Introduction to financial_research

May 28th, 2015
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A. T. Still University
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Marketing mix A Product 1 What product attributes/benefits are important? 2 How should the product be differentiated? 3 What segments will be attracted? 4 How important are service, warranty, and so on?

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The Marketing Research Role in MarketingManagementIndependentIndependentvariablesvariables(Causes)(Causes)MarketingMarketingmixmix(controllable)(controllable)11PricePricedecisionsdecisions22PromotionPromotiondecisionsdecisions33DistributionDistributiondecisionsdecisions44ProductProductdecisionsdecisionsSituationalSituationalFactorsFactors(uncontrollable)(uncontrollable)11Demand22CompetitionDemandCompetition33Legal/politicalLegal/political 44EconomicEconomicclimateclimate55TechnologicalTechnological 66Govt.Govt.regulationregulation77InternalInternalresourcesresourcesofofthetheorganizationorganizationDependentDependentvariablesvariables(Effects)(Effects)BehavioralBehavioralResponseResponse11AwarenessAwareness22KnowledgeKnowledge33LikingLiking44PreferencePreference55Intent-to-buyIntent-to-buy66PurchasePurchasePerformancePerformanceMeasuresMeasures11Sales22MarketSalesMarketShareShare33Cost44 ProfitCostProfit55ROI66CashROICashflowflow77EarningsEarnings//ShareShare88ImageImageTYPES OF INFORMATION NEEDED FOR PLANNING AND CONTROLISituational analysisA Demand analysis1 Buyers behavior and characteristics:a What do they buy?b Who buys?c Where do they buy?d Why do they buy?e How do they buy?f When do they buy?g How much do they buy?h How will buyers behavior andcharacteristics change in thefuture?i Are customers satisfied? At whatlevel?j Are customers retained? At what

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