小企业市场研究和产品战略.pptVIP

Marketing Research Product Strategy Looking Ahead After studying this chapter, you should be able to: 1. Describe small business marketing. 2. Discuss the nature of the marketing research process. 3. Explain the term market and methods of forecasting sales. 4. Identify the components of a formal marketing plan. 5. Explain how customer satisfaction influences customer loyalty. 6. Identify the key characteristics of consumer behaviour. 7. Explain product strategy and related concepts. 8. Describe the components of a firm’s total product offering. What is Small Business Marketing? Marketing Activities directing the flow of goods and services from producer to consumer or user. Small business marketing consists of those business activities that relate directly to: Identifying a target market Determining target market potential Preparing, communicating, and delivering a bundle of satisfaction to the target market Essential Marketing Activities Market Analysis An evaluation process that encompasses market segmentation, marketing research, and sales forecasting Marketing Mix The combination of product, pricing, promotion, and distribution activities. Marketing Philosophies Make a Difference Consumer-Oriented All marketing efforts begin and end with the customer; focus is on the consumer’s needs—this philosophy is the most consistent with long-term success of the firm Production-Oriented Emphasizes development of the product and production efficiencies over other activities Sales-Oriented Favours product sales over production efficiencies and customer preferences Core Marketing Activities for Small Business The Nature of Marketing Research Steps In the Marketing Research Process Identifying the informational need Why do we need to know this? Searching for secondary data Who has researched this topic already? Collecting primary data Who do we ask and what do we ask them? Interpreting the data Got the information, now what does it mean? The Nature of Marketing Resear