CHAPTER 1
perspectives on marketing research
MARKET RESEARCH
INTERNAL & EXTERNAL
ENVIRONEMENTAL FACTORS THAT
PRESSURE NEED FOR MARKETING INFO
• market research: scientific process of • socio-cultural changes
gathering and processing info to help • technological progress
• increased consumer pressure
marketing management make decisions • competitive activities
• shorter product lifecycles
THE NEED FOR MARKETING INFORMATION
Factors contributing to the
• marketing info is crucial for org. to development of marketing research
develop products & strategies that keep
pace with changing environment
1. shift from production to marketing-
• purposes of marketing research:
orientated economy & management
§ provides org. with info about customer philosophy
demand for p + s 2. change in cost structure of organisation
§ gives customer opp. to express views 3. shift in emphasis from price to non-price
& needs which influences decision competition
making to ensure they get p + s they 4. expansion of production process
want 5. increase in discretionary buying power
• management tasks – planning, organising, 6. increasing differentiation in supply
leading & control 7. high cost of marketing
§ decision making diff. management 8. emergence of professional manager
from non-managerial workers
Factors contributing to the
Marketing in changing environment development of marketing research
all available stats, opinions,
• management needs info about internal & DATA
facts & predictions
external environmental factors that
influence marketing efforts & success data component that is
• marketing management must anticipate INFORMATION relevant to decision in
environmental changes, predict questions
direction and impact of these changes • emphasis today is no longer on data
and plan accordingly collection, but on data management
1
perspectives on marketing research
MARKET RESEARCH
INTERNAL & EXTERNAL
ENVIRONEMENTAL FACTORS THAT
PRESSURE NEED FOR MARKETING INFO
• market research: scientific process of • socio-cultural changes
gathering and processing info to help • technological progress
• increased consumer pressure
marketing management make decisions • competitive activities
• shorter product lifecycles
THE NEED FOR MARKETING INFORMATION
Factors contributing to the
• marketing info is crucial for org. to development of marketing research
develop products & strategies that keep
pace with changing environment
1. shift from production to marketing-
• purposes of marketing research:
orientated economy & management
§ provides org. with info about customer philosophy
demand for p + s 2. change in cost structure of organisation
§ gives customer opp. to express views 3. shift in emphasis from price to non-price
& needs which influences decision competition
making to ensure they get p + s they 4. expansion of production process
want 5. increase in discretionary buying power
• management tasks – planning, organising, 6. increasing differentiation in supply
leading & control 7. high cost of marketing
§ decision making diff. management 8. emergence of professional manager
from non-managerial workers
Factors contributing to the
Marketing in changing environment development of marketing research
all available stats, opinions,
• management needs info about internal & DATA
facts & predictions
external environmental factors that
influence marketing efforts & success data component that is
• marketing management must anticipate INFORMATION relevant to decision in
environmental changes, predict questions
direction and impact of these changes • emphasis today is no longer on data
and plan accordingly collection, but on data management
1
