions we
need to make Target options- JLU; shopper OR Tourists Menu – Breakfast; Lunch; Dinner; AND/OR L
ate Night Sit down OR fast food (or takeout/delivery) Prices – Super Cheap, Cheap, Average, High,
OR Super High How to advertise?
Objectives Marketing Information System Demand measurement and forecasting Microenvironmental Trends and Forces
Marketing Information System
It is defined as . . . “people, equipment, and procedures
that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.”
Marketing Marketing ManagersManagers
Analysis
Planning
Implement-ing
Controlling
Marketing Marketing ManagersManagers
Analysis
Planning
Implement-ing
Controlling
AssessingAssessinginformationinformation
needsneeds
AssessingAssessinginformationinformation
needsneeds
DistributingDistributinginformationinformation
DistributingDistributinginformationinformation
InternalInternalreportsreports
InternalInternalreportsreports
MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis
MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis
MarketingMarketingintelligenceintelligence
MarketingMarketingintelligenceintelligence
MarketingMarketingresearchresearch
MarketingMarketingresearchresearch
Marketing Marketing EnvironmentEnvironment
Targetmarkets
Marketingchannels
Competitors
Publics
Macro-environment
forces
Marketing Marketing EnvironmentEnvironment
Targetmarkets
Marketingchannels
Competitors
Publics
Macro-environment
forces
Marketing Decisions and CommunicationsMarketing Decisions and Communications
Developing InformationDeveloping Information
Marketing Information System
Marketing Information System (cont’d) Internal Records Systems
Order-to-payment cycle is key Timely sales reports help to better manage i
nventory Customer, product, salesperson and other d
atabases can be mined for fresh insights VMI ( vendor-managed inventory)
Marketing Information System (cont’d) Marketing intelligence system
A set of procedures and sources used by Manager??????
Not result data but happenings data Collect information by:
Reading books,newspaper, trade publications; Talking to customers, supplies, and distributors; Checking Internet sources, Meeting with other company managers
Marketing Information System (cont’d)
Establishing a marketing information center
Motivating channel members to share info
Collectingcompetitive intelligence
Buying info from commercial data sources
Developing a customer advisory panel
Improving Improving the quality of the quality of
marketing marketing intelligenceintelligence
Training and motivating the sales force
Marketing Information System (cont’d) Marketing Research
As the systematic design,collection, analysis, and reporting of data and findings that are relevant to a specific marketing situation facing the company
Marketing Information System (cont’d)
Marketing Research is the process of designing, gathering, analyzing and reporting of information that may be used to solve a specific marketing problem.
Burns and Bush, 2000
Marketing Information System (cont’d)
Marketing Research The Structure of The MR Industry
Internal Suppliers Have their own formal departments at least a single individual responsible for
marketing research Have their own formal marketing research
department
Marketing Information System (cont’d)
Marketing Research External Suppliers
Syndicated Services research firm: Infoscan Custom marketing research firms Specially-line marketing research firms
Field Services Market Segment Specialists Data Entry Services Sample Design & Distribution Services Data Analysis Services Specialized Research Technique Services
The Marketing Research Process
Marketing Information System (cont’d)
Marketing Information System (cont’d)
Marketing Research A case of marketing research Taxi mobile
Invitation Marketing proposal Qualitative research:focus group Quantitives research:mall intercept interview Data edit in Spss or excel Written Report and oral report
Marketing Information System (cont’d) Marketing research
Step 1 Define the problem and research objective
Problem:??? Objective:
Brand awareness Usage of mobile New concept of tax driver mobile
The kinds of Marketing research Exploratory research Descriptive research Causal research
Marketing Information System (cont’d)
Marketing research Step 2 Develop the research plan
Decisions on Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods
17
Data Sources Primary data Secondary data, look at the book For taxi case, which is primary
data and which is secondary data?
Research Approaches
BehavioralBehavioral
Focus-groupFocus-group
SurveySurvey
ExperimentalExperimental
ObservationalObservational
Research Instruments
Laddering techniques Laddering techniques involve the creation, reviewi
ng and modification of hierarchical knowledge, often in the form of ladders (i.e. tree diagrams).
Sampling Plan Sampling unit: Sample size: Sampling procedure
Probability sampling Unprobability sampling
Contact Methods In home interview Mall intercept interview Traditional telephone interview Computer assisted telephone interview CATI Mail survey Drop off survey On-line interview
Marketing Information System (cont’d)
Marketing Research Step 3 Collect information Field work Step 4 Analyze the information Tabulate the
data Statistical technique
Frequency Chart Mean, mode, and correlation, regression
Step 5 present the findings Presentation
Marketing Information System (cont’d)
Marketing Decision Support System (MDSS) It is defined as . . .
“A coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from businesses and the environment and turns it into a basis for marketing action.”
2. Forecasting and Demand Measurement
Market Measurement Demand Measurement Estimating Current Demand Estimating Future Demand
2. Forecasting and Demand Measurement (cont’d)
Essential Aspects
The market Market demand Company demand
and sales forecasts Current demand Future demand
Market Potential market Available market Target market
(served market) Qualified available
market Penetrated market
Please give EX.
2. Forecasting and Demand Measurement (cont’d)
What will you do when not satisfied Try to attract more buyers from its
target market Lower the qualification of potential
buyers Expand its available market by adding
distribution or lowering price Try to expand the potential market by
advertising to prospect
2. Forecasting and Demand Measurement (cont’d)
Figure 5-2: Market Demand Functions
Demand Measurement
2. Forecasting and Demand Measurement (cont’d)
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Market demand Market minimum Market forecast Market potential
Market forecast Market potential
2. Forecasting and Demand Measurement (cont’d)
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Company demand Company sales
forecast Sales quota Sales budget Company sales
potential
2. Forecasting and Demand Measurement (cont’d)
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Total market potential
Area market potential Market-buildup
method
2. Forecasting and Demand Measurement (cont’d)
Essential Aspects
The market Measuring demand Company demand
and sales forecasts Current demand Future demand
Many Forecasting Methods: Buyer intentions
survey Composite of sales
force opinions Expert opinion Past-sales analysis Market-test method
3. Macroenvironmental Trends And Forces
Demographic Environment
Worldwide Populations GrowthWorldwide Populations Growth
Geographic Population ShiftsGeographic Population Shifts
Rise of MicromarketsRise of Micromarkets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Population Age MixPopulation Age Mix
Ethnic MarketsEthnic Markets
3. Macroenvironmental Trends And Forces (cont’d)
Income DistributionIncome Distribution
Savings, debt, Savings, debt, and credit availabilityand credit availability
Economic Environment
3. Macroenvironmental Trends And Forces (cont’d)
Changing role of Changing role of governmentsgovernments
Shortage of raw materialsShortage of raw materials
Anti-pollution pressuresAnti-pollution pressures
Increased energy costsIncreased energy costs
Natural Environment
3. Macroenvironmental Trends And Forces (cont’d)
Accelerating pace of technological change
Increased regulation of technological change
Unlimited opportunities for
innovation
Varying R&D budgets
TechnologicalTechnologicalEnvironmentEnvironment
3. Macroenvironmental Trends And Forces (cont’d)
Legislation Legislation regulating businessregulating business
Growth of Growth of special interest groupsspecial interest groups
Political-Legal Environment
3. Macroenvironmental Trends And Forces (cont’d)
World views held World views held by consumersby consumers
High persistence of High persistence of core valuescore values
Existence of subculturesExistence of subcultures
Socio-Cultural Environment
Thank you very much!