Marketing Principles - PowerPoint Presentation

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Marketing PrinciplesL.Ingram2014-205

Chapter 6: Sports Market Research & Outlets Slide2

Discussion Starter:Slide3

Do you think sports and entertainment marketer researchers are different from tangible-goods researchers?Slide4

Section 1: The Research ProcessSlide5

Research and the Marketing Concept

Successful Business = Knowing your customer!!!!

RESEARCHSlide6

Research and the Marketing Concept

Market Research

the process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services.

Market Research Benefits:

Product Development

Pricing

Promotional Activities

Distribution

Customer Satisfaction Slide7

Steps in the Research Process

Identify the problem

Conduct Secondary Research

Select and design primary research

Collect data

Report and analyze dataSlide8

Step 1: Identify the Problem

ASK QUESTIONS!!!!

Asking a question that research can help answer.

See pg. 123 in textbook.Slide9

Step 2: Conduct Secondary Research

Secondary Research:

Published data that have been collected for some other purpose.

Internal Data- sales reports/reports on merchandise returns and complaints.

External Data- books, magazine articles, Internet

Secondary research is done before primary research because secondary research answers all or part of research problem or question.Slide10

Step 3: Select and Design Primary Research

Primary Research:

Original research conducted for a specific marketing situation.

Research Methods:

Experiment

Survey

ObservationSlide11

Step 3: Select and Design Primary ResearchSlide12

Step 3: Select and Design Primary ResearchObservation Method

Research technique that involves watching actual behavior and recording it.

See pg. 125Slide13

Step 3: Select and Design Primary ResearchSurvey

Asking questions of participants in a study.

Focus Group- panel of 6 to 10 people who are brought together to discuss their feelings, reactions, and attitudes regarding a product, promotion, or some other topic.

Questionnaires- written surveys that can be administered in person, by telephone, fax, mail, or online. Slide14

Collect DataDepends on the survey tool and characteristics and needs of the population being surveyed. Research Methods

Advantages & Disadvantages:

Mail/Fax- return rate

Online Surveys- duplication of responses by one participant (inaccurate results)

Census- study that counts everyone in the research population.

Sample- number of people who are represented in a study’s population.

Data Mining- used to find out and predict information such as:

Market Segmentation

Customer or client profiling.

Fraud detection

Success or failure of promotions.

Credit risk or acceptability

Step

4: Collect DataSlide15

Step 5: Report and Analyze Data

Reporting Qualitative Research Data

(Subjective) Research data reported in paragraph format.

No conclusions can be drawn, only inferences—an interception drawn from the facts.

Reporting Quantitative Research Data

(Objective) Data can be reported in graphs and charts with analysis or interpretation, written in accompanying paragraphs of text.

Link the report information to the objectives of the study. Slide16

Research and Interpretation

All the data, observations, and analyses that are recorded and reported can be used to help make decisions about how to satisfy the needs and wants of customers. Slide17

Section 2: Outlets—The place DecisionSlide18

Place Decision

Place decision = how to get your product to your customer

.Slide19

Channels of Distribution

The path a product takes from the producer or manufacturer to the customer.Slide20

Channels of Distribution Direct Channel- the path the product takes without the help of any intermediaries between the producer and consumer.

Example: Business products with high value are marketed directly from the producer to the business user.

Distributing Services:

Services Customers

Fantasy Football Games

Direct Marketing- marketing activities to sell products directly to customers through the use of a customer database or list of current/potential customers. Slide21

Channels of Distribution Direct Marketing Continued….

Telephone Sales- selling activities in which a live person or recording calls a number in the database to inform the potential customer about a product or service.

Print- catalogs, advertising magazines.

Television- infomercials, Home Shopping Network

Email and the Internet- obtain information without leaving home. Purchase products with access from a computer. Slide22

Channels of Distribution

Indirect Channel- the path a product takes using intermediaries, or people or services in the middle of a transaction, between the producer and consumer.

Example: Manufacturer sells sporting goods to retailers who turns around and sells those products to customers.

Agents, wholesalers, and retailers are all intermediaries.

Agents:

do not take ownership of the goods they sell. Bring sellers and buyers together for a fee.

Wholesalers

: resellers who buy goods, store them, sell them in smaller quantities to retailers or sports organizations.

Retailers-

sell goods directly to customers. Sells products to customers for their personal use. Slide23

Channels of Distribution Multiple Channels

The use of multiple channels involves more than one type of distribution channel to reach customers.

Example: Nike is an athletic shoe and apparel company that uses multiple channels to sell its products to customers.

Website, retail store, commercials, sells products to retailers such as Foot Locker. Slide24

Channels of Distribution

Manufacturers /Producers

Agents

Wholesalers

Retailers

Consumers

Direct

IndirectSlide25

Channels of Distribution Trying It Out:

Many businesses will start with one distribution channel and experiment with others until they find the mix that lets their business grow.