MKTG-310 Lecture Notes - Lecture 1: Starbucks, Ipsos, Sales Promotion
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It is syste(cid:373)atic . (cid:894)(cid:448)ery (cid:449)ell calculated a(cid:374)d (cid:448)ery thought out(cid:895) Identification: collection, analysis, dissemination, use of, i(cid:374)for(cid:373)atio(cid:374) Why do we do market research: to improve decision making through, of problems and opportunities in marketing. What"s the roll of (cid:373)arket research: market researchers . Identify the information necessary to address the issues: design and implement the data collection process, analyze the results, communicate the findings and their implications. Questions to be answered. : who, what, when, where, why. Seeks to answer a question in the real world to solve a problem. Attempts to expand general knowledge rather than solve specific problems. Starbucks looks at general information on how people choose locations for shopping. Initiating and responding to price changes: promotion, optimal promotional budget, sales promotion relationship, optimal promotional mix. Copy decisions: media decisions, creative advertising testing, evaluation of advertising effectiveness, place, distribution, types of distribution, attitudes of channel members, channel margins.
