Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Research

Aaker, Kumar, Day

Eighth Edition

Instructor’s Presentation Slides

Marketing Research 8th Edition

Aaker, Kumar, Day

Chapter One

A Decision Making Perspective on

Marketing Intelligence

Marketing Research 8th Edition

Aaker, Kumar, Day

Business Intelligence

BI is the ability to access data from multiple sources within an organization for the purpose of analysis.

It links the disparate operation systems to the end users of the data, thus creating an environment with free flow of information.

It offers a reliable barometer of the business performance.

WHAT IS THE DIFFERENCE BETWEEN BUSINESS INTELLIGENCE AND MARKETING INTELLIGENCE

Marketing Research 8th Edition

Aaker, Kumar, Day

Business Intelligence

Finance & Accounting Intelligence

Marketing Intelligence HR Intelligence Operations Intelligence

Marketing Research

Define problem & info. needs

Look for existing data

Design study

Collect & Analyze data

Use & Report data for decision making

Back-End Analysis

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Research

Marketing Research, a critical part of Marketing Intelligence helps by providing accurate, relevant and timely (ART) information.

Function of Marketing Research is to link an organization to its market through information

Identify and define marketing opportunity and problems

Generate, redefine and evaluate marketing actions

Monitor marketing performance

Improve understanding of marketing as a process

Marketing Research 8th Edition

Aaker, Kumar, Day

Role of Market Research

Specifies information required

Designs method for collecting information

Manages and implements data collection process

Interprets results & communicates findings

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Information System

A continuing and interacting structure of people, equipment and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information to marketing decision making

MIS Uses 3 Types of Information

Recurring market and accounting data from market analysis and accounting activities

Intelligence relevant to future strategy of business

Marketing research studies not of a recurring nature

Marketing Research 8th Edition

Aaker, Kumar, Day

Role of Marketing Research in Managerial Decision Making

Four Stages of Market Planning Process

Situation analysis

Strategy development

Marketing program development

Implementation

Marketing Research 8th Edition

Aaker, Kumar, Day

Situation Analysis

Analysis of

Market environment

Market characteristics

Consumer behavior

Research Approaches

Organize information obtained from prior studies (secondary)

Focus groups

Marketing Research 8th Edition

Aaker, Kumar, Day

Strategy Development

Market Research Provides Information to Assist Management With Three Critical Decisions

What business should we be in?

How will we compete?

What are the objectives for the business?

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Program Development

Programs embrace specific tasks

Action program usually focuses on a single objective in support of one element of overall business strategy

Marketing Research 8th Edition

Aaker, Kumar, Day

Implementation

Starts with decision to proceed to a new program or strategy

Commitment to objectives, budgets and timetables

Specific measurable objectives must be set for all elements of marketing program

"Did the elements achieve their objectives?"

“Should the marketing program be continued, discontinued, revised or expanded?"

Marketing Research 8th Edition

Aaker, Kumar, Day

Factors Influencing Marketing Research Decisions

Relevance

Type and Nature of Information Sought

Timing

Availability of Resources

Cost-benefit Analysis

Marketing Research 8th Edition

Aaker, Kumar, Day

Ethics in Marketing Research

Ethics of the Sponsor

Overt and covert purposes

Dishonesty in dealing with suppliers

Misuse of research information

Ethics of the Supplier

Violating client confidentiality

Improper execution of research

Respondents Abuse

Falsifying answers

CASE

DIVIDE INTO TWO GROUPS

GROUP A AND B

GROUP A ABOUT HISPANICS

GROUP B ABOUT P & G

FOR THE CLASS HOMEWORK: DAIMLER

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Research 8th Edition

Aaker, Kumar, Day

Conquering Latino Homes

Hispanics account for nearly 13% of the U.S. population.

Research shows that Latino households spend $600 billion of $1.3 trillion purchasing power of multicultural population.

In 1998 only 2.5% of total advertising dollars in the United States was focused on Latinos.

By 2050, Hispanic population would represent 25% of US population.

Who can tell me what the problem is?

Marketing Research 8th Edition

Aaker, Kumar, Day

P & G Luring Women with their Feminine Toothpaste

P & G has came out with “Rejuvenating Effects” a gender specific toothpaste targeting the female customers, who do 82% of the grocery shopping.

The flavor and package of the product was decided on the basis of the results from a customer survey filled out by women.

Though, the product is priced slightly higher than the other brands P & G hopes to make women think about the toothpaste in the same light as skin care lotions and shampoo.

Who thinks they were right to try.

Marketing Research 8th Edition

Aaker, Kumar, Day

Daimler Chrysler Exploring New Markets

Daimler Chrysler entered the small car segment with Java in response to the increased demand for small fuel efficient cars.

They envision a three car plan with an ultra small car at the bottom end, Java in the middle range and Mercedes A- class at the very top.

The company’s marketing research indicated that Java would be a success due to high demand and as the resultant pollution from small cars is low.

Who thinks they were right to try

Marketing Research 8th Edition

Aaker, Kumar, Day

Situation

Analysis

Strategy

Development

Marketing

Program

Development

Implementation

Understand the environment and the market

Identify threats and opportunities

Assess the competitive position

Define the business scope and served market segments

Establish competitive advantages

Set performance objectives.

Product and channel decision

Communication decisions

Pricing

Personal selling decisions

Performance monitoring

Refining strategies and program

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