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1、PowerPointPresentationbyThomasMcKaig RyersonUniversity MarketingResearch ProductStrategy 5 LookingAhead Afterstudyingthischapter youshouldbeableto 1 Describesmallbusinessmarketing 2 Discussthenatureofthemarketingresearchprocess 3 Explainthetermmarketandmethodsofforecastingsales 4 Identifythecomponen
2、tsofaformalmarketingplan 5 Explainhowcustomersatisfactioninfluencescustomerloyalty 6 Identifythekeycharacteristicsofconsumerbehaviour 7 Explainproductstrategyandrelatedconcepts 8 Describethecomponentsofafirm stotalproductoffering WhatisSmallBusinessMarketing MarketingActivitiesdirectingtheflowofgood
3、sandservicesfromproducertoconsumeroruser Smallbusinessmarketingconsistsofthosebusinessactivitiesthatrelatedirectlyto IdentifyingatargetmarketDeterminingtargetmarketpotentialPreparing communicating anddeliveringabundleofsatisfactiontothetargetmarket EssentialMarketingActivities MarketAnalysisAnevalua
4、tionprocessthatencompassesmarketsegmentation marketingresearch andsalesforecastingMarketingMixThecombinationofproduct pricing promotion anddistributionactivities MarketingPhilosophiesMakeaDifference Consumer OrientedAllmarketingeffortsbeginandendwiththecustomer focusisontheconsumer sneeds thisphilos
5、ophyisthemostconsistentwithlong termsuccessofthefirmProduction OrientedEmphasizesdevelopmentoftheproductandproductionefficienciesoverotheractivitiesSales OrientedFavoursproductsalesoverproductionefficienciesandcustomerpreferences Figure5 1 CoreMarketingActivitiesforSmallBusiness TheNatureofMarketing
6、Research StepsIntheMarketingResearchProcessIdentifyingtheinformationalneedWhydoweneedtoknowthis SearchingforsecondarydataWhohasresearchedthistopicalready CollectingprimarydataWhodoweaskandwhatdoweaskthem InterpretingthedataGottheinformation nowwhatdoesitmean continued TheNatureofMarketingResearch Ma
7、rketingResearchThegathering processing reporting andinterpretingofmarketinformationSecondaryDataMarketinformationthathasbeenpreviouslycompiledbyothersPrimaryDataNewmarketinformationthatisgatheredbythefirmconductingtheresearch MethodsforCollectingPrimaryData ObservationalMethodsHumanMechanical Questi
8、oningMethodsSurveysMailTelephonePersonalinterviewsExperiments IngredientsofaMarket EstimatingMarketPotential TheSalesForecastApredictionofhowmuch inunitsand ordollars ofaproductorservicewillbepurchasedwithinamarketduringaspecifiedperiodoftimeAnessentialcomponentofabusinessplanthat Assessesthenewvent
9、ure sfeasibility Assistsinplanningforproductscheduling settinginventorylevels andpersonneldecisions Figure5 3 DimensionsofSalesForecastingDifficulty SalesForecastsandLimitations Thisisapredictionofhowmuchofaproductorservicewithinamarketwillbepurchasedduringaspecifictimeframe Formallydefined asalesfo
10、recastestimateshowmuchofaproductorservicecanbesoldwithinagivenmarketinadefinedperiodoftime Salesforecastingcanandwillbeinaccurateeitherduetoinexperienceorinconclusiveforecastingassumptions TheForecastingProcess TwoDimensionsofForecasting TheStartingPointBuildupprocessAllpotentialbuyersinvarioussubma
11、rketsareidentifiedandthentheestimateddemandisaddedup bottom up UnderstandingPotentialTargetMarkets MarketAgroupofcustomersorpotentialcustomerswhohavepurchasingpowerandunsatisfiedneedsFocusstrategyAtypeofcompetitivestrategyinwhichcostandmarketingstrategiesareachievedwithinnarrowmarketsegmentsMarketSe
12、gmentationThedivisionofamarketintoseveralsmallergroupswithsimilarneeds TheFormalMarketingPlan MarketAnalysisCustomerprofileAdescriptionofpotentialcustomersinatargetmarketSalesforecasts mostlikely pessimistic and optimistic TheCompetitionProfileofkeymanagementpersonnelOverallstrengthsandweaknessesRel
13、atedproductsbeingmarketedortestedLikelihoodofcompetitors entryintotargetmarket continued TheFormalMarketingPlan MarketingStrategyTotalproductand orserviceplanDecisionsaffectingthetotalproductDistributionplanDecisionsregardingproductdeliverytocustomersPricingplanSettinganacceptablevalueontheproductPr
14、omotionalplanCommunicatinginformationtothetargetmarket SatisfyingtheCustomer TheKeytoCustomerLoyalty ThreeBasicBeliefs Superiorcustomerservicecreatescustomersatisfaction Customersatisfactionproducescustomerloyalty Smallfirmspossessgreatpotentialforprovidingsuperiorcustomerservice ComponentsofCustome
15、rSatisfaction Themostbasicelementoftheproductorservicethatcustomersexpectallcompetitorstodeliver Generalsupportservices suchascustomerassistance Arecoveryprocessforcounteractingbadexperiences Extraordinaryservicesthatexcelinmeetingcustomers preferencesandmaketheproductorserviceseemcustomized WhyFirm
16、sFailtoAdoptaConsumerOrientation TheStateofCompetitionWithnocompetitionorhighdemand firmsfocusonproduction ProductionFocusofSmallBusinessManagersSmallbusinessmanagerstendtohavestrongproductionskillsandweakmarketingskills FocusonthePresentSmallbusinessmanagerstendtofocusoncurrentsuccesswhichistheresultofanoveremphasisonselling WaystoDevelopExtraordinaryServices NamingNamesGreetcustomersbyname CustomCareKnowwhatyourcustomers want KeepinginTouchCommunicatefrequentlywithyourcustomers Boo BooResearch
