![Page 1: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/1.jpg)
CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Hannah Rhuelle B. AbelleraAteneo Graduate School of
Business
www.hannahabellera1.blogspot.com
6 Learning Concepts
![Page 2: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/2.jpg)
Outline
6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand
www.hannahabellera1.blogspot.com
![Page 3: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/3.jpg)
Marketing research is a systematic problem analysis,
model building and fact-finding for the purpose
of improved decision-making and control
in the marketing of goods n and services.
Concept 1What is Marketing Research?
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 4: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/4.jpg)
Example 1
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 5: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/5.jpg)
Source: www.marketresearchworld.netwww.hannahabellera.blogspot.
comwww.hannahabellera1.blogspot.
com
![Page 6: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/6.jpg)
Concept 2 The Marketing Research Process
1. Define Problem
2. Develop Research
Plan
3. Collect Information
4. Analyze Information
5. Present Findings
6. Make a Decision
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 7: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/7.jpg)
Example 2
Problem• How will P&G understand the buying behavior of its consumers?
How to meet the desires/need of the consumers?
Research plan• Focus group• Shop with consumers• Interview in the homes of consumers• Selecting partners for marketing research, Nielsen company• Collection of marketing research information from website
P&G interprets data and strategizes
www.pampers.com , www.pampers.ph/www.hannahabellera.blogspot.
comwww.hannahabellera1.blogspot.
com
![Page 8: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/8.jpg)
Concept 3Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 9: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/9.jpg)
Word Association Example 3
Diaper
Soft drinks
Detergent bar
Fabric conditioner
Sanitary napkin
Toothpaste
Refrigerator
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 10: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/10.jpg)
Scientific Method
Research Creativity
Multiple Methods
Interdependence
Value and Cost of Information
Healthy Skepticism
Ethical Marketing
Concept 4Characteristics of Good Marketing Research
www.hannahabellera1.blogspot.com
![Page 11: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/11.jpg)
Example 4
“Know Your Shopper, Grow Your Revenue”
How they do it?Consumer Panels and Retail Measurement
- Nielsen Consumer Panels
- Point-of-Sale (POS) Technology
Advanced Analytics
- Nielsen Catalina Solutions
www.hannahabellera.blogspot.com
www.hannahabellera1.blogspot.com
![Page 12: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/12.jpg)
A demand is an economic principle
that describes a consumer's desire and willingness
to pay a price for a specific good
or service.
www.investopedia.com
Concept 5What is Demand?
www.hannahabellera1.blogspot.com
![Page 13: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/13.jpg)
Potential Market
Available Market
Target Market
Penetrated Market
Measures of Market Demands
www.hannahabellera1.blogspot.com
![Page 14: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/14.jpg)
Demand of P&G ProductsExample 5
High or Low demand of products?
P&G has the largest lineup of leading brands in industry
Over 20 brands reaching over $1 billion in annual sales
Another 20 brands generating around $500 million or more in annual sales
www.hannahabellera1.blogspot.com
![Page 15: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/15.jpg)
• Prediction of what will happen to your company's existing product sales
• Uses a multi-functional approach
• Consider inputs from sales and marketing, finance, and production should be considered
• Final demand forecast is the consensus of all participating managers
http://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpuf
Concept 6Forecasting Demand
www.hannahabellera1.blogspot.com
![Page 16: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/16.jpg)
Example
6
has deployed Terra’s Demand Sensing to roughly 75% of its global business
• Multi-Enterprise Demand Sensing
• Inventory Optimization
• Transportation Forecasting
www.hannahabellera1.blogspot.com
![Page 17: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/17.jpg)
Remember This…
“The aim of marketing is to know and understand the
customer so well the product or service fits him and sells
itself".
-Peter Drucker-www.hannahabellera1.blogspot.
com
![Page 18: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/18.jpg)
How to know and understand the customers?
Lets solve the puzzle!www.hannahabellera1.blogspot.
com
![Page 19: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/19.jpg)
Marketing Research Process
1. Define Problem
2. Develop Research
Plan
3. Collect Information
4. Analyze Information
5. Present Findings
6. Make a Decision
www.hannahabellera1.blogspot.com
![Page 20: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/20.jpg)
1. Problem
2. Plan
3. Collect information
www.hannahabellera1.blogspot.com
![Page 21: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/21.jpg)
Solved!
5. Present4. Analyze
6. Decision
www.hannahabellera1.blogspot.com
![Page 22: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/22.jpg)
How to know and understand the customers?Remember This…
MRP
www.hannahabellera1.blogspot.com
![Page 23: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/23.jpg)
Summary
6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand
www.hannahabellera1.blogspot.com
www.hannahabellera1.blogspot.com
![Page 24: Improved ch 04 conducting marketing research and demand forecast](https://reader036.vdocument.in/reader036/viewer/2022062404/55499060b4c905c26a8b54cd/html5/thumbnails/24.jpg)
CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Hannah Rhuelle B. AbelleraAteneo Graduate School of
Business
6 Learning Concepts
www.hannahabellera1.blogspot.com