Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides

A Decision-Making
Perspective On Marketing
Research

Function of Marketing Research is to link an organization to its market through information
Identify and define marketing opportunity and problems
Generate, redefine and evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing as a process
Marketing Research 7th Edition
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Aaker, Kumar, Day

Specifies information required
Designs method for collecting information
Manages and implements data collection process
Interprets results & communicates findings
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Aaker, Kumar, Day Marketing Research 7th Edition

A continuing and interacting structure of people, equipment and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information to marketing decision making
MIS Uses 3 Types of Information
 Recurring market and accounting data from market analysis and accounting activities
 Intelligence relevant to future strategy of business
 Marketing research studies not of a recurring nature
Marketing Research 7th Edition
©
Aaker, Kumar, Day

Four Stages of Market Planning
Process
 Situation analysis
 Strategy development
 Marketing program development
 Implementation
Marketing Research 7th Edition
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Aaker, Kumar, Day

Analysis of
 Market environment
 Market characteristics
 Consumer behavior
Research Approaches
 Organize information obtained from prior studies (secondary)
 Focus groups
Marketing Research 7th Edition
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Aaker, Kumar, Day

Market Research Provides Information to Assist Management With Three
Critical Decisions
 What business should we be in?
 How will we compete?
 What are the objectives for the business?
Marketing Research 7th Edition
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Aaker, Kumar, Day

Programs embrace specific tasks
Action program usually focuses on a single objective in support of one element of overall business strategy
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Aaker, Kumar, Day Marketing Research 7th Edition

Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued, discontinued, revised or expanded?"
Marketing Research 7th Edition
©
Aaker, Kumar, Day

Factors Influencing Marketing
Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis
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Aaker, Kumar, Day Marketing Research 7th Edition

Ethics of the Sponsor
 Overt and covert purposes
 Dishonesty in dealing with suppliers
 Misuse of research information
Ethics of the Supplier
 Violating client confidentiality
 Improper execution of research
Respondents Abuse
 Falsifying answers
Marketing Research 7th Edition
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Aaker, Kumar, Day

A Push to Probe Buying Habits in Latino Homes
Hispanics account for nearly 12% of the
U.S. population.
Research shows that Latino households outspend general market households in many product categories
In 1998 only 2% of total advertising dollars in the United States was focused on Latinos.
Who can tell me what the problem is?
Marketing Research 7th Edition
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Aaker, Kumar, Day

Minute Maid Quits Trying to
Free OJ
Minute Maid attempted to market orange juice as more than a breakfast drink.
They failed in their attempt, but succeeded in re-discovering their original market.
With a renewed emphasis on marketing orange juice as a breakfast drink, sales have steadily risen.
Who thinks they were right to try.
Marketing Research 7th Edition
©
Aaker, Kumar, Day

Future Grocery Store: It’s Smaller and a Big Challenge for Brand Marketers
Agentry Marketing:
 Retailer becomes agent for the consumer, creating a more efficient and personal shopping experience.
Moment of Value Store:
 Smaller: 10,000 sq ft. compared to 60,000 sq ft.

Carries only 5,000 SKU’s compared to
20,000 SKU’s.
Marketing Research 7th Edition
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Aaker, Kumar, Day

Future Grocery Store: It’s Smaller and a Big Challenge for Brand Marketers
Factors of selling through agentry marketing:
 Store manager will become a central merchandising influence.
 Products in stock to be determined by customer preferences.
 Each store will focus more closely on neighborhood preferences.
 More opportunities for co-branding.
Are Moment of Value stores better than supermarket giants of today, what do you think?
Marketing Research 7th Edition
©
Aaker, Kumar, Day

Situation
Analysis
Strategy
Development
Marketing
Program
Development
Implementation
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Define the business scope and served market segments
Establish competitive advantages
Set performance objectives.
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Performance monitoring
Refining strategies and program
Marketing Research 7th Edition
©
Aaker, Kumar, Day