Chapter 1

Introduction & Ch. 1
What is marketing? Who markets? What is
marketed? What is a market? What is a market
What is meant by forward marketing practice?
What is meant by reverse marketing practice?
What are the necessary conditions for
marketing to occur?
Define the marketing concept. How do we
operationalize the marketing concept?
What is the Strategic Marketing Process (SMP)
What is the role and importance of marketing
First, MR is seen as a way to implement the
marketing concept, but ultimately it is seen
as a means to connect the marketer/company
with/to the consumer!!!
Mistakenly, many see this as an easy task – IT
IS NOT!!!!!!
Obtaining info. to help us satisfy consumer
needs & wants.
Measuring levels of consumer satisfaction –
this plays a major role in consumer retention
efforts in that it provides info. about
likelihood of keeping current customers.
Helping eliminate commercialization of
products that are not consumer oriented (a
review of the NDP Model – Berkowitz et al.
2005, will help you here).
Helps to improve firm efficiency, therefore
improving profitability, via analysis of
company data.
Helps us to identify market opportunities.
Facilitates efforts to monitor marketing
MR is about improving our own marketing
capabilities – and as we know, this is a core
And, MR helps generate, refine & evaluate
potential marketing actions.
In order to understand the value of MR one
needs to understand the source of the data
and what it is saying, or telling you.
There is an old saying in research:
“God gives us the data, it is our duty and
responsibility to make sense of it.”
“Marketing research is the process of
designing, gathering, analyzing, and
reporting information that may be used to
solve a specific marketing problem.”
In this definition, we see the primary
value/purpose of conducting market research
– ie. To link our customer to our business by
providing the best information so that we can
make the best decisions for our
Marketing research can be used to:
1. Identify market opportunities and problems.
2. Monitor marketing performance, & “see
where our competitors are”.
3. Generate, refine, & evaluate potential
marketing actions.
4. Improve marketing as a process.
Marketing research is indeed a process, or a
recipe(s) as it were, and it is indeed this
process that forms the foundation of this
course, one that all of you are ultimately
responsible for, and one that you will gain a
working knowledge of in this course.
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to
achieve the research objectives?
 What will we do with the research?
See Table 1.1 in text for review, as well as
handout entitled “Descriptive Studies”.
What is the R.A.T. Principle?
What is the Iceberg Principle?
What are the three components of any
marketing research problem?
What is the task of problem definition?
“The secret to success is to know something
nobody else know.” Aristotle Onassis
 “Discovery consists of seeing what everybody has
seen, and thinking what nobody has thought.”
Albert Szent-Gyorgyi
 “The prime managerial value of MR comes from
reduced uncertainty thru information that helps
improve our decision-making, re:
a. Marketing strategies.
b. Tactics used to achieve a companies strategic
goals.” R. Sheppard
Sugarland Creamery is planning to launch a
new flavour of ice-cream and wants to get a
snapshot of the potential for this product.
The ice-cream is a coconut-white chocolate
flavour mixed with pistachios, and is aimed at
the premium market.
Discuss how you will address (or solve) this
market opportunity (or problem).