tailieunhanh - Lecture Marketing management: Chapter 4 - Phillip Kotler, Kevin Lane Keller

In this chapter, we consider how firms can develop processes to identify and track important macroenvironment trends. We also outline how marketers can develop good sales forecasts. Chapter 4 will review how they conduct more customized research on specific marketing problems. | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Conducting Marketing Research Chapter 4 Discussion Questions What constitutes good marketing research? What are the best metrics for measuring marketing productivity? How can marketers access their return on investment of marketing expenditures? Marketing Research System Insight Market Research Managers use market research to help them better understand the customers and markets. These insights are the how’s and why’s certain things happen in the market. The text gives an example of how Gillette conducted market research on the woman’s shaver market and how this research led the company to develop the Venus razor, which now has more than 50% of the global market. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Marketing Research Defined Over $28 billion was spent on marketing research in 2007. Creative Research Means . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Conducting Marketing Research Chapter 4 Discussion Questions What constitutes good marketing research? What are the best metrics for measuring marketing productivity? How can marketers access their return on investment of marketing expenditures? Marketing Research System Insight Market Research Managers use market research to help them better understand the customers and markets. These insights are the how’s and why’s certain things happen in the market. The text gives an example of how Gillette conducted market research on the woman’s shaver market and how this research led the company to develop the Venus razor, which now has more than 50% of the global market. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Marketing Research Defined Over $28 billion was spent on marketing research in 2007. Creative Research Means Rivals Marketing partners Student projects Internet sources Check out rivals Figure Marketing Research Process Example: American Airlines wanted to determine how many first-class passengers would be interested in having limited, Internet access during flights and how much extra they would be willing to pay for this service. AA would have to invest $90,000 per plane. Step 1: Define the Problem Focused inquiry Marketers must not focus too broadly or too narrowly on the research question. Trying to find out everything about first-class travellers needs is too broad, while trying to determine if enough passengers will pay $25 on a direct flight between Chicago and Tokyo to break even is too narrow. In this example, the marketers agreed to define the problem as “Will offering an in-flight Internet service create enough incremental preference and profit for AA to justify its cost against other possible investments in service enhancement ” Step 2: Develop the Research Plan Sampling .

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