MKT3110

Marketing Strategy and Planning

Part Two:
Customer Analysis

Lecture 4

Aims of This Lecture

To understand:
The importance of customer
analysis
The sources of customer
information
The variety of marketing research
techniques
How data can be turned into

Structure of the
Lecture:
Introduction
The Customer

information to aid marketing

Research Methods

decision-making

The Research Process

Summary and Next Week

Introduction
Need for Research

http://www.youtube.com/watch?v
=D3c9YSrNRgY

Companies need to carry out research for various and

diverse reasons including:

Distance between manufacturer and consumer

We are mostly now in a buyer's market

Most companies are embracing the Marketing concept

Environmental changes: political, economic, social and

technological

The ever changing nature of competitors

Emerging markets, competitors and technologies

The Customer
Who is the Customer?

http://www.google.co.uk/imgres?imgurl=http:/
/images1.wikia.nocookie.net/__cb201304181
41003/merp/images/7/7a/Orc

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Example:
A kindergarten girl needs to buy color crayons to use in
class.
i)
ii)
iii)
iv)
v)

Initiator: The girl

Influencer: Her teacher or her classmates
Decider: Either of the parents
Buyer: Either of the parents or a sibling.
User: The girl herself.

The Customer
Understanding
Customers
Key Questions

http://www.youtube.com/watch
?v=TgkDOK_QC1Y
Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive
Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Research Methods
Marketing
Research Methods

See lecture 9

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Research Methods.

Use of
Qualitative Research

http://www.youtube.com/w
atch?v=MuiI7BFhQl4

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Research Methods.
Use of Quantitative
Research - Surveys

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Research Methods.
Use of Quantitative
Research - Experiments

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

The Research Process

Stages in a Comprehensive Marketing
Research Project

See example
in Lect 9

Identify the problem

Establish objectives - set

the budget/estimate time

Secondary and/or primary

research

Sampling methods

Collection methods

Pre-testing and
implementation

Monitoring and control

mechanism

Presenting the findings

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive
Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

The Research Process.

Marketing Decision Support Systems
Recent move by companies is to set up a Marketing Decision
Support Systems that is better able to gather, process, analyse and
disseminate information of value to executives. Processing consists
of providing (using formal and/or informal research) :
Data-oriented decision support systems e.g recurrent
information such as internal records
Model-oriented decision support systems
Monitoring Information: marketing intelligence
Requested Information: market research
Storage and analysis

The Research Process.

Marketing Decision Support Systems

http://www.youtube.com/watch?v
=fGaVFRzTTP4

http://www.youtube.com/watch
?v=_p3WRWLstmw

Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive

Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).

Summary

Research defined

Research Design

Marketing Decision Support Systems

Research Process

Week 7 - Seminar Activity:

Working in Small Groups (3-4
students max), pg 90 / fig 4.2
Show and Tell Understanding
Customers Financial Service/NotFor-Profit/Clothing

Week 8 - Lecture:
Competitor Analysis Chapter Five

Any
Questions?