文档介绍：Marketing Research & Product Strategy
Marketing Research & Product Strategy
PowerPoint Presentation by
Thomas McKaig, Ryerson University
5
Looking Ahead
After studying this chapter, you should be able to:
11>. Describe small business marketing.
2. Discuss the nature of the marketing research process.
3. Explain the term market and methods of forecasting sales.
4. Identify ponents of a formal marketing plan.
5. Explain how customer satisfaction influences customer loyalty.
6. Identify the key characteristics of consumer behaviour.
7. Explain product strategy and related concepts.
8. Describe ponents of a firm’s total product offering.
What is Small Business Marketing?
Marketing
Activities directing the flow of goods and services from producer to consumer or user.
Small business marketing consists of those business activities that relate directly to:
Identifying a target market
Determining target market potential
Preparing, communicating, and delivering a bundle of satisfaction to the target market
Essential Marketing Activities
Market Analysis
An evaluation process that passes market segmentation, marketing research, and sales forecasting
Marketing Mix
bination of product, pricing, promotion, and distribution activities.
Marketing Philosophies Make a Difference
Consumer-Oriented
All marketing efforts begin and end with the customer; focus is on the consumer’s needs— this philosophy is the most consistent with long-term ess of the firm
Production-Oriented
Emphasizes development of the product and production efficiencies over other activities
Sales-Oriented
Favours product sales over production efficiencies and customer preferences
Core Marketing Activities for
Small Business
Figure
Market Analysis
Marketing Mix
Marketing Research
Market Segmentation
Sales Forecasting
Target Market
Target Market
Entrepreneur
Entrepreneur
Distribution Promotion Pricing Product
The Nature of Marketing Research
Steps In the