Chapter 4 conducting marketing research, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Conducting Marketing Research
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Discussion Questions
1 What constitutes good marketing
research?
2 What are the best metrics for
measuring marketing productivity?
3 How can marketers access their
return on investment of marketing expenditures?
Trang 4Marketing Research System
Insight Market Research
Trang 5The systematic design, collection,
analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company.
Marketing Research
Trang 6Creative Research Means
Rivals
Marketing partners
Student projects Internet sources Check out rivals
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Marketing Research Process
Trang 8Step 1: Define the Problem
Focused inquiry
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Step 2: Develop the Research Plan
Trang 10Step 3: Collect the Information
Online surveys
Telephone surveys
Interviews
In-home surveys
Trang 11Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 22Step 4: Analyze the Information
Trang 12Step 5: Present the Findings
Trang 13Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 22Step 6: Make the Decision
Trang 14Characteristics of Good Marketing Research
1 Scientific method
2 Research creativity
3 Multiple methods
4 Interdependence of models and data
5 Value and cost of information
6 Healthy skepticism
7 Ethical marketing
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Former marketing research executive for General Foods concluded that Star Wars would fail at the box office The film grossed $4.3 billion in box office receipts.
Trang 16Measuring Marketing Productivity
Marketing-mix modeling
Marketing metrics
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Marketing Metrics
Quantify
Interpret Compare Performance Marketing
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Marketing-Mix Modeling
Awareness
Expenditure
Trang 20Marketing Dashboards
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Marketing Measurement Pathway
Trang 22Marketing Dashboard Example