文档介绍：Essentials of Marketing Research (Second Edition)
Essentials of Marketing Research (Second Edition)
Kumar, Aaker, Day
Instructor’s Presentation Slides
Essentials of Marketing Research Kumar, Aaker, Day
Chapter One
A Decision Making Perspective on Marketing Research
Essentials of Marketing Research Kumar, Aaker, Day
A Perspective on Marketing Research
What is marketing research?
Definition of marketing research
Factors influencing marketing research decisions?
Who uses marketing research?
Who produces marketing research?
Essentials of Marketing Research Kumar, Aaker, Day
What is Marketing Research?
Examples
GTE
(Direct-Marketing)
Catalina Marketing
Supermarket Coupons
General Motors EV1
Essentials of Marketing Research Kumar, Aaker, Day
What is Marketing Research?
Examples
Pain Relievers
(perceptual map)
Gentleness
Effectiveness
Tylenol
Private-label
Aspirin
Anacin
Bayer
Excedrin
Nuprin
Advil
Essentials of Marketing Research Kumar, Aaker, Day
Perceptual Maps continued
Essentials of Marketing Research Kumar, Aaker, Day
Common Marketing Research Questions
Monitoring the general environment:
Economic environment
Technological developments
Social changes, changes in buying behavior
Legal and political developments
1>...
Essentials of Marketing Research Kumar, Aaker, Day
Common Marketing Research Questions
Describing the general market:
How big is the existing market?
How big is the potential market?
How fast is the market growing?
What are the buyers like?
How brand loyal is the market?
How and why do buyers use the product?
What market segments exist?
...
Essentials of Marketing Research Kumar, Aaker, Day
Common Marketing Research Questions
Describing anizations market position:
What market share does pany hold?
How do buyers perceive your brand peting brands?
What is the repurchase rate for your brand peting brands?
How satisfied are customers with your brand?
What petitors marketing plans