030+Market+Analysis+&+Research

Market research is a futuristic point of view, predicting the future ​ هل نجاح او فشل المؤسسات مرهون بالبيانات من البيئه و عواطف ورغبات الزبائن Analyzing the Marketing Environment We begin digging deeper into the first step of the marketing process—understanding the marketplace and customer needs and wants. You’ll see that marketing operates in a complex and changing environment. Other actors in this environment—suppliers, intermediaries, customers, competitors, publics, and others—may work with or against the company. Major environmental forces—demographic, economic, natural, technological, political, and cultural—shape marketing opportunities, pose threats, and affect the company’s ability to build customer relationships. To develop effective marketing strategies, a company must first understand the environment in which marketing operates. A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Like YouTube, companies constantly watch and adapt to the changing environment—or, in many cases, lead those changes. More than any other group in the company, marketers must be environmental trend trackers and opportunity seekers. Although every manager in an organization should watch the outside environment, marketers have two special aptitudes. They have disciplined methods —**marketing research and marketing intelligence**—for collecting information about the marketing environment. They also spend more time in customer and competitor environments. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities.

The marketing environment consists of a ** microenvironment ** and a ** macroenvironment **. 1- The microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. 2- The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. Building Relationships with 5 Actors in the Microenvironment

Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Figure 3.1 shows the major actors in the marketer’s microenvironment. Marketing success requires building relationships with other company departments, which combine to make up the company’s value delivery network. 1- suppliers, 2- marketing intermediaries, 3- competitors, 4- various publics, and 5-customers,

Types of Intermediaries: 1- **Resellers** are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Selecting and partnering with resellers is not easy. No longer do manufacturers have many small, independent resellers from which to choose. They now face large and growing reseller organizations, such as Walmart, Target, Home Depot, Costco, and Best Buy. These organizations frequently have enough power to dictate terms or even shut smaller manufacturers out of large markets. 2- **Physical** **distribution** firms help the company stock and move goods from their points of origin to their destinations. 3- **Marketing services agencies** are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. 4-**Financial intermediaries** include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.

Building Relationships with 6 Actors in the Macroenvironment

As shown in Figure above, the company and all of the other actors operate in a larger macroenvironment of forces that shape **opportunities** and pose **threats** to the company. This Figure shows the six major forces in the company’s macroenvironment. Even the most dominant companies can be vulnerable to the often turbulent and changing forces in the marketing environment. Some of these forces are unforeseeable and **uncontrollable**. Others can be **predicted** and **handled** through skillful management. **Companies that understand and adapt well to their environments can thrive**. Those that don’t can face difficult times. these forces affect marketing plans.

1- The **demographic geographic, economic, technology, legal, political, cultural and social environment** is of major interest to marketers because it involves people, and people make up markets, and strongly affect how people think and how they consume. The world population is growing at an explosive rate. It now exceeds 7 billion people and is expected to grow to more than 8 billion by the year 2030. The world’s large and highly diverse population poses both opportunities and challenges. Changes in the world demographic environment have major implications for business. Thus, marketers keep a close eye on demographic trends and developments in their markets. They analyze changing age and family structures, geographic population shifts, educational characteristics, and population diversity.

Generational Marketing - By segmenting people by life-style, life-stage instead of age. - Baby Boomers 1946-1964 - Generation X 1965-1976 - Generation Y 1977-2000

a sample presentation on situation analysis and market research. by Syndia

Future Driven by EMOTIONS:
Adapted from Patrick Dixion: "The future is about emotion and because emotions can change rapidly we need to take care in interpreting results of market research."

Customer-Oriented Approach by Daniel Stufflebeam, his idea is "To Improve and not to Prove"


Marketing Reserch. Scripting some video The PP presented in class June 22nd. The PP In class June 23rd including methods and process. ___ What is Market Research by Graham Archbold

media type="youtube" key="yWS1zPa5rdU" height="385" width="480" Market Research - Customer emotions and future vision media type="youtube" key="QlRgywPFBNM" height="385" width="480"

Market research made easy media type="youtube" key="8UrdB3zXnEs" height="385" width="480"

Primary and Secondary Market Research media type="youtube" key="3E3mEKNuquQ" height="419" width="459"

خطوات البحث العلمي:

1. إختيار المشكلة وتحديدها وتعريفها.

2. وصف العلاقة بين هذه المشكلة والإطار النظري الأشمل.

3. صياغة الفرضيات والتساؤلات.

4. التصميم التجريبي للبحث.

5. تحديد العينات ( مجتمع البحث ).

6. اختيارأدوات جمع البيانات من : ملاحظة ومقابلة واستبيان...الخ.

7. اعداد دليل للعمل [ لاسيما فيما يتعلق بالجانب الميداني].

8. تحليل النتائج.

9. تفسير النتائج.

10. كتابة تقرير البحث ونشره. وسنعودالى هذه الخطوا ت لاحقا لتوضيحها. وكيفية تخطيط رسالة البحث وكيفية التوثيق ( الاقتباس،وتدوين الحواشي والتذييل والتي تحتلف من بلدلآخر أو من جامعة لأخرى في الشكل لا المضمون

The Marketing research Process.
Marketing research is gathered using a systematic approach. An example of one follows: 1. Define the problem. Never conduct research for things that you would 'like' to know. Make sure that you really 'need' to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group? The methods of data collection will be discussed in more detail later. 3. Select a sampling method. Do we us a random sample, stratified sample, or cluster sample? 4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe. 6. Go back and speak to the managers or clients requesting the research. Make sure that you agree on the problem! If you gain approval, then move on to step seven. 7. Go ahead and collect the data. 8. Conduct the analysis of the data. 9. Check for errors. It is not uncommon to find errors in sampling, data collection method, or analytic mistakes. 10. Write your final report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem. Watch out for errors in interpretation. ==Sources of Data - [|Primary] and[| Secondary]== There are two main sources of data - //primary// and //secondary//. [|Primary research] is conducted from scratch. It is original and collected to solve the problem in hand. [|Secondary research], also known as desk research, already exists since it has been collected for other purposes.

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