MKT.

203 - MARKETING RESEARCH

Part 1- Intorduction

Dr. Luzviminda An Abacan

Asst. Prof. Batangas State University Rosario

 Definition of Marketing Research
Marketing Research – is the application
of scientific method in searching for the
truth about marketing phenomena. These
activities include defining marketing
opportunities and problems, generating
and evaluating marketing ideas,
monitoring performance, and
understanding the market process.
Research Based on the specificity of its
purpose has two types: applied marketing
research and basic marketing research.
1) Applied Marketing Research –
research conducted to address a
specific marketing decision for a
specific firm or organization.
-this research is have proved useful in
designing or deciding whether to
lunch new product packaging
-research may suggest how to modify
a value proposition for a particular
market segment.
 Definition of Marketing Research
2)Basic Marketing Research –
research conducted without a specific
decision in mind that usually does not
address the needs of specific
organization. It attempts to expand
the limits of marketing knowledge in
general and is not aimed at solving a
particular pragmatic problem.
-it does not examine the problem
from any single retail or service
provider’s perspective.
Scientific Method – the way research
go about using knowledge and
evidence to reach objective
conclusions about the real world.
-prior knowledge/theory
-discovery
-hypothesis
-hypothesis testing (observation or
experimentation
-conclusion (new knowledge)
 Marketing Research and Strategic Management
Orientation
1) Product-Oriented- describes
a firm that prioritizes
decision making in a way
that emphasizes technical
superiority in the product
-inputs from technicians and
experts in the field are very
important in making critical
decisions.
2) Production Oriented- describes a
form that prioritizes efficiency and
effectiveness of the production
processes in making decisions.
-inputs from engineers and
accounting becomes important as the
firm seeks to drive cost down
-usually very large firms
manufacturing products in very large
quantities resulting in good
economies of scale.
 Marketing Research and Strategic Management
Orientation
3) Marketing Concept- a central
idea in modern marketing thinking
that focuses on how the firms
provide value to customers more
than on the physical product or
production process.
-if production-oriented firm, it
responses to changes in the
competitive and economic
environment
When a form adapts the marketing
concept, it develops a marketing
orientation.
4) Marketing orientation- is the
corporate culture existing for firms
adopting the marketing concept.it
emphasizes marketing orientation,
long-term profitability over short-
term profits, and a cross-functional
perspective.
 Marketing Research and Strategic Management
Orientation
5) Customer Oriented- describes a 6) Stakeholder-orientation – a way of
firm in which all decision are made doing business that recognizes that
with a conscious awareness of their multiple parties are affected by firm
effect on the customer decisions.
-emphasizes long-run profitability
ruther than short-term profit or sales
volume
-marketing in integrated across other
business function
Impress

The improved Presenter View has new tools to keep you in

control. The new Auto-Extend instantly applies the right settings
for you, so you can focus on speaking instead of your display.

• Slide zoom – Help focus your audience on your ideas.  Just click
to zoom in and out on a specific diagram, chart or graphic.

• Slide Navigator – A feature that enables the user to visually

browse for and navigate to other slides without leaving Slide
Show view. Your audience only sees the slide you’re presenting.
Work Together

Edit with others from different PCs at the

same time and have conversations with
improved commenting.

Sharing online is simple. Even if your

audience doesn’t have PowerPoint, simply
project to their browser with Present Online.

Work together with others at the same time

from different locations, whether you are
using PowerPoint on your desktop or
PowerPoint Online.
 Intuitively design beautiful presentations,

PowerPoint 2013 easily share and work together with others

and give a professional performance with
advanced presenting tools.

Find out more at the PowerPoint Getting Started Center

(Click the arrow when in Slide Show mode)