Introduction to Marketing

Research
Overview
Outline

Marketing

Marketing Research Defined

The Role of Marketing Research

Characteristics of Marketing Research

Types of Marketing Research Studies

The Marketing Information System

The Future of Marketing Research

Summary
Learning Objectives

To know what is meant by the term “Marketing”
and “Marketing Research”

To understand the role of marketing research, it’s
uses and characteristics.

To describe a marketing information system and
explain how marketing research and marketing
information systems differ.
Marketing

Marketing Defined- marketing is defined as
the performance of all activities necessary
for the conception, pricing, promotion, and
distribution of ideas, goods and services to
create exchanges that satisfy individual and
organisation objectives.
Marketing Quote
A sweet, brown, fizzy beverage that at once
represents the best and worst of American
business enterprise…Coca-Cola is one of
the world’s truly nonessential products
brilliantly marketed.
Anonymous commentator, quoted in the Wall Street Journal, Feb
3 1997.
Marketing Quote
The Arch Deluxe burger tastes like (ouch!) a
Burger King Whopper only with more “glop.”
Consensus of informal marketing survey taken by fortune, Nov 4, 1996
Marketing

Marketing Strategy- consists of selecting a
segment of the market as the company’s
target market and designing the proper “mix”
of product/service , price, promotion and
distribution system to meet the needs of the
consumers within the target market.
Marketing

The Marketing Concept- is a business
philosophy that holds that the key to
achieving organisational goals consists of
determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and efficiently
than competitors do.
Marketing

Marketing Managers need:

Objective

Accurate

Current Information

Social and Cultural Environment

Political and Legal Environment

Develop Marketing
Strategies
Marketing Research Assists Decision
Making
Quotes
For all the money we spend on marketing,
we know very little about our customers.
Robert Thomas, president of the automobile firm Nissan Motor Corporation U.S.A, quoted in wall
Street Journal, December 9, 1996

Our research showed that almost everyone

has a can or two of Campbell’s soup in the
cupboard. The problem was to eat the soup.
Del Macaulay, former package design chief of Campbell’s quoted in Worth, May 1995.
Marketing Research Defined

Marketing Research- is the process of:

Designing

Gathering

Analyzing

Reporting Information that may be used to solve
a specific marketing problem.
Marketing Research Process
The Role of Marketing Research

Role of Marketing Research- is to provide
information that facilitates marketing
decisions.

Without research it is hard for management
to make sound marketing decisions or to
implement the marketing concept
Increases Probability of Success
The Role of Marketing Research

Marketing research is used by
management to:
1. Identify and define marketing opportunities.
2. Generate and refine marketing actions.
3. Monitoring marketing strategies.
4. To improve our understanding of the
marketing process.
The Role of Marketing Research

Marketing research is used by
management to:
1. Identify and define marketing opportunities.
2. Generate and refine marketing actions.
3. Monitoring marketing strategies.
4. To improve our understanding of the
marketing process.
Characteristics of Marketing Research

Applied or Basic Research?
 Applied Research- we mean that the research
is undertaken to solve a specific problem.
 Basic Research- we mean that research is
undertaken for the sake of extending
knowledge.
 Sometimes Inaccurate
 Shaped by budgets and time constraints.
Types of Marketing Research Studies

Marketing research studies can be
classified by the functions of management:
 Analysis/planning
 Identifying opportunities and market demand.
 Implementing
 Studies conducted to implement the four Ps.
 Controlling
 How well a marketing strategy is going.
The Marketing Information System

MIS- is a structure consisting of people,
equipment, and procedures to gather, sort,
analyse, evaluate and distribute needed,
timely, and accurate information to
marketing decision makers.
The Marketing Information System

Components of an MIS:
1. Internal Reports System.
2. Marketing Intelligence.
3. Marketing Decision Support.
4. Marketing Research System.
The Future of Marketing Research

Marketing research is undergoing vast
changes.

Technology advances

Internet

Information is power.

Future of marketing research is bright.
Summary

The marketing concept is a philosophy that states
that the key to business success lies in determining
and fulfilling consumers’ wants and needs.

Marketers practicing the marketing concept need
information to develop strategies to satisfy
consumers needs and wants.

Environmental changes mean that marketers must
constantly collect information to monitor customers,
markets and competition.

We define marketing research as the design,
gathering, analyzing, and reporting of information to
solve a specific problem.
You are welcome to contact Nigel Bairstow at B2B
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