Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 18 стр.

      5. Name the two common approaches to segmenting markets.              ports supplied by data services or by the U.S. Bureau of the Census or
Describe each of them.                                                      other government bodies, as well as sales and other information re-
      6. What is buyer behavior? Why is it important for marketers to       corded by the firm.
know it?                                                                           Marketing research and information systems are important to an
      7. Which psychological factors can influence buying behavior?         organisation’s planning and strategy development. Smith & Wesson, for
Give examples to each of them.                                              example, learned in focus group sessions that women who buy guns for
                                                                            personal protecting do not want “cute guns” with purple handles and
       Marketing research                                                   engraved roses. Based on its research, the company introduced the Lady
       Marketing research is a systematic and objective effort to get in-   Smith line of handguns, which are designed to fit into women’s hands
formation about potential customers to guide marketing decisions. (The      and have rounded edges that are less likely to tear purse linings. Re-
marketing concept cannot be implemented without information about           search and information systems make possible a systematic approach to
buyers.) Marketing research gathers information not available to deci-      decision making in marketing. Even though many decisions may be
sion makers in any other form. It is conducted on a special-project ba-     based on experience and intuition, decision making that uses the infor-
sis, and research methods vary with the problems studied and with           mation generated by marketing research is orderly and logical. Experi-
changes in the environment. Marketing research is a five-step process:      enced-based solutions to many minor and recurring problems may be
       1. Defining and locating problems.                                   successful, but as the number of possible solutions to a problem in-
       2. Developing assumptions or ideas about the probable causes of      creases, the value of marketing research and information systems like-
events.                                                                     wise increases.
       3. Collecting data.
       4. Analyzing and interpreting data.                                         The Marketing Environment
       5. Reporting research findings in a way that makes them under-              The following external forces directly or indirectly influence
                                                                            marketing strategy making up the marketing environment:
standable to the decision makers who have to read the reports and solve
the problems.                                                                      • Political, legal, and regulatory forces: laws and regulators’ in-
                                                                            terpretation of laws, law enforcement and regulatory activities, regula-
       A marketing information system is a framework for day-to-day
                                                                            tory bodies, legislators and legislation, and political actions of interest
managing and structuring of information gathered regularly from
                                                                            groups. Special laws, for example, require that advertisements be truth-
sources both inside and outside the organisation. The marketing infor-
                                                                            ful and that health claims be documented.
mation system, which is often computerized, provides a flow of infor-
                                                                                   • Social forces: the public’s opinions and attitudes toward issues
mation about costs, sales, profits, and consumer satisfaction.
                                                                            such as living standards, ethics, life-styles, and quality of life. For ex-
       Two types of data are usually available to decision makers. Pri-
                                                                            ample, social concerns have led marketers to design and market safer
mary data are information observed and recorded or collected directly
                                                                            toys for children.
from respondents. Primary data must be gathered by researchers, who
develop a method to observe phenomena or survey respondents. Mar-                  • Competitive and economic forces: competitive relationships,
keting firms such as Nielsen collect primary data on customer purchases     unemployment, purchasing power, and general economic conditions
and evaluate the effectiveness of advertising and promotional activity.     (prosperity, recession, depression, recovery, product shortages, and in-
Secondary data are information compiled inside or outside the organi-       flation). During the 1991 recession, for example, Taco Bell and other
sation for some purpose other than changing the current situation. This     fast-food restaurants introduced value menus with items priced below
type of data is already available in private or public reports and has      one dollar to satisfy consumers’ desire for good value.
been collected or stored within the organisation. Examples include re-
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