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Basic Marketing Management

It is based on Basics of Marketing Management. It will be helpful for Management students, who all look for the guidance for Marketing Research .

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Basic Marketing Management

  2. 2.  The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. DEFINITION OF MARKETING
  3. 3.  The process by which companies create, communicate and deliver value for the target customers in order to get value in return. WHAT IS MARKETING?
  4. 4.  Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. WHAT IS MARKETING MANAGEMENT?
  7. 7.  Goods  Services  Events and experiences  Persons  Places and properties  Organizations  Information  Ideas WHAT IS MARKETED?
  8. 8.  ignores public  influences values & ideas DRAWBACKS OF MARKETING CONCEPT
  9. 9.  Concerns public welfare and social responsibility RECENT DEVELOPMENT -- SOCIETAL MARKETING CONCEPT
  10. 10.  Marketing Analysis  Marketing Planning  Marketing Implementation  Marketing Control THE ROLE OF MARKETING
  11. 11.  Gathering, recording and analysis of data.  To solve a specific problem that is too important to be answered by guessing.  an informational input to decisions. MARKETING RESEARCH
  12. 12. How satisfied the consumers are How products are perceived Evaluate the sales potential Determine the effectiveness of ad Predict the impact of price changes WHAT M.R. CAN TELL ?
  13. 13. THE MARKETING RESEARCH PROCESS Defining the Problem & Research Objectives Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings
  14. 14.  To find out the real problem but not the symptom  Set the research objectives  Research approaches:  Exploratory  Descriptive  Causal 1. DEFINING THE PROBLEM AND RESEARCH OBJECTIVES
  15. 15.  Determine specific information needs  Source of information  secondary data  Internal  External  primary data 2. DEVELOPING RESEARCH PLAN
  16. 16.  Planning primary data collection  Research approach  contact methods  sampling plan  research instruments 2. DEVELOPING RESEARCH PLAN
  17. 17. Research approach • Observational research • Survey research • Focus group • Experimental research
  18. 18. Contact Methods • Telephone survey • Mail questionnaires • Personal interviews
  19. 19. Sampling Plan • Sampling unit • Sampling size • Sampling procedure
  20. 20. Sampling Techniques Probability Sampling • All population members have a known probability of being in the sample Simple Random Sampling • Each population member, and each possible sample, has equal probability of being selected Stratified Sampling • The chosen sample is forced to contain units from each of the segments or strata of the population
  21. 21. Sampling Techniques (Contd.) Cluster Sampling • Involves dividing population into subgroups • Random sample of subgroups/clusters is selected and all members of subgroups are interviewed • Very cost effective • Useful when subgroups can be identified that are representative of entire population
  22. 22. Research Instrument The most common instrument is questionnaire • What questions to ask • Question structure • Wording of question • Order of question
  23. 23. Implementing The Research Plan • Collecting and Analyzing data
  24. 24. Interpreting And Reporting The Finding • Interpret the findings, draw conclusions and report to management. • The manager will utilize these findings to make decisions.
  25. 25. THANKS Namita Dande