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INTERNATIONAL MARKETING RESEARCH includes 4ps
Applications
1

Applications of marketing research

 The

scope of marketing research stretches from the identification of a consumer’s wants and needs to the evaluation of consumer satisfaction. It includes research in respect of consumers, product, sales, distribution channels, advertising, pricing and physical distribution.
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Product research

 Product

research addresses itself to the questions associated with the products of the company and its competitors. Product research aims at finding out the product image which will be compatible with the self image of consumers and to ascertain whether the former really fits into the latter or not.
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Product research -areas
Evaluating performance of company’s products in terms of sales, profits and market segments.  Determining modification in the existing products.  Determining consumer acceptance of new products.  Evaluating new competitive products.  Market testing of new products.  Testing package and label designs

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Consumer research

Consumer Research aims at understanding the consumers, both current and potential and the level of satisfaction expected and derived by them from a company’s products. The areas of consumer research include the following:

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1. Determining the demographic characteristics of both existing and potential consumers. 2. Identifying the consumer needs and product expectation levels. 3. Identifying the factors influencing purchase decisions 4. Ascertaining the level of consumer satisfaction

5

Market research
Market research attempts at gathering facts about markets and the forces operating therein, like competitors and government, so as to enhance the competitive strength of the company in the market place. 1.Determining the size of both current and potential market. 2.Assessing the market trends. 3.Ascertaining the strengths and weaknesses of competitors marketing strategies. 4.Demand and sales forecasting.

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6

Sales research/sales forecasting
Sales research attempts at answering questions relating to the sales of a company’s products. 1.Determining and appraising sales methods 2.Establishing and revising sales territories 3.Measuring sales performance in terms of volume and profits 4.Determining the mode of compensating sales personnel 5.Determining sales quotas and other standards of performance for different market segments and sales personnel.

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Pricing research
The purpose of this research is to find out the price expectations of consumers and their responses and reactions to them. The area of research include 1.Determining the price expectations of consumers in the different market segments. 2.Comparing the pricing strategies of the competitors. 3.Testing the alternative pricing strategies and 4.Evaluating the consumer reactions and responses to the company prices.

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Advertising research
 Advertising

research aims at making the company’s product and other allied messages worthy of effective reception at the consumer end so that consumers are induced to act in the manner desired by the company.
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Advertising research -areas
1.Determining the research messages and appeals in the light of consumer research findings. 2.Evaluating the advertising effectiveness 3.Selecting the advertising media and 4.Comparing the probable effectiveness of alternative advertising copies.
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10

Channel research
 In

distribution channel research, research addresses themselves to the questions relating to channels and intermediates engaged by the company to transfer ownership of products to consumers.  The broad areas of channel research include:

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Channel research include
1.Identifying the existing and potential distribution channels and appraising the relative strengths and weaknesses in the context of consumer needs. 2.Identifying the appropriate intermediates to products and determining their number and type. 3.Determining the needs of the dealers and the factors governing their behaviour. 4.Measuring and evaluating the performance of the channels and different intermediates.
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12

Physical distribution research
This deals with problems associated with holding, handling and transportation of finished products. The purpose of this research is to explore the possibilities of cost reduction in any of these areas and enhancing the time and place utilities of products. The areas of research include:  1. Determining the optimum inventory levels  2. Determining the design and location of distribution centres and  3. Considering the economies of the different modes of material handling and transportation and determining their suitability.

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