Chapter One

The Role of Marketing Research

in Management
Decision Making

Copyright 2004 John Wiley & Sons, Inc.

Learning Objectives 1. To review the marketing concept and the marketing mix. 2. To comprehend the marketing environment within which managers must make decisions. 3. To define marketing research. 4. To understand the importance of marketing research in shaping marketing decisions. 5. To learn when marketing research should and should not be conducted.

Learning Objectives Nature of Marketing

To review the marketing concept and the marketing mix.

Marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.
The Marketing Concept (1) a consumer orientation

(2) a goal orientation

(3) a systems orientation

Nature of Marketing

Learning Objectives
To comprehend the marketing environment.

The External Marketing Environment Marketing research is the key to understanding the environment
provides information for altering marketing mix identifies new opportunities

Market Research and Decision Making

Learning Objectives
To define marketing research.

Marketing Research Defined The planning, collection, and analysis of data relevant to market decision making and communication of the results of this analysis to management. The Importance of Marketing Research to Management

descriptive function diagnostic function predictive function

Market Research and Decision Making

Learning Objectives
To understand the importance of marketing research.

The Proactive Role of Marketing Research

A proactive management: alters the marketing mix to fit newly emerging patterns in economic, social, and competitive environments new opportunities develops a long-run marketing strategy

Market Research and Decision Making

Learning Objectives
To understand the importance of marketing research.

Applied Research versus Basic Research Applied research To better understand the market. Basic research To expand the frontiers of knowledge.

Deciding Whether to Conduct Market Research

Learning Objectives
To learn when marketing research should and should not be conducted.

In a number of situations it is best not to conduct market research. A Lack of Resources lack of funds insufficient funds to implement decisions from research Research Results Would Not Be Useful

Clients may be hard-pressed to use the information

Deciding Whether to Conduct Market Research

Learning Objectives
To learn when marketing research should and should not be conducted.

Opportunity Has Passed

Marketing research should not be undertaken if the opportunity for successful entry into a market has passed. The Decision Has Already Been Made Marketing research may be used improperly.

Deciding Whether to Conduct Market Research

Learning Objectives
To learn when marketing research should and should not be conducted.

When Managers Cannot Agree on What They Need to Know to Make a Decision The wrong phenomena might be studied
When Decision-Making Already Exists Further research may be redundant and costly When the Costs of Conducting Research Outweigh the Benefits Potential new products with large profit margins may have a greater potential

The Decision Whether to Conduct Market Research Table 1.1

Market Size Small Profit Margin Large Profit Margin

Small Cost likely to be greater than benefit;

e.g., eyeglasses replacement screw

Possible benefits greater than cost;

e.g., ultra expensive sportswear

Large Benefits likely to be greater than costs;

e.g., Stouffers frozen entries

Benefits likely to be greater than costs;

e.g.,medical equipment

Learning Objectives Profound Impact of the Internet

To understand the importance of marketing research.

Advantages of Internet Surveys Rapid Development, Real Time Reporting Dramatically Reduced Costs

Readily Personalized
Ease and Convenience Encourage Respondent Participation Contact the Hard-to-Reach

Learning Objectives Profound Impact of the Internet

To understand the importance of marketing research.

Other Uses of the Internet by Marketing Researchers Replacement of libraries and printed materials Distribution of requests for proposals and proposals Collaboration between the client and the research supplier Data management and on-line analysis Oral presentations of marketing surveys

SUMMARY

Marketing Concept External Marketing Environment Marketing Research Defined Proactive Role of Marketing Research Applied Research vs Basic Research When Not To Conduct Research Advantages of Internet Surveys

The End

Copyright 2004, John Wiley & Sons, Inc.