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The Research Process. Outlets–the Place Decision. 2. Chapter Objectives. Define ____________ _____________. Explain how businesses use market research. Identify the steps used in the ____________ process. Explain how businesses make the place decision as part of the marketing ____. - PowerPoint PPT Presentation
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The Research Process
Outlets–the Place Decision
2
Chapter Objectives
Define ____________ _____________.Explain how businesses use market research.Identify the steps used in the ____________ process.Explain how businesses make the place decision as part of the marketing ____.Discuss direct and indirect channels of ______________.
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Research and the Marketing Concept
Market research is a way for companies to get to know their customers.
market research:
4
Large companies use surveys and focus groups as part of their market research.
Steps in the Research Process
The five steps in the research process are:
secondary research:
5
primary research:1. Identify the problem.
observation method:
2. Conduct secondary research.
3. Select and design primary research.– Observation method
continued
Steps in the Research Process
Census:
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Sample:
4. Collect data.– Census– Sample– Data mining
5. Report and analyze.– Qualitative-research data– Quantitative-research data
Name the five steps in the research process.
What is the difference between secondary and primary research?
What are the three types of primary research methods?
1.
2.
3.
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Place Decision
Place decisions involve how you get your product into the hands of your customer.
Reaching each type of customer (business customer or ultimate customer) requires a different channel of distribution.
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Channels of Distribution
Direct Channels:
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direct channel:
Direct marketing
direct marketing:
– Telephone sales– Print– Television– E-mail and the
Internet
Channels of Distribution
Indirect Channels:
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indirect channel:
AgentsWholesalersRetailers
Multiple Channels:Involves more than one type of distribution channel to reach customers
Channels of Distribution
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Manufacturer Consumer
Direct Channel
Manufacturer
Indirect ChannelWholesaler Retailer Consumer
Manufacturer
Multiple Channels
Web Site
Retailer
Wholesaler
Consumer
Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses.
Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service.
Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.
Weaving a Ticketweb
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never have to wait in line. You can choose to have paper tickets shipped to you for a price. But more often than not, people decide to use the “Will Call” option that allows people to pick up tickets at the time of the event.
For more information on sports and entertainment marketing, go to marketingseries.glencoe.com.
Venues both large and small offer electronic ticketing, or use services such as Ticketmaster or Ticketweb to offer tickets. When you order online, you pay a convenience fee—but you
What does the place decision involve?
List several different distribution methods.
What are three basic types of intermediaries in an indirect channel of distribution?
1.
2.
3.
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Define market research.
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Explain how businesses use market research.
List the steps used in the market-research process.
Explain the three primary research methods and when each should be used.
Checking Concepts
1.
2.
3.
4.
continued
Describe how primary research data are collected, reported, and analyzed.
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Identify how businesses make the place decision as part of the marketing mix.
Checking Concepts
5.
6.
continued
Explain why a city government would conduct market research before bringing in a minor league baseball team.
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Explain the appropriate channels of distribution for a product.
Checking Concepts
7.
8.