unit10 maket research

8/4/2019 Unit10 Maket Research

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MARKET RESEARCH

Market research is any organized effort to gatherinformation about markets or customers. It is thesystematic gathering, recording, and analysis of data

about issues relating to marketing products andservices (Wikipedia)


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Look at the range of products and services. Where are

they usually advertised?


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TV


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magazines


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billboards


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Public Transport


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Newspapers


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Sports Sponsorhip


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Which tend to have advertisements which:

1. use images of comfort and people being looked after?

Life insurance

2. stress reliability and safety?Car tyres

3. use beuatiful models?

Perfume

4. emphasize excitement and glamour?

Airlines


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Which tend to have advertisements which:

5. show scientists in laboratories and use scientific evidence?

Washing powder

6. have special characters, real or cartoon, which we associatewith the product?

Breakfast cereals

7. use jingles (a short and memorable song/piece of music)?

Internet providers

8. use images of friendly, helpful, professional-looking people?

Banks


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DISCUSSION QUESTONS

1. What do advertising agencies need to consider whendeciding the type of advert for a particular product?

2. What kind of research do they need to carry out?

Advertisement agencies need to consider:

the target customer where the advert will be seen what the product looks like


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Types of research they could carry out;

a street survey questionnaire

focus groups

where groups of people look at different types ofproducts and discuss them. The advertiser observesand records the conversations.

dustbin survey

the researcher look at the types of products on thecustomers shelf to see what they are buying


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VOCABULARY - 1

jingle (n) :A catchy, often musical advertising slogan.

E.g.: The jingle of Garanti Emeklilik advertisement is really effective.gimmick (n):something used to attract attention to sth or s.o.

e.g: an advertising gimmick.promotion (n): something devised to publicize or advertise a product, cause,

institution, etc., as a brochure, free sample, poster, television orradio commercial.

e.g: In order to sell their products, companies make promotions such as discount.campaign (n): series of operations energetically pursued to accomplish a

purpose:

E.g: We are preparing an advertising campaign for our new product


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VOCABULARY- 1

position (v):to put in the proper or appropriate place; locate

E.g: Its vital to position your product appropriately in business life.token (n): a gift document that can be used as payment for goods of a specified value

E.g. The customer exchanged his token with a free T-shirt.mailshot (n): a leaflet or other advertising material sent by post, or the posting of

such material to a large group of people at one time

E.g.: After their mailshot, they got hundreds of replies and orders.

voice-over (n): the voice of an unseen commentator heard during a film, televisionprogramme, etc.

E.g.: Haluk Bilginer did the voice-over for Diego in Ice Age Series..


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VOCABULARY - 2

survey (n):A detailed inspection or investigation.

E.g. In order to measure the demand of the customer, the company carried a large-scale survey.

blind testing (phr.): a clinical trial in which participants are unaware of whether

they are in the experimental or control group of the study

E.g. The participants of the survey were asked to taste some food that they did not know.

perceive (v): to recognize or understand

E.g. I perceive a note of irony in your voice.market research (phr): the study of influences on customer and consumer behaviors and

the analysis of market characteristics and trends.

E.g. A company does a market research before it produces a new product by asking for the ideasof the customer.


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VOCABULARY - 2

questionnaire (n): a set of questions on a form, submitted to a number of peoplein order to collect statistical information

E.g.: One of the common ways to collect data from customers is using questionnaire.dustbin survey (phr): a kind of survey where a researcher visits households and

studies the labels of the products consumed.

E.g. Some companies use dustbin surveys to see if customers use their products.

life insurance (phr): insurance paid to named beneficiaries when the insured persondies

E.g. In England, they call life insurance life assurancefilm (v):To make a movie of or based on

E.g. The workers filmed their scenes in the factory at the end of the year.


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VOCABULARYanswers 1

1. Firms have to think carefully how to position theirproducts; in other words to know which segment of

the market they want to target.2. Which actor did thevoice-over for the commercial?

His voice sounds familiar.

3. If you give the cashier the token from this packet,youll get the next one at half-price.

4. We dont believe in stupid gimmicks; we just give outcustomers first-class service.


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5. I think we should use local radio for our nextadvertisingcampaign.

6. I cant stop singing that stupid jingle forCornflakes! I cant get the tune out of my mind.

7. There was an excellent response to our lastmailshot; we sent 3,000 letters and and got 400

replies.8. Our next sales promotion will include a special

discount of 20%.

VOCABULARYanswers 1


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VOCABULARY- answers 2

1. perceive2. market research

3. survey4. questionnaires5. blind

6. samples

7. dustbin survey8. focus group

9. consumers10. attitudes


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LISTENING

Look at the photos. Whats happening?

The first photo shows a man carrying out blind testing.He is comparing different types of cereal.

The second is an example of a street survey.

Have you ever had an experiencelike this?


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LISTENINGanswers 2.1

Afocus groupBblind testing

Cstreet survey questionnaire

Ddustbin survey


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LISTENING answers 2.2

What product are they dicussing?

roller blades

What does Stephanie like and dislike about it? likes the extra wheel

doesnt like the shiny plastic look

Why doesnt Nigel like them? because they are too feminine and not strong enough for

speed skating.


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LISTENING - answers 2.3

SWEET

FLAT FIZZY

BITTER


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LISTENING - 4

Imagine you run a market research organization. Discuss

which research methods you would recommend to clients

in these four situations.

Situation 1:

A manufacturer of a substitute for butter wants to know how

to position its products against its competitors. It would like

to know what consumers think of the taste compared to rivalproducts, including butter.


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LISTENING - 4




Situation 2:

The managers of an airport want to find out how travelers and

passengers perceive the services offered inside the airportterminal.


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LISTENING - 4




Situation 3:

A marketing research organization has to

produce monthly reports with

information about the buying habits ofconsumers. It studies the same consumers

over a period of several years.

Situation 4:

The directors of a

supermarket chain

want to find out whycustomers prefer their

main competitors.


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VOCABULARYReading

queue (n): a line of people or vehicles waiting for somethingE.g. There was a long queue in the cinema yesterday.

promotion blunder (phr): an embarrassing advertisement mistake

E.g. Michelin made a promotion blunder by giving 40% discount.

demand (n):willingness and ability to purchase goods and services

E.g. The demand of the consumer determines the aount of the production.

disastrous (adj)Extremely bad; terrible

E.g.: The result of the advertisment process was disastrous.

recipe (n): a method for achieving some desired objective

E.g.: Internet advertisment maybe a recipe for succesfull marketing.


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VOCABULARYReading

executive (n) : manager

commit a mistake (exp): make a mistake

E.g.: Nokia committed a mistake by offering a holiday to its customers.anticipated (adj): expected hopefully : awaited, hoped-for

E.g. There was anticipated 500 offers; however, they offered 1000 booklets.astonishing (adj): surprising greatly

E.g. She does an astonishing amount of workrefer to (v): to send so or st to a different place consortium (n): a group of people doing business together : business

association

E.g. The small companies merged and formed a consortium.indulge (v):To yield to; gratify: satisfy

E.g.: Companies should not indulge their ambition because customers dont like it.


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VOCABULARYReading

fiasco (n): A complete failure

E.g.: The final project was a fiasco for the company.

drive-through (phr): Relating to or conducting exchanges

with clients who drive up to a window and remain in theirautomobiles

E.g.: McDonalda have many drive-through restaurants, where people canbuy burgers while theyre driving.


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VOCABULARYReading

representative: a person who represents and tries to sell the productsor services of a firm, esp a travelling salesman : member,delegate,agent

E.g.: Avon is a company ,which sells its products mostly by representatives

quit (v): give up ; put an end to a state or an activity

E.g.: After having a disagreement with his boss, John quit his job.

turn up (phr. v): to make an appearance; arriveE.g.: So many customers turned up in the outlet shop that the manager had to stopselling for an hour.


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READING - 1

Can you think of any other special offers thatcompanies use to promote their products andservises?

What kind of special offers would you beinterested in?

Buy One

GET ONE

FREE !


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READING - 2COMPANY What the customerhad to do What the companyoffered What went wrong

a. McDonalds The customer had to

buy a Big Mac

Two big Macs for the

price of one

The demand was too great.Customers had to queue for over anhour, restaurants were closed.

b.Hoover The customer had to

spend over 100 poundson Hoover products

Two free flights to the

US.

300,000 people claimed the

free flights and there werecourt cases and the company

lost 50 million pound

c.Pepsi The customer had to

save tokens

A military jet A student formed a consortium tobuy the tokens and get the jet at atenth of its real price.

d.Pepsi The customer had to

find a bottle top which

the winning number

349

30,000 pounds A production error let to 800,000bottle tops with the winningnumber and Pepsi had to pay outfive times its budget.


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READING2

How long did customers have to queue at McDonalds?

For more than an hour

How much did people have to spend on Hooverproducts to qualify for the offer?

100 pounds

How much did the promotion cost Hoover?

50 million pounds


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READING2

How many people claimed free flights?

300,000

How many requests for handsets were there?

750,000 What was the full price of the military jet?

4.5 million pounds

What was the winning number?

349

How many winning bottle tops were produced?

800,000


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READING3

Underline words or expressions in the text which aresimilar in meaning to mistake.

blunder

disaster

fiasco

mess-up


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THANK YOU

unit10 maket research

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