Intro to Marketing Course: Week One - Research

Week one of Matthews marketing short course which introduces the material, focusing on research skills.

Transcript

1. Introduction to Marketing: WK1 © Matthew C. Draycott І 2012
2. ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’ AMA 2007 What is Marketing?
3. ‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’ Phil Kotler 2006 ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’ AMA 2007 What is Marketing?
4. ‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’ Phil Kotler 2006 ‘Marketing is the art of telling a story to a consumer that they want to hear that lets them persuade themselves that they want to buy something.’ Seth Godin 2009 ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’ AMA 2007 What is Marketing?
5. Research Problem Identification Problem Solving Promotion Buying Decisions Customer Demand Purple Cow Marketing 4p’s Branding Distribution Management Efficiency 3 Elements of Marketing
6. Research Problem Identification Problem Solving Promotion Buying Decisions Customer Demand Purple Cow Marketing 4p’s Branding Distribution Management Efficiency 3 Elements of Marketing
7. Research Process
8. Identification of Information Research Process
9. Identification of Information Data Collection Research Process
10. Identification of Information Data Collection Data Analysis Research Process
11. Identification of Information Data Collection Data Analysis Dissemination Research Process
12. Types of Research
13. Types of Research Problem Identification Research to help identify problems that are no yet apparent but which are likely to arise in the future.
14. Types of Research Problem Identification Research to help identify problems that are no yet apparent but which are likely to arise in the future. Problem Solving Research undertaken to help solve specific marketing problems.
15. Types of Research
16. Types of Research Problem Identification Market Potential Market Share Image Characteristics Economic Trends
17. Types of Research Problem Identification Market Potential Market Share Image Characteristics Economic Trends Problem Solving Market Segmentation Competition Pricing Promotion Distribution
18. Problem Identification
19. Problem Identification Image How can I improve my products image?
20. Problem Identification Market Share What % share of ‘the market’ does my product / service have? Image How can I improve my products image?
21. Problem Identification Market Share What % share of ‘the market’ does my product / service have? Image How can I improve my products image? Economic Trends What’s going on that might affect my product?
22. Problem Identification Market Share What % share of ‘the market’ does my product / service have? Image How can I improve my products image? Characteristics What elements of my product / service do customers like or dislike? Economic Trends What’s going on that might affect my product?
23. Problem Identification Market Potential How big is the market for my product / service? Market Share What % share of ‘the market’ does my product / service have? Image How can I improve my products image? Characteristics What elements of my product / service do customers like or dislike? Economic Trends What’s going on that might affect my product?
24. What about? Image Market Potential Characteristics Market Share Economic Trends
25. V.S. ? Image Market Potential Characteristics Market Share Economic Trends
26. Problem Solving Problem Solving
27. Problem Solving Problem Solving Distribution How do I improve my distribution systems?
28. Problem Solving Problem Solving Distribution How do I improve my distribution systems? Competition Who are my competitors? What are they doing?
29. Problem Solving Problem Solving Distribution How do I improve my distribution systems? Promotion What promotional strategies should I employ? Competition Who are my competitors? What are they doing?
30. Problem Solving Market Segmentation Who is my target market? Problem Solving Distribution How do I improve my distribution systems? Promotion What promotional strategies should I employ? Competition Who are my competitors? What are they doing?
31. Problem Solving Market Segmentation Who is my target market? Problem Solving Distribution How do I improve my distribution systems? Promotion What promotional strategies should I employ? Pricing What pricing strategies should I employ? Competition Who are my competitors? What are they doing?
32. What about? Distribution Competition Promotion Market Segmentation Pricing
33. V.S. ? Distribution Competition Promotion Market Segmentation Pricing
34. Types of Data
35. Primary Data Data that you collect Types of Data
36. Primary Data Data that you collect Secondary Data Data that you use which has already been collected, complied and / or analysed. Types of Data
37. Tools Types of Data
38. Tools Qualitative Questionnaires Focus Groups Interviews SWOT PESTLE Types of Data
39. Tools Qualitative Questionnaires Focus Groups Interviews SWOT PESTLE Quantitative Statistical Surveys Types of Data
40. Tools Qualitative Questionnaires Focus Groups Interviews SWOT PESTLE Quantitative Statistical Surveys Reports: Mintel Office for National Statistics News Services – Online, TV, Newspapers Labour Market Surveys Demographic Reports Types of Data
41.               SWOT
42.               SWOT Strengths Weaknesses Opportunities Threats
43. Your Turn, Create a SWOT for each of these products.
44. PESTLE
45. PESTLE Political Economic Social Technological Legal Environmental
46. Your Turn, Create a PESTLE for each of these products.
47. Questionnaires
48. 3 Types of Question
49. 3 Types of Question Open Gives respondents the freedom to express their ideas and opinions normally in the form of long answers.
50. 3 Types of Question Open Gives respondents the freedom to express their ideas and opinions normally in the form of long answers. Closed Short answer questions which offer respondents limited pre-selected choices .
51. 3 Types of Question Open Gives respondents the freedom to express their ideas and opinions normally in the form of long answers. Closed Short answer questions which offer respondents limited pre-selected choices . Comparative Questions which ask respondents to evaluate or provide a rating based on a pre-selected scale.
52. Give Examples of:
53. Give Examples of: Open...
54. Give Examples of: Open... Closed...
55. Give Examples of: Open... Closed... Comparative...
56. Using Questions...Some Rules
57. Using Questions...Some Rules Start with simple closed questions
58. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous
59. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous Ask for precise answers
60. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous Ask for precise answers Avoid jargon
61. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous Ask for precise answers Avoid jargon Don’t ask the same question twice
62. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous Ask for precise answers Avoid jargon Don’t ask the same question twice Be positive
63. Using Questions...Some Rules Start with simple closed questions Be concise and unambiguous Ask for precise answers Avoid jargon Don’t ask the same question twice Be positive Don’t ask leading questions
64. Your Turn, write a short questionnaire to research the use of mobile phones by students in a university.
65. Any Questions?
66. All product images remain property of the relevant copyright holders.