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Marketing nghiên cứu thị trường phần 6

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Nội dung Text: Marketing nghiên cứu thị trường phần 6

Competitor Research New Competitive Threats Audit New New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales? Is this effort changing? Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such sub What is our closest new technological or service competition? Who is the major mover and shaker in this new industry? What appears to be its current objective and strategy? What is its growth rate? What has been its effect on our sales? What further threat does it pose? What constraints does it face? Channel Integration Threat Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring? Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist? Competitor Takeover - Merger Threat Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur?
Competitor Research A Competitive Analysis Template Competitive Research Market Research Evaluate w/respect to: Evaluate History Financial Position Financial Market Position Market Audit Current Audit Product Position Product Competitors Price Position Price Inbound Logistics Inbound Production Process Production Outbound Logistics Outbound Trade Relations Trade Advertising & Promotions Promotions Sales Force Process Sales
Channel Research Channel Summary Evaluation Competitive Selling Effort Image and Reputation Quality of locations Geographical markets/customer segments served Quality of advertising Major strength, unique value, and importance of Quality of premises this reseller Major weakness and failure of reseller Quality of sales staff Special personal relations with supplier Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Volume deals/discounts sought and given Detailed Evaluation Other allowances and considerations sought and Trading Performance given Annual sales Freight Annual sales of our product Cooperative advertising Contribution earned from sales to this reseller Promotions Average stock-turn of our products Returns Past average stock-turn of our products Push money and sales contests Profit performance Special credit terms
AMA Definition of Marketing Research AMA Definition of Marketing Research Specifies the information needed Specifies Designs the method of collecting information information Manages and implements the data collection process collection Analyzes the results Communicates the findings and implications implications
Types of Marketing Research Firms Types Syndicated Service Firms Firms Full-Service Research Full Service firms firms
Types of Marketing Research Firms Types Syndicated Service Firms Collect and distribute for many firms firms Firms share the cost Firms Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron Arbitron
Types of Marketing Research Firms Types Full-Service Research Firms Full-Service Collect and distribute for one client Collect Client assumes entire cost of project Client Research firm takes over marketing research function on behalf of client research
The Marketing Research Process The Define the problem Define Research design Research Feedback Data collection Data Analysis, interpretation and presentation and
The Marketing Research Process Problem Definition Problem Well defined problems are half solved solved Help set research objectives Help define data collection process process
The Marketing Research Process Exploratory Research Exploratory Helps gain understanding of the research question research Aids in understanding the cause(s) of cause(s of the problem the Discuss the problem with informed sources - customers, suppliers, etc. Analyze internal records and data Analyze
The Marketing Research Process The Define the problem Define Research design Research Feedback Data collection Data Analysis, interpretation and presentation and

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