小企业市场研究和产品战略（英文版）.ppt

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1、PowerPointPresentationbyThomasMcKaig,RyersonUniversityMarketingResearch&ProductStrategy5LookingAheadAfterstudyingthischapter,youshouldbeableto:1.Describesmallbusinessmarketing.2.Discussthenatureofthemarketingresearchprocess.3.Explainthetermmarketandmethodsofforecastingsal

2、es.4.Identifythecomponentsofaformalmarketingplan.5.Explainhowcustomersatisfactioninfluencescustomerloyalty.6.Identifythekeycharacteristicsofconsumerbehaviour.7.Explainproductstrategyandrelatedconcepts.8.Describethecomponentsofafirm’stotalproductoffering.WhatisSmallBusines

3、sMarketing?MarketingActivitiesdirectingtheflowofgoodsandservicesfromproducertoconsumeroruser.Smallbusinessmarketingconsistsofthosebusinessactivitiesthatrelatedirectlyto:IdentifyingatargetmarketDeterminingtargetmarketpotentialPreparing,communicating,anddeliveringabundleofs

4、atisfactiontothetargetmarketEssentialMarketingActivitiesMarketAnalysisAnevaluationprocessthatencompassesmarketsegmentation,marketingresearch,andsalesforecastingMarketingMixThecombinationofproduct,pricing,promotion,anddistributionactivities.MarketingPhilosophiesMakeaDiff

5、erenceConsumer-OrientedAllmarketingeffortsbeginandendwiththecustomer;focusisontheconsumer’sneeds—thisphilosophyisthemostconsistentwithlong-termsuccessofthefirmProduction-OrientedEmphasizesdevelopmentoftheproductandproductionefficienciesoverotheractivitiesSales-OrientedFav

6、oursproductsalesoverproductionefficienciesandcustomerpreferencesFigure5.1MarketAnalysisMarketingMixMarketingResearchMarketSegmentationSalesForecastingTargetMarketTargetMarketEntrepreneurEntrepreneurDistributionPromotionPricingProductCoreMarketingActivitiesforSmallBusi

7、nessTheNatureofMarketingResearchStepsIntheMarketingResearchProcessIdentifyingtheinformationalneedWhydoweneedtoknowthis?SearchingforsecondarydataWhohasresearchedthistopicalready?CollectingprimarydataWhodoweaskandwhatdoweaskthem?InterpretingthedataGottheinformation,nowwhatd

8、oesitmean?…continuedTheNatureofMarketingResearchMarketingResearchThegathering,processing,reporti