Understanding MarketsUnderstanding Markets

Analyzing MarketsAnalyzing Markets

Toyota teenagers

and 20 somethings already account for 6% of sales. How to reach them?

Scion?

Toyota teenagers

and 20 somethings already account for 6% of sales. How to reach them?

Scion?

1.1.

Markets are moving targets Look at demographics

Market Share is a Vital statistic Kodak in China has 70% plus market share

Markets are moving targets Look at demographics

Market Share is a Vital statistic Kodak in China has 70% plus market share

Analyzing Customer Needs, Behavior, and Influences

Analyzing Customer Needs, Behavior, and Influences

Cultural considerations Sub-cultures

Social considerations Family

Personal Factors Lifestyle (Psychographics)

973 97330 Motivation Perception Attitudes

Cultural considerations Sub-cultures

Social considerations Family

Personal Factors Lifestyle (Psychographics)

973 97330 Motivation Perception Attitudes

Sources for consumer research

Sources for consumer research

www.census.gov Censuswww.crc-conquest.org Conference

Board Consumer Research CenterHttp://sosig.ac.uk Social Science

information gatewayhttp://cyberatlas.internet.com

Cyberatlas Web usagewww.geohive.com Global

statistics

www.census.gov Censuswww.crc-conquest.org Conference

Board Consumer Research CenterHttp://sosig.ac.uk Social Science

information gatewayhttp://cyberatlas.internet.com

Cyberatlas Web usagewww.geohive.com Global

statistics

Business MarketsBusiness Markets

Organizational connectionsBuying Center

Organizational ConsiderationsDerived Demand

Organizational connectionsBuying Center

Organizational ConsiderationsDerived Demand

Business sourcesBusiness sources

www.census.gov/epcd/www./naics.html (NAICS industrial classification data)

www.ceoexpress.com www.inc.comwww.industryweek.comwww.ecommercetimes.com

www.census.gov/epcd/www./naics.html (NAICS industrial classification data)

www.ceoexpress.com www.inc.comwww.industryweek.comwww.ecommercetimes.com

CorvallisCorvallis

Chamber of CommerceWelcome to CorvallisVisit CorvallisSlide showMore pictures

Chamber of CommerceWelcome to CorvallisVisit CorvallisSlide showMore pictures

Generation Y Trendsetters top 15 brands

Generation Y Trendsetters top 15 brands

15. Red Stripe Jamaican beer 14. Vitamin Water 13. Converse 12. Volkswagen11. Levi’s

15. Red Stripe Jamaican beer 14. Vitamin Water 13. Converse 12. Volkswagen11. Levi’s

10. H&M clothing stores9. Target8. American Apparel7. Adidas6. Whole Foods

10. H&M clothing stores9. Target8. American Apparel7. Adidas6. Whole Foods

5. Ben & Jerry’s4. In-N-Out Burger

starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable."

3. Jet Blue"They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"

5. Ben & Jerry’s4. In-N-Out Burger

starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable."

3. Jet Blue"They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"

2. Trader Joe’s They liked that the company has a

dorky newsletter and makes their employees wear silly Hawaiian shirts.

2. Trader Joe’s They liked that the company has a

dorky newsletter and makes their employees wear silly Hawaiian shirts.

1. AppleOutlaw Consulting, a San Francisco

research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess

1. AppleOutlaw Consulting, a San Francisco

research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess

Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why.

the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor

Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why.

the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor