20090528063540671 03 marketing management

PowerPoint Presentation: 

Chapter 5 Understanding Markets, Market Demand, and the Marketing Environment PowerPoint by Yu Hongyan Business School of Jilin University

What Types of Decisions Do Marketers Make?: 

What Types of Decisions Do Marketers Make? Example: Restaurant to be located in the Qianjin Square (location decision) Here are some marketing decisions we need to make Target options- JLU; shopper OR Tourists Menu – Breakfast; Lunch; Dinner; AND/OR Late Night Sit down OR fast food (or takeout/delivery) Prices – Super Cheap, Cheap, Average, High, OR Super High How to advertise?

Objectives: 

Objectives Marketing Information System Demand measurement and forecasting Micro environmental Trends and Forces

Marketing Information System: 

Marketing Information System It is defined as . . . “ people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. ”

Marketing Information System: 

Marketing Managers Analysis Planning Implement- ing Controlling Assessing information needs Distributing information Internal reports Marketing decision support analysis Marketing intelligence Marketing research Marketing Environment Target markets Marketing channels Competitors Publics Macro- environment forces Marketing Decisions and Communications Developing Information Marketing Information System

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Internal Records Systems Order-to-payment cycle is key Timely sales reports help to better manage inventory Customer, product, salesperson and other databases can be mined for fresh insights VMI （ vendor-managed inventory)

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing intelligence system A set of procedures and sources used by Manager?????? Not result data but happenings data Collect information by: Reading books,newspaper, trade publications; Talking to customers, supplies, and distributors; Checking Internet sources, Meeting with other company managers

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Establishing a marketing information center Motivating channel members to share info Collecting competitive intelligence Buying info from commercial data sources Developing a customer advisory panel Improving the quality of marketing intelligence Training and motivating the sales force

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research As the systematic design,collection, analysis, and reporting of data and findings that are relevant to a specific marketing situation facing the company

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research is the process of designing, gathering, analyzing and reporting of information that may be used to solve a specific marketing problem . Burns and Bush, 2000

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research The Structure of The MR Industry Internal Suppliers Have their own formal departments at least a single individual responsible for marketing research Have their own formal marketing research department

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research External Suppliers Syndicated Services research firm: Infoscan Custom marketing research firms Specially-line marketing research firms Field Services Market Segment Specialists Data Entry Services Sample Design & Distribution Services Data Analysis Services Specialized Research Technique Services

Marketing Information System (cont’d): 

The Marketing Research Process Marketing Information System (cont’d)

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research A case of marketing research Taxi mobile Invitation Marketing proposal Qualitative research:focus group Quantitives research:mall intercept interview Data edit in Spss or excel Written Report and oral report

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing research Step 1 Define the problem and research objective Problem:??? Objective: Brand awareness Usage of mobile New concept of tax driver mobile The kinds of Marketing research Exploratory research Descriptive research Causal research

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing research Step 2 Develop the research plan Decisions on Data Sources Research Approaches Research Instruments Sampling Plan Contact Methods

Data Sources: 

17 Data Sources Primary data Secondary data, look at the book For taxi case, which is primary data and which is secondary data?

Research Approaches: 

Research Approaches Behavioral Focus-group Survey Experimental Observational

Research Instruments: 

Research Instruments

Laddering techniques: 

Laddering techniques Laddering techniques involve the creation, reviewing and modification of hierarchical knowledge, often in the form of ladders (i.e. tree diagrams).

Sampling Plan: 

Sampling Plan Sampling unit: Sample size: Sampling procedure Probability sampling Unprobability sampling

Contact Methods : 

Contact Methods In home interview Mall intercept interview Traditional telephone interview Computer assisted telephone interview CATI Mail survey Drop off survey On-line interview

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Research Step 3 Collect information Field work Step 4 Analyze the information Tabulate the data Statistical technique Frequency Chart Mean, mode, and correlation, regression Step 5 present the findings Presentation

Marketing Information System (cont’d): 

Marketing Information System (cont’d) Marketing Decision Support System (MDSS) It is defined as . . . “ A coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from businesses and the environment and turns it into a basis for marketing action. ”

2. Forecasting and Demand Measurement: 

2. Forecasting and Demand Measurement Market Measurement Demand Measurement Estimating Current Demand Estimating Future Demand

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) Essential Aspects The market Market demand Company demand and sales forecasts Current demand Future demand Market Potential market Available market Target market (served market) Qualified available market Penetrated market Please give EX.

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) What will you do when not satisfied Try to attract more buyers from its target market Lower the qualification of potential buyers Expand its available market by adding distribution or lowering price Try to expand the potential market by advertising to prospect

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Market demand Market minimum Market forecast Market potential Group Geographical Timer period Environment

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Company demand Company sales forecast Sales quota Sales budget Company sales potential

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Total market potential Area market potential Market-buildup method Buying power index

2. Forecasting and Demand Measurement (cont’d): 

2. Forecasting and Demand Measurement (cont’d) Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Many Forecasting Methods:table5.3 Buyer intentions survey Composite of sales force opinions Expert opinion Past-sales analysis Market-test method

3. Macroenvironmental Trends And Forces: 

3. Macroenvironmental Trends And Forces Demographic Environment Worldwide Populations Growth Geographic Population Shifts Rise of Micromarkets Household Patterns Educational Groups Population Age Mix Ethnic Markets

3. Macroenvironmental Trends And Forces (cont’d): 

3. Macroenvironmental Trends And Forces (cont’d) Income Distribution Savings, debt, and credit availability Economic Environment

3. Macroenvironmental Trends And Forces (cont’d): 

3. Macroenvironmental Trends And Forces (cont’d) Changing role of governments Shortage of raw materials Anti-pollution pressures Increased energy costs Natural Environment

3. Macroenvironmental Trends And Forces (cont’d): 

3. Macroenvironmental Trends And Forces (cont’d) Accelerating pace of technological change Increased regulation of technological change Unlimited opportunities for innovation Varying R&D budgets Technological Environment

3. Macroenvironmental Trends And Forces (cont’d): 

3. Macroenvironmental Trends And Forces (cont’d) Legislation regulating business Growth of special interest groups Political-Legal Environment

3. Macroenvironmental Trends And Forces (cont’d): 

3. Macroenvironmental Trends And Forces (cont’d) World views held by consumers High persistence of core values Existence of subcultures Socio-Cultural Environment

Thank you very much!: 

Thank you very much !