Marketing

Research
Aaker, Kumar, Day
Seventh Edition
Instructors Presentation
Slides

Chapter One
A Decision-Making
Perspective On Marketing
Research

Marketing Research
Function of Marketing Research is to link
an organization to its market through
information
Identify and define marketing opportunity
and problems
Generate, redefine and evaluate marketing
actions
Monitor marketing performance
Improve understanding of marketing as a
process
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Kumar, Day

Role of Market Research

Specifies information required
Designs method for collecting
information
Manages and implements data
collection process
Interprets results & communicates
findings
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Aaker,

Marketing Information
System
A continuing and interacting structure of people,
equipment and procedures designed to gather,
sort, analyze, evaluate, and distribute pertinent,
timely and accurate information to marketing
decision making
MIS Uses 3 Types of Information

Recurring market and accounting data from market

analysis and accounting activities

Intelligence relevant to future strategy of business

Marketing research studies not of a recurring nature

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Kumar, Day

Role of Marketing
Research in Managerial
Decision Making
Four Stages of Market Planning
Process
Situation

analysis

Strategy

development

Marketing

program development

Implementation

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Aaker,

Situation Analysis
Analysis of
Market

environment

Market

characteristics

Consumer

behavior

Research Approaches
Organize

information obtained from prior

studies (secondary)

Focus

groups

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Aaker,

Strategy Development
Market Research Provides Information
to Assist Management With Three
Critical Decisions
What
How

business should we be in?

will we compete?

What

are the objectives for the business?

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Aaker,

Marketing Program
Development
Programs embrace specific tasks
Action program usually focuses on a
single objective in support of one
element of overall business strategy

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Implementation
Starts with decision to proceed to a new
program or strategy
Commitment to objectives, budgets and
timetables
Specific measurable objectives must be set
for all elements of marketing program
"Did the elements achieve their objectives?"
Should the marketing program be
continued, discontinued, revised or
expanded?"
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Aaker,

Factors Influencing Marketing

Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis

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Ethics in Marketing
Research
Ethics of the Sponsor

Overt and covert purposes

Dishonesty in dealing with suppliers

Misuse of research information

Ethics of the Supplier

Violating client confidentiality

Improper execution of research

Respondents Abuse

Falsifying answers

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Aaker,

A Push to Probe Buying Habits

in Latino Homes
Hispanics account for nearly 12% of the
U.S. population.
Research shows that Latino households
outspend general market households in
many product categories
In 1998 only 2% of total advertising
dollars in the United States was focused
on Latinos.
Who can tell me what the problem is?
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Minute Maid Quits Trying to

Free OJ
Minute Maid attempted to market orange
juice as more than a breakfast drink.
They failed in their attempt, but
succeeded in re-discovering their original
market.
With a renewed emphasis on marketing
orange juice as a breakfast drink, sales
have steadily risen.
Who thinks they were right to try.
Marketing Research 7th Edition

Aaker, Kumar, Day

Future Grocery Store: Its Smaller and

a Big Challenge for Brand Marketers
Agentry Marketing:
Retailer

becomes agent for the consumer,

creating a more efficient and personal
shopping experience.

Moment of Value Store:

Smaller:

10,000 sq ft. compared to 60,000

sq ft.
Carries only 5,000 SKUs compared to
20,000 SKUs.
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Aaker, Kumar, Day

Future Grocery Store: Its Smaller and

a Big Challenge for Brand Marketers
Factors of selling through agentry marketing:
Store manager will become a central
merchandising influence.
Products in stock to be determined by customer
preferences.
Each store will focus more closely on
neighborhood preferences.
More opportunities for co-branding.

Are Moment of Value stores better than

supermarket giants of today, what do you
think?
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Aaker, Kumar, Day

Situation
Analysis
Strategy
Development

Understand the environment and the market

Identify threats and opportunities
Assess the competitive position
Define the business scope and served market
segments
Establish competitive advantages
Set performance objectives.

Marketing
Program
Development

Product and channel decision

Communication decisions
Pricing
Personal selling decisions

Implementation

Performance monitoring
Refining strategies and program

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Aaker,