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The Business Cycle

Strategic Planning

SWOT

Marketing Research

Legal Implications and Laws

Marketing Principles


Fall 2011


MARKET PLANNING

Key Terms


Business Cycle


Competitive Practice Laws


Consumer Protection Laws


Strategic Planning
-
SWOT


Marketing Information System (MKIS)


Data Mining


Primary Data


Secondary Data


Marketing Research Process


Exploratory Research


Conclusive Research

Recognize
the Insides of
these
Restaurants?


Mcdonalds



Pizza Hut
-


What made these companies start to
change the interiors of their businesses?


DATA…..Market Research

Marketing Information Systems


MKIS
-

A system designed to regularly
collect data that will be used to make
marketing decisions



Read
pg

277 OVERSTOCK



List 4 types of data they collect


How does Overstock treat customers who
searched for discount differently


How is Sales data by
Zipcode

helpful for a
company?

How do you get back to Expansion?


Strategic Planning
-
SWOT

COKE

BRANDS

SWOT
-
School Store

Convenient Location

Cheap Labor

Unique Products

Variety

Specific
Tgt




v



DATA Mining


Using statistical analysis to uncover
pattern to help make marketing decisions



If you were a garden retailer and
you found out that 25% of the time
that customers who bought a
garden hose, also bought a
sprinkler….what marketing would
you do?

The marketing research process

Define
Objectives

Design the
research
Project

Data
Collection

Analyze
Data

Present
Results

Homework.
E
-
mail Answers To Mr.
Fassl


You are an entrepreneur looking to start a
new Salon. The problem is you don’t know
how the salon industry is doing in your town, or
even if there is a market for a new salon.


Use the internet to find 3 Google tools that will
help you to conduct market research.


(list them, then explain how each will help you)


Find three pieces of data from the
GOVERNMENT that can help you to
determine if the market is right for you.


List the location and the data, explain how it will
help you!

Virtual Business



Lesson 6
-

Market Research


Complete lesson(start with tutorial)


Answer the 5 questions.


Questions


1) What products do customers need most often?


2)
In
what section of the city do most people live?


3) What products do students need?


4) Using the diagram, in what section of the city do
most seniors live?


5) Using the diagram, in what section of the city do
most customers
of John’s
store live?

Types of Data


Primary Data


Data collected for specific
research needs.(collected 1
st

hand)


Secondary Data
-

Data already collected
from other sources

Type

Examples

Advantages

Disadvantages

Secondary
Research


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in景牭慴ion


䉯B歳


Jo畲n慬

慲ai捬敳


Syndicated Data


Saves

time in
collecting data
because they are
readily available


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捯ll散tion 捯st


M慹 not 扥b
牥r敶慮a

to 摡d愠
n敥摳


Not ti浥my


呲畳t敤eso畲捥c


䍯Cl散tion
techniques



Primary
Research


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捵獴o浥爠扥桡bior


䙯捵c

䝲潵瀠
int敲癩敷e


卵牶敹e



Specific to

your
data needs


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佦晥爠扥桡癩o牡r
insi杨ts.


Mo牥r捯stly


呡T敳 lon来g


䕸灥物敮ce

摥di杮ing s畲v敹e
inst牵浥湴


Validlity

Data Collection Research

Data
Collection

Exploratory Research


Observation


Focus Groups


In
-
Depth Interviews


Projective Techniques

Types of
Research

Conclusive Research


Experiments


Scanner


Survey


Panel

Developing Survey Questions


http://
www.keene.edu/crc/forms/designi
ngsurveysthatcount.pdf


Handout
pg

___

Marketing Applications


A bathroom fixture supply store is trying to
determine if there is a significant market
for its type of merchandise in a specific
location for a store. Should they use
primary or secondary data or a
combination? Explain.

Marketing applications



A bank manager notices that by the time
customers get to the teller, they seem
irritated and impatient. She wants to
investigate the problem further, so she
hires you to design a research project to
figure out what is bothering customers.
What type of research method would you
recommend? Why? Is it exploratory or
conclusive?

Marketing Applications


PomWonderful

has developed a coffee
-
flavored pomegranate beverage, and it
wants to determine if it should begin to
market it throughout the United States. The
company used two separate studies for the
advertising campaign:


A focus group to identify the appropriate
message for the new beverage


A survey to assess the effectiveness of the
advertising campaign for the new
PomWonderful

beverage.


Which Study was exploratory and which was
conclusive? What other studies would you
recommend
PomWonderful

undertake?

Net
Savy


Visit the epinions.com website. They are a
clearing house for consumer review's
about different products and services.
Think of a particular business with which
you are familiar and review the ratings
and comments for that business.


Provide three conclusions about the data
and the extent to which this data might be
useful to a marketer for that company.

Market Research Project

I.
C
hoose a business to use

II.
Conduct SWOT based upon data/research

III.
Determine Objective of your Survey

IV.
Develop a Survey Instrument

V.
Conduct Survey

VI.
Analyze Results/create graphs

VII.
Develop recommendations for change

VIII.
Prepare PREZI presentation of project.