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To understand Marketing Research,
we must answer these questions:
• What is marketing?
• What is the marketing concept?
• What is marketing strategy?

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 What is Marketing?

Marketing has been defined by the AMA

as an organizational function and a set of
processes for creating, communicating
and delivering value to customers, and
for managing customer relationships in
ways that benefit the organization and
its stakeholders.

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What is the Marketing Concept?

The Marketing Concept is a business

philosophy that holds that the key to
achieving organizational goals consists of
the company’s being more effective than
competitors in creating, delivering, and
communicating customer value to its
chosen markets.

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What is Marketing Strategy?

A Marketing Strategy consists of

selecting a segment of the market as
the company’s target market and
designing the proper “mix” of the
product/service, price, promotion, and
distribution system to meet the wants
and needs of the consumers within the
target market.

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To Practice Marketing, Implement the
Marketing Concept, or Develop the
“Right” Strategy:
• Managers must make decisions.
• To make the “right” decisions,
the following kind of information
is needed:
– objective
– accurate
– timely

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 What is Marketing Research?
(Burns/Bush Definition)
Marketing research is the process of
designing, gathering, analyzing, and
reporting information that may be used
to solve a specific marketing problem.

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 What is Marketing Research?
(AMA Definition)
Marketing research: the function that
links the consumer, customer, and public
to the marketer through information –
information used to identify and define
marketing opportunities and problems;
(continued)…

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 What is Marketing Research?
(AMA Definition)
generate, refine, and evaluate
marketing actions; monitor marketing
performance; and improve the
understanding of marketing as a process.

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 Marketing Research vs.
Market Research
Market research: the “systematic
gathering, recording, and analyzing of
data with respect to a particular
market, where ‘market’ refers to a
specific group in a specific geographic
area.”

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 What is the purpose of
Marketing Research?
To link the consumer to the marketer
by providing information that can be
used in making marketing decisions

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Marketing Research is not infallible

• Marketing research stated these

“successes” would be “failures:”
– Stella Artois
– Seinfeld
• Marketing research stated these
“failures would be “successes:”
– Soft Batch®
– Sainsbury’s

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 What are the uses of
Marketing Research?
• Identify marketing opportunities and
problems
• Generate, refine, and evaluate
potential marketing actions
• Monitor marketing performance
• Improve marketing as a process

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 Classifying Marketing
Research Studies
Studies that identify marketing
opportunities and problems:
• Market-demand determination
• Market segments identification
• Marketing audits - SWOT analysis

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 Classifying Marketing
Research Studies
Studies that generate, refine, and
evaluate potential marketing
actions:
• Proposed marketing-mix evaluation
testing
• New-product prototype testing
• Advertising pretesting

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 Classifying Marketing
Research Studies
Studies that monitor marketing
performance:
• Image analysis
• Tracking studies
• Customer satisfaction studies

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 Classifying Marketing
Research Studies
• Improving marketing as a process
– The purpose of these studies is to expand
knowledge (basic research) of marketing
as a process rather than to solve a specific
problem facing a company

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The Marketing Information System

An MIS is a structure consisting of

people, equipment, and procedures to
gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate
information to marketing decision
makers.

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 Components of an MIS

• Internal Reports System

• Marketing Intelligence System
• Marketing Decision Support System
(DSS)
• Marketing Research System

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The Marketing Research System has a
role in MIS because…
• It gathers information not gathered by
the other MIS component subsystems.
• Marketing research studies are
conducted for a specific situation
facing the company.

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The Marketing Research System has a
role in MIS because…
Marketing research projects unlike other
MIS components are not continuous –
they have a beginning and an end.

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 Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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Publishing as Prentice Hall

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