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MARKETING MANAGEMENT 1 3 th edition

MARKETING MANAGEMENT 1 3 th edition. 3 Gathering Information and Scanning the Environment. Kotler Keller. Secondary Commercial Data Sources. Nielsen. SAMI/Burke. MRCA. Simmons. Information Resources, Inc. Arbitron. Key Environments. Aspects of the marketing environment:

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MARKETING MANAGEMENT 1 3 th edition

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  1. MARKETING MANAGEMENT13th edition 3 Gathering Information and Scanning the Environment Kotler Keller

  2. Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron

  3. Key Environments • Aspects of the marketing environment: • Microenvironment: • Actors close to the company • Macroenvironment • Larger societal forces

  4. Actors in the Microenvironment

  5. Macro-Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural

  6. Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement Population and Demographics

  7. Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool

  8. Household Patterns

  9. Economic Environment • Purchasing Power • Income Distribution • Savings Rate • Debt • Credit Availability

  10. Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

  11. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

  12. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

  13. Political-Legal Environment Increase in business legislation Growth of special interest groups

  14. MARKETING MANAGEMENT13th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller

  15. Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.

  16. Types of Marketing Research Firms Syndicated- service Custom Specialty- line

  17. Marketing Research Associations Online Syndicated Research Environment in Turkey TİAK: AGB Nielsen Media Research (1989-2011); TNS BİAK: TNS RİAK: IPSOS-KMG TGI: AGB Nielsen Media Research & TNS Hane Tüketim Paneli: IPSOS-KMG TV ve Basın Reklam Harcamaları: Bileşim Medya (Nielsen) Radyo Reklam Harcamaları: SAM Araştırma

  18. Marketing Research Associations Online Domestic AD: Pazarlama ve Kamuoyu Araştırmacıları Derneği ( www.arastirmacilar.org ) RVD: Reklamverenler Derneği ( www.rvd.org.tr ) RD: Reklamcılar Derneği ( www.rd.org.tr ) IAA: Uluslararası Reklamcılık Derneği ( www.iaaturkey.com )

  19. Marketing Research Associations Online International ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl) MRS: The Market Research Society (UK) (www.marketresearch.org.uk) MRSA: The Market Research Society of Australia (www.mrsa.com.au) PMRS: The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com) AAPOR: American Association for Public Opinion Research (www.aapor.org) ARF: The Advertising Research Foundation (www.amic.com/arf) CASRO: The Council of American Survey Research Organizations (www.casro.org) MRA: Marketing Research Association (www.mra-net.org) RIC: Research Industry Coalition (www.researchindustry.org)

  20. The Marketing Research Process Define the problem Develop research plan Make decision Collect information Analyze information Present findings

  21. Step 1 • Define the problem • Specify decision alternatives • State research objectives

  22. Step 2 Data Sources Research Approach Research Instruments Sampling Plan Contact Methods

  23. Research Approaches Observation Focus Group Survey Behavioral Data Experimentation

  24. Focus Group in Session

  25. Research Instruments • Questionnaires • Qualitative Measures • Mechanical Devices

  26. Mechanical Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS

  27. Sampling Plan • Sampling unit: Who is to be surveyed? • Sample size: How many people should be surveyed? • Sampling procedure: How should the respondents be chosen?

  28. Probability Simple random Stratified random Cluster Nonprobability Convenience Judgment Quota Types of Samples

  29. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview

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