What Is Markeitng Essay Research Paper MARKETING1L1WHAT — страница 8

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emotions play a great role because an emotion increases involvement. B)Fear appeal: focuses on the potential problems of using and not using a certain product. Example (insurance) C)Hummer appeal: people do like to laugh, but using this tool may be negative. Example (stupid, too good so people do not remember the product) and it is too risky. D)Spots persons: very effective tool that makes the advertisement memorable. E)Comparative appeal: comparing your product with your competitor. Example (Arial and Persil) F)Subliminal appeal: massage is shown subconscious, so quickly, consumer conscious perceive it only at a subconscious level. 6-Selects the media: print, TV, interactive, radio, or what? 7-Evaluate the effectiveness of the advertisement : ?Sales increases compared to the

advertising expenses. ?Effects of the advertisement on the consumers and your focus group. ?You can use various ways to measure media on message delivery rate and so. Criticism and defense of promotion 1-Although it does inform and help consumers to make decisions, it has its flaws. It invades every day life and it is everywhere. 2-Keeps prices lower. Promotion creates demand, which leads to more profitability. 3-Does promotion creates need? No it does no create a need, but capitalizes them. Marketing research: Definition: systematic gathering, recording, and analyzing of data about problems or situations related to the marketing of goods and services. The research starts by initial assumptions (idea. Theory, opinion) based on our experience. Then to be sure about such

assumptions we make research, which either confirm or modify or deny our assumptions. Then you end up with new assumptions, which in fact is a marketing plan. The difference between market research and marketing research: Marketing research: Internal wider in scope, qualitative, creative. Why do we make a marketing research? qConsumer needs. qDevelopment of new products. qCompetition. qSize and nature of the target audience. qProblems. Market research: External, quantitative, deals with measurements. Research steps: 1.Define your situation or the problem: A)Find causes of the problem, not only symptoms. B)Make the information gathered measurable. C)The various pieces of data must be related. (The profits decreases by X percent. The research must answer why is that happening) 2-

exploratory research: A)Assuming the current knowledge, meaning to look in side your company first. B)The objective of that kind of research is simply to learn more about the current situation, market, and competition before the formal research iis done. C)You can analyze and collect 1-Internal data: company records, sales records, product shipments, advertising expenses, and customer?s letters. 2-External data: data that already exists or published somewhere, having been already used for another purpose. Example (governmental reports, dept. of commerce, market research firms, trade association) D)Problems attached to that research: example (not accurate, compliance, may not be relevant, it may be not valid or reliable, out dated) 4-Primary Research: This research is done to gain

additional information directly from the market place. There are 3 main ways for gathering primary data: A)Observation: researchers watch their consumers and monitor their actions. Example (standing in the super market) B)Experimental: researchers design actions to measure actual causes and effects relation ship. This research is used mainly for test marketing new product and advertising campaign. C)Survey: it is simply asking people. It is the most commonly way used for gathering primary data. It may be done by mail, phone, and personal interview. It is called also quantitative research as it deals with numbers. The data collected through this research, must be valid and reliable so it must be {as close as possible, if you repeated the research it gives the same data}

Questionnaire design: Problems occur when designing questionnaire. ?Asking the wrong questions ?Too many questions ?Wrong form of a question ?Too difficult and hard to tabulate. ?Wrong choice of words. Phrasing a question: 1.Open ended: hard to tabulate. 2.Dichotomous: yes or no. 3.Multiple choices. 4.Scale system: from 1 to 5 as from poor to excellent. After the data is collected it must be validated and tabulated and coded and summarized. International Marketing A- examine the international business environment 1.Social: you must know and examine people, culture, language, and education level. This is in order to match your business to the social elements in the foreign country. 2.Legal system: the legal systems vary from a country to another. In the international, the laws of