Chapter 3
Analyzing Marketing Opportunity
Today you have to run faster to
stay in the same place.
Philip Kotler
Learning Objectives
1.
2.
3.
Gathering information and Measuring Market
Demand.
Scanning the marketing environment.
Analyzing consumer markets and buyer
behavior.
1. Gathering information and
Measuring Market Demand.


MIS
Marketing Research Process
MIS

People ,equipment,and procedures to
gather,sort,analyze,evaluate, and distribute
needed,timely,and accurate information to
marketing decision makers.
MIS’s STRUCTURE(P132)
Internal databases
Marketing intelligence
Marketing research
Information analysis
Marketing Research Process




Defining the problem and research objective
Developing the research plan for collecting
information
Implementing the research plan-collecting and
analyzing the data
Interpreting and reporting the findings
Relative terms






Exploratory research
Descriptive research
Causal research
Secondary data
Primary data
Online databases
Relative terms






observational research
Survey research
Single-source data system
Experimental research
Focus group interviewing
Online marketing research
2.Marketing Environment


Tracking & Identifying Opportunities in the
Macroenvironment
Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments
Macroenvironmental Forces







World trade enablers
Asian economic power
Rise of trade blocs
International monetary crises
Use of barter & countertrade
Move towards market economies
“Global” lifestyles
Macroenvironmental Forces





Opening of “new” markets
Emerging transnational firms
Cross-border strategic alliances
Regional ethnic & religious conflict
Global branding
Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Educational Groups
Household Patterns
Geographical Shifts in Population
Shift from Mass Market to Micromarkets
Economic Environment
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Savings, Debt, &
Credit Availability
Changing Role
of Government
Higher Pollution
Levels
Natural
Environment
Increased Costs
of Energy
Shortage of
Raw Materials
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Issues in the Technological
Environment
Varying
R & D Budgets
Increased
Regulation
Increased
Legislation
PoliticalLegal
Environment
SpecialInterest
Groups
Social/Cultural Environment
Of
Oneself
Of
the Universe
Of
Nature
Views
That Express
Values
Of
Others
Of
Organizations
Of
Society
Social/Cultural Environment
Review


Tracking & Identifying Opportunities in the
Macroenvironment
Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments
Microenvironment






Company
Suppliers
Marketing intermediaries
Customers
Competitors
public
3.Consumer Behavior
1.
2.
3.
4.
Major factors influencing buyer behavior
The buying decision process
The stages of the buying decision process
Reference concepts
Simple Response Model
Stimulus
Organism
Response
Model of Buying Behavior
Marketing Other
stimuli
stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyer’s
Buyer’s decision
characteristics process
Cultural
Social
Personal
Psychological
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Cultural Factors
Culture
Subculture
Social Class
Buyer
Social Factors
Reference
Groups
Family
Roles &
Statuses
Influences on Consumer Behavior
Personal Influences
Age and Family Life
Cycle Stage
Occupation &
Economic Circumstances
Lifestyle
Personality &
Self-Concept
Psychological Factors
Motivation
Beliefs &
Attitudes
Perception
Learning
Maslow’s Hierarchy
of
Needs
5
Selfactualization
(self-development
and realization)
4 Esteem needs
(self-esteem, recognition)
Social needs
3 (sense of belonging, love)
2
1
Safety needs
(security, protection)
Psychological needs
(food, water, shelter)
Four Types of Buying Behavior
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
Consumer Buying
Problem
Process
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
Decision Making Sets
Total
Set
Awareness
Set
Consideration
Set
Choice
Set
Decision
Steps Between Evaluation of Alternatives and a
Purchase Decision
Evaluation
of
alternatives
Attitude
of others
Purchase
intention
Purchase
decision
Unanticipated
situational
factors
How Customers Use or
Dispose of Products
Get rid of it
temporarily
Rent it
Loan it
Give it
away
Trade it
Product
Get rid of it
permanently
Keep it
Use for
original
purpose
Convert
to new
purpose
Store it
Sell it
Throw it
away
To be
(re)sold
To be
used
Direct to
consumer
Through
middleman
To
intermediary
Reference concepts



Customer value and satisfaction
Customer value
Relationship marketing
(1)The major factors influencing buying
behavior




Cultural factors
Social factors
Personal factors
Psychological factors
Cultural factors



Culture
Subculture
Social class
Social class
Social classes are relatively
homogeneous and enduring divisions
in a society,which are hierarchically
ordered and whose members share
similar values ,interests, and behavior.
Social factors



Reference groups
Family
Roles and statuses
Reference groups



Reference groups consists of all the
groups that have a direct (face-to-face) or
indirect influence on the person’s attitudes
or behavior.
Groups having a direct influence on a
person are called membership
groups.(direct groups)
Indirect reference groups
Reference groups



Aspirational groups are those the person
hopes to join.
Dissociative groups are those whose values
or behavior an individual rejects.
Opinion leader is the person in informal
product-related communications who offer
advice or information about a specific product
or product category.
Family


Family procreation----one’s spouse
and children
Types of Family
Types of Family






Skippies(student-kids with income and
purchasing power)
Mobys(mother old and baby young)
Dinks(double income,no kids)
Dewks(double income with kids)
Puppies(贫穷的城市职员）
Woofs(富裕的老人）
Roles and status




A person participates in many groups----family,
club, organization.
The person’s position in each group can be
defined in terms of role and status.
A role consists of the activities that a person is
expected to perform.
Each person carried a status.
Personal factors




Age and stage in the life cycle
Occupation and economic
circumstances
Lifestyle
Personality and self-concept
Lifestyle



A lifestyle is the person’s pattern of living in
the world as expressed in activities, interests,
and opinion.
Lifestyle portrays the “whole person
“ interacting with his or her environment.
Markerters search for relationships between
their products and lifestyle groups.
VAL2 (value and lifestyles)








Actualizers
Fulfilled
Achievers
Experiences
Believers
Strivers
Makers
Stuggles
Personality and self-concept

By personality, we mean distinguishing
psychological characteristics that lead to
relatively consistent and enduring
responses to environment.
Psychological factors




Motivation
Perception
Learning
Beliefs and attitude
让我们以Anna Lee来说明这些影响因素
 个人背景
–
–
–
–
–
–
–
–
今年32岁，已婚
广西人，毕业于中国名牌
大学--南京大学
是一家跨国公司的市场发
展经理（已在该公司任职
5年）
已在广州丽江花园拥有一
套三居室
中文名：李萍
英文名：Anna Lee
英文流利
月入8000元
让我们以Anna Lee来说明这些影响因素
 个人背景
–
–
–
–
–
–
–
–
今年32岁，已婚
广西人，毕业于中国名牌
大学--南京大学
是一家跨国公司的市场发
展经理（已在该公司任职
5年）
已在广州丽江花园拥有一
套三居室
中文名：李萍
英文名：Anna Lee
英文流利
月入8000元
The Cinema Two Week Cycle
Going to the movies is not a two hour event for Identity Builders it is
a complex planning and evaluating process that offers many
o p p o r t u n i t i e s
t o
m a r k e t e r.
The Day(6-7 hours)
The Week before
- picking the film,
who to go with,
where to see,
when
- PLANNING
Getting
to
the Venue
The
Movie
Eating,
Malling,
Getting
home
The Week After
-talking about the Day,
assessing the film, the
school yard discussion.
-REVIEWING
2 hours
Hanging Out all day with friend
AND THEN IT STARTS AGAIN
Note in S.E. Asia markets cinema attendance by teens is among highest in the
w o r l d w i t h a n a v e r a g e o f a r o u n d o n e f i l m a m o n t h.
(2) The buying decision process






Buying roles
Buying behavior
Complex buying behavior
Dissonance-reducing buyer behavior
Habitual buying behavior
Variety-seeking buying behavior
Anna Lee 会受到哪些因素的影响
–
–
有20天的年假，准备去渡假。
可选择的地方有：









澳洲/新西兰
泰国（普吉）
三亚
韩国
欧洲
九寨沟
大理/丽江
西藏
新疆
Analysis of Regular Blue Ribbon
Drinkers
ÆÏû·ÑÕß
1 5 -1 9
6
0
-6
4
5
5
-5
9
5 0 -5 4
15
4 5 -4
9
20
2 0 -2 4
25
30
4 0 -4
4
35
40
45
3 5 -3 9
50
2 5 -2 9
55
3 0 -3 4
60
ÂÉú´úÊÐ
Ïû·ÑÕß
444
I
H
G
F
E
D
A.1
B.1
2000-2
C.2
D.2
E.3
F.3
1500-1
G.
H.5
I.6
ÂÉú´úÊÐ
¾-ºÈ¹ýÆ
0
6.92
0
5.52
4.46
0
3.47
2.93
2.57
2.42
0
1.44
1.06
0.78
0.78
0.56
0
°ÙÍþ
³¯ÈÕ
¼ÎÊ
»¢ÅÆ
À¶´ø
֏֑
Çൺ
˲®
ÉúÁ¦
ÎåÐÇ
Ñྩ
ϲÁ¦
Öé½
ÂÉú´úÊÐ
0
Source: Millennium Study
CHANGSHA
CHANGCHUN
XIAN
XIAMEN
SHENZHEN
HARBIN
QINGDAO
NANJING
HANGZHOU
CHONGQING
CHENGDU
SHANGHAI
GUANGZHOU
BEIJING
% Profile
Regional Breakdown
Base: All Respondents
25
20
15
10
5
Age/Sex Breakdown
Base: All Respondents
70
% Profile
60
50
40
30
20
10
Source: Millennium Study
65
+
60
-6
4
55
-5
9
50
-5
4
45
-4
9
40
-4
4
35
-3
9
30
-3
4
25
-2
9
20
-2
4
18
-1
9
15
-1
7
M
AL
E
FE
M
AL
E
0
0
Source: Millennium Study
HEAD OF
HOUSEHOLD
SHOPPING
DECISION
MAKER
WITHOUT ANY
UNDER 15
WITH ANY
UNDER 15
MARRIED
SINGLE/OTHERS
PRIMARY OR
BELOW
JUNIOR HIGH
SENIOR HIGH
UNIV/COL/POST
SEC
% Profile
Educational/Family Position
Base: All Respondents
70
60
50
40
30
20
10
0
Source: Millennium Study
RMB10000+
RMB9000-9999
RMB8000-8999
RMB7000-7999
RMB6000-6999
RMB5000-5999
RMB4000-4999
RMB3500-3999
RMB3000-3499
RMB2500-2999
RMB2000-2499
RMB1700-1999
RMB1500-1699
RMB1400-1499
RMB1300-1399
RMB1200-1299
RMB1100-1199
RMB1000-1099
RMB900-999
RMB800-899
RMB700-799
RMB600-699
RMB500-599
UNDER RMB500
% Profile
Household Income
Base: All Respondents
25
20
15
10
5
影响购买行为的主要因素--心理因素
自我实现
需要
（自我发展与实现）
尊重需要
（自尊、肯定、地位）
社会需要
（爱与归属感）
安全需要
（安全、保障）
生理需要
（饥饿、干渴）
(3)the stage of the buying decision proce





Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
4.Business buyer behavior


Business Market
Model of Business Buyer Behavior
Business market


Characteristics of Business markets(p213
Table6.1)
Derived demand
Derived demand

Business demand that ultimately comes from
the demand for consumer goods.
Model of Business Buyer Behavior

(p217)
Business buying behavior




Straight rebuy
Modified rebuy
New task
Systems buying
Participants in the business buying
process





Buying centrer
User
Influencers
Deciders
gatekeepers
Major influences on business buyer
behavior





Environmental
Organizational
Interpersonal
Individual
buyers
Discussion
1.No.2,p236
2.No. 3,p204