小企业市场研究和产品战略.pptVIP

PowerPoint Presentation by Thomas McKaig, Ryerson UniversityMarketing Research Product Strategy5第一页，共四十六页。 Looking AheadAfter 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.第二页，共四十六页。 What is Small Business Marketing?MarketingActivities 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 marketDetermining target market potentialPreparing, communicating, and delivering a bundle of satisfaction to the target market第三页，共四十六页。 Essential Marketing ActivitiesMarket AnalysisAn evaluation process that encompasses market segmentation, marketing research, and sales forecastingMarketing MixThe combination of product, pricing, promotion, and distribution activities.第四页，共四十六页。 Marketing Philosophies Make a DifferenceConsumer-OrientedAll 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-OrientedEmphasizes development of the product and production efficiencies over other activitiesSales-OrientedFavours product sales over production efficiencies and customer preferences第五页，共四十六页。 Figure 5.1Market AnalysisMarketing MixMarketing ResearchMarket SegmentationSales ForecastingTarget MarketTarget MarketEntrepreneurEntrepreneurDistributionPromotionPricingProductCore Marketing Activities for Small Business第六页，共四十六页。 The Nature of Marketing ResearchSteps In the Marketing Research ProcessIdentifying the i