MARKETING RESEARCH &

MARKETING DECISION MAKING

Dr. Menatalla KAOUD

PhD in Management Science (Marketing &
1 Management Information System)
EDGE Doctoral School (Nantes University, France)
Mkaoud@nu.edu.eg
MARKETING RESEARCH

‘‘ TO MANAGE A BUSINESS WELL IS TO

MANAGE ITS FUTURE; AND TO MANAGE
THE FUTURE IS TO MANAGE
INFORMATION. ’’
– MARION HARPER, A LEADER IN THE
ADVERTISING INDUSTRY

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COURSE OVERVIEW
This course studies:

1. The role of research in the marketing process,

2. The different research methodologies (for
obtaining internal and external data)
3. The development of measurement techniques
(steps and processes involved in gathering,
analyzing and presenting data.)

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INTRODUCTION

 Marketing is :
The study and management of exchange relationships
(Hunt, 1976; Bagozzi, 1957)

 The American Marketing Association has defined

marketing as "the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large."

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INTRODUCTION
 Market Orientation is defined as process of
market intelligence generation on the
current and future needs of customers,
distribution of that intelligence in various
departments and responsiveness throughout
the organization (Kohli & Jaworski, 1990).

➔ Customer Orientation
consists a continuous understanding of the
needs of current and potential target customers
and the use of this knowledge (Narver & Slater,
1990). 5
MARKETING RESEARCH
 Market Intelligence is the information relevant
to a company’s markets, gathered and analyzed
specifically for the purpose of accurate and
confident decision-making in determining
strategy in areas such as market
opportunity, market penetration strategy,
and market development (Cornish, 1997)

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MARKETING RESEARCH
(1) The role of research in the marketing
process

 Strategic Marketing (a marketing strategy)

➢ Increase Market Share (…competitiveness)

Or enter a new a market (local / international)

(+ Project feasibility studies)
➢ Launch a new product or service

➢ Improve existing products or services

(customer satisfaction)…
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MARKETING RESEARCH
(1) The role of research in the marketing
process

Relevant information ➔ Make the right decision

A good marketing strategy

(an effective action plan)
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 MARKETING RESEARCH
YOUR STARTING POINT..

 Define Objective & Problem (or Opportunity)

Defining the problem you need to solve will determine

what information you need and how you can get
that information.

For more info. : www.mymarketresearchmethods.com

MARKETING RESEARCH

STRATEGIC MARKETING

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MARKETING RESEARCH
STRATEGIC MARKETING
 Strategic Marketing is the way a firm effectively
differentiates itself from its competitors by
capitalizing on its strengths to provide
consistently better value to customers than
its competitors.

 A marketing strategy should be drawn from

market research and focus on the right
product mix in order to achieve the maximum
profit potential and sustain the business.
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STRATEGIC MARKETING

 DECIDE..

 Which markets to compete in (where to compete).

 What the basis of the firm's competitive advantage
is going to be (how to compete), and
 When and how the firm will enter each market
(when to compete)

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MARKETING RESEARCH

EXAMPLES

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MARKETING RESEARCH
STRATEGIC MARKETING
MCDONALD’S

THINK GLOBALLY .. ACT LOCALLY 14

EXAMPLE : MCDONALD’S

 All over the word => the same menu (burger, fries, and
coke) and the same packaging.
 The slogan « I’m lovin’ it » in several languages

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 ADAPTED MARKETING MIX
 Product

India: The cow being a sacred animal and the population

numbering 133 million Muslims = > no beef or pork => Maharaja
Mac (Big Mac with lamb or chicken) or veggie burgers.
France: Mc Bacon Royal Cheese
Greece: Greek Mac with pita bread
Italy: burgers with real parmesan cheese or smoked ham
Gulf countries: McArabia....

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ADAPTED MARKETING MIX

 Price

Adoption of localized prices

Price policy adapted to the purchasing power of the

population..

Facilitated by the sourcing policy of the subsidiaries,

which are supplied almost exclusively by local producers.

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ADAPTED MARKETING MIX

 Place

In the United States

The suburbs inhabited by a richer population (the wealthiest
inhabitants)
Centres of large cities inhabited by a multi-ethnic and poorer
population..

In France
Rich populations are concentrated in city centres while the
poorest are rather in the suburbs

McDonald's first settled in the city centres... 18

ADAPTED MARKETING MIX
 Promotion
In China

For 60 years of the People's Republic of China, McDonald's

has created a special menu. On the posters you could read
a local adaptation of the slogan flattering the national
feeling "I'm lovin’ it" becoming " I'm lovin’ it, glory to
China" as well as the message "60 years of glory of China”.

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ADAPTED MARKETING MIX
 Promotion
In France

The color of the logo has been changed to natural

green, the color of ecology, this change constitutes
a "French specificity".

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MARKETING RESEARCH

COMPETITIVENESS..
 Increase Market Share
 Overcoming a Competitive Threat…

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MARKETING RESEARCH

EXAMPLES

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MARKETING RESEARCH

Coca-Cola’s earnings have declined over the last five years from almost
$14 billion (EBITDA)* in 2013 to just under $9 billion in 2017, but it still
dwarfs Costa, which generated $312 million in EBITDA in its last fiscal
year.

The decline parallels a longer decline in soft drink consumption in the

U.S...

Coca-Cola bought Costa Coffee for $5.1 Billion

➔ The soft drink giant ‘Coca-Cola’ redefined its portfolio to include less
sugary and more profitable drinks including water, alcohol, and now hot
drinks...

*Earnings before interest, tax, depreciation and amortization

Source: fortune.com 23
For more info. : business insider : Why Coca-Cola bought costa coffee?
MARKETING RESEARCH
STRATEGIC MARKETING
Brittany (French region)
Fact: region where we drink the least amount of
soda
 Coca cola is less well established in this region
than the rest of France..
 Competitor = Breizh Cola

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MARKETING RESEARCH
STRATEGIC MARKETING

Brittany (French region)

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MARKETING RESEARCH
STRATEGIC MARKETING

 Improve existing products or services

Examples
iPhone
-New features
-Continuous updating…

Understanding customers’ needs..

Ensure customer satisfaction.. 26
MARKETING RESEARCH
STRATEGIC MARKETING

 Launch a new product or service

Examples
New mobile applications…

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MARKETING RESEARCH
(1) The role of research in the marketing
process

 Strategic Marketing (a marketing strategy)

➢ Increase Market Share (…competitiveness)

Or enter a new a market (local / international)

(+ Project feasibility studies)
➢ Launch a new product or service

➢ Improve existing products or services

(customer satisfaction)…
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MARKETING RESEARCH
CUSTOMER INTELLIGENCE

 Customer intelligence (CI) is the process of

gathering and analyzing information
regarding customers; their details and their
activities, in order to build deeper and more
effective customer relationships and
improve strategic decision making (Shaw,
2000)

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MARKETING RESEARCH
(1) The role of research in the marketing
process

Relevant information ➔ Make the right decision

A good marketing strategy

(an effective action plan)
The right product mix
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➔ Achieve The maximum profit potential
and sustain the business