In this chapter, we consider how firms can develop processes to identify and track important macroenvironment trends. We also outline how marketers can develop good sales forecasts. Chapter 4 will review how they conduct more customized research on specific marketing problems.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Conducting Marketing Research
Ch ap
te r 4
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3 How can marketers access their
return on investment of marketing expenditures?
Trang 4Marketing Research System
Insight Market Research
Trang 5De fin
ed
The systematic design, collection, analysis, and reporting of data and findings relevant to a specific
marketing situation facing the
company.
Marketing Research
De fin
ed
Trang 6Creative Research Means
Rival s
Marketing partners
Student projects Internet sources Check out rivals
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Fi gu
re 4
.1
Marketing Research Process
Trang 8Step 1: Define the Problem
Focused inquiry
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Step 2: Develop the Research
Trang 10Step 3: Collect the Information
Online surveys
Telephone surveys
Interviews
In-home surveys
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Step 4: Analyze the Information
Trang 12Step 5: Present the Findings
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Step 6: Make the Decision
Researc
h
Decision s
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
Marketing Performance
Trang 18• Perceived quality/esteem
• Loyalty/retention
• Relative perceived quality
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Marketing-Mix Modeling
Awareness
Expenditure
Trang 20Marketing Dashboards
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Fi gu
re 4
.2
Marketing Measurement Pathway
Trang 22Fi gu
re 4
.3 Marketing Dashboard Example