_marketing bai so 02

Ch−¬ng 2

Nghiªn cøu thÞ tr−êng

Harcourt, Inc.

Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng

ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng

1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng2. 2. NNééii dung dung nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu



1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng1.1. 1.1. §§ÞnhÞnh nghnghÜÜaa1.2. 1.2. PhPh©©nn lolo¹¹i i thÞthÞ trtr−−êngêng1.3. 1.3. MMèèii quanquan hhÖÖ gigi÷÷aa DN vDN vμμ TTTT

Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003

ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng

1. 1. KhKh¸̧ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng

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 muahiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm

http://www.amazon.com/exec/obidos/tg/browse/-/540744/ref=t_hp_rs_r-1_STE/103-9058879-5135014

http://www.amazon.com/exec/obidos/tg/feature/-/397328/ref=t_hp_rs_r-4/103-9058879-5135014





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«ng








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 nghiÖm





ThÞ tr−êng tμinguyªn

ThÞ tr−êng tμinguyªn

ThÞ tr−êng Nhμn−íc

ThÞ tr−êng Nhμn−íc

ThÞ tr−êngng−êi tiªu

dïng

ThÞ tr−êngng−êi tiªu

dïng

ThÞ tr−êngng−êi s¶n xuÊt

ThÞ tr−êngng−êi s¶n xuÊt

ThÞ tr−êngng−êi trung

gian

ThÞ tr−êngng−êi trung

gian

Tμi nguyªnTμi nguyªn Tμi nguyªnTμi nguyªn

Hμng ho¸, dÞchvô




TiÒn tÖTiÒn tÖTiÒn tÖTiÒn tÖ

TiÒn tÖTiÒn tÖTiÒn tÖTiÒn tÖThuÕ,hμngho¸

ThuÕ,hμngho¸

ThuÕThuÕ

ThuÕ,hμngho¸

ThuÕ,hμngho¸

ThuÕ,hμngho¸

ThuÕ,hμngho¸

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ

DÞch vô,tiÒn tÖ



C«ng ty

ThÞ tr−êng nh÷ngng−êi trung gian

ThÞ tr−êngc¬ quan

Nhμ n−íc

ThÞ tr−êngc¸c nhμs¶n xuÊt

ThÞ tr−êngng−êi

tiªu dïng

ThÞ tr−êngquèc tÕ

Mét sè kiÓu 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 nhÊt






2. 2. NNééii dôngdông nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng2.1. 2.1. NghiNghiªªnn ccøøuu khkh¸̧chch hhμμngng2.2. 2.2. NghiNghiªªnn ccøøuu hhμμngng hãahãa2.3. 2.3. XX¸̧cc ®®ÞnhÞnh quyquy mm««, , ®®ÆÆcc tÝnhtÝnh TTTT



2. 2. NNééii dung dung nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng

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 nghiÖp







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 hãa







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 nghiÖp






3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng3.1. 3.1. XX¸̧cc ®®ÞnhÞnh vÊnvÊn ®®Ò Ò nghinghiªªnn ccøøuu3.2. Thu 3.2. Thu ththËËpp thth««ngng tin tin ththøø cÊpcÊp3.3. Thu 3.3. Thu ththËËpp thth««ngng tin stin s¬¬ cÊpcÊp3.4. 3.4. PhPh©©nn tÝchtÝch thth««ngng tintin3.5. 3.5. GiGiííii thithiÖÖuu cc¸̧cc kÕtkÕt ququ¶¶ nghinghiªªnn ccøøuu3.6. 3.6. SSöö dôngdông cc¸̧cc kÕtkÕt ququ¶¶ nghinghiªªnn ccøøuu



3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng

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 cøu







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 cÊp







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« pháng







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 SPSS




Overview of the Stages of Data Analysis(Zikmund 1997)

Overview of the Stages of Data Analysis(Zikmund 1997)

Editing

Coding

Data Entry

Data Analysis

DescriptiveAnalysis

UnivariateAnalysis

BivariateAnalysis

MultivariateAnalysis

Interpretation




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 ®−îc







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−êng






4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng4.1. 4.1. KhKh¸̧ii niniÖÖmm vvμμ môcmôc ®®ÝchÝch4.2. 4.2. CC¸̧cc titiªªuu ththøøcc ®Ó®Ó phph©©nn ®®oo¹¹nn4.3. 4.3. YYªªuu ccÇÇuu ®®èèii vvííii viviÖÖcc phph©©nn ®®oo¹¹nn



4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng

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 tranh







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 nghiÖp








Ph©n ®o¹n thÞ tr−êng tiªu dïng

. Theo ®Þa lý

. Theo t©m lý

. Theo hμnh vi

. Theo nh©n khÈu häc








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÷u







4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT

. Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a çc ®o¹n tt

. §¸p øng ®−îc môc tiªu cu¶ c«ng ty

Çc b−íc

. Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng

. Ph©n tÝch so s¸nh çc ®iÓm gièng vμ kh¸c nhau

. Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc

. Ph©n ®o¹n theo çc tiªu thøc, vμ so s¸nh çc ®o¹n

. KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm






5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu5.1. 5.1. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu5.2. 5.2. YYªªuu ccÇÇuu ®®èèii vvííii thÞthÞ trtr−−êngêng môcmôc titiªªuu5.3. 5.3. CC¸̧cc phph−¬−¬ngng ¸̧n n ®Ó®Ó CtyCty llùùaa chchäänn ttmtttmt



5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu

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 ®Ócung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªukinh 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.







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 tranh







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−êng






1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng2. 2. NNééii dôngdông nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu

Marketing Decision Support SystemMarketing Decision Support System

Collection of internal and external Collection of internal and external datadataMarketing information system and Marketing information system and storagestorageDissemination of information to Dissemination of information to decisiondecision--makersmakersIntegration of data into company Integration of data into company objectives/plansobjectives/plans

Research ProcessResearch Process

PresentPresentFindingsFindings

AnalyzeAnalyzeInformationInformation

PrimaryPrimaryResearchResearch

Quick PrimaryQuick PrimaryResearchResearch

SecondarySecondaryResearchResearch

DefineDefineProblemProblem

ProblemProblemRecognitionRecognition

Consumer ResearchConsumer Research

Qualitative observation researchQualitative observation researchCustomer visits in businessCustomer visits in business--toto--business marketingbusiness marketingFocus group researchFocus group researchElectronic observational researchElectronic observational researchDecision support systemsDecision support systemsConsumer survey researchConsumer survey researchSecondary data analysisSecondary data analysis

Qualitative Observation ResearchQualitative Observation Research

Voice of the customerVoice of the customer


HandsHands--on consumer on consumer researchresearch

Motivational researchMotivational research

Qualitative Observation ResearchQualitative Observation ResearchConsumer ResearchConsumer Research

Expression of the preferences, opinions and motivations of the customer





Conducted by Conducted by direct observation direct observation by managers of the by managers of the way current way current customers use customers use specific products specific products and brandsand brandsMotivational researchMotivational research




Research method Research method directed at directed at discovering the discovering the conscious or conscious or subconscious subconscious reason that reason that motivates a motivates a personperson’’s behaviors behavior




Customer Visits in Business-to-Business Marketing

Customer Visits in Customer Visits in BusinessBusiness--toto--Business MarketingBusiness Marketing


http://www.3m.com/

http://www.ual.com/

http://www.marriott.com/

Focus Group ResearchFocus Group ResearchFocus Group ResearchConsumer ResearchConsumer Research

A focus group is a carefully recruited A focus group is a carefully recruited group of group of Six to twelve people who participate in Six to twelve people who participate in a free wheeling,a free wheeling,One to two hour discussion that One to two hour discussion that focuses on a particular focuses on a particular Subject, such as product usage, Subject, such as product usage, shopping habits, etc.shopping habits, etc.

Electronic Observational ResearchElectronic Observational ResearchElectronic Observational ResearchConsumer ResearchConsumer Research

BarBar--coding and coding and scanningscanning

Decision Support SystemsDecision Support SystemsDecision Support SystemsConsumer ResearchConsumer Research

A decision support system A decision support system (DSS) is a set of computer(DSS) is a set of computerSoftware programs that help Software programs that help managersmanagersMake marketing mix decisions.Make marketing mix decisions.

Decision Support SystemsDecision Support SystemsDecision Support SystemsConsumer ResearchConsumer Research

Customer sends in Customer sends in warranty card, enters warranty card, enters

sweepstakes, etc. sweepstakes, etc. Permission is given to Permission is given to toto

record and use record and use information for direct information for direct

marketingmarketing

Database elements Database elements are specified (name, are specified (name,

address, hobbies, address, hobbies, etc.) The source of etc.) The source of record and data are record and data are

addedadded

Record is added to Record is added to database using database using

database database management management software (e.g., software (e.g.,

Microsoft Access)Microsoft Access)

Target segment is Target segment is specified and deepspecified and deep--

segmentation statistical segmentation statistical analysis identifies analysis identifies

hobbies, interest, usage hobbies, interest, usage situation, and situation, and

promotion preferencespromotion preferences

Most appealing directMost appealing direct--marketing campaign marketing campaign

is designed to is designed to promote most promote most

appealing products appealing products and features to target and features to target

segmentsegment

Database is Database is updated, recording updated, recording

response of response of customer to customer to campaigncampaign

11

22 33

44

5566

Components of a SystemComponents of a SystemDecision Support SystemDecision Support System

Dissemination Dissemination to decision to decision

makersmakers

MarketingMarketingInformationInformationSystemSystem

Integration Integration with planwith planMarketing Marketing

DatabaseDatabase

Marketing DatabaseMarketing DatabaseDecision Support SystemDecision Support System

External componentsExternal components

Secondary dataSecondary dataPurchase of Purchase of syndicated syndicated commercial datacommercial dataMarketing researchMarketing research

Internal componentsInternal components

Sales analysisSales analysisCost analysisCost analysisFinancial recordsFinancial records

Consumer Survey ResearchConsumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research

Criteria Direct/Cold Mailing

Mail Panels Telephone Personal In-Home

Mall Intercept

Complexity and versatility Not much Not much

Substantial, difficult to use Highly flexible Most flexible

Quantity of data Substantial Substantial Short Greatest quantityLimited to < 25 minutes

Sample control Little SubstantialGood, nonlisted a problem Greatest controls Problematic

Quality of data

Better for sensitive questions, no claifier

Clear up ambiguities, socially accepted answers Cheating

Unnatural testing bias

Response rate ~10% 70-80% 60-80% 80% + 0.8

SpeedSeveral weeks + follow ups Several weeks 3-4 weeks

Faster than mail, slower than telephone A few days

Cost$2.50 per interview Lowest Not as low as mail

Relatively expensive

Less expensive than in-home

Uses

Executive, industrial, medical, readership All areas

Studies that require national samples Product testing

Pervasive-concept tests, name tests, package tests, copy tests

Consumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research

The consistency of The consistency of measurement over measurement over timetime

ValidityValidity

ReliabilityReliability

Consumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research

The accuracy in The accuracy in measuring what is measuring what is intended to be intended to be measuredmeasured

ReliabilityReliability

ValidityValidity

Secondary ResearchSecondary ResearchSecondary ResearchConsumer ResearchConsumer Research

www.statwww.stat--usa.govusa.govwww.yahoo.comwww.yahoo.com

www.altavista.comwww.altavista.com

www.lycos.comwww.lycos.com

www.census.govwww.census.gov

http://www.census.gov/

http://www.stat-usa.gov/

http://www.yahoo.com/

http://www.altavista.com/

http://www.lycos.com/

Competitor ResearchCompetitor Research

Research Market Research Market HistoryHistory

Audit Current Audit Current CompetitorsCompetitors


Researching the Researching the history of the history of the marketmarket

Identifies the Identifies the marketing mix and marketing mix and productproductdimensions on dimensions on which sellers have which sellers have competed strongcompeted strong



Levels of CompetitionLevels of CompetitionLevels of CompetitionCompetitor ResearchCompetitor Research

Target Target Segment Segment Competition: Competition: Diet ColasDiet Colas Product Product

Category Category Competition: Competition: Soft DrinksSoft Drinks

Core Benefit Core Benefit Competition: Competition: BeveragesBeverages

Budget Budget Competition: Competition: Food and Food and EntertainmentEntertainment

Fast Fast FoodFood

BaseballBaseballCardsCards

Ice Ice CreamCream

WineWine

Bottled Bottled WaterWater

CoffeeCoffee

JuiceJuice

BeerBeer

Fruit Fruit ColasColas

LemonLemonLimesLimes

RegularRegularColasColas

DietDiet--RiteRiteColaCola

Diet Diet PepsiPepsi

Diet Diet CokeCoke

Current and Potential CompetitionCurrent and Potential CompetitionCurrent and Potential CompetitionCompetitor ResearchCompetitor Research

Threat of new entrants, Threat of new entrants, including those resulting including those resulting

from mergers and from mergers and takeoverstakeovers

Distributors who work to Distributors who work to make you more make you more

competitive or play you competitive or play you against your competitionagainst your competition

Suppliers who work to Suppliers who work to make you more make you more

competitive or play you competitive or play you against your competitionagainst your competition

Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entrynew entry

Threat through vertical Threat through vertical integration or encouraging integration or encouraging

new entrynew entry

Threat through joint Threat through joint venturing or encouraging venturing or encouraging

entryentry

Threat through joint Threat through joint venturing if suppliersventuring if suppliers’’product/services are product/services are involvedinvolved

Competition among Competition among current rivalscurrent rivals

Substitute threatsSubstitute threats




Auditing current Auditing current competitorscompetitors

Identification of Identification of rivals from which rivals from which you are gaining you are gaining business and to business and to which you are which you are losing businesslosing business

New Competitive Threats AuditNew Competitive Threats AuditNew Competitive Threats AuditCompetitor ResearchCompetitor Research

New 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 by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing 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 it do 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 to our position? What evidence exists that this is likely to occur?

A Competitive Analysis TemplateA Competitive Analysis TemplateA Competitive Analysis TemplateCompetitor ResearchCompetitor Research



Evaluate w/respect to:Evaluate w/respect to:Financial PositionFinancial PositionMarket PositionMarket PositionProduct PositionProduct PositionPrice PositionPrice PositionInbound LogisticsInbound LogisticsProduction ProcessProduction ProcessOutbound LogisticsOutbound LogisticsTrade RelationsTrade RelationsAdvertising & Advertising & PromotionsPromotionsSales Force ProcessSales Force Process

Channel ResearchChannel ResearchSummary Evaluation Competitive Selling EffortImage and Reputation Quality of locationsGeographical markets/customer segments served Quality of advertisingMajor strength, unique value, and importance of this reseller

Quality of premises

Major weakness and failure of reseller Quality of sales staffSpecial personal relations with supplier Sales-staff knowledge of our products

Inventory managementExtent we are treated as a preferred supplierSpecial marketing efforts and cooperationPurchasing BehaviorRecent ordering history

Detailed Evaluation Volume deals/discounts sought and given

Trading Performance Other allowances and considerations sought and given

Annual 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

AMA Definition of Marketing ResearchAMA Definition of Marketing Research

Specifies the information neededSpecifies the information neededDesigns the method of collecting Designs the method of collecting informationinformationManages and implements the data Manages and implements the data collection processcollection processAnalyzes the results Analyzes the results Communicates the findings and Communicates the findings and implicationsimplications

Types of Marketing Research FirmsTypes of Marketing Research Firms

Syndicated Service Syndicated Service FirmsFirmsFullFull--Service Research Service Research firmsfirms


Collect and distribute for many Collect and distribute for many firmsfirmsFirms share the costFirms share the costExamples: A.C. Nielsen, J.D. Examples: A.C. Nielsen, J.D. Powers, Simmons, Powers, Simmons, ArbitronArbitron

Syndicated Service FirmsSyndicated Service FirmsSyndicated Service Firms

http://www.nielsenmedia.com/


Collect and distribute for one clientCollect and distribute for one clientClient assumes entire cost of projectClient assumes entire cost of projectResearch firm takes over marketing Research firm takes over marketing research function on behalf of clientresearch function on behalf of client

Full-Service Research FirmsFullFull--Service Research FirmsService Research Firms

The Marketing Research ProcessThe Marketing Research ProcessFe

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Define the problemDefine the problem

Research designResearch design

Data collectionData collection

Analysis, interpretation Analysis, interpretation and presentationand presentation

Problem DefinitionProblem DefinitionThe Marketing Research ProcessThe Marketing Research Process

Well defined problems are half Well defined problems are half solvedsolvedHelp set research objectives Help set research objectives Help define data collection Help define data collection processprocess

Exploratory ResearchExploratory ResearchThe Marketing Research ProcessThe Marketing Research Process

Helps gain understanding of the Helps gain understanding of the research questionresearch questionAids in understanding the Aids in understanding the cause(scause(s) of ) of the problemthe problemDiscuss the problem with informed Discuss the problem with informed sources sources -- customers, suppliers, etc.customers, suppliers, etc.Analyze internal records and dataAnalyze internal records and data


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Research DesignResearch DesignThe Marketing Research ProcessThe Marketing Research Process

Master plan for researchMaster plan for researchIdentifies the need for primary Identifies the need for primary versus secondary dataversus secondary data

Research DesignResearch DesignThe Marketing Research ProcessThe Marketing Research Process

Primary DataPrimary Data

Information or Information or statistics collected for statistics collected for the first time during a the first time during a marketing research marketing research studystudy

Secondary DataSecondary Data

Previously published Previously published datadata

Sources of Primary DataSources of Primary DataThe Marketing Research ProcessThe Marketing Research Process

Survey MethodSurvey Method

Telephone interviewsTelephone interviewsMail surveysMail surveysPersonal interviewsPersonal interviewsFocus group Focus group interviewsinterviews

ObservationObservationMethodMethod

Observational studies Observational studies are conducted by are conducted by actually viewing actually viewing objects, events, objects, events, and/or a personand/or a person’’s s behaviorbehavior

Sources of Primary DataSources of Primary DataThe Marketing Research ProcessThe Marketing Research Process

Experimental MethodExperimental MethodExperimental Method

In experiments the researcher In experiments the researcher manipulates one or more of manipulates one or more of the marketing mix variables the marketing mix variables and compares the effect on and compares the effect on the experimental group to a the experimental group to a control group that did not control group that did not receive the manipulationreceive the manipulation

Sources of Secondary DataSources of Secondary DataThe Marketing Research ProcessThe Marketing Research Process

Government DataGovernment Data

Census of PopulationCensus of PopulationCensus of HousingCensus of HousingCensus of BusinessCensus of BusinessCensus of Census of ManufacturersManufacturersCensus of AgricultureCensus of AgricultureCensus of MineralsCensus of MineralsCensus of Census of GovernmentsGovernments

Internal DataInternal Data

Includes sales Includes sales analysis reports, analysis reports, financial performance financial performance reports, cost analysis, reports, cost analysis, product profit/loss product profit/loss statements, etc.statements, etc.

http://www.census.gov/

Sources of Secondary DataSources of Secondary DataThe Marketing Research ProcessThe Marketing Research Process

Research Firm DataResearch Firm Data

Many private organizations Many private organizations provide information for the provide information for the marketing executive e.g. marketing executive e.g. trade associations, trade associations, advertising agencies, advertising agencies, ““Survey of Buying Power.Survey of Buying Power.””


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Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process

PopulationPopulation

Total group that the Total group that the researcher wants to researcher wants to studystudy

CensusCensus

Collection of data Collection of data from all possible from all possible sources in a sources in a population or population or universeuniverse


Probability SampleProbability Sample

Sampling techniques Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosenbeing chosen



Simple Random Simple Random SampleSample

Probability sample Probability sample where researchers where researchers choose respondents choose respondents from a complete list from a complete list of the populationof the population


Probability sample Probability sample where researchers where researchers divide the complete divide the complete population list into population list into groups and then use groups and then use single random single random sampling techniques sampling techniques on the subgroupson the subgroups



Stratified SampleStratified Sample




Stratified SampleStratified Sample

Cluster SampleCluster Sample

Probability sample Probability sample where researchers where researchers randomly choose randomly choose areas of geographic areas of geographic clusters before clusters before random cluster random cluster selectionselection


Arbitrary sampling Arbitrary sampling technique where technique where respondents have an respondents have an unknown or zero chance unknown or zero chance of being chosen for the of being chosen for the samplesample

NonprobabilityNonprobability SampleSample


Nonprobability sample Nonprobability sample where researches choose where researches choose respondents based on respondents based on ease of availability of ease of availability of respondentsrespondents

Nonprobability SampleNonprobability Sample

Convenience SampleConvenience Sample


Nonprobability sample Nonprobability sample where researchers where researchers conveniently match conveniently match characteristics in the characteristics in the population with quotaspopulation with quotas


Quota SampleQuota Sample



Nonprobability Nonprobability sample based on sample based on arbitrary judgments arbitrary judgments by the researcherby the researcher



Quota SampleQuota Sample

Judgement SampleJudgement Sample


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Analysis, Interpretation, and PresentationAnalysis, Interpretation, and PresentationThe Marketing Research ProcessThe Marketing Research Process

Must present findings in clear, Must present findings in clear, understandable mannerunderstandable mannerCommunicate properly with Communicate properly with audienceaudience

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