UnderstandingUnderstanding MarketsMarkets UnderstandingUnderstanding MarketsMarkets.
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Transcript of UnderstandingUnderstanding MarketsMarkets UnderstandingUnderstanding MarketsMarkets.
Understanding MarketsUnderstanding Markets
Analyzing MarketsAnalyzing Markets
Toyota teenagers
and 20 somethings already account for 6% of sales. How to reach them?
Scion?
Toyota teenagers
and 20 somethings already account for 6% of sales. How to reach them?
Scion?
1.1.
Markets are moving targets Look at demographics
Market Share is a Vital statistic Kodak in China has 70% plus market share
Markets are moving targets Look at demographics
Market Share is a Vital statistic Kodak in China has 70% plus market share
Analyzing Customer Needs, Behavior, and Influences
Analyzing Customer Needs, Behavior, and Influences
Cultural considerations Sub-cultures
Social considerations Family
Personal Factors Lifestyle (Psychographics)
973 97330 Motivation Perception Attitudes
Cultural considerations Sub-cultures
Social considerations Family
Personal Factors Lifestyle (Psychographics)
973 97330 Motivation Perception Attitudes
Sources for consumer research
Sources for consumer research
www.census.gov Censuswww.crc-conquest.org Conference
Board Consumer Research CenterHttp://sosig.ac.uk Social Science
information gatewayhttp://cyberatlas.internet.com
Cyberatlas Web usagewww.geohive.com Global
statistics
www.census.gov Censuswww.crc-conquest.org Conference
Board Consumer Research CenterHttp://sosig.ac.uk Social Science
information gatewayhttp://cyberatlas.internet.com
Cyberatlas Web usagewww.geohive.com Global
statistics
Business MarketsBusiness Markets
Organizational connectionsBuying Center
Organizational ConsiderationsDerived Demand
Organizational connectionsBuying Center
Organizational ConsiderationsDerived Demand
Business sourcesBusiness sources
www.census.gov/epcd/www./naics.html (NAICS industrial classification data)
www.ceoexpress.com www.inc.comwww.industryweek.comwww.ecommercetimes.com
www.census.gov/epcd/www./naics.html (NAICS industrial classification data)
www.ceoexpress.com www.inc.comwww.industryweek.comwww.ecommercetimes.com
CorvallisCorvallis
Chamber of CommerceWelcome to CorvallisVisit CorvallisSlide showMore pictures
Chamber of CommerceWelcome to CorvallisVisit CorvallisSlide showMore pictures
Generation Y Trendsetters top 15 brands
Generation Y Trendsetters top 15 brands
15. Red Stripe Jamaican beer 14. Vitamin Water 13. Converse 12. Volkswagen11. Levi’s
15. Red Stripe Jamaican beer 14. Vitamin Water 13. Converse 12. Volkswagen11. Levi’s
10. H&M clothing stores9. Target8. American Apparel7. Adidas6. Whole Foods
10. H&M clothing stores9. Target8. American Apparel7. Adidas6. Whole Foods
5. Ben & Jerry’s4. In-N-Out Burger
starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable."
3. Jet Blue"They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"
5. Ben & Jerry’s4. In-N-Out Burger
starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable."
3. Jet Blue"They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"
2. Trader Joe’s They liked that the company has a
dorky newsletter and makes their employees wear silly Hawaiian shirts.
2. Trader Joe’s They liked that the company has a
dorky newsletter and makes their employees wear silly Hawaiian shirts.
1. AppleOutlaw Consulting, a San Francisco
research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess
1. AppleOutlaw Consulting, a San Francisco
research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess
Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why.
the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor
Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why.
the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor