中山大學(xué)吳柏林教授研究生課程“營銷管理”絕密資料_ch01(編輯修改稿)
2025-03-06 20:29 本頁面
【文章內(nèi)容簡介】 ome replacement meals is on the rise. ? Number of investors trading stock on the Inter is growing. Analyze Market Segments and Select Target MarketsExamples ? Cadillac investigates buyers’ demographic characteristics ? MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly ? Sears learns women, age 2554 with average household ine of $38,000, are core customers. Targets this market with The Good Life at a Great Price. Guaranteed. Sears. Plan and Implement a Marketing Mix ? Price: Safeway does a petitive pricing analysis ? Distribution: Caterpillar Tractor Co. investigates dealer service program. ? Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy ? Promotion: How many consumers recall the “Life Tastes Good. Coca Cola!” slogan? Analyze Marketing Performance ? This year’s market share is pared to last year’s. ? Did brand image change after new advertising? Performancemonitoring Research ? Research that regularly provides feedback For evaluation And control ? Indicates things are Or are not going as planned ? Research may be required To explain why something “went wrong” Determining When to Conduct Marketing Research ? Time constraints ? Availability of data ? Nature of the decision ? Benefits versus costs Is sufficient time available? Information already on hand inadequate? Is the decision of strategic or tactical importance? Does the information value exceed the research cost? Conduct Marketing Research Do Not Conduct Marketing
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