【精品】小企业市场研究和产品战略（可编辑.ppt

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1、小企业市场研究和产品战略5-2Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Looking AheadAfter studying this chapter,you should be able to:1.Describe small business marketing.2.Discuss the nature of the marketing research process.3.Explain the term market and methods of forecasting sales.4

2、.Identify the components of a formal marketing plan.5.Explain how customer satisfaction influences customer loyalty.6.Identify the key characteristics of consumer behaviour.7.Explain product strategy and related concepts.8.Describe the components of a firms total product offering.5-3Chapter 5Copyrig

3、ht 2003 by Nelson,a division of Thomson Canada Limited.What is Small Business Marketing?MarketingActivities directing the flow of goods and services from producer to consumer or user.Small business marketing consists of those business activities that relate directly to:Identifying a target marketDet

4、ermining target market potentialPreparing,communicating,and delivering a bundle of satisfaction to the target market5-4Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Essential Marketing ActivitiesMarket AnalysisAn evaluation process that encompasses market segmentation,market

5、ing research,and sales forecastingMarketing MixThe combination of product,pricing,promotion,and distribution activities.5-5Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Marketing Philosophies Make a DifferenceConsumer-OrientedAll marketing efforts begin and end with the cust

6、omer;focus is on the consumers needsthis philosophy is the most consistent with long-term success of the firm Production-OrientedEmphasizes development of the product and production efficiencies over other activitiesSales-OrientedFavours product sales over production efficiencies and customer prefer

7、ences5-6Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.5-7Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.5-8Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.The Nature of Marketing ResearchMarketing ResearchThe gathering,processin

8、g,reporting,and interpreting of market informationSecondary DataMarket information that has been previously compiled by othersPrimary DataNew market information that is gathered by the firm conducting the research5-9Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Methods for C

9、ollecting Primary DataObservational MethodsHumanMechanicalQuestioning MethodsSurveysMailTelephonePersonal interviewsExperiments5-10Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Ingredients of a MarketIngredient 1Customers:People or businessesIngredient 2Purchasing power:Mone

10、y/creditIngredient 3Unsatisfied needs5-11Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Estimating Market PotentialThe Sales ForecastA prediction of how much(in units and/or dollars)of a product or service will be purchased within a market during a specified period of timeAn

11、essential component of a business plan that:Assesses the new ventures feasibility.Assists in planning for product scheduling,setting inventory levels,and personnel decisions5-12Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Figure 5.3Limited Entrepreneurial/Managerial Experie

12、nceNew VenturePoor Understanding ofForecasting TechniquesEstablished BusinessConditions That MakeForecasting EasierConditions That MakeForecasting More DifficultExperiencedEntrepreneur/ManagerEntrepreneur Familiar withForecasting TechniquesForecastDimensions of Sales Forecasting Difficulty5-13Chapte

13、r 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Sales Forecasts and LimitationsThis is a prediction of how much of a product or service within a market will be purchased during a specific time frame.Formally defined,a sales forecast estimates how much of a product or service can be

14、sold within a given market in a defined period of time.Sales forecasting can and will be inaccurate either due to inexperience or inconclusive forecasting assumptions.5-14Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.The Forecasting Process:Two Dimensions of ForecastingThe S

15、tarting PointBuildup processAll potential buyers in various submarkets are identified and then the estimated demand is added up(bottom-up).5-15Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Understanding Potential Target MarketsMarketA group of customers or potential customer

16、s who have purchasing power and unsatisfied needsFocus strategyA type of competitive strategy in which cost and marketing strategies are achieved within narrow market segmentsMarket SegmentationThe division of a market into several smaller groups with similar needs.5-16Chapter 5Copyright 2003 by Nel

17、son,a division of Thomson Canada Limited.The Formal Marketing PlanMarket AnalysisCustomer profileA description of potential customers in a target marketSales forecasts“most likely,”“pessimistic,”and“optimistic”The CompetitionProfile of key management personnelOverall strengths and weaknessesRelated

18、products being marketed or testedLikelihood of competitors entry into target marketcontinued5-17Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.The Formal Marketing PlanMarketing StrategyTotal product and/or service planDecisions affecting the total productDistribution planDec

19、isions regarding product delivery to customersPricing planSetting an acceptable value on the productPromotional planCommunicating information to the target market5-18Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Satisfying the Customer:The Key to Customer LoyaltyThree Basic

20、Beliefs:1.Superior customer service creates customer satisfaction.2.Customer satisfaction produces customer loyalty.3.Small firms possess great potential for providing superior customer service.5-19Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Components of Customer Satisfac

21、tion1.The most basic element of the product or service that customers expect all competitors to deliver.2.General support services,such as customer assistance.3.A recovery process for counteracting bad experiences.4.Extraordinary services that excel in meeting customers preferences and make the prod

22、uct or service seem customized.5-20Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Why Firms Fail to Adopta Consumer OrientationThe State of CompetitionWith no competition or high demand,firms focus on production.Production Focus of Small Business ManagersSmall business manage

23、rs tend to have strong production skills and weak marketing skills.Focus on the PresentSmall business managers tend to focus on current success which is the result of an overemphasis on selling.5-21Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Ways to Develop Extraordinary S

24、ervicesNaming NamesGreet customers by name.Custom CareKnow what your customers want.Keeping in TouchCommunicate frequently with your customers.Boo-Boo ResearchAsk lost customers why they went elsewhere.5-22Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.The Customer Service Co

25、mmitmentExceptional customer service provides a potential competitive edge opportunity to small firms.Being attentive and respectful of customers leads to customer satisfaction and to success.Superior levels of customer service are not easy to attain and are not cheap.5-23Chapter 5Copyright 2003 by

26、Nelson,a division of Thomson Canada Limited.Evaluating Customer ServiceCustomer service problems are the main source of customer complaints.Ways to address complaints:Watch for problemsTalk to customersCheck up on the serviceEvaluating customer service is essential of any business5-24Chapter 5Copyri

27、ght 2003 by Nelson,a division of Thomson Canada Limited.Understanding the CustomerKey Points about Customers:Customers are first and foremost human beings.A customers satisfaction results from their interaction with the firm.Understanding customers leads to more customer satisfaction and loyalty.5-2

28、5Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Simplified Model of Consumer BehaviourDecision-Making ProcessSociological FactorsCultureSocial ClassReference GroupsOpinion LeadersPsychological FactorsNeedsPerceptionsMotivationsAttitudesInformationSearchand EvaluationProblemRe

29、cognitionPurchaseDecisionPost-PurchaseDecisionFigure 5.55-26Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Stage 1 in Consumer Decision MakingProblem RecognitionThe current state or a change in current state is not the ideal state of affairs due to:Change in financial statusC

30、hange in household characteristicsNormal depletion of a resourceProduct or service performancePast decisionsAvailability of products5-27Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Stage 2 in Consumer Decision MakingInformation Search and EvaluationEvaluation criteriaThe fe

31、atures of a product or service that customers use to compare brands.Evoked setA group of brands that a customer is both aware of and willing to consider as a solution to a purchase problem.5-28Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Stages 3&4 in Consumer Decision Maki

32、ngPurchase decisionDeciding how and where to make the purchase decision:Store versus nonstore(catalogue,TV,and the Internet)Post-purchase evaluationCognitive dissonanceThe anxiety that occurs when a customer has second thoughts immediately following a purchase.5-29Chapter 5Copyright 2003 by Nelson,a

33、 division of Thomson Canada Limited.PurchaseThis is the oneI want.Post-PurchaseDissonanceDid I buy theright one?UsageI found anotheruse for”ProductDisposalCan I trade this in?PositiveEvaluation“It works great.NegativeEvaluation“Doesnt work well.ConsumerComplaintsIm callingthe store.No RepurchaseRepu

34、rchasePost-Purchase Activities of ConsumersFigure 5.65-30Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Consumer Behaviour ModelPsychological FactorsNeedsCan be classified as physiological,social,psychological,and spiritual.Consumers needs are never completely satisfied.Diffi

35、culty occurs in determining which need can be satisfied by a specific product or service.A service or product can satisfy more than one need.continued5-31Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Consumer Behaviour ModelPsychological Factors(continued)PerceptionsThe indi

36、vidual processes that give meaning to the stimuli confronting consumers.Perceptual categorizationThe process of grouping similar things so as to manage huge quantities of incoming stimuli.Brand loyalty(a perceptual barrier)makes it difficult for competing brands to reach the loyal consumer.continued

37、5-32Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Consumer Behaviour ModelPsychological Factors(continued)MotivationsGoal-directed forces that organize and give direction to the tension caused by unsatisfied needs.Provide the behavioural impetus for consumers to act to fulfi

38、ll a need.Marketing is motivation and does not create needs.AttitudesAn enduring opinion based on knowledge,feeling,and behavioural tendency.continued5-33Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Consumer Behaviour ModelSociological FactorsCultureBehavioural pattern and

39、values that characterize a group of consumers in a target market.Social classSocietal divisions that have different levels of social prestige.continued5-34Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Consumer Behaviour ModelSociological FactorsReference groupsGroups that an

40、 individual allows to influence his or her behaviour.Opinion leadersA group leader who plays a key communications role.5-35Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Product DefinitionProductA total bundle of satisfactiona service,a good,or bothoffered to consumers in an

41、exchange transaction.Includes both the main element(physical product or core service)and complementary components(features).5-36Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Service Marketing versus Goods MarketingCharacteristicsCharacteristicsPure ServicesPure ServicesMarke

42、tingMarketingPure GoodsPure GoodsMarketingMarketingTangibilityTangibilityProduction/Production/ConsumptionConsumptionStandardizationStandardizationPerishabilityPerishabilityIntangibleIntangiblegoodsgoodsOccur at the Occur at the same timesame timeLess Less standardizationstandardizationGreater Great

43、er perishabilityperishabilityTangibleTangiblegoodsgoodsOccur at Occur at different timesdifferent timesMore More standardizationstandardizationLess Less perishabilityperishabilityHybridHybridServices/Services/GoodsGoodsMarketingMarketingFigure 5.75-37Chapter 5Copyright 2003 by Nelson,a division of T

44、homson Canada Limited.Product StrategyProduct StrategyThe way the product component of the marketing mix is used to achieve a firms objectives.Product itemThe lowest common denominator in the product mixthe individual itemProduct lineThe sum of the related individual product itemsProduct mix consist

45、encyThe similarity of product lines in a product mixcontinued5-38Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Product StrategyProduct Development ProcessIdea accumulationIncreasing the number of ideas under considerationBusiness analysis Products relationship to the existin

46、g product lineCost of development and introductionAvailable personnel and facilitiesCompetition and market acceptancecontinued5-39Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Product StrategyProduct Development ProcessTotal Product DevelopmentBranding,packaging,pricing,and

47、promotionProduct TestingProving the product design through consumer reaction to the product.5-40Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Product Life CycleFigure 5.85-41Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.The Product or Service Concept

48、Core features ensure:The product and service of a firm meets the needs of the target customer.Based on location,unique products,quality of service,store design,advertising or technologySecondary features are non-critical in nature and may include attractive packaging,or an interesting window display

49、.5-42Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Business AnalysisProducts Products relationship to relationship to existing lineexisting lineDevelopment Development CostsCostsAvailable Available Personnel and Personnel and facilitiesfacilitiesCompetition and Competition a

50、nd Market Market acceptanceacceptance5-43Chapter 5Copyright 2003 by Nelson,a division of Thomson Canada Limited.Building the Total Product OfferingBrandingA verbal and/or symbolic means of identifying a product.Rules for Naming a Product:Select a name that is easy to pronounce and remember.Choose a