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Market Analysis & Research for Services

This document discusses market analysis and marketing research for services. It covers identifying customer needs and wants, assessing demand and pricing, and using marketing research to reduce uncertainties and monitor performance. The document also discusses the marketing research process, including exploratory research, data collection and analysis, and reporting. It describes how marketing research is used in the service sector and differences between researching services versus products. Specific topics covered include researching new service concepts, elements of market research for services, and using marketing research for public services while addressing ethical issues.

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Kamran Khan Khalil
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35 views12 pages

Market Analysis & Research for Services

This document discusses market analysis and marketing research for services. It covers identifying customer needs and wants, assessing demand and pricing, and using marketing research to reduce uncertainties and monitor performance. The document also discusses the marketing research process, including exploratory research, data collection and analysis, and reporting. It describes how marketing research is used in the service sector and differences between researching services versus products. Specific topics covered include researching new service concepts, elements of market research for services, and using marketing research for public services while addressing ethical issues.

Uploaded by

Kamran Khan Khalil
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Market Analysis & Marketing Research For Services.

Introduction.
Market analysis. Identify needs and wants. Assessing the scale of demand and costprice relationship. 4. Assessing the extent to which needs and wants are unfulfilled.
1. 2. 3.

Self regulation. Public regulation.

Marketing Research.
To reduced uncertainties in the decisions making process about marketing activities in general and about specific aspects of marketing. 2. To monitor and to help control the performance of marketing activities.
1.

Exploratory phase.

Research plan Problem formulation. Source of information. Collect data.

Analyze data
Prepare report.

Marketing Research Process.


The scope of marketing research in service markets. 2. Use of marketing research in the service sector. 3. Difference between marketing research for services and for products.
1.

The scope of marketing research in service markets.

Research on Markets. Research on Product. Research on Price. Research on place. Research on promotion.

Continue
Identification and elements of the markets. Analysis of the characteristics of the markets. Projections of the markets. Critical factors for successful operations in

individual markets. Projections of available share in the market. Market development program.

Difference between marketing research for services and for products.

Attitude in service organization towards marketing research.


Ethical. Size. Economic. Monopolistic organization. Managerial. Customer contact.

Continue..

Quality of secondary sources on service. Problems deriving from the characteristics of services. Problems in researching new services.

Problems in researching new services. (Concept Testing).


Consumer needs analysis. Idea generation. Preliminary analysis. (internal & external). Pre positioning the concept. Field study. (interviews, questioners, mail &
observations).

Consumer evaluation. (understanding reactions ). Results. (Positive, Negative).

Marketing research and Public Services.


1.
2. 3.

4.
5.

Marketing's acceptability. Public policy innovation. Public must benefit. Policy formation. Ethical problems.

END

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