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Marketing ngien cuu thi truong [slide]

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Marketing ngien cuu thi truong [slide]

  1. 1. Nghiªn cøu thÞ tr−êng Ch−¬ng 2 Harcourt, Inc.
  2. 2. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng1. Kh¸Ý niÖm vÒ thÞ tr−êng2. Néi dung nghiªn cøu t/h vÒ thÞ tr−êng3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng4. Ph©n ®o¹n thÞ tr−êng5. Lùa chän thÞ tr−êng môc tiªu
  3. 3. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng1. Kh¸Ý niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa 1.2. Ph©n lo¹i thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT
  4. 4. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn ®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua hiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈmNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  5. 5. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (1) - C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt - C¨n cø vμo tÇm quan träng cña thÞ tr−êng - C¨n cø vμo tÝnh chÊt kinh doanh - C¨n cø vμo quan hÖ cung cÇu - C¨n cø vμo lÜnh vùc kinh doanh - C¨n cø vμo ®èi t−îng l−u th«ng - C¨n cø vμo ph¹m vi l−u th«ngNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  6. 6. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (2) Trong marketing . ThÞ tr−êng hiÖn t¹i . ThÞ tr−êng hçn hîp . ThÞ tr−êng tiÒm n¨ng . ThÞ tr−êng lý thuyÕt . ThÞ tr−êng thùc nghiÖmNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  7. 7. 1.2. Ph©n lo¹i thÞ tr−êng (2) Tμi nguyªn Tμi nguyªn Tμi nguyªn Tμi nguyªn ThÞ tr−êng tμi ThÞ tr−êng tμi nguyªn nguyªn TiÒn tÖ TiÒn tÖ TiÒn tÖ TiÒn tÖ ThuÕ, ThuÕ, DÞch vô, DÞch vô, hμng hμng tiÒn tÖ tiÒn tÖ DÞch vô, ho¸ DÞch vô, ho¸ tiÒn tÖ tiÒn tÖ ThuÕ ThuÕ ThÞ tr−êng ThÞ tr−êng ThÞ tr−êng Nhμ ThÞ tr−êng Nhμ ThÞ tr−êng ThÞ tr−êng ng−êi s¶n xuÊt ng−êi s¶n xuÊt n−íc n−íc ng−êi tiªu ng−êi tiªu dïng dïng ThuÕ, ThuÕ, DÞch vô, DÞch vô, hμng hμng tiÒn tÖ tiÒn tÖ ho¸ DÞch vô, ho¸ DÞch vô, ThuÕ, ThuÕ, tiÒn tÖ tiÒn tÖ hμng hμng TiÒn tÖ TiÒn tÖ TiÒn tÖ TiÒn tÖ ThÞ tr−êngho¸ ThÞ tr−êngho¸ ng−êi trung ng−êi trung gian gian Hμng ho¸, dÞch Hμng ho¸, dÞch Hμng ho¸, dÞch Hμng ho¸, dÞch vô vô vô vô
  8. 8. 1.2. Ph©n lo¹i thÞ tr−êng (1) ThÞ tr−êng nh÷ng ng−êi trung gian ThÞ tr−êng ThÞ tr−êng c¸c nhμ c¬ quan s¶n xuÊt Nhμ n−íc ThÞ tr−êng ThÞ tr−êng ng−êi C«ng ty quèc tÕ tiªu dïng Mét sè kiÓu thÞ tr−êngNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  9. 9. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT . Quan hÖ gi÷a DN vμ NTD . Hai chu tr×nh cña qu¸ tr×nh trao ®æi . Th«ng tin . Kinh tÕ . Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊtNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  10. 10. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng 2.2. Nghiªn cøu hμng hãa 2.3. X¸c ®Þnh quy m«, ®Æc tÝnh TT
  11. 11. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng . Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp . Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ... a. X¸c ®Þnh kh¸ch hμng b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng c. Ph©n tÝch c¸c thãi quen mua hμng . Cña ng−êi tiªu dïng . Cña doanh nghiÖpNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  12. 12. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.2. Nghiªn cøu hμng hãa a. ChÊt l−îng hμng hãa b. N¨ng lùc c¹nh tranh cña hμng hãa c. Ph¹m vi sö dông cña hμng hãaNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  13. 13. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng a. X¸c ®Þnh quy m« cña thÞ tr−êng b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖpNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  14. 14. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu 3.2. Thu thËp th«ng tin thø cÊp 3.3. Thu thËp th«ng tin s¬ cÊp 3.4. Ph©n tÝch th«ng tin 3.5. Giíi thiÖu c¸c kÕt qu¶ nghiªn cøu 3.6. Sö dông c¸c kÕt qu¶ nghiªn cøu
  15. 15. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu . QuyÕt ®Þnh th«ng tin cÇn thu thËp . §Þnh h−íng nghiªn cøu . Tr¸nh sai lÇm . §¹t ®−îc môc tiªu nghiªn cøuNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  16. 16. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.2. Thu thËp th«ng tin thø cÊp . ¦u ®iÓm cña th«ng tin thø cÊp . Nh−îc ®iÓm cña th«ng tin thø cÊp . Nguån th«ng tin thø cÊp . Trong doanh nghiÖp . Ngoμi doanh nghiÖp . Yªu cÇu cña thu thËp th«ng tin thø cÊpNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  17. 17. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.3. Thu thËp th«ng tin s¬ cÊp . ¦u ®iÓm cña th«ng tin s¬ cÊp . Nh−îc ®iÓm cña th«ng tin s¬ cÊp . KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng 4 ph−¬ng ph¸p . §iÒu tra, pháng vÊn s©u. focus group . Ph−¬ng ph¸p quan s¸t . Ph−¬ng ph¸p tr¾c nghiÖm . Ph−¬ng ph¸p m« phángNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  18. 18. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.4. Ph©n tÝch th«ng tin . Tæng quan . Tæng quan qu¸ tr×nh xö lý th«ng tin . T¹i sao cÇn xö lý th«ng tin . Kü thuËt xö lý th«ng tin . Giíi thiÖu c¸c kü thuËt . Thùc hμnh chuyªn s©u víi phÇn mÒm SPSSNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  19. 19. Overview of the Stages of Data Analysis (Zikmund 1997) (Zikmund 1997) Editing Coding Data Entry Data AnalysisDescriptive Univariate Bivariate Multivariate Analysis Analysis Analysis Analysis Interpretation
  20. 20. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu . B¸o c¸o kÕt qu¶ nghiªn cøu . Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îcNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  21. 21. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.6. Sö dông kÕt qu¶ nghiªn cøu . §−a ra c¸c quyÕt ®Þnh . X©y dùng c¸c chÝnh s¸ch kinh doanh . Dù ®o¸n vÒ thÞ tr−êngNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  22. 22. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n 4.3. Yªu cÇu ®èi víi viÖc ph©n ®o¹n
  23. 23. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých Kh¸i niÖm: Môc ®Ých cña p®tt: . §ång nhÊt . HiÓu biÕt c¬ cÊu . Hì trî lùa chän thÞ tr−êng môc tiªu . Ph¸t hiÖn khe hë thÞ tr−êng . T¨ng n¨ng lùc c¹nh tranhNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  24. 24. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n . Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt . C¸c tiªu thøc ph©n ®o¹n phøc t¹p Ph©n ®o¹n thÞ tr−êng tiªu dïng Ph©n ®o¹n thÞ tr−êng c«ng nghiÖpNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  25. 25. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng tiªu dïng . Theo ®Þa lý . Theo t©m lý . Theo hμnh vi . Theo nh©n khÈu häcNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  26. 26. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp . Ngμnh kinh tÕ . Quy m« xÝ nghiÖp . Khèi l−îng ®¬n hμng . H×nh thøc së h÷uNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  27. 27. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT . Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a c¸c ®o¹n tt . §¸p øng ®−îc môc tiªu cu¶ c«ng ty C¸c b−íc . Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng . Ph©n tÝch so s¸nh c¸c ®iÓm gièng vμ kh¸c nhau . Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc . Ph©n ®o¹n theo c¸c tiªu thøc, vμ so s¸nh c¸c ®o¹n . KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈmNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  28. 28. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Cty lùa chän ttmt
  29. 29. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ó cung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªu kinh doanh cña m×nh. ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ ®em l¹i hiÖu qu¶ kinh doanh cao.Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  30. 30. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu . TËp trung nhu cÇu . C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã . L−îng cÇu cña thÞ tr−êng môc tiªu . Môc tiªu doanh sè vμ lîi nhuËn . Cã triÓn väng ph¸t triÓn . ViÖc th©m nhËp kh«ng qu¸ khã . Kh«ng tËp trung c¹nh tranhNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  31. 31. Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu . Toμn bé ng−êi tiªu dïng lμ ttmt . Chän mét sè ph©n ®o¹n . Chän mét ph©n ®o¹n thÝch hîp nhÊt C¨n cø . TÝnh ®ång nhÊt cña s¶n phÈm . TiÒm n¨ng doanh nghiÖp . Vßng ®êi s¶n phÈm . C¹nh tranh trªn thÞ tr−êngNguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
  32. 32. Ch−¬ng 2. Ch−¬ng 2. Nghiªn cøu tæng hîp vÒ thÞ tr−êng Nghiªn cøu tæng hîp vÒ thÞ tr−êng1. Kh¸Ý niÖm vÒ thÞ tr−êng2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng4. Ph©n ®o¹n thÞ tr−êng5. Lùa chän thÞ tr−êng môc tiªu
  33. 33. Marketing Decision Support SystemMarketing Decision Support System Collection of internal and external data Marketing information system and storage Dissemination of information to decision-makers Integration of data into company objectives/plans
  34. 34. Research Process ProblemRecognition Define Problem Secondary Research Quick Primary Research Primary Research Analyze Information Present Findings
  35. 35. Consumer ResearchQualitative observation researchCustomer visits in business-to-business marketingFocus group researchElectronic observational researchDecision support systemsConsumer survey researchSecondary data analysis
  36. 36. Consumer Research Qualitative Observation Research Voice of the customer Hands-on consumer research Motivational research
  37. 37. Consumer Research Qualitative Observation Research Voice of the customer Expression of the Hands-on consumer preferences, research opinions and motivations of the customer Motivational research
  38. 38. Consumer Research Qualitative Observation Research Voice of the customer Conducted by direct observation Hands-on consumer by managers of the research way current customers use specific products Motivational research and brands
  39. 39. Consumer Research Qualitative Observation Research Voice of the customer Research method directed at discovering the Hands-on consumer conscious or research subconscious reason that motivates a Motivational research person’s behavior
  40. 40. Consumer Research Customer Visits in Business-to-Business Marketing Business-to-Business
  41. 41. Consumer Research Focus Group Research A focus group is a carefully recruited group of Six to twelve people who participate in a free wheeling, One to two hour discussion that focuses on a particular Subject, such as product usage, shopping habits, etc.
  42. 42. Consumer Research Electronic Observational Research Bar-coding and scanning
  43. 43. Consumer Research Decision Support Systems A decision support system (DSS) is a set of computer Software programs that help managers Make marketing mix decisions.
  44. 44. Consumer Research Decision Support Systems Customer sends in Record is added to warranty card, enters database using sweepstakes, etc. database Permission is given to to management record and use software (e.g., information for direct Microsoft Access) marketing 2 3 Target segment is Database elements specified and deep- segmentation statistical are specified (name, address, hobbies, 1 4 analysis identifies etc.) The source of hobbies, interest, usage record and data are situation, and added 6 5 promotion preferences Most appealing direct- Database is marketing campaign updated, recording is designed to response of promote most customer to appealing products campaign and features to target segment
  45. 45. Decision Support System Components of a System Integration with planMarketing Database Marketing Dissemination Information to decision System makers
  46. 46. Decision Support System Marketing DatabaseInternal components External components Sales analysis Secondary data Cost analysis Purchase of Financial records syndicated commercial data Marketing research
  47. 47. Consumer Research Consumer Survey Research Criteria Direct/Cold Mail Panels Telephone Personal In- Mall Mailing Home Intercept Complexity and Substantial, versatility Not much Not much difficult to use Highly flexible Most flexible Limited to < 25 Quantity of data Substantial Substantial Short Greatest quantity minutes Good, nonlisted a Sample control Little Substantial problem Greatest controls Problematic Clear up Better for sensitive ambiguities, questions, no socially accepted Unnatural testing Quality of data claifier answers Cheating bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Faster than mail, Several weeks + slower than Speed follow ups Several weeks 3-4 weeks telephone A few days $2.50 per Relatively Less expensive Cost interview Lowest Not as low as mail expensive than in-home Executive, Pervasive-concept industrial, Studies that tests, name tests, medical, require national package tests, Uses readership All areas samples Product testing copy tests
  48. 48. Consumer Research Consumer Survey Research Reliability The consistency of measurement over time Validity
  49. 49. Consumer Research Consumer Survey Research Reliability The accuracy in measuring what is intended to be measured Validity
  50. 50. Consumer Research Secondary Research www.census.gov www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com
  51. 51. Competitor ResearchResearch MarketHistoryAudit CurrentCompetitors
  52. 52. Competitor ResearchResearch Market Researching theHistory history of theAudit Current marketCompetitors Identifies the marketing mix and product dimensions on which sellers have competed strong
  53. 53. Competitor Research Levels of Competition Ice Cream Beer Regular Colas Juice Wine Diet-Rite Diet- Cola Target Core Benefit Fast Fruit Diet Segment Competition: Food Colas Pepsi Competition: Beverages Diet Colas Product Diet Category Coke Competition: Bottled Soft Drinks Lemon Budget Water Limes Competition: Food and Entertainment Coffee Baseball Cards
  54. 54. Competitor Research Current and Potential CompetitionThreat through vertical Threat through verticalintegration or encouraging integration or encouragingnew entry Threat of new entrants, new entry including those resulting from mergers and takeovers Suppliers who work to Distributors who work to make you more Competition among make you more competitive or play you current rivals competitive or play youagainst your competition against your competitionThreat through joint Substitute threatsventuring if suppliers’ Threat through jointproduct/services are venturing or encouraginginvolved entry
  55. 55. Competitor ResearchResearch Market Auditing currentHistory competitorsAudit Current Identification ofCompetitors rivals from which you are gaining business and to which you are losing business
  56. 56. Competitor Research New Competitive Threats AuditNew Technology - Converging Markets ThreatWhat price changes in other technology markets appear to influence our sales? Is this effort changing?Which new technology or service is starting to be considered as a substitute for our product or service byconsumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are ourexisting channels encouraging such subWhat is our closest new technological or service competition?Who is the major mover and shaker in this new industry?What appears to be its current objective and strategy?What is its growth rate?What has been its effect on our sales?What further threat does it pose?What constraints does it face?Channel Integration ThreatWhich supplier is most likely to become a downstream direct competitor in the near future? Why? How would itdo it? Is there any evidence of this occuring?Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why?How would they do it? Does any evidence of such plans exist?Competitor Takeover - Merger ThreatWhich mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat toour position? What evidence exists that this is likely to occur?
  57. 57. Competitor Research A Competitive Analysis Template Research Market Evaluate w/respect to: History Financial Position Market Position Audit Current Product Position Competitors Price Position Inbound Logistics Production Process Outbound Logistics Trade Relations Advertising & Promotions Sales Force Process
  58. 58. Channel ResearchSummary Evaluation Competitive Selling EffortImage and Reputation Quality of locationsGeographical markets/customer segments served Quality of advertisingMajor strength, unique value, and importance of Quality of premisesthis resellerMajor weakness and failure of reseller Quality of sales staffSpecial personal relations with supplier Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Volume deals/discounts sought and givenDetailed EvaluationTrading Performance Other allowances and considerations sought and givenAnnual sales FreightAnnual sales of our product Cooperative advertisingContribution earned from sales to this reseller PromotionsAverage stock-turn of our products ReturnsPast average stock-turn of our products Push money and sales contestsProfit performance Special credit terms
  59. 59. AMA Definition of Marketing ResearchAMA Definition of Marketing Research Specifies the information needed Designs the method of collecting information Manages and implements the data collection process Analyzes the results Communicates the findings and implications
  60. 60. Types of Marketing Research Firms Syndicated Service Firms Full-Service Research firms
  61. 61. Types of Marketing Research Firms Syndicated Service Firms Collect and distribute for many firms Firms share the cost Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron
  62. 62. Types of Marketing Research Firms Full-Service Research Firms Full-Service Collect and distribute for one client Client assumes entire cost of project Research firm takes over marketing research function on behalf of client
  63. 63. The Marketing Research Process Define the problem Research designFeedback Data collection Analysis, interpretation and presentation
  64. 64. The Marketing Research Process Problem Definition Well defined problems are half solved Help set research objectives Help define data collection process
  65. 65. The Marketing Research Process Exploratory Research Helps gain understanding of the research question Aids in understanding the cause(s) of the problem Discuss the problem with informed sources - customers, suppliers, etc. Analyze internal records and data
  66. 66. The Marketing Research Process Define the problem Research designFeedback Data collection Analysis, interpretation and presentation
  67. 67. The Marketing Research Process Research Design Master plan for research Identifies the need for primary versus secondary data
  68. 68. The Marketing Research Process Research Design Primary Data Information or Secondary Data statistics collected for the first time during a Previously published marketing research data study
  69. 69. The Marketing Research Process Sources of Primary Data Observation Survey Method Method Observational studies Telephone interviews are conducted by Mail surveys actually viewing Personal interviews objects, events, and/or a person’s Focus group behavior interviews
  70. 70. The Marketing Research Process Sources of Primary Data Experimental Method In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation
  71. 71. The Marketing Research Process Sources of Secondary Data Internal Data Government Data Includes sales Census of Population analysis reports, Census of Housing financial performance Census of Business reports, cost analysis, Census of product profit/loss Manufacturers statements, etc. Census of Agriculture Census of Minerals Census of Governments
  72. 72. The Marketing Research Process Sources of Secondary Data Research Firm Data Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”
  73. 73. The Marketing Research Process Define the problem Research designFeedback Data collection Analysis, interpretation and presentation
  74. 74. The Marketing Research Process Sampling Techniques Population Census Total group that the Collection of data researcher wants to from all possible study sources in a population or universe
  75. 75. The Marketing Research Process Sampling TechniquesProbability Sample Sampling techniques where respondents have a known (nonzero) chance of being chosen
  76. 76. The Marketing Research Process Sampling TechniquesProbability Sample Simple Random Probability sample Sample where researchers choose respondents from a complete list of the population
  77. 77. The Marketing Research Process Sampling TechniquesProbability Sample Probability sample where researchers Simple Random divide the complete Sample population list into groups and then use Stratified Sample single random sampling techniques on the subgroups
  78. 78. The Marketing Research Process Sampling TechniquesProbability Sample Probability sample Simple Random where researchers Sample randomly choose areas of geographic Stratified Sample clusters before random cluster selection Cluster Sample
  79. 79. The Marketing Research Process Sampling Techniques Nonprobability Sample Arbitrary sampling technique where respondents have an unknown or zero chance of being chosen for the sample
  80. 80. The Marketing Research Process Sampling Techniques Nonprobability Sample Nonprobability sample where researches choose respondents based on Convenience Sample ease of availability of respondents
  81. 81. The Marketing Research Process Sampling Techniques Nonprobability Sample Nonprobability sample where researchers conveniently match Convenience Sample characteristics in the population with quotas Quota Sample
  82. 82. The Marketing Research Process Sampling Techniques Nonprobability Sample Nonprobability sample based on Convenience Sample arbitrary judgments by the researcher Quota Sample Judgement Sample
  83. 83. The Marketing Research Process Define the problem Research designFeedback Data collection Analysis, interpretation and presentation
  84. 84. The Marketing Research Process Analysis, Interpretation, and Presentation Must present findings in clear, understandable manner Communicate properly with audience

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