Module 1: Introduction to Marketing

• Marketing: Meaning, Nature & Scope as the key

business function in Organizations – Marketing
for New Realities – Holistic Marketing Concept –
Extended Marketing Mix – Key Customer
Markets: Consumer, Business, Global, Non-profit
& Government – Market Space – Meta Markets.
Concept of Value chain – Marketing Environment
– Internal and External environment –
Introduction to Marketing Research & Modern
Marketing Information System – Concept of Big
Data – Marketing Intelligence Market Strategic
Planning – Elements of Marketing Plan
 The Value of Marketing
• Financial success often depends on marketing
ability
• Successful marketing builds demand for
products and services
• Marketing builds strong brands and a loyal
customer base, intangible assets that
contribute heavily to the value of a firm
 Meaning of Marketing
• Marketing is “meeting needs profitably.”
• Unilever –Marketing Model
• Crafting brands for life
• Reverse Innovation
• Any innovation that happens in emerging &
poorer markets
• Stems from the needs of poorer masses in
emerging & developing countries
 Nature of Marketing
• Customer-focused • Part of total
• Must deliver value environment
• Marketing is business • Affect company
• strategy
Marketing is a social
process • Creates mutually
• Dual objectives - profit beneficial relationships
making and consumer
satisfaction
 The Scope of Marketing
• What is Marketing?
• What is Marketed?
• Who Markets?
 What is Marketing?
• Marketing is about identifying and meeting
human and social needs

People needed easy access of People wanted good

information on internet furnishings at lower prices
 Contd….
• AMA’s formal definition: Marketing is the
activity, set of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at
large
• Marketing management takes place when at
least one party to a potential exchange thinks
about the means of achieving desired
responses from other parties.
 Marketing Management
• The art and science of choosing target
markets and getting, keeping, and growing
customers through creating, delivering, and
communicating superior customer value
 What is Marketed?
Marketers market 10 main types of entities

1) Goods are items that are tangible

2) Services are activities provided by other people

3) Events are things that happens or takes place

based on time .
 Contd…
4) Experiences: By orchestrating several services and
goods, a firm can create, stage and market experiences
 Contd….
5) Persons: Artists, musicians, lawyers get help
from marketers.
 Contd…
6) Places: Cities, states, regions and whole
nations compete to attract tourists, residents,
factories and company headquarters.
 Contd…
7) Properties are intangible rights of ownership
to either real property or financial property.
 Contd….
8) Organizations: Museums, corporations,
Universities all use marketing to boost their
public images and compete for audience
 Contd…
9) Information is what books, schools, and
universities produce, market and distribute at
a price to parents, students and communities.
 Contd…
10) Ideas: Every market offering includes a basic
idea. Products and services are platforms for
delivering some idea or benefit.
 Who Markets?
• Marketers and Prospects
• A marketer is someone who seeks a response
—attention, a purchase, a vote, a donation—
from another party, called the prospect
• If two parties are seeking to sell something to
each other, we call them both marketers.
• Marketers are skilled to stimulate demand
 8 Demand States
• Negative demand—Consumers dislike the
product and may even pay to avoid it.
• Nonexistent demand—Consumers may be
unaware of or uninterested in the product.
• Latent demand—Consumers may share a
strong need that cannot be satisfied by an
existing product.
• Declining demand—Consumers begin to buy
the product less frequently or not at all.
 Contd…
• Irregular demand—Consumer purchases vary
on a seasonal, monthly, weekly, daily, or even
hourly basis.
• Full demand—Consumers are adequately
buying all products put into the marketplace.
• Overfull demand—More consumers would
like to buy the product than can be satisfied.
• Unwholesome demand—Consumers may be
attracted to products that have undesirable
social consequences
 Markets
• A Physical place where buyers and sellers
gathered to buy and sell goods.
• Economists describe market as a collection of
buyers and sellers who transact over a
particular product or product class.
• Five basic markets
 Structure Of Flows In A Modern
Exchange Economy
• Manufacturers go to resource markets (raw
material markets, labor markets, money
markets), buy resources and turn them into
goods and services, and sell finished products
to intermediaries, who sell them to
consumers.
 Contd…
• Consumers sell their labor and receive money
with which they pay for goods and services.
• The government collects tax revenues to buy
goods from resource, manufacturer, and
intermediary markets and uses these goods
and services to provide public services.
Structure Of Flows In A Modern
Exchange Economy
 A Simple Marketing System
• Sellers send goods and services and
communications such as ads and direct mail to
the market; in return they receive money and
information such as customer attitudes and
sales data.
• The inner loop shows an exchange of money
for goods and services;
• the outer loop shows an exchange of
information.
A Simple Marketing System
 Key Customer Markets
• Consumer markets pertains to buyers who
purchase goods and services for consumption
rather than resale.
• Business markets pertains to organizations
who purchase raw materials, natural
resources and components of other products
for their resale or for use in manufacturing
another product.
 Contd…
• Global markets pertains to the activity of
buying or selling goods and services in all the
countries of the world.
• Nonprofit & governmental markets selling to
nonprofit organizations with limited
purchasing power such as churches,
universities, charitable organizations, and
government agencies.
 Marketplaces, Market spaces
and Meta markets
• Marketplaces are physical markets or shops or
stores
• Market Space is an electronic information
exchange environment in which the constraints
of physical boundaries are eliminated.
• Meta market is a place where a cluster of goods
and services which are closely interrelated with a
certain market can be found.
Core Marketing Concepts
 Core Marketing Concepts
• Needs: the basic human requirements such as
for air, food, water, clothing, and shelter
• Wants: specific objects that might satisfy the
need
• Demands: wants for specific products backed
by an ability to pay

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 Types of Needs
STATED

REAL

UNSTATED

DELIGHT

SECRET

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 Types of Needs
Type of Need Definition
Stated What the customer asks for

Real What the stated needs actually mean

What the customer also expects but does

Unstated
not ask for

Needs that are not essential but would

Delight
delight if met
Secret
Needs that the customer does not express,
often intangible in nature
 Types of Needs
Type of Need Examples
Stated The customer wants an inexpensive car.
The customer wants a car whose operating
Real
cost, not initial price, is low

The customer expects good service from the

Unstated
dealer

The customer would like the dealer to

Delight
include an onboard GPS system
Secret
The customer wants friends to see him or her
as a savvy consumer
Target Market
 Definition
• The American Marketing Association (A.M.A),
defines the target market , as "the particular
segment of a population in which the retailer
focuses on its marketing expertise to satisfy that
need, with the purpose of achieving a particular
utility".
• Target Market “consists of a set of buyers who
have common needs and/or characteristics to
those that the company or organization decides
to serve”.
 Contd….
• Target markets consist of consumers who
exhibit similar characteristics (such as age,
location, income, and lifestyle) and are
considered most likely to buy a business's
product or service.
• Target markets can be broken down into two
categories: primary and secondary target
markets
 Contd…
• Primary target markets are those market
segments to which marketing efforts are
primarily directed
• Secondary markets are smaller or less vital to
a product's success.
 Core Marketing Concepts
• Segmentation: The process of defining and
subdividing a large homogenous market into
clearly identifiable segments having similar
needs, wants, or demand characteristics.
• Positioning: refers to the place that a brand
occupies in the mind of the customer and how
it is distinguished from products of
competitors.
Segmentation
Positioning
 Core Marketing Concepts
• Value proposition: a set
of benefits that satisfy
those needs
• Offerings: a combination
of products, services,
information, and
experiences
• Brands: an offering from
a known source
 Core Marketing Concepts
• Marketing channels

COMMUNICATION

DISTRIBUTION

SERVICE

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 Three kinds of marketing
channels
• Communication channels deliver and receive
messages from target buyers and include
newspapers, magazines, radio, television,
mail, telephone, smart phone, billboards,
posters, CDs, audiotapes, and the Internet.
 Marketing Channels
• Distribution channels help display, sell, or
deliver the physical product or service(s) to
the buyer or user.
• To carry out transactions with potential
buyers, the marketer also uses service
channels that include warehouses,
transportation companies, banks, and
insurance companies.
 Core Marketing Concepts
• Paid media allow marketers to show their ad
or brand for a fee.
• Owned media are communication channels
marketers actually own.
• Earned media are streams in which
consumers, the press, or other outsiders
voluntarily communicate something about the
brand.
 Examples
• Paid media: TV, magazine and display ads,
paid search, and sponsorships

• Owned media: a company or brand brochure,

web site, blog, Facebook page, or twitter
account

• Earned media: word of mouth, or viral

marketing
 Core Marketing Concepts
• Impressions: occur when consumers view a
communication

• Engagement: the extent of a customer’s

attention and active involvement with a
communication

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 Core Marketing Concepts
• Value: a combination of quality, service, and
price (qsp: the customer value triad)

• Satisfaction: a person’s judgment of a

product’s perceived performance in
relationship to expectations

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 Core Marketing Concepts
• Supply chain: a channel stretching from raw materials to
components to finished products carried to final buyers

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 Core Marketing Concepts
• Competition: all the actual and potential rival
offerings and substitutes a buyer might
consider
• Marketing environment
– Task environment: the actors engaged in producing, distributing, and
promoting the offering
– Broad environment: demographic environment, economic environment,
social-cultural environment, natural environment, technological
environment, and political-legal environment

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 Company Orientation toward
the Marketplace

PRODUCTION

PRODUCT

SELLING

MARKETING

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 The production concept
• The production concept is one of the oldest
concepts in business.
• It holds that consumers prefer products that
are widely available and inexpensive.
• Managers of production-oriented businesses
concentrate on achieving high production
efficiency, low costs, and mass distribution.
• Eg: - Lenovo and Haier in China
 The product concept
• The product concept proposes that consumers
favor products offering the most quality,
performance, or innovative features.
• Make superior products and improve them
over time.
• Caught in a “love-affair” with their product.
 The selling concept
• The selling concept holds that consumers and
businesses, if left alone, won’t buy enough of
the organization’s products.
• It is practiced most aggressively with unsought
goods
• Goods buyers don’t normally think of buying
• Eg: insurance and cemetery plots
• Aim is to sell what they make rather than
make what the market wants.
 The marketing concept
• The marketing concept emerged in the mid-
1950s as a customer-centered, sense-and
respond philosophy.
• The job is to find not the right customers for
your products, but the right products for your
customers.
• Eg:- Dell
• Reactive Market Orientation – Understanding
and meeting customers’ expressed needs
• Proactive Market Orientation - Understanding
and meeting customers’ latent needs
 The Holistic marketing concept
• The holistic marketing concept is based on the
development, design, and implementation of
marketing programs, processes, and activities
that recognize their breadth and
interdependencies.
• Holistic marketing acknowledges that
everything matters in marketing—and that a
broad, integrated perspective is often
necessary.
Overview of four broad components
characterizing holistic marketing
 Internal marketing
• The task of hiring, training, and motivating
able employees who want to serve customers
well
 Integrated marketing
• Devise marketing activities and programs that
create, communicate, and deliver value such
that “the whole is greater than the sum of its
parts.”
• Two key themes of integrated marketing are
that
(1) many different marketing activities can
create, communicate, and deliver value and
(2) marketers should design and implement any
one marketing activity with all other activities
in mind.
Performance marketing

FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT

SOCIAL IMPACT
 Relationship marketing
• Relationship marketing aims to build mutually
satisfying long-term relationships with key
constituents in order to earn and retain their
business.
• Four key constituents for relationship marketing
are customers, employees, marketing partners
(channels, suppliers, distributors, dealers,
agencies), and members of the financial
community (shareholders, investors, analysts).
• Marketers must create prosperity among all these
constituents and balance the returns to all key
stakeholders.
Relationship marketing

CUSTOMERS

EMPLOYEES

MARKETING PARTNERS

FINANCIAL COMMUNITY
Marketing Mix Components (4 Ps)
• Many years ago, McCarthy classified various
marketing activities into marketing-mix tools
of four broad kinds, which he called the four
Ps of marketing: product, price, place, and
promotion.
• The marketing variables under each P are as
follows:
Marketing Mix Components (4 Ps)
MODERN MARKETING MANAGEMENT
4 P’s

PEOPLE

PROCESSES

PROGRAMS

PERFORMANCE
MODERN MARKETING MANAGEMENT
4 P’s
• People reflects, in part, internal marketing and
the fact that employees are critical to
marketing success.
• Processes reflects all the creativity, discipline,
and structure brought to marketing
management.
 Contd…
• Programs reflects all the firm’s consumer-
directed activities.
• Performance as in holistic marketing is to capture
the range of possible outcome measures that
have financial and nonfinancial implications
• profitability as well as brand and customer equity
• and implications beyond the company itself
-social responsibility, legal, ethical, and the
environment.
 4 A’s of Marketing
• Acceptability is the extent to which a firm’s
total product offering exceeds customer
expectations.
• Affordability is the extent to which consumers
in the target market are ability and willing to
pay product’s price.
 Contd…
• Accessibility is the extent to which customers
are able to readily acquire the product:
availability and convenience
• Awareness is the extent to which customers
are informed regarding the product’s
characteristics
 4 P’s to 4 A’s/Marketing Mix
Challenges
• Marketers set the:
• Product-Mainly influences Acceptability
• Price- Affordability
• Place- Accessibility
• Promotion- Awareness
 Marketing and customer Value
• The value delivery process

• The value chain

• Core competencies

• The central role of strategic planning

 The value delivery process

CHOOSING THE VALUE

PROVIDING THE VALUE

COMMUNICATING THE VALUE

The value delivery process begins before there is a product and

continues through development and after launch.
Value creation and delivery sequence
• We can divide the into three phases.
• Choosing the value :
• “Homework” marketers must do before any
product exists.
• They must segment the market, select the
appropriate target, and develop the offering’s
value positioning.
• The formula “segmentation, targeting,
positioning (STP)” is the essence of strategic
marketing.
 Contd…
• Providing the value:
– Marketing must identify specific product
features, prices, and distribution.
• Communicating the value:
– By utilizing the Internet, advertising, sales
force, and any other communication tools to
announce and promote the product.
 The Value chain
• A tool for identifying ways to create more
customer value (Michael Porter)
– Every firm is a synthesis of activities
performed to design, produce, market, deliver,
and support its product
 Contd…
• Nine strategically relevant activities
• Five primary and four support activities—
create value and cost in a specific business.
 The Primary activities
(1) inbound logistics, or bringing materials into the
business;
(2) operations, or converting materials into final
products;
(3) outbound logistics, or shipping out final
products;
(4) marketing, which includes sales; and
(5) service.
 Support activities
• Specialized departments handle:
(1)procurement,
(2) technology development,
(3) human resource management, and
(4) firm infrastructure.
• (Infrastructure covers the costs of general
management, planning, finance, accounting,
legal, and government affairs.)
 Core business processes
• The market-sensing process—gathering and
acting upon information about the market
• The new-offering realization process—
researching, developing, and launching new
high-quality offerings quickly and within budget
• The customer acquisition process—defining
target markets and prospecting for new
customers
 Contd…
• The customer relationship management
process—building deeper understanding,
relationships, and offerings to individual
customers
• The fulfillment management process—
receiving and approving orders, shipping
goods on time, and collecting payment
PORTER’S VALUE CHAIN
 Core competencies
• A source of competitive advantage and makes
a significant contribution to perceived
customer benefits
• Applications in a wide variety of markets
• Difficult for competitors to imitate
• Competitive advantage also accompanies
distinctive capabilities or excellence in
broader business processes.
 CORE COMPETENCY EXAMPLES
• Innovation expertise
• Superior product development skills
• Strong analysis and database skills
• Industry/market knowledge and expertise
• Experts in marketing communications
• Fast or friendly customer service
• Streamlined and efficient processes
• Logistics expertise
 Central role of strategic planning
• Managing the businesses as an investment
portfolio

• Assessing the market’s growth rate and the

company’s position in that market

• Establishing a strategy
 The Marketing Environment
• The marketing environment includes the
actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successful relationships
with customers.
• Micro Environment
• Macro Environment
 The Marketing Environment
• The microenvironment/internal environment
consists of the actors close to the company that
affect its ability to serve its customers:
• The company
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• Publics
The Company’s Microenvironment
 The Company
Internal environment includes:
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
 Suppliers
• Provide the resources to produce goods and
services
• Treated as partners to provide customer
value
 Marketing Intermediaries
• Help the company to promote, sell, and
distribute its products to final buyers
• Include:
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
 Marketing Intermediaries
• Resellers are the distribution channel firms
that help the company find customers or make
sales to them. These include:
• Wholesalers
• Retailers
• Physical distribution firms are the distribution
channel firms that help the company to stock
and move goods from their points of origin to
their final destination.
 Marketing Intermediaries
• Marketing service agencies are the:
• marketing research firms
• advertising agencies
• media firms and
• marketing consulting firms that help the
company target and promote its products to
the right markets.
 Marketing Intermediaries
• Financial intermediaries include:
• banks
• credit companies
• insurance companies, and
• other businesses that help finance
transactions or insure against the risks
associated with the buying and selling of
goods.
 Customers
• Customer markets consist of individuals and
households that buy goods and services for
personal consumption.
• Business markets buy goods and services for
further processing or for use in their production
process.
• Reseller markets buy goods and services to
resell at a profit.
• Government markets buy goods and services to
produce public services or transfer goods and
services to others who need them.
• International markets consist of buyers in other
countries including consumers, producers,
resellers, and governments.
 Competitors
• Firms must gain strategic advantage by
positioning their offerings against
competitors’ offerings.
• Each firm should consider its own size and
industry position compared to those of its
competitors.
 Publics
• Any group that has an actual or potential
interest in or impact on an organization’s
ability to achieve its objectives:
• Financial publics influence the company’s
ability to obtain funds—banks, investment
houses, and stockholders.
• Media publics carry news, features, and
editorial opinion—newspapers, magazines,
and radio and television stations.
• Government publics influence product safety
and truth in advertising.
 Publics
• Citizen-action publics include consumer
organizations, environment groups, and
minority groups
• Local publics include neighborhood residents
and community organizations
• General publics influence the company’s
public image
• Internal publics include workers, managers,
volunteers, and directors
 The Macro Environment
• The macro environment consists of the larger
societal forces that affect the
microenvironment.
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural
Macro Environment
 Demographic Environment
• Demographic environment is important
because it involves people, and people make up
markets.
• Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics.
• Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity.
 Economic Environment
• Changes in Income
• Value marketing involves ways to offer
financially cautious buyers greater value—the
right combination of quality and service at a
fair price.
• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Changing consumer spending pattern
 Natural Environment
• Natural environment involves the natural
resources that are needed as inputs by
marketers or that are affected by marketing
activities.
• Trends
• Shortages of raw materials
• Increased pollution
• Increased government intervention
• Environmentally sustainable strategies
• Green marketing
 Technological Environment
• Most dramatic force in changing the
marketplace with many positive and negative
effects
• Rapid change
• Provides new markets and new opportunities
– Internet
– Medicine
– Miniaturization
– Credit cards
– Communication
 Political Environment
• Political environment consists of laws,
government agencies, and pressure groups
that influence or limit various organizations
and individuals in a given society.
 Contd..
• Legislation regulating business
– Public policy to guide commerce—sets of laws
and regulations that limit business for the good
of society at large
• Increasing legislation to:
– Protect companies
– Protect consumers
– Protect the interests of society
 Contd…
• Increased Emphasis on Ethics and Socially
Responsible
• Socially responsible behavior occurs when
firms actively seek out ways to protect the
long-term interests of their consumers and
the environment
• Cause-related marketing
 Cultural Environment
• The cultural environment consists of
institutions and other forces that affect a
society’s basic values, perceptions, and
behaviors.
 Contd….
Persistence of Cultural Values
• Core beliefs and values have a high degree
of persistence, are passed on from parents to
children, and are reinforced by schools,
churches, businesses, and government.
• Secondary beliefs and values are more open
to change.
 Contd…
Shifts in Secondary Cultural Values
• Major cultural values of a society are expressed in people’s
view of:
• Themselves
• Others
• Organization
• Society
• Nature and the universe
 Modern Marketing
Information System (MIS)
• A marketing information system (MIS) consists
of :
• people, equipment, and procedures to gather,
sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing
decision makers.
• It relies on internal company records,
marketing intelligence activities, marketing
research and decision support system.
 Components of a Modern Marketing
Information System (MIS)
• Internal company records
• Marketing intelligence
• Marketing Decision Support System
• Marketing research
 1) Internal records
• The order-to-payment cycle
• Sales information systems
• Databases, data warehousing, and data
mining
 Concept of Big Data
• Big data is the growth in the volume of
structured and unstructured data, the speed
at which it is created and collected, and the
scope of how many data points are covered.
• Big data often comes from multiple sources,
and arrives in multiple formats.
 3 V’s of Big Data
• Volume – Amount of Data.
• Velocity – Speed of growth/change.
• Variety – Types of Data. 
3Vs that define Big Data
 2) Marketing intelligence
• A set of procedures and sources that
managers use to obtain everyday information
about developments in the marketing
environment
 Marketing Intelligence Activities
• The internal records system supplies results
data, but the marketing intelligence system
supplies happenings data.
• Marketing managers collect marketing
intelligence by reading books, newspapers,
and trade publications; talking to customers,
suppliers, distributors, and other company
managers; and monitoring online social
media.
Improving marketing intelligence
• Motivate sales force to report new
developments
• Motivate intermediaries to pass along
intelligence
• Hire external experts to collect intelligence
• Network internally and externally
 Contd…
• Set up a customer advisory panel
• Take advantage of government-related data
• Purchase information from outside research
vendors
• Collect marketing intelligence on Internet
 Marketing Intelligence on the
internet
• Independent customer goods and service
review forums
• Distributor or sales agent feedback sites
• Combo sites offering customer reviews and
expert opinions
• Customer complaint sites
• Public blogs
 Communicating & Acting on
Marketing intelligence
• The competitive intelligence function works
best when it is closely coordinated with the
decision-making process
 3) Marketing Decision Support
System
• A system supported by software and hardware
to gather information from business and
environment.
• It helps managers in providing evidence for the
decisions taken by them.
• Assist in designing marketing research studies,
market segmentation, selling prices, budget,
analysing media, and planning sales force
activity.
 4) Marketing Research
• Refer Next Slides
 Marketing Research
• Marketing managers often commission
marketing studies of specific problems and
opportunities, like a market survey, a product-
preference test, a sales forecast by region, or
an advertising evaluation.
• It’s the job of marketing researcher to
produce insight to help the marketing
manager’s decision making
 Need for Marketing Research
• To make the best possible tactical decisions in
the short run and strategic decisions in the
long run
• Marketers need timely, accurate and
actionable information about consumers,
competition and their brands.
 Definition of
marketing research
• American Marketing Association
– Marketing research is the function that links
the consumer, customer, and public to the
marketer through information—
– information used to identify and define
marketing opportunities and problems;
generate, refine, and evaluate marketing
actions; monitor marketing performance; and
improve understanding of marketing as a
process.
 Scope of Marketing Research
• Marketing research specifies the information
required to address these issues,
• Designs the method for collecting information,
• Manages and implements the data collection
process,
• Analyzes the results, and
• Communicates the findings and their
implications.
The Scope of Marketing Research
• Marketing research is about generating
insights
• Marketing insights provide diagnostic
information about how and why certain
changes occur in market place and what that
mean to marketers.
• Good marketing insights often form the basis
of successful marketing programs.
Pantene
Tropicana
The Scope of Marketing Research
• Who Does Marketing Research?
 Marketing departments in big firms
 Everyone at small firms
 Syndicated-service research firms
 Custom marketing research firms
 Specialty-line marketing research firms

Categories of Marketing Research

Firms
 Categories of Marketing Research
Firms
• Syndicated-service research firms- These
firms gather consumer and trade information,
which they sell for a fee
 Categories of Marketing Research
Firms
• Custom marketing research firms- These firms
are hired to carry out specific projects. They
design the study and report findings
• Specialty-line marketing research- These firms
provide specialised research services.
Research conducted at small
companies
Engage
students/prof
essors
Tap
employee Use Internet
creativity

Tap partner Check out

expertise rivals
The Marketing Research Process
Step 1: Define Research Problem &
Objectives
• Define the problem

• Define the decision alternatives

• Define the research objectives

Step 2: Develop the Research Plan
• Research approaches

 Observational research
 Focus group research
 Survey research
 Behavioral research
Step 2: Develop the Research Plan
• Research instruments

Questionnaires

Qualitative measures

Technological devices
Questionnaire
Questionnaire
 Qualitative measures

ZMET Word
approach association

Projective
Laddering techniques

Brand
Visualization
personification
 Qualitative research techniques
• Qualitative research techniques are relatively
indirect and unstructured measurement
approaches, limited only by the marketing
researcher’s creativity, that permit a range of
responses.
 Qualitative research techniques
• ZMET Approach : The basic assumption behind
the Zaltman Metaphor Elicitation Technique
(ZMET) is that most thoughts and feelings are
unconscious and shaped by a set of universal
deep metaphors , basic orientations toward
the world that shape everything consumers
think, hear, say, or do.
 Qualitative research techniques
• Word associations. To identify the range of
possible brand associations, ask subjects what
words come tom ind when they hear the
brand’s name.
• Projective techniques. Give people an
incomplete or ambiguous stimulus and ask
them to complete or explain it.
 Qualitative research techniques
• Visualization. Visualization requires people to
create a collage from magazine photos or
drawings to depict their perceptions.
• Brand personification. Ask “If the brand were
to come alive as a person, what would it be
like, what would it do, where would it live,
what would it wear, who would it talk to if it
went to a party (and what would it talk
about)?”
 Qualitative research techniques
• Laddering. A series of increasingly specific
“why” questions can reveal consumer
motivation and deeper goals.
Step 2: Develop the Research Plan
• Technological devices
– Galvanometer
– Tachistoscope
– Eye-tracking
– Facial detection
– Skin sensors
– Brain wave scanners
– Audiometer
– GPS
Step 2: Develop the Research Plan
• Sampling plan
– Sampling unit: Whom should we survey?

– Sample size: How many people should we

survey?

– Sampling procedure: How should we choose

the respondents?
Step 2: Develop the Research Plan
• Contact methods
Mail
 Telephone
 Personal
 Online
 Step 3 to Step 6

Step 3: Collect the Information

Step 4: Analyze the Information

Step 5: Present the Findings

Step 6: Make the Decision

Good Marketing Research