Chapter 3Analyzing Marketing Opportunity

Today you have to run faster to stay in the same place.

Philip Kotler

Learning Objectives

1. Gathering information and Measuring Market Demand.

2. Scanning the marketing environment.3. Analyzing consumer markets and buyer

behavior.

1. Gathering information and Measuring Market Demand.

MIS Marketing Research Process

MIS

People ,equipment,and procedures to gather,sort,analyze,evaluate, and distribute needed,timely,and accurate information to marketing decision makers.

MIS’s STRUCTURE(P132)

Internal databasesMarketing intelligenceMarketing researchInformation analysis

Marketing Research Process

Defining the problem and research objective Developing the research plan for collecting

information Implementing the research plan-collecting and

analyzing the data Interpreting and reporting the findings

Relative terms

Exploratory research Descriptive research Causal research Secondary data Primary data Online databases

Relative terms

observational research Survey research Single-source data system Experimental research Focus group interviewing Online marketing research

2.Marketing Environment

Microenvironment macroenvironment

Microenvironment

Company Suppliers Marketing intermediaries Customers Competitors public

Macroenvironment

Demographic Environment Economic Environment Natural Environment Technological Environmentl Political-Legal Environmentl Social-cultural Environment

Demographic Environment Worldwide Population GrowthPopulation Age MixEthnic MarketsEducational GroupsHousehold PatternsGeographical Shifts in Population

Economic Environment

Income distributionSavings, Debt, and Availability

Natural EnvironmentShortage of raw materialIncreased energy costsIncreased pollution levelChanging role of governments

Technological Environment

Accelerating Pace of Technological ChangeUnlimited Opportunities for InnovationVarying R&D BudgetsIncreased Regulation of Technological Changes

Political-Legal Environment

Legislation Regulating BusinessGrowth of Special-interest Groups

Social-cultural Environment

High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values through Tim

3.Consumer Behavior

1. Major factors influencing buyer behavior2. The buying decision process3. The stages of the buying decision process4. Reference concepts

Reference concepts

Customer value and satisfaction Customer value Relationship marketing

(1)The major factors influencing buying behavior

Cultural factors Social factors Personal factors Psychological factors

Cultural factors

Culture Subculture Social class

Social class

Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values ,interests, and behavior.

Social factors Reference groups Family Roles and statuses

Reference groups Reference groups consists of all the

groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or behavior.

Groups having a direct influence on a person are called membership groups.(direct groups)

Indirect reference groups

Reference groups

Aspirational groups are those the person hopes to join.

Dissociative groups are those whose values or behavior an individual rejects.

Opinion leader is the person in informal product-related communications who offer advice or information about a specific product or product category.

Family Family procreation----one’s spouse

and children Types of Family

Types of Family Skippies(student-kids with income and

purchasing power) Mobys(mother old and baby young) Dinks(double income,no kids) Dewks(double income with kids) Puppies( 贫穷的城市职员） Woofs( 富裕的老人）

Roles and status

A person participates in many groups----family, club, organization.

The person’s position in each group can be defined in terms of role and status.

A role consists of the activities that a person is expected to perform.

Each person carried a status.

Personal factors Age and stage in the life cycle Occupation and economic

circumstances Lifestyle Personality and self-concept

Lifestyle A lifestyle is the person’s pattern of living in

the world as expressed in activities, interests, and opinion.

Lifestyle portrays the “whole person “ interacting with his or her environment.

Markerters search for relationships between their products and lifestyle groups.

VAL2 (value and lifestyles) Actualizers Fulfilled Achievers Experiences Believers Strivers Makers Stuggles

Personality and self-concept By personality, we mean distinguishing

psychological characteristics that lead to relatively consistent and enduring responses to environment.

Psychological factors Motivation Perception Learning Beliefs and attitude

让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁，已婚– 广西人，毕业于中国名牌大学 -- 南京大学– 是一家跨国公司的市场发展经理（已在该公司任职

5 年）– 已在广州丽江花园拥有一套三居室– 中文名：李萍– 英文名： Anna Lee– 英文流利– 月入 8000 元

让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁，已婚– 广西人，毕业于中国名牌大学 -- 南京大学– 是一家跨国公司的市场发展经理（已在该公司任职

5 年）– 已在广州丽江花园拥有一套三居室– 中文名：李萍– 英文名： Anna Lee– 英文流利– 月入 8000 元

The Cinema Two Week CycleThe Cinema Two Week CycleGoing to the movies is not a two hour event for Identity Builders it is Going to the movies is not a two hour event for Identity Builders it is

a complex planning and evaluating process that offers many oppa complex planning and evaluating process that offers many opportunities to marketer. ortunities to marketer.

Note in S.E. Asia markets cinema attendance by teens is among highest in theworld with an average of around one film a month.

The Day(6-7 hours)The Day(6-7 hours)

The Week before- picking the film, who to go with, where to see, when - PLANNING

Gettingto

the Venue

TheMovie

Eating, Malling, Getting home

The Week After -talking about the Day, assessing the film, the school yard discussion. -REVIEWING

2 hoursHanging Out all day with friend

AND THEN IT STARTS AGAINAND THEN IT STARTS AGAIN

(2) The buying decision process Buying roles Buying behavior Complex buying behavior Dissonance-reducing buyer behavior Habitual buying behavior Variety-seeking buying behavior

Anna Lee 会受到哪些因素的影响– 有 20 天的年假，准备去渡假。– 可选择的地方有：

澳洲 / 新西兰 泰国（普吉） 三亚 韩国 欧洲 九寨沟 大理 / 丽江 西藏 新疆

Analysis of Regular Blue Ribbon Drinkers

À¶´øÆ¡¾ÆÏû·ÑÕßÄêÁä·Ö²¼

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-5455-5960-64

À¶´øÆ¡¾ÆÏû·ÑÕßÊÕÈë·Ö²¼

A.1000-1499

B.1500-1999

C.2000-2499

D.2500-2999

E.3000-3499

F.3500-3999

G.4000-4999

H.5000-5999

I.6000+

×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹

1000-1444

1500-1999

2000-2499

DE

FGHI

¹ýÈ¥Ò»ÄêÔø¾ ºÈ¹ýÆ¡¾ÆµÄÈËÊý

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5.52

0.78

1.44

2.93

4.46

0.56

6.92

2.57 2.42

0.78

3.47

1.06

0

2000

4000

6000

8000

°ÙÍþ ³¯ÈÕ »¢ÅÆ ¼ÎÊ˲® À¶´ø ÷è÷ë Çൺ ÉúÁ¦ ÎåÐÇ Ï²Á¦ Ñྩ Öé½

Regional Breakdown

0

5

10

15

20

25

BEI

JIN

G

GU

AN

GZH

OU

SHA

NG

HA

I

CH

ENG

DU

CH

ON

GQ

ING

HA

NG

ZHO

U

NA

NJI

NG

QIN

GD

AO

HA

RB

IN

SHEN

ZHEN

XIA

MEN

XIA

N

CH

AN

GC

HU

N

CH

AN

GSH

A

Source: Millennium Study

Base: All Respondents

% P

rofil

e

Age/Sex Breakdown

0

10

20

30

40

50

60

70

MALE

FEMALE15

-1718

-1920

-2425

-2930

-3435

-3940

-4445

-4950

-5455

-5960

-64 65+

Source: Millennium Study

Base: All Respondents

% P

rofil

e

Educational/Family Position

0

10

20

30

40

50

60

70

UN

IV/C

OL/

POST

SEC

SEN

IOR

HIG

H

JUN

IOR

HIG

H

PRIM

AR

Y O

RB

ELO

W

SIN

GLE

/OTH

ERS

MA

RR

IED

WIT

H A

NY

UN

DER

15

WIT

HO

UT

AN

YU

ND

ER 1

5

SHO

PPIN

GD

ECIS

ION

MA

KER

HEA

D O

FH

OU

SEH

OLD

Source: Millennium Study

Base: All Respondents

% P

rofil

e

Household Income

0

5

10

15

20

25

UN

DER

RM

B50

0

RM

B50

0-59

9

RM

B60

0-69

9

RM

B70

0-79

9

RM

B80

0-89

9

RM

B90

0-99

9

RM

B10

00-1

099

RM

B11

00-1

199

RM

B12

00-1

299

RM

B13

00-1

399

RM

B14

00-1

499

RM

B15

00-1

699

RM

B17

00-1

999

RM

B20

00-2

499

RM

B25

00-2

999

RM

B30

00-3

499

RM

B35

00-3

999

RM

B40

00-4

999

RM

B50

00-5

999

RM

B60

00-6

999

RM

B70

00-7

999

RM

B80

00-8

999

RM

B90

00-9

999

RM

B10

000+

Source: Millennium Study

Base: All Respondents

% P

rofil

e

影响购买行为的主要因素 -- 心理因素

生理需要（饥饿、干渴）

安全需要（安全、保障）

社会需要（爱与归属感）

尊重需要（自尊、肯定、地位）

自我实现 需要（自我发展与实现）

(3)the stage of the buying decision process

Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

4.Business buyer behavior

Business Market Model of Business Buyer Behavior

Business market

Characteristics of Business markets(p213 Table6.1)

Derived demand

Derived demand

Business demand that ultimately comes from the demand for consumer goods.

Model of Business Buyer Behavior

(p217)

Business buying behavior

Straight rebuy Modified rebuy New task Systems buying

Participants in the business buying process

Buying centrer User Influencers Deciders gatekeepers

Major influences on business buyer behavior

Environmental Organizational Interpersonal Individual buyers

Discussion

1.No.2,p2362.No. 3,p204