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PRINCIPLES OF
MARKETING
1
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Lecture 4:
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Marketing environment
Competition
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Distribute information
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
5
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
6
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
7
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Descriptive Research:
Describes things (e.g., market potential for a
product, demographics and attitudes).
Causal Research:
Tests hypotheses about cause-and-effect
relationships.
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Outlines:
Sources of existing data
Contact methods
Sampling plans
Government sources
Must determine:
Research approach
Contact methods
Sampling plan
Research instruments
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Observational Research
The gathering of primary data by observing relevant
people, actions, and situations.
Ethnographic research:
Observation in natural environment
Mechanical observation:
People meters
Checkout scanners
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Survey Research
Most widely used method for primary
data collection.
Approach best suited for gathering
descriptive information.
Experimental Research
Tries to explain cause-and-effect
relationships.
Involves:
selecting matched groups of subjects
Contact Methods
Mail surveys
Telephone surveys
Personal interviews
Individual interviewing
Experiments
Focus groups
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Sampling Plan
Sample: segment of the population selected to represent the
population as a whole.
Closed-ended questions
Open-ended questions
Wording?
Ordering?
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Mechanical Devices:
People meters
Supermarket scanners
Galvanometer
Eye cameras
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Subject to error
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Draw conclusions
Report to management
Present findings and conclusions that
will be most helpful to decision
making.
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Analyze it in depth.
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
Distributing and Using Marketing
Information
Routine information for decision making
Intranets
Extranets
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing
Information
24
GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School
Managing Marketing Information
The End
THANK YOU
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GBUS207 Principles of Marketing (First Semester, 2014/15
Otto Afiuc GIMPA Business School