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Mkt 7000 Ch 4 Demand...

Mkt 7000 Ch 4 Demand. Skim.. Pay particular attention to… the marketing research process p105ff. Chapter 4. Gathering Information and Measuring Market Demand. Marketing Management Tenth Edition Philip Kotler. Sheds light on problem - suggest solutions or new ideas.

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Mkt 7000 Ch 4 Demand...

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  1. Mkt 7000Ch 4 Demand... • Skim.. • Pay particular attention to… • the marketing research process p105ff

  2. Chapter 4 Gathering Information and Measuring Market Demand Marketing Management Tenth Edition Philip Kotler

  3. Sheds light on problem - • suggest solutions or • new ideas. • Ascertain magnitudes. • Test cause- and-effect • relationships. • Tests hypotheses about cause- • and-effect relationships. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research

  4. Observational Focus-group Survey Behavioral Experimental Research Approaches

  5. Secondary-Data Sources • Internal Sources • Government Publications • Periodicals and Books • Commercial Data • On-Line • Associations • Business Information

  6. Developing the research plan Collect the information Present the findings Analyze the information The Marketing Research Process Defining the problem and research objectives

  7. Good Marketing Research: • Is scientific • Is creative • Uses multiple methods • Realizes the interdependence of models & data • Acknowledges the cost & value of information • Maintains “healthy” skepticism • Is ethical

  8. World Space level U.S.A. Region Territory Customer All sales Industry sales Product level Company sales Product line sales Product form sales Product item sales Short run Medium run Long run Time level Ninety Types of Demand Measurement (6 x 5 x 3)

  9. Company Demand Market Demand Demand

  10. Estimating Current Demand • Total Market Potential • Area Market Potential • Industry Sales • Market Share

  11. Estimating Future Demand • Survey of Buyers’ Intentions • Composite of Sales Force Opinion • Expert Opinion • Past Sales Analysis • Market Test Method

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