Market
Research
In
addition to information about competitor and marketplace happenings, marketers
often need formal studies of specific situations. For example, Budweiser wants to know what appeals will be
most effective in its Super Bowl advertising. Or Samsung wants to know how many
and what kind of people will buy its next generation plasma televisions. In
such , marketing intelligence will not provide the detailed information needed.
Manager will need marketing research.
Marketing
research is a systematic design, collection, analysis, and reporting companies use marketing research in a wide variety of
situations. For example , marketing research can help marketers understand
customers satisfaction and purchase behavior .It can help them to asses market
potential and market share or to measure the effectiveness of pricing, product,
distribution, and promotion activities.
The
marketing research process four steps :
§ Understanding
and capturing customer value. It now focuses in customer-value-based pricing on
understanding and capturing customer value as the basis for setting and
adjusting prices.
§ In line with
the text’s emphasis on measuring and
managing return on marketing new appendix 2:Marketing by the Numbers.
This comprehensive new appendix
introduces students to the marketing financial analysis that helps to guide,
assess and support marketing decisions in this age of marketing accountability.
§ On “online social networks” that tells how
marketers are tapping digital online networks such as YouTube, Myspace, and
others to build relationship between their brands and customers
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