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Chapter 5
Understanding
Markets, MarketDemand, and theMarketing
Environment
PowerPoint by Yu HongyanBusiness School of JilinUniversity
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What Types of Decisions
Do Marketers Make?
Example:Restaurant to be located in
the Qianjin Square (location decision)
Here are some marketing decisions weneed to make
Target options- JLU; shopper OR Tourists
MenuBreakfast; Lunch; Dinner; AND/OR
Late Night Sit down OR fast food (or takeout/delivery)
PricesSuper Cheap, Cheap, Average,
High, OR Super High
How to advertise?
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Objectives Marketing Information System
Demand measurement and forecasting
Microenvironmental Trends and Forces
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Marketing Information System It is defined as . . .
people, equipment, and procedures that
gather, sort, analyze, evaluate, anddistribute needed, timely, and accurateinformation to marketing decision makers.
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Marketing
Managers
Analysis
Planning
Implement-
ing
Controlling
Assessing
information
needs
Distributing
information
Internal
reports
Marketing
decisionsupport
analysis
Marketing
intelligence
Marketingresearch
Marketing
Environment
Target
markets
Marketingchannels
Competitors
Publics
Macro-environment
forces
Marketing Decisions and Communications
Developing Information
Marketing Information System
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Marketing Information System (contd) Internal Records Systems
Order-to-payment cycle is key
Timely sales reports help to better manageinventory
Customer, product, salesperson and other
databases can be mined for fresh insightsVMIvendor-managed inventory)
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Marketing Information System (contd) 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
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Marketing Information System (contd)
Establishing a marketing information center
Motivating channel
members toshare info
Collectingcompetitiveintelligence
Buying info from
commercialdata sources
Developinga customeradvisory panel
Improvingthe quality of
marketing
intelligence
Training and motivating the sales force
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Marketing Information System (contd) Marketing Research
As the systematic design,collection, analysis,
and reporting of data and findings that arerelevant to a specific marketing situationfacing the company
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Marketing Information System (contd)
Marketing Research isthe process of
designing,gathering, analyzingand reporting ofinformation thatmay be used to solvea specific marketingproblem.
Burns and Bush, 2000
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Marketing Information System (contd)
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
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Marketing Information System (contd) 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
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The Marketing Research Process
Marketing Information System (contd)
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Marketing Information System (contd)
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
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Marketing Information System
(contd) 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
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Marketing Information System
(contd) Marketing research
Step 2 Develop the research plan
Decisions on Data Sources
Research Approaches
Research Instruments
Sampling Plan
Contact Methods
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Data Sources Primary data
Secondary data, look at the book
For taxi case, which is primary data andwhich is secondary data?
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Research Approaches
Behavioral
Focus-group
Survey
Experimental
Observational
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Research Instruments
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Laddering techniques Laddering techniques involve the creation, reviewing
and modification of hierarchical knowledge, often inthe form of ladders (i.e. tree diagrams).
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Sampling Plan Sampling unit:
Sample size:
Sampling procedure
Probability sampling
Unprobability sampling
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Contact Methods In home interview
Mall intercept interview
Traditional telephone interview
Computer assisted telephone interview CATI
Mail survey
Drop off survey On-line interview
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Marketing Information System (contd) 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
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Marketing Information System
(contd) Marketing Decision Support System
(MDSS)
It is defined as . . .A coordinated collection of data, systems, tools,and techniques with supporting software andhardware by which an organization gathers and
interprets information from businesses and theenvironment and turns it into a basis formarketing action.
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2. Forecasting and Demand
Measurement Market Measurement
Demand Measurement
Estimating Current Demand
Estimating Future Demand
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2. Forecasting and Demand
Measurement (contd)
Essential Aspects
The market Market demand
Company demandand sales forecasts
Current demand
Future demand
Market
Potential market
Available market Target market
(served market)
Qualified availablemarket
Penetrated market
Please give EX.
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2. Forecasting and Demand Measurement
(contd)
What will you do when not satisfied Try to attract more buyers from its target
market Lower the qualification ofpotential buyers
Expand its available market by addingdistribution or lowering price
Try to expand the potential market byadvertising to prospect
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2. Forecasting and Demand Measurement
(contd)
Figure 5-2:
Market Demand Functions
Demand Measurement
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2. Forecasting and Demand
Measurement (contd)
Essential Aspects
The market Measuring demand
Company demandand sales forecasts
Current demand
Future demand
Market demand
Market minimum
Market forecast Market potential
Market forecast
Market potential
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2. Forecasting and Demand
Measurement (contd)
Essential Aspects
The market Measuring demand
Company demandand sales forecasts
Current demand
Future demand
Company demand
Company sales
forecast Sales quota
Sales budget
Company salespotential
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2. Forecasting and Demand
Measurement (contd)
Essential Aspects
The market Measuring demand
Company demandand sales forecasts
Current demand
Future demand
Total marketpotential
Area marketpotential
Market-buildupmethod
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2. Forecasting and Demand
Measurement (contd)
Essential Aspects
The market Measuring demand
Company demandand sales forecasts
Current demand
Future demand
Many ForecastingMethods:
Buyer intentionssurvey
Composite of salesforce opinions
Expert opinion Past-sales analysis
Market-test method
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3. MacroenvironmentalTrends And Forces
Demographic Environment
Worldwide Populations Growth
Geographic Population ShiftsRise of Micromarkets
Household Patterns
Educational Groups
Population Age Mix
Ethnic Markets
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3. Macroenvironmental
Trends And Forces (contd)
Income Distribution
Savings, debt,and credit availability
Economic Environment
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3. Macroenvironmental
Trends And Forces (contd)
Changing role ofgovernments
Shortage of raw materials
Anti-pollution pressures
Increased energy costs
Natural Environment
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3. Macroenvironmental
Trends And Forces (contd)
Accelerating pace oftechnological change
Increased regulation oftechnological change
Unlimitedopportunities for
innovation
Varying R&Dbudgets
TechnologicalEnvironment
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3. Macroenvironmental
Trends And Forces (contd)
Legislationregulating business
Growth ofspecial interest groups
Political-Legal Environment
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3. Macroenvironmental
Trends And Forces (contd)
World views heldby consumers
High persistence ofcore values
Existence of subcultures
Socio-Cultural Environment
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