Marketing and Market Research
Marketing
Marketing: Marketing has been adapting to the changes that have been produced. The changes are geared towards greater satisfaction.
Company
Company: The system that will coordinate the factors of production, finance, and marketing to achieve some goals.
- Factors of production
- Commercial factors
- Financial factors
Operations Carried Out by the Company
- Research and Development
- Production
- Marketing
- Human Resources
- Finance
Types of Marketing
They aim:
- To increase sales
- Reach more segments of the population
- Satisfy needs
Relationship Marketing
It is used to retain customers (promo codes).
Demarketing
Consists of lower demand for products that can be depleted by over-consumption (water in times of drought).
Ecological Marketing
Marketing of natural products (campaigns for recycling).
Marketing with a Cause
They are the methods of various specialized areas. It is only Marketing with a cause if its promoters are not political marketing companies.
Political Marketing Companies
Defend the ideology of political parties and trade unions for support or ideas and obtain the vote of citizens or workers (electoral propaganda).
Social Marketing
Make social awareness campaigns (campaign NGOs).
Online Marketing
Campaigning using the Internet to support.
Telemarketing
Phone campaign.
Marketing Used in One-to-One
Actions Custom Marketing. Directed at a person or company in particular. (A mailing of a cosmetic company).
Viral Marketing
A marketing message for free passes from one user to another network.
Remarketing
To prevent the demand for a product if sales continue to grow. (Cola Cao).
Internal Marketing Segmentation
Used to improve the internal and external behavior of its staff and collaborators to obtain their cooperation to achieve the objectives of the marketing plan.
Antimarketing
Demand for higher quality and warranty products. It seeks to increase the power of consumers against sellers. (Consumers and Users Organization).
The Evolution of Marketing in the Company
It comes from an unmet need and ends with the satisfaction of this through the exchange of a product at an agreed price and suitable place. The society and the environment and businesses create a business capable of supplying the products. To put products on the market are made campaigns to sell and conduct research.
To Apply Marketing
- Market research (qualitative and quantitative)
- Strategic planning
- Bring products to market
- Satisfy the consumer
- Get commercial profit
Instruments System Marketing
Accounting and non-accounting variables (the same as in politics).
Market Research
Definition: Attempts to provide relevant information for making business decisions.
The difference between marketing research and market research, commercial research, is used to examine whether or not mercado. It utilizes scientific techniques to identify and solve marketing problems and not just a market.
Requirements
It provides information on market research that must be met:
- Reducing uncertainty
- Be susceptible to influence decisions
- Justify their cost
Functions
They must identify and meet needs better than its competencia. Specify information designs the method for collecting information, manages and conducts the collection process, analyzes the results.
Purpose
Provide information to help understand the market and the products and opportunities. Develop and identify environment. Identify and evaluate alternative courses of action.
Applications of Business Research
Taking into account the market and the consumer may be: market type and capacity, market strategies, market segmentation, consumer behavior and users. Hay to know who the competition and their characteristics.
Marketing Mix Variables
- Product: Product Location, corporate image of the product, test product, positioning and product differentiation strategies, product launch and distribution of new products.
- Price: Price fixing and distribution, demand elasticity of price perception of price by the buyer.
- Distribution: Intermediaries selection, choice of distribution channel, state of outlets, location of stores.
- Communication: Message development, election media, advertising effectiveness sales.
Marketing Information System (SIM)
A marketing information system is the fusion of different systems business information in a single system in order to monitor, record and analyze all the information of the company per marketing decisions.
The Major Components (Subsystems)
- Subsystem internal data
- Marketing Intelligence Subsystem
- Subsystem market research
- Subsystem support marketing decisions
Subsystem Internal Data
Its mission is to collect and manage business information.
Subsystem Marketing Intelligence
Use information already developed by other companies (books, newspaper) collects information on the business environment through external agents. This results in data within its competence.
Subsystem Market Research
Specific information for mercado. Subsistema projects to support marketing decisions: using computer techniques that help make decisions. Banco Statistics: Statistics for analysis and a bank of models that help decision-making.
Types of Business Research Design
Once the problem is you design.
Three Types of Design
Studies explorers discovered ideas about the first stage of decision making. Used to obtain information. The researchers rely on secondary sources, surveys and interviews.
Descriptive studies, are the most used, describe situations of particular groups, establishing a model based on assumptions, are classified as: Transverse and longitudinal.
Cross-sectional studies Obtain information once and provide a instantánea. Se divided into: depth studies and surveys
In-depth studies using small samples of the population. The techniques used are: in-depth interviews, group meetings.
Surveys use large representative samples of the population and structured questionnaires with closed questions.
Longitudinal Mediation repeated on a fixed phenomenon through panel data.
Panel A standing group of companies selected to provide certain information on an ongoing basis.
Causal studies, contract hypothesis and establish cause and effect,-They need a planned and structured design, serve to determine which variables are the cause and which effect.
use and which effect.