Documentos de Académico
Documentos de Profesional
Documentos de Cultura
12th edition
Chapter 3
CONDUCTING MARKETING
RESEARCH
Kotler Keller
Organizational Environment
Task environment
General environment
Organizational
General Environment
Environment Technological
Task Environment
Customers
Labor Market
Internal
Competitors
Environment
Employees Culture
Management
Suppliers
Information
Information related to:
1) macro trends
2) micro effects
particular to their business
environment is constantly presenting new
opportunities and threats.
3-5
Responsibility
3-6
Evidence (s)
3-7
Why Information?
3-8
Paths and Channels
3-9
MIS
consists of:
people,
equipment, and
procedures to gather,
sort,
analyze,
evaluate, and
distribute needed, timely, and accurate
information to marketing decision makers.
3-10
MIS has three components
1. internal records system, which includes
information on the order-to-payment cycle and sales
reporting systems;
2. marketing intelligence system, a set of procedures
and sources used by managers to obtain everyday
information about pertinent developments in the
marketing environment
3. marketing research system that allows for the
systematic design, collection, analysis, and reporting
of data and findings relevant to a specific marketing
situation.
MIS Probes for Information
What decisions do you regularly make?
What information do you need to make these
decisions?
What information do you regularly get?
What special studies do you periodically
request?
What information would you want that you are
not getting now?
What are the four most helpful improvements
that could be made in the present marketing
information system? 3-12
Internal Records
3-14
Order-to-Payment Cycle
Wal-Mart
knows the sales of each product by store and total each evening.
Wal-Mart shares its sales data with its larger suppliers such as P&G and
expects P&G to re-supply Wal-Mart stores in a timely manner.
3-16
Internal Records
3-20
Sources of Information
Marketing managers collect marketing
intelligence by:
1. reading books,
2. newspapers, and trade publications;
3. talking to customers, suppliers, and
distributors; and
4. meeting with other company managers.
Steps to Improve Marketing Intelligence
3-22
Analyzing the Macroenvironment
3-24
10 Megatrends Shaping the
Consumer Landscape
3-25
Environmental Forces
opportunities and threats
Demographic
Economic
Socio-Cultural
Natural
Technological
Political-Legal
3-26
Population and Demographics
Size Household
Growth rate patterns
Age distribution Regional
Ethnic mix
characteristics
Movement
Educational
levels
3-27
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
3-28
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
3-29
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
3-30
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
3-31
Melting Pot VS Salad Bowl
According to the 2000 census:
the U.S. population of 276.2 million was 72% white.
African Americans constituted 13%, and Latinos 11%.
The Latino population had been growing fast, with the largest
subgroups of Mexican (5.4 percent), Puerto Rican (1.1
percent), and Cuban (0.4 percent) descent.
Asian Americans constituted 3.8 percent of the U.S. population,
with the Chinese as the largest group, followed by the
Filipinos, Japanese, Asian Indians, and Koreans, in that order.
Latino and Asian American consumers are concentrated in the
far western and southern parts of the country, although some
dispersal is taking place.
Moreover, there were nearly 25 million people living in the United
States—more than 9 percent of the population—who were
born in another country.
Marketing Research Definition
Marketers request
Type Examples
Syndicated-service research firms Gather & sell
Custom marketing research firms hired to carry out
Specialty-line marketing research firms (specialized in services) sells field
interviewing services to other firms.
The Marketing Research Process
six steps as
shown in
this Figure
Case Study: American Airlines (AA)
American Airlines (AA) is constantly looking for new ways to serve its passengers; it was one of the
first companies to install phone handsets.
Now it is reviewing many new ideas, especially to cater to its first-class passengers on very long
flights, many of whom are businesspeople whose high-priced tickets pay most of the freight.
The marketing research manager was assigned to investigate how first-class passengers would
rate these services and how much extra they would be willing to pay if a charge was made. He
was asked to focus specifically on the Internet connection. One estimate says that airlines
might realize revenues of $70 billion over the next decade from in-flight Internet access, if
enough first-class passengers would be willing to pay $25 for it. AA could thus recover its costs
in a reasonable time. Making the connection available would cost the airline $90,000 per
plane.6
FIG. 4.1 I The Marketing Research Process
Case Study: American Airlines (AA)
The marketing research manager was assigned to investigate
1) how first-class passengers would rate these services and
2) how much extra they would be willing to pay if a charge
was made.
Assuming that the same flight takes place 365 days a year, AA
would annually collect $45,625.
Value and cost of Costs are typically easy to determine, but the value of
research is harder to quantify
information
Healthy skepticism alert to the problems caused by "marketing myths