Scribd
Upload
15 views22 pages

Marketing Research Overview by Renuka Herath

This document provides an overview of marketing research and its role in marketing planning. It defines marketing research as the function that links consumers to marketers through gathering and sharing information. This information is then used to identify opportunities and problems, evaluate actions, and improve understanding of marketing. The marketing planning process involves 4 steps - situation analysis, strategy development, program development, and implementation. Situation analysis examines the market environment, characteristics, and consumer behavior. Strategy development determines the business, competition, and objectives. Program development uses research to inform segmentation, product, distribution, advertising, price, branding, and customer satisfaction decisions. Implementation commits to executing the new program or strategy.

Uploaded by

subashini.niluka5
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
15 views22 pages

Marketing Research Overview by Renuka Herath

This document provides an overview of marketing research and its role in marketing planning. It defines marketing research as the function that links consumers to marketers through gathering and sharing information. This information is then used to identify opportunities and problems, evaluate actions, and improve understanding of marketing. The marketing planning process involves 4 steps - situation analysis, strategy development, program development, and implementation. Situation analysis examines the market environment, characteristics, and consumer behavior. Strategy development determines the business, competition, and objectives. Program development uses research to inform segmentation, product, distribution, advertising, price, branding, and customer satisfaction decisions. Implementation commits to executing the new program or strategy.

Uploaded by

subashini.niluka5
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Marketing

Research
Introduction
Renuka Herath (PhD)
Senior Lecturer
Department of Marketing
Management

Research is a systematic and objective investigation of a subject


or a problem to discover relevant information or principles

Research (Basic, Pure)


Extends boundaries of knowledge
Applied Research (Decisional)
Use existing knowledge problem
solving context

A research
should be:

Systematic
Objective

Definition of AMA
Marketing Research- The functions
which links the consumer, customer
and public to the marketer through
information and this information use
to identify and define marketing
opportunities
and
problems,
generate,
define and evaluate
marketing
actions,
monitor
marketing performance and improve
understanding of marketing as a

Marketing Research in Planning

Find Marketing Opportunities


Asses the resources well

Marketing Planning process

1. Situation analysis
2. Strategy Development
3. Marketing Program
development
4. Implementation

(1) Situation Analysis

Understanding
of
the
marketing environment of the
Business
The specific characteristics of
the Market
Consumer Behaviour

Market Environment
Macro
Micro

Market Characteristics
Market size
Potential growth of segment
Geographic dispersion of customers
Segmentation
Market competition and their products

Consumer Behavior

What do they buy


Who buys
When they buy
How do they buy
Why do they buy

(2) Strategy Development

Management Should answer


following three questions

What Business should we be in?


How well we compete?
What are the objectives for the
Business?

What business should we


be in?
What product or service to
offered?
What technology should
utilized?
What Market segments should
offered?
What
channels
should
utilized?

be
be
be
be

How well we compete?


What are the attributes of the
product or service that create value
for the customer?
Which attributes are most important?
How do we compare with the
competitor?

(3) Marketing program


development
A program for- Developing a new product
- Launching a new
advertising campaign
Marketing Research helps:
Segmentation
Product
Distribution
Decisions
Advertising &Promotion
Personnel selling
Price
Branding
Customer satisfaction

Segmentation Decisions
Which segment to be the target
What benefits are most important for
each segment
Which geographical area should be
entered or covered

Product Decisions
What product features should include
How
should
positioned

the

product

be

What type of package is preferred by


the customers

Distribution Decisions
What type of retailer should be used
What should be the mark-up policy
Should few or many outlets employ

Advertising & Promotion


Decisions
What appeal should be used in the
advertisements
In
which
vehicles
should
the
advertisement will place
What should the advertising budget
be
What Sales Promotions should be
used
When it should be scheduled

Personnel Selling
Decisions
What customer types have the most
potential
How many sales people are needed

Price Decisions
What price level should be charged
What sales should be offered during
the year
What response should be made to a
competitor price

Branding Decisions
What should be the name, symbol,
logo and slogan that will be
associated with the products
How the brand loyalty be increased

Customer Satisfaction
How should customer satisfaction be
measured
How often should it be measured
How should customer complaints be
handled

(4) Implementation

Decision to proceed with a new


program or strategy and by the
related commitment to objectives,
budgets and time tables.

You might also like