英国萨塞克斯大学市场营销学第二.ppt

Sussex University Jan 2013 Emmet Hayes,Intro to Marketing,Emmet Hayes emmetehconsulting.co.uk www.ehconsulting.co.uk,Sussex University Jan 2013 Emmet Hayes,Give the people what they want and they will beat a path to your door Henry Ford,We are not here to give people what they want but what they didnt know they wanted. John Peel,Sussex University Jan 2013 Emmet Hayes,Environmental Scanning,Market Research PEST (STEP) SWOT Boston Matrix Ansoffs Matrix,Sussex University Jan 2013 Emmet Hayes,Marketing Research,Marketing Research What is Marketing Research? Process Terminology Techniques,Sussex University Jan 2013 Emmet Hayes,Marketing Research,the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services American Marketing Association,Sussex University Jan 2013 Emmet Hayes,The Marketing Research Process,Set objectives What decision do we want to make? Define Research Problem. Assess the value (and cost) of the research. Construct a research proposal. Specify data collection method/s. Specify techniques of measurement. Select the sample. Data collection. Analysis of results. Present in a final report.,Sussex University Jan 2013 Emmet Hayes,Terminology of Marketing Research,Primary data - collected firsthand. I expect you to do this. Secondary data - already exists, desk research. Quantitative research - statistical basis. Qualitative research - subjective and personal. Sampling - studying part of a population to learn about the whole. Must be Statistically Representative - difficult.,Sussex University Jan 2013 Emmet Hayes,Marketing Research Techniques,Interviews. face-to-face, telephone, postal questionnaire, web. Attitude measurement. know/believe about an act/object feel about an act/object behave towards an object or act,Sussex University Jan 2013 Emmet Hayes,Likert scale. strongly agree, agree, neither agree nor disagree, disagree, strongly disagree Differential scales - differences between words. practical v impractical Projective techniques. sentence completion Numeric. One a scale of 1-10 Delta Technique,Marketing Research Techniques,Sussex University Jan 2013 Emmet Hayes,Group discussion and focus group. Web based research YouGov 50p. Set Top Boxes intelligent! Observation. home audit. direct observation. In-store testing.,Marketing Research Techniques,Sussex University Jan 2013 Emmet Hayes,SWOT analysis,Strengths Weaknesses Opportunities Threats,Very Powerful Tool,.add a weighting to understand the balances.,Sussex University Jan 2013 Emmet Hayes,Strengths,Weaknesses,Opportunities,Threats,Source:,Sussex University Jan 2013 Emmet Hayes,PEST (STEP) analysis,Political EU!. Private Healthcare. Economic boom/bust economy. Socio-Cultural changing role of women in the marketplace. Immigration. Technological PCs in the workplace and at home. Broadband. Mobiles.,Sussex University Jan 2013 Emmet Hayes,Market Share,Market Growth,High,Low,High,Low,1. Stars,3. Question Mark (Problem Child),2. Cash Cows,4. Dogs,The Boston Matrix (Growth/Share Matrix),Sussex University Jan 2013 Emmet Hayes,Market Share,Market Growth,High,Low,High,Low,FUSE,Maverick Miniature Heroes,KIT KAT,TOPIC,The Boston Matrix - Chocolate Bars,Bounty,Sussex University Jan 2013 Emmet Hayes,Diversification,Market Penetration,Market Development,Product Development,Existing Markets,New Markets,Existing Products,New Products,Ansoffs Matrix (Product/Market Matrix),Sussex University Jan 2013 Emmet Hayes,Diversification - related or unrelated,E.g. Realignments of the