Part One
Chapter 1
The Role of Marketing Research
AT-A-GLANCE
I. What is Marketing Research?
A. Business and marketing research
B. Marketing research defined
II. Applied and Basic Marketing Research
A. Applied marketing research
B. Basic marketing research
C. The scientific method
III. Marketing Research and Strategic Management Orientation
A. Customer orientation
B. Long-run profitability
C. A cross-functional effort
D. Keeping customers and building relationships
E. Marketing research: A means for implementing the marketing concept
F. Marketing research and strategic marketing management
1. Identifying and evaluating market opportunities
, 2. Analyzing and selecting target markets
IV. Planning and Implementing a Marketing Mix
A. Product research
B. Pricing research
C. Distribution research
D. Promotion research
E. The integrated marketing mix
F. Analyzing marketing performance
V. When Is Marketing Research Needed?
A. Time constraints
B. Availability of data
C. Nature of the decision
D. Benefits versus costs
I. Marketing Research in the Twenty-First Century
A. Communication Technologies
B. Global marketing research
,LEARNING OUTCOMES
1. Know what marketing research is and what it does for business.
2. Understand the difference between basic and applied marketing research.
3. Understand how the role of marketing research changes with the orientation of the firm.
4. Be able to integrate marketing research results into the strategic planning process.
5. Know when marketing research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing marketing
research.
CHAPTER VIGNETTE: “Samapple!!”
The technology sector is perhaps one of the fastest moving areas of today’s consumer
market. As technology continues to change and grow, firms must be aware of consumers’
desires in order to compete effectively. Apple, once America’s favorite technology brand,
became complacent, neglecting the critical role that market research plays before the
development of new products. As a result, Apple has slipped from first place to fifth place,
with other firms rising to the top, particularly Samsung. This vignette clearly illustrates the
importance of agile marketing research in the technology sector.
SURVEY THIS!
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become an intelligent source of
information. This first interaction with the “Survey This!” feature is for students to play the
role of respondent and complete the survey by going to the URL provided by your
instructor. Answers are anonymously stored in the database along with those of other
students using this book around the world. Once the survey is completed, students can visit
the course website and obtain a copy of the questions.
, RESEARCH SNAPSHOT
Care for Some Horns and Halos
In marketing parlance, a halo is an effect that indicates a consumer has a positive
perception of a product, whereas a horn indicates a consumer’s negative perception of a
product. These effects have a particularly strong influence over consumers’ beliefs
about food and nutrition. Marketing research has demonstrated that some of these
beliefs can be mitigated over time.
A Hog Means Family
Harley-Davidson has worked hard to establish long term relationships with its
customers by utilizing marketing research. The firm has been particularly skilled in
using social media data-mining to assess the interests of its American customers.
When it came time to branch out overseas, Harley-Davidson engaged in marketing
research to assess the preferences of Indian consumers, who have long preferred
scooters to larger motorcycles. This research allow the company to expand its customer
base.
Chapter 1
The Role of Marketing Research
AT-A-GLANCE
I. What is Marketing Research?
A. Business and marketing research
B. Marketing research defined
II. Applied and Basic Marketing Research
A. Applied marketing research
B. Basic marketing research
C. The scientific method
III. Marketing Research and Strategic Management Orientation
A. Customer orientation
B. Long-run profitability
C. A cross-functional effort
D. Keeping customers and building relationships
E. Marketing research: A means for implementing the marketing concept
F. Marketing research and strategic marketing management
1. Identifying and evaluating market opportunities
, 2. Analyzing and selecting target markets
IV. Planning and Implementing a Marketing Mix
A. Product research
B. Pricing research
C. Distribution research
D. Promotion research
E. The integrated marketing mix
F. Analyzing marketing performance
V. When Is Marketing Research Needed?
A. Time constraints
B. Availability of data
C. Nature of the decision
D. Benefits versus costs
I. Marketing Research in the Twenty-First Century
A. Communication Technologies
B. Global marketing research
,LEARNING OUTCOMES
1. Know what marketing research is and what it does for business.
2. Understand the difference between basic and applied marketing research.
3. Understand how the role of marketing research changes with the orientation of the firm.
4. Be able to integrate marketing research results into the strategic planning process.
5. Know when marketing research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing marketing
research.
CHAPTER VIGNETTE: “Samapple!!”
The technology sector is perhaps one of the fastest moving areas of today’s consumer
market. As technology continues to change and grow, firms must be aware of consumers’
desires in order to compete effectively. Apple, once America’s favorite technology brand,
became complacent, neglecting the critical role that market research plays before the
development of new products. As a result, Apple has slipped from first place to fifth place,
with other firms rising to the top, particularly Samsung. This vignette clearly illustrates the
importance of agile marketing research in the technology sector.
SURVEY THIS!
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become an intelligent source of
information. This first interaction with the “Survey This!” feature is for students to play the
role of respondent and complete the survey by going to the URL provided by your
instructor. Answers are anonymously stored in the database along with those of other
students using this book around the world. Once the survey is completed, students can visit
the course website and obtain a copy of the questions.
, RESEARCH SNAPSHOT
Care for Some Horns and Halos
In marketing parlance, a halo is an effect that indicates a consumer has a positive
perception of a product, whereas a horn indicates a consumer’s negative perception of a
product. These effects have a particularly strong influence over consumers’ beliefs
about food and nutrition. Marketing research has demonstrated that some of these
beliefs can be mitigated over time.
A Hog Means Family
Harley-Davidson has worked hard to establish long term relationships with its
customers by utilizing marketing research. The firm has been particularly skilled in
using social media data-mining to assess the interests of its American customers.
When it came time to branch out overseas, Harley-Davidson engaged in marketing
research to assess the preferences of Indian consumers, who have long preferred
scooters to larger motorcycles. This research allow the company to expand its customer
base.
