1. define and describe concepts
anchored on the topics of market
research and marketing mix
2. explain the relevance of market
research in product positioning and
marketing mix
3. discuss the 7Ps of the marketing mix
4. relate the values of social awareness/
concern for others and co-responsibility
 collects
information
 provides an
insight of
customers
thinking, buying
patterns, and
location
• monitors market trends
• keeps an eye on what your
competition is doing
Market Research Methodologies
1.Sales Data Mining
2.Focused Group Discussion
3.Observation Technique
4. Survey
5. Sampling Technique
Value Proposition

why they should do business with you rather
than your competitors

makes the benefits of your products or
services crystal clear from the outset

why a customer should buy a certain product
or service from you
Unique Selling Proposition
Where will you position here?
Quality of Prod/Service

High
?
Middle
Low
Low
Middle
Price
High
Market Segmentation
grouping
similar or
homogeneous
customers
according to
demographic,
psychographi
c, geographic,
and behavior
The Marketing Mix: The 7Ps of
Marketing
Three
level
concept
of
products/service
summarizes reasons that a customer decides to
buy or avail:
Level 1:
Core
Benefits of
the Product
or Service
Level 2:
Physical
Characteristics
of the Product
or Service
Level 3:
Augmented
Benefits of a
Product or
Service
Kinds of Products:
breakthrough
copycat
differentiated
niche
population, traffic,
people’s common
paths,
and
preferences
for
location
(wifi
access,
spacious
area for parking)
in cyber location, one
must
use
web
analytics to check the
no.
of
visitors,
frequent
visit
and
duration of their visits
Consider the following:
1. Image and location conditions
2. Exact Fit to Target Customers
3. Clustering of Competitor Establishments
4. Future Area Development
5. Regulatory Requirements
Purposes:
 Product Identity
 Product
Differentiation
 Recyclability/
Biodegradability
 Product Pricing
 Product
(lengthens
lifespan)
Protection
the
value assigns to the product or
service
-
Bundling
Penetration pricing
Skimming
Competitive pricing
Product-line pricing
Psychological pricing
Premium pricing
Optional pricing
Cost-based pricing
Cost-plus pricing
gains attention of the customers
-Advertising
-Selling
-Sales Promotions (discounts, raffles,
promo, games rewards, etc.
-Public Relations (press con, CSR,
partnership with GOs)
-activity workflow to effectively
and efficiently serve customers
-most important resource