Principles of marketing: Lecture 13 provide students with knowledge about: marketing research; consumer market-understanding the consumer; research instruments; mechanical instrument; mail questionnaires; telephonic interview; personal interview;... Please refer to this lesson for details!
MGT301 Principles of Marketing Lecture13 Summary of Lecture-12 Marketing Research Steps in the Marketing Research Process 1 Problem Problem Definition Definition and and the the Research Research Objectives Objectives 2 Developing Developing the the Research Research Plan Plan 3 Implementation Implementation 4 Interpretation Interpretation and and Reporting Reporting of of Findings Findings Today’s Topics Marketing Research (cont ) Consumer Marketunderstanding the consumer Research Instruments – Questionnaires Include openended and closedended questions Phrasing and question order are key – Mechanical instrument Contact Methods Mail questionnaires Telephonic Interview Personal interview – Group interview…Focus group interview Online Research Step-3 Implementing the Research Plan Collecting the Data Analyzing the Data Consumer Behavior Deals With … Actions in Purchasing and Using Products Including Behavior and Thought Processes The buying behavior of final consumersindividuals and households who buy goods and services for personal consumption Marketing Applications Positioning Segmentation Product development Market development International marketing Consumer Spending Patterns Disposable income Discretionary income Family life cycle: Young Teens Empty nesters Senior citizens Model of Consumer Behavior “Stimulus-Response” Product Price Place Promotion Buyer’s decision process Product choice Brand choice Dealer choice Marketing Marketing and and Other Other Stimuli Stimuli Buyer’s Buyer’sBlack BlackBox Box ”what” ”what”&&“how” “how” Buyer’s Buyer’s Response Response Economic Technological Political Cultural Buyer characteristics affecting consumer behavior Purchase timing Purchase quantity Marketing Other stimuli stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer’s decision Buyer’s characteristics process Cultural Social Personal Psychological Problem recognition Information search Evaluation Decision Post-purchase behavior Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Stimulus Response Model Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses Enough for today. . Summary Consumer Marketunderstanding the consumer All individuals and households who buy or acquire goods and services for personal consumption Model of Consumer Behavior “Stimulus-Response” Product Price Place Promotion Buyer’s decision process Product choice Brand choice Dealer choice Marketing Marketing and and Other Other Stimuli Stimuli Buyer’s Buyer’sBlack BlackBox Box ”what” ”what”&& “how” “how” Buyer’s Buyer’s Response Response Economic Technological Political Cultural Buyer characteristics affecting consumer behavior Purchase timing Purchase quantity Next… Consumer Behavior (cont ) MGT301 Principles of Marketing Lecture13 ... behavior Purchase timing Purchase quantity Next… Consumer Behavior (cont ) MGT301 Principles? ?of? ?Marketing Lecture? ?13 ... Why is it Important? Consumers determine the sales and profits? ?of? ?a firm by their purchase decisions, thus the economic viability? ?of? ?the firm In late 1990, US consumers were spending enough dollar bills ...Summary of Lecture- 12 Marketing Research Steps in the Marketing Research Process 1 Problem Problem Definition