Standard 3
One of the largest American sports shoe manufacturers
wants to introduce its new, best-selling shoe in overseas
markets.
A famous basketball player in the United States wears
the shoe, and a commercial shows him shooting hoops
in locations around the world.
The commercial is aired in three European countries and
translated into each country’s official language.
However, sales are disappointingly low. What went
wrong?
Even though the ad has a global focus, it does not have
a global appeal, at least not in Europe.
Careful market research would have shown that
basketball is not as popular in Europe as it is in the
United States.
Few people purchased the shoe because few people
related to the associated sport.
Marketing Information Management
o Gathering, storing, and analyzing
information, customers, trends, and
competing products
Why Conduct Research???
Marketing Research – the
systematic gathering,
recording, and analysis of
data about issues relating
to marketing products
and services
-American Marketing

Association




Determine consumers’
attitudes and
preferences
Test product features
Determine market size
Learn about
competitive products
Determine buying
cycles
Consumers accept only one out of every ten new
products introduced into the market place; therefore,
gaining information about consumers likes and dislikes is
important.
Stouffer’s spent almost 13 years
doing marketing research and
development before starting it’s
Lean Cuisine line. They studied
consumers’ interests in health and
dieting. They conducted panels to
find out what dieters liked and did
not like about diet food.
The product was a giant success,
with more than $125 million in sales
after the first year of national
distribution.
Define the
Problem
Obtain Data
Analyze the
Data
Apply the
Results
Recommend
Solution

Business identifies a
research question and the
information that is
necessary to answer it



For Example:
A resort wants to know if
its staff, services and
facilities are meeting the
needs of the guests.
It needs to get information
so it can continually
improve its services.

Primary Data – Data
obtained for the first
time and used
specifically for the
particular problem or
issue under study.

Secondary Data –
Data already collected
for some purpose
other than the current
study.
Surveys – Internet,
telephone, face-toface, focus groups,
panels, etc.
Observation – Secret
shoppers, store
cameras, watching
customers reaction
to products, etc.
Experiment – Taste
tests, test marketing,
or product sampling.
Hypothesis based.
Internal Company
Records – Sales charts,
info on where customers
live, top selling products,
etc.
Professional & Trade
Organizations – Wall
Street Journal, National
Restaurant Association,
etc.
Internet Sources –
Society trends, data from
a variety of research, etc.
Government Reports –
U.S. Census, Department
of Commerce data,
employment reports,
etc.
A personal interview response to a cereal design
A U.S. government demographic report
Statistics from the SBA on the number of small business startups
IBM’s five-year sales figures
Marketing research by Proctor and Gamble for a new dishwashing
liquid
A jewelry store’s customer buying record
Census data from the state of Utah
An opinion research poll conducted by IBM for a new computer it
plans to introduce
A survey conducted in a supermarket by a representative of a new
ice cream manufacturer

Data Analysis – the process of compiling,
analyzing, and interpreting the results of
data collection
 Conclusions Drawn from your research
 Recommendations need to be clear and well
supported



After research has been completed and changes
have been made, a business needs to carefully
monitor results.
Are they successful?
Do changes need to be made?
Marketing Strategy – A statement (implicit or explicit) of
how a brand or product line will achieve its objectives. The
strategy provides decisions and direction regarding variables
such as the segmentation of the market, identification of the
target market, positioning, marketing mix elements, and
expenditures. A marketing strategy is usually an integral part
of a business strategy that provides broad direction to all
functions.
-American Marketing Association

Marketing Strategy – A marketing strategy identifies
target markets and sets marketing mix choices that
focus on those markets.
NIKE - Over the past three years Nike has decreased its spending in TV
and Print advertising by 40% and is shifting resources into the digital
realm.
http://management.fortune.cnn.com/2012/02/13/nike-digitalmarketing/
McDonalds – With the sluggish economy McDonald’s is stressing
value to grow guest count and coax customers into buying regularprice items.
http://nrn.com/article/mcdonalds-stress-value-marketing-strategy
Marketing Plan – A formal, written document
that directs a company’s activities for a specific
period of time.
-Marketing Essentials
Marketing

Plan
Marketing
Mix
Market Strategy
Business Goals