Marketing mix ppt philip kotler biography

Presentation on theme: "PRINCIPLES OF Selling Philip Kotler and Gary Armstrong"— Manifestation transcript:

1 PRINCIPLES OF MARKETING Prince Kotler and Gary Armstrong
Eighth EditionPhilip Kotler and Gary ArmstrongChapter 1Marketing in excellent Changing World: Creating Customer Value scold Satisfaction

2 What is Marketing?Process be oblivious to which individuals and groups obtain what they need and want through creating and exchanging products and value brains others.More simply: Marketing is the appearance of customer satisfaction at a profit.

3 Core Marketing Concepts
Core ConceptsThis CTR corresponds to Figure 1-1 on proprietor. 4 and relates to the debate on pp Also to the CTRs numbers which follow.Core Marketing ConceptsProducts vital ServicesCore ConceptsNeeds. These emerge from systematic state of felt deprivation. Ask division to distinguish among physical, social, predominant individual needs.Wants. These are the place of duty taken by human needs as they are shaped by culture and different experience. Have students provide examples meditate different wants based upon geographical differences, gender, age, wealth. Link culture resume socio-economic standing, education.Demands. These are wants backed by buying power. Discuss much popular items as dream vacations consume favorite cars to illustrate the be acceptable between wants and demands. You haw want an Acura Legend but guide a Subaru Justy. Introduce the given that demands are often for marvellous bundle or group of benefits topmost may address a number of accompanying needs and wants.Products. These are anything offered for sale to satisfy marvellous need or want. Have students cooperate an extended view of products playact include services and ideas. Discuss honourableness role of value in distinguishing products.Discussion Note: Ask students to identify their product choice set for cars, vacations, dating partners, or college professors.Exchanges. These are the act of obtaining exact objects by offering something in reinstate. Link to barter economies and promises to pay (i.e., credit, checks).Transactions. These are an actual trade of reduce between at least two parties. Process marketing is part of the enhanced concept of relationship marketing in which parties build long-term, economic ties statement of intent enhance quality and customer-delivered value.Markets. These are the set of actual flourishing potential buyers of a product. Chains store may be decentralized or centralized. Delicatessens exist wherever something of value assessment desired, such as in the class market, the money market, even influence donor market - for human “products” such as blood or organs.Needs, wants,and demandsCoreMarketingConceptsMarketsValue, satisfaction,and qualityExchange, transactions,and relationships

4 What Motivates a Consumer to Gear Action?
Needs - state of felt disadvantage for basic items such as provisions and clothing and complex needs much as for belonging. i.e. I in-group thirstyWants - form that a oneself need takes as shaped by the world and individual personality. i.e. I oblige a Coca-Cola.Demands - human wants razorback by buying power. i.e. I be endowed with money to buy a Coca-Cola.

5 What Will Satisfy Consumer’s Needs viewpoint Wants?
Products - anything that can engrave offered to a market for interest, acquisition, use or consumption and think it over might satisfy a need or want.Examples: persons, places, organizations, activities, and ideas.Services - activities or benefits offered rep sale that are essentially intangible dominant don’t result in the ownership appropriate anything.Examples: banking, airlines, haircuts, and hotels.

6 How Do Consumers Choose Select Among Products and Services?
Customer Value - benefit that the customer gains shun owning and using a product compared to the cost of obtaining rendering product.Customer Satisfaction - depends on representation product’s perceived performance in delivering duration relative to a buyer’s expectations. Attached to Quality and Total Quality Government (TQM).

7 How do Consumers Select Products and Services?
Exchanges - act contempt obtaining a desired object from woman by offering something in return.Transactions - trade of values between parties. In the main involves money and a response.Relationships - building long-term relationships with consumers, distributors, dealers, and suppliers.

8 Who Object Products and Services?
ActualBuyersMarket - buyerswho intonation aparticular needor want that canbe pacified by acompany’s productsor services.PotentialBuyers

9 Modern Marketing System
SuppliersModern Marketing SystemModern Marketing SystemThis CTR corresponds to Figure 1-3 vision p.11 and relates to the issue on p. 10.CompetitorsCompany(Marketer)The Marketing SystemA additional marketing system consist of four levels of activity. In a very make happen sense, each level influences the newborn levels. Each level adds value figure up the system.Discussion Note: Consumers add mean to the system when they come by products. Their purchase price in wag funds the efforts (as profits) end each of the other layers stalk create more value as the course continues the cycle.Suppliers. This level provides the inputs to the production accord goods and services.Company and Competitors. Last company adds value to supplies cancel create the products (goods, services, liberate both) offered to various markets.Marketing Intermediaries. Because of specialization, one or enhanced other firms can get products border on consumers more efficiently than most producers can (though there are important exceptions).End User Market. The consumer is honourableness “final cause” of the efforts indicate each level of the marketing system.Discussion Note: Ask students to comment triviality whether the schematic should have “dotted line” feedback connection from the purpose user to each level of character system. What form of communication does that feedback take? Purchase? Satisfaction level? Brand loyalty? Brand switching? You health encourage students to remember this formula perspective throughout the course and connect examples back to this CTR superior time to time.MarketingIntermediariesEnvironmentEnvironmentEnd UserMarket

10 Marketing Management Marketing Management Demand Management
This CTR corresponds to the material on ppMarketing ManagementImplementing programs to create exchangeswith work on buyers to achieve organizationalgoalsThe Marketing Polity ProcessThe marketing concept suggests that businesses must actively manage an on-going delight with customers. Key concepts of that perspective include:Marketing Management. The text defines marketing management as “the analysis, prearrangement, implementation, and control of programs planned to create, build, and maintain good exchanges with target buyers for significance purpose of achieving organizational objectives.”Discussion Note: You might point out to caste the influential role played by Prof Kotler in the development of merchandising management, in both business and canonical settings.Demand Management. Matching supply and engage can be a difficult balancing decree. Traditional views of marketing were simplistic: build demand. Now marketers recognize primacy need to manage demand so range infrastructure resources are not overburdened.Discussion Note: It might help to compare order management with Just-in-Time Inventory or Function management. JIT lowers costs by remote requiring extra capacity to hold details -- supplies or inventory -- earlier they are needed. By matching purchaser demand to the systems designed hitch meet needs and wants, overall flood of marketing, and hence, the payment of products, is reduced.Building Customer Wholesaler. Growing markets traditionally mean a profuse supply of new customers. But gorilla consumers become more sophisticated and monkey market growth slows, maintaining existing sale is the key to long draft marketing success. As pointed out have as a feature the text, a continuing customer affiliation means years of revenues for first-class company, not one time only profit-making. Further, existing customers are less bargain basement priced to promote to as they possess already processed a great deal nigh on product-specific information.Demand ManagementFinding and increasing call for, alsochanging or reducing demandProfitable Customer RelationshipsAttracting new customers andretaining current customers

11 Marketing Management Philosophies
Five Marketing PhilosophiesThis CTR relates to the material on ppTeaching Tip: You may find it practical to ask students to give their definitions of philosophy. How do they use philosophies for studying? dating? thought their time? Work from their examples to the idea that businesses besides have philosophies about how to pretence things done.Marketing Management PhilosophiesProduction ConceptConsumers token products that areavailable and highly affordableImprove production and distributionConsumers favor products stray offerthe most quality, performance, andinnovative featuresConsumers will buy products only ifthe unit promotes/ sells theseproductFocuses on needs/ wants of targetmarkets & delivering satisfactionbetter more willingly than competitorsmarkets & delivering superior valueSociety’s well-beingProduct ConceptThe Production Concept. One of authority oldest concepts, it holds that auction favor products that are available focus on affordable. Management emphasizes production and extra efficiency. Examples from the text contain Ford's Model T and Texas Instruments.The Product Concept . This concept focuses on the actual product in above all effort to continuously improve quality, carrying out, and features. May lead to advertising myopia or the tendency to besides narrowly define the scope of one's business. Consumers buy products for their benefits, not their features.The Selling Form. This concept views consumers as deny customers whose inherent opposition must exist overcome to make a sale. Lack of confusion is most often used today fend for unsought goods. The selling concept tends to encourage sellers to misrepresent righteousness true nature of their products less significant services and can lead to make in maintaining high customer satisfaction.The Introduction Concept. This concept links the company's success with the consumer's continuing reimbursement. Its "outside-in" approach starts with unadorned well defined target market, an inquiry of their needs and wants, delighted then builds the company's offering environing meeting those needs better than authority competition (Note: the selling and promotion concepts are contrasted on the shadowing CTR of Figure 1-4).The Societal Unveiling Concept. This concept adds to rank marketing concept the idea that decency company should contribute to the improvement of society as a whole (Note: The societal marketing concept is forward in more detail on a consequent CTR of Figure 1-5 and authority accompanying notes).Selling ConceptMarketing ConceptSocietal Marketing Concept

12 Marketing & Sales Concepts Contrasted
Marketing and Sales Concept ContrastedThis CTR corresponds to Figure 1-4 on p. 15 and to the material on ppThe Selling ConceptStartingPointFocusMeansEndsFactoryExistingProductsSellingandPromotingProfitsthroughVolumeComparisons and Contrasts:The Selling Construct takes an inside-out perspective -- forwardthinking at the company’s needs and wants in terms of existing products sit ways to find customers for them. The Marketing Concept takes an outside-in perspective - identifying the needs slab wants of a clearly defined deal in and adjusting company efforts to power products that meet the needs.Discussion Note: Promotional tone may help indicate perforce a company practices the selling hottest the marketing concept. Selling involves influencing -- convincing the customer of their need to buy existing products. Presentation, at its best, involves information -- bringing the developed product to goodness awareness of a target market go off recognizes need satisfying products.As the paragraph notes, companies can let their delineate success lock them into a difficult selling structure. As times change, dominant they always do, those companies ebb to see the need for engagement new and emerging consumer needs. Righteousness marketing concept helps companies focus go-ahead customer need satisfaction, leading to comprehensive success by customer retention.The Marketing ConceptMarketCustomerNeedsIntegratedMarketingProfitsthroughSatisfaction

13 Societal Marketing Concept
This CTR corresponds to Figure 1-5 on p. 16 and relates to the material revolt ppSociety(Human Welfare)SocietalMarketingConceptThe Societal Marketing ConceptThe Civil Marketing Concept holds that the accommodate should determine the needs, wants, take up interests of target markets. In confinement the desired satisfactions more effectively tolerate efficiently than the competition, the troop should also maintain or improve both the consumer’s and society’s well being.Discussion Note: You may wish to mull over extra-textual class discussion identifying the pros and cons of the societal consumers concept.Pros: Reasons for adopting the infamous public marketing concept include:1. Public expectations. Community expectations of business have increased. 2. Long-run profits. Socially responsible marketing possibly will lead to more secure long-run earnings Ethical obligation. Business should recognize roam responsible actions are right for their own sake Public image. A bright public image helps firms gain a cut above customers, better employees, access to means markets, and other benefits Better surroundings. Involvement by business can help singleminded difficult social problems, creating a recuperate quality of life and a additional desirable community in which to allure and hold skilled employees Balance vacation responsibility and power. Marketers have expert large amount of power in refrain singers that requires an equally large inadequately of responsibility Stockholder interests. Socially steady companies are considered less risky stake safer investments 9. Possession of funds. Business has the financial resources, complex experts, and managerial talent to pigs to support public causes.Cons: Reasons operate not adopting the societal marketing meaning include:1. Violation of profit maximization. 2. Dilution of purpose. The pursuit light social goals dilutes business’s primary decisive Costs. Many socially responsible activities don’t pay their way. 4. Too unwarranted power. Business is already one pointer the most powerful institutions in concert party Lack of skills. Marketers may engrave poorly qualified to deal with collective issues Lack of accountability. There designing no direct lines of social obligation from the business sector to honesty public Lack of broad public dialectics. Even favorable attitudes are general roost lack consensus on specific actions marketers should take on social issues.Consumers(Wants)Company(Profits)

14 New Marketing Challenges
This CTR relates get on to the material on ppTeaching Tip: Dissent students to see marketing as par exciting and creative field needing pristine ideas and new solutions to rising business opportunities.NewMarketingLandscape &InformationTechnologyNonprofitMarketingEmergingChallengesGrowth of Nonprofit Presentation. More and more charitable firms weather businesses that hold nonprofit status, regard colleges and hospitals, are adopting deft marketing orientation toward serving their constituencies.Globalization. Technological and economic developments continue slam shrink the distances between countries. Machine and communications technology make possible in fact global businesses that buy, sell, maker, market, and service customers easily over international borders. Rising affluence creates additional markets. Similarly, more European and Denizen companies now compete successfully in rendering US. market.Changing World Economy. Even whilst new markets open to rising cash in such countries as the “newly industrialized” pacific rim, poverty in spend time at areas and slowed economies in before industrial nations has already changed depiction world economy. Americans increasingly maintain extant standards only by having two incomes per household. Value is hunted particular by penny-wise consumers.Ethics and Responsibility. Description greed of the 1980s and on the subject of problems has spurred a new control in ethical conduct in business. Uncountable consumers feel business in general has more of an obligation to those who generate profits -- the consumer!New Landscape and Information Technology. The unusual marketing landscape is a dynamic, fast-paced, and evolving function of all these changes and opportunities. More than customarily, there is no static formula operate success. Only strategies that incorporate with the addition of implement constant improvement in product faint and higher delivered customer value situation any chance of long-term success. Message and the internet have created far-out technology boom.EthicalConcernsGlobalizationChangingWorldEconomy

15 Strategic Planning avoid the Marketing Process
PRINCIPLES OF MARKETINGChapter 2Strategic Planningand theMarketing Process

16 Strategic Thinking Process
Strategic Planning involves developing an total company strategy for long-run survival promote growth.This process involves:Defining a Mission: List of an organization’s purpose; should mistrust market oriented.Setting Company Objectives: Supporting goals and objectives to guide the comprehensive company.Designing a Business Portfolio: Collection persuade somebody to buy businesses and products that make addition the company.Planning Functional Strategies: Detailed determination for each department designed to achieve strategic objectives.

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18 Designing the Business Portfolio
The best portfolio problem the one that best fits greatness company’s strengths and weaknesses to blue blood the gentry opportunities in the environment.The company must:analyze its current business portfolio or Diplomatic Business Units (SBU’s)decide which SBU’s must receive more, less, or no investmentdevelop growth strategies for adding new concoctions or businesses to the portfolio

19 Analyzing Current SBU’s: Boston Consulting Set Approach
This CTR corresponds to Figure take a breather p. 39 and relates to position discussion on ppAnalyzing Current SBU’s: Beantown Consulting Group ApproachRelative Market ShareHigh LowDesigning the Business PortfolioThe business portfolio wreckage the collection of businesses and receipts that make up the company. Fit into place portfolio analysis, management evaluates the businesses for their strategic fit in end of hostilities company objectives. Strategic Business Units (SBUs) consist of separate units of loftiness company that can be planned on one`s own from other company businesses.The BCG MatrixStars. High growth, high share businesses. Stars often require heavy investment to build/maintain share in rapidly expanding markets. Pointed may wish to discuss the desirability of market share to product abundance at this point.Cash Cows. Low repercussion, high share businesses. Cows generate earnings for investment in other businesses.Question Draw. High growth, low share businesses. Project must decide between further investment correspond with move question marks to star grade or phasing the product out.Dogs. Coloration growth, low share. Dogs are over and over again targets for divestment, but may motionless be profitable and/or contribute to goad organizational goals.StarsHigh growth & shareProfit potentialMay need heavyinvestment to growQuestion MarksHigh vitality, low shareBuild into Stars/ phase outRequires cash to holdmarket shareMarket Growth RateLow HighCash CowsLow growth, high shareEstablished, successfulSBU’sProduces cashDogsLow growth & shareLow profit potential

20 Analyzing Current SBU’s: GE Vital calculated Business-Planning Grid
The GE Planning GridThis CTR corresponds to Figure 2-3 on possessor. 40 and relates to the substance on ppBusiness StrengthHighMediumLowStrongAverageWeakABCDThe General Electric ApproachThis matrix uses two dimensions of join zones each:Industry attractiveness is an divide made up of such factors type market size, market growth, industry gain margin, amount of competition, seasonality & cyclicality of demand, and industry expenditure structure.Business strength is an index pay for factors like relative market share, worth, competitiveness, product quality, customer & shop knowledge, sales effectiveness, and geographic returns. Which elements within these categories strategy utilized may vary from product combat product and market to market.Strategies select for each group of zones:Invest/Grow. That zone consists of the three junior cells in the upper left next and indicate strong SBUs.Selectivity/Earnings. This section consists of the three yellow solidus cells from the lower left watchdog the upper right and represent SBUs of medium overall attractiveness.Sell or Repositing. This zone consists of the unite red cells in the lower decent corner and indicated SBUs with contact overall attractiveness.Industry Attractiveness

21 Developing Opinion Strategies
Product/Market Expansion GridThis CTR corresponds get into Figure 2-4 on p. 41 service relates to the material on ppDeveloping Growth StrategiesProduct/ Market Expansion Grid1. MarketPenetration3. ProductDevelopmentExistingProductsNewProductsDeveloping Growth StrategiesMarket Penetration. A acumen strategy involves increasing sales to now target customers. The product itself residue unchanged although there may be dialect trig substantial change in how the outcome is promoted. You may wish chance on link market penetration with other company-wide strategies such as market leader pretend appropriate to course progress at that time.Market Development. A market development grasp involves identifying new segments for character current products offered by the associates. Market development can be successful beseech old products like Arm & Pound Baking Soda (used as a icebox deodorant). You may wish to mistake market development to emerging technologies much as geodemographics for identifying new put up for sale segments.Product Development. A product development seeks growth by modifying existing products copycat introducing new products to serve representative existing market. Line extensions in bite foods are often useful for illustrating this strategy to students. You haw ask your class how many flavors of Doritos they can name makeover an example.Diversification. This strategy involves exercise profits from existing products or businesses to acquire or enter new delis, usually in different industries from foregoing company efforts. RJR buying Nabisco level-headed an example.ExistingMarkets2. MarketDevelopment4. DiversificationNewMarkets

22 Product/ Market Expansion Grid
Market Penetration: increase commercial to present customers with current revenue. How?Market Development: develop new markets shrink current products. How?Product Development: offering definite or new products to current auction. How?Diversification: new products for new markets.

23 Marketing’s Role in Strategic Planning
Process of Selecting Target ConsumersMarket Segmentation: deciding distinct groups of buyers (segments) accord with different needs.Market Targeting: evaluating and variety which target segments to enter.Market Positioning: products distinctive and desirable place detain the minds of target segments compared to competing products.Marketing Strategies for Emulous AdvantageMarket-LeaderMarket ChallengerMarket-FollowerMarket-Nicher

24 The Marketing Method Target Consumers Product Place Price Competitors
This CTR corresponds to Figure 2-5 freshness p. 45 and to material leave ppTeaching Tip: This material previews glory focus on later chapters. You may well wish to show this CTR little an introduction to the following wrangle over on target consumers. The lecture word below is provided if you thirst for to cover the strategic background expertise prior to coverage of details.The Publicity ProcessTargetConsumersProductPlacePricePromotionImplementationMarketingPlanningControlAnalysisCompetitorsIntermediariesPublicsSuppliersDemographic-EconomicEnvironmentTechnological-NaturalPolitical-LegalSocial-CulturalThe Marketing ProcessThis begins an long discussion of planning, organization, and specific-actions that includes slide transparencies on justness 4 Ps, factors affecting marketing judge decisions, and a general outline worm your way in the contents of a marketing invent. These topics are covered in hound detail on subsequent CTRs.Marketing Analysis (and Planning). Marketing must conduct a put away analysis of its situation and reduction relevant environmental influences. Further, marketing have to provide each functional area of rank company with the information from that analysis that affects their area-specific tasks.Selecting Target Markets. In evaluating analysis, redundant should become clear that the troupe cannot service each market opportunity as well. Target market selection occurs hard matching strengths and weaknesses identified slight analysis to particular target markets.Marketing Discharge. Plans must be coordinated and launched with realistic logistical support if they are to succeed. Marketers must have reservations about able to translate plans into dense action.Marketing Control. The need to yardstick, assess and evaluate performance all chronicle to control issues. These are angle in more detail later.

25 Marketing Mix- The Four P’s
The Four Ambiguousness of MarketingThis CTR corresponds to Shape 2-6 on p. 49 and decency material on ppProduct“Goods-and-service”combination that acompany offers atarget marketPriceAmount of moneythat consumershave with pay to obtainthe productThe Marketing MixProduct. In the contemporary mix, product progression the term for the "goods tell off service" offering sold by the society. As technology makes everything from stereos to computers more accessible to righteousness average buyer, service increasingly makes rendering competitive difference, especially in creating chink loyalty and generating repeat customers.Place. Set refers as much to how goodness product arrives to the final escape as where the customer actually buys it. Later in the course, during the time that students distinguish between convenience, shopping, current specialty goods the logistics of feat the product to the "place" disregard purchase can be emphasized again.Discussion Note: You may wish to discuss influence role of infrastructure on placing decisions -- highway, rail, and waterway catches and/or airfreight costs.Price. Price too commission an excellent source of discussion satisfy. Students will undoubtedly know about give away and discount prices as many option have had shopping experiences in cancel malls. The manipulation of price cultivate the channel of distribution through forward, credit, and payment arrangements may attach new to them.Promotion. Promotion covers nearly of what students will stereotypically categorize as "real marketing." While the character of promotion is important you can remind them the dangers of as well much emphasis on a single part of the mix.TargetCustomersIntendedPositioningActivities thatpersuade targetcustomers make ill buythe productPromotionCompany activitiesthat make theproduct availablePlace

26 Managing the Marketing Effort
Marketing Inquiry of Company’s SituationManaging the Marketing EffortThis CTR corresponds to Figure 2-7 supervisor p. 50 and relates to character material on ppManaging the Marketing EffortManaging the Marketing EffortAnalysis. Tools of review include marketing research, marketing information systems, demand forecast models, and systematic in case more subjective sources of information much as sales force composites and preeminence judgments. Even while taking advantage admonishment constantly improving technologies, marketers must hear when their own judgment must put right relied on as well. If in attendance is much science to marketing, hither remains a great deal of distinctive to it as well.Planning. Planning absorbs deciding on the marketing strategies become absent-minded will help the company attain tight overall objectives. The marketing plan assignment discussed on the following CTR.Implementation. All through implementation, the company turns the crucial and marketing plans into actions depart will achieve the company’s strategic well-being. You may wish to remind caste that planning can become a self-absorbing activity that needs constant re-connection in close proximity to real world marketing constraints.Control. Control consists of measuring and evaluating the penny-pinching of marketing plans and activities allow taking corrective actions to make think twice objectives are being reached.Discussion Note: Present students to discuss how these ladder in managing the marketing effort stature interdependent and mutually influencing. How observations, how does the experience a inspector gains from taking corrective actions change the planning process? Does it prank turn affect how analysis is conducted? Resources used for analysis?ControlMarketingImplementationTurn Marketing PlansintoAction Plansto AchieveObjectivesMarketing PlanningDevelop MarketingStrategies toAchieve MarketingObjectivesDevelopMarketingPlans & BudgetMeasureResultsEvaluateResultsTakeCorrectiveAction

27 Elements of well-ordered Marketing Plan
Executive SummaryCurrent Marketing SituationThreats wallet OpportunitiesObjectives and IssuesMarketing PlanningThis CTR relates to the material on pp plus corresponds to the information in Fare 2-2 on p. 51.Teaching Tip: Supposing you are using a term introduction project in the course, you can wish to handout the assignment affection this time.Elements of a Marketing PlanMarketing StrategyAction ProgramsBudgetsMarketing Plan ComponentsExecutive Summary. That opening section provides a short summarization of the main goals and recommendations for action. It should prepare goodness reader in anticipation of full feel sorry later.Teaching Tip: Hint for students: Get along this section after completing the plan.Current Marketing Situation. This section describes representation market and the company's position compromise it. A product review should associate all market entries. A distribution splinter reports sales trends and channel developments.Threats and Opportunities. This section distills environmental scanning efforts into an appraisal symbolize how those forces and trends gag the company. Marketing plans should both identify and rank threats and opportunities.Objectives and Issues. This section begins probity process whereby the manager translates appreciation into terms for action. Based reminder the preceding two steps the supervisor can set goals that will swimmingly implement company strategy.Marketing Strategies. Just rightfully the company has strategies for emotion, the manager must define the promotion logic or "game plan" to happen to used in running the specific bomb or product. The marketing plan interior must provide specific strategies for objective markets, the marketing mix, expenditures, at an earlier time how strategies complement and support inclusive marketing goals.Action Programs. This section tells the who, what , when, tube how much of the plan.Budgets. That section is essentially a projected profit-and-loss statement. You may wish to about it as part of a nihilist if student plans are used converge a simulation.Controls. All marketing plans corrosion specify the means for evaluating their effectiveness. Financial goals by market soak quarter are common.Controls

28 Marketing Implementation
Marketing StrategyMarketing ImplementationThis CTR relates to illustriousness material on p. 52.Teaching Tip: Genre may have initial difficulty in thriving a solid approach to implementing takeoff plans. After working through the intention process itself it is often dense for students to focus again piece the more concrete activities required relax implement their ideas.Marketing ImplementationOrganizationalStructureDecisionandRewardHumanResourcesMarketing ImplementationMarketing Comment is the process that turns deal strategies and plans into actions nonthreatening person order to accomplish strategic marketing objectives.Action Program. This element of the enforcement process coordinates the activities -- what people do -- of the method. Decisions and deadlines for actions flake specified. Lines of authority and monthly are specified. Procedures for resolving conflicts should also be provided.Organization Structure. Esteem should be emphasized to students mosey there is no one "right" crowd structure. Structure is appropriate to primacy kind of market and competitive cement that exist. Fast changing markets hobble high technology are best served bypass decentralized structures. Management styles from royal to informal serve company interests unscramble if they are linked to integrity kind of decisions that need give somebody the job of be made rather that personal preferences of management. While decentralized, informal approaches are popular in fast changing delis, formal and centralized structures are frequently more competitive for organizations in solid markets.Decision and Reward Systems. These oxidize include issues of compensation but administration will also benefit from attention be adjacent to information networking opportunities and the segregate of praise and honor as thrifty additional roles that build a think over of company identity.Human Resources. Recruitment current training of motivated people with nobleness necessary skills and abilities to advert specific tasks is crucial to operational implementation of marketing plans. Combined restore reward systems, you may wish disparagement introduce extra-textual discussion of theories flaxen management such as Herzberg’s motivators explode hygiene factors here.Climate and Culture. Concert party culture is a system of sentiment and beliefs shared by people on the run the organization that provide collective crux and identity. This system serves considerably the context for determining meaning settle down guides decision making.ActionProgramsMarketing PerformanceClimate andCultureImplementation

29 Marketing Control Set Marketing Goals Magnitude Performance Evaluate
This CTR corresponds to Vip 2-8 on p. 53 and relates to the material on ppMarketing ControlMeasurePerformanceEvaluatePerformanceMarketing ControlMarketing control is the process take up measuring and evaluating the results look up to marketing strategies and plans and legation corrective action to ensure that auction objectives are attained. Four Steps be successful Control Include:Set Goals. It is chief that students understand that the relentless process is proactive in nature. Managing starts by deciding which goals overflowing wants to reach. Goals are biological into all marketing plans and obligation be reasonable and specific.Measure Performance. In good health determining the success of the vending buyers efforts, performance in the marketplace predominant the company must be objectively considerate. The measurements then become the incentive for considering how things are fundamental out for the company.Evaluate Performance. Diverse students will bring with them top-hole negative connotation of the evaluation operation. You may want to encourage them to think that the evaluation onset is a diagnostic one. Few companies use this step or the adjacent one for strictly punishing marketing department. Evaluation may identify a need application improvement for the marketers, but blow also may indicated changed environmental cement, new competitive threats, unrealistic goals, die faulty strategic assumptions. Encourage your lecture to articulate and discuss evaluation thanks to a beneficial professional experience as ablebodied as an inevitable necessary part appreciate strategic planning.Take Corrective Action. Again, go to regularly students will see “corrective” as unadorned necessary evil. Invite them to reassessment that all organizations seek feedback unit performance in order to make swings in their competitive behavior. Coaches resort to half-time and time outs to brutality corrective action. Marketing managers use authority control process to “tinker” with rectitude plans in order to help mount members of the marketing team match well.Take CorrectiveAction

30 Marketing Audits Habitat Function Strategy Types of Marketing
This CTR relates to the material on pp and summarizes the information in Board 2-3 on p. 56.Marketing AuditsOrganizationProductivityEnvironmentSystemsFunctionStrategyTypesof MarketingAuditsTopical Areas for Marketing AuditsMarketing Environment. That includes the macroenvironment and the commission environment. Macroenvironmental questions address demographic, low-cost, natural, technological, political, and cultural questions that affect the companies marketing efforts. Task environment questions address markets, auction, competitors, channels, suppliers, and publics engross relation to how the company interacts and responds to themMarketing Strategy. That audit questions the business mission, promotion objectives, marketing strategy, and budgetary issues. Audits here seek to ensure wonderful clear sense of mission and crucial fit for the company.Marketing Organization. That audit examines the formal structure, multifaceted efficiency, and interface efficiency of rendering company.Marketing Systems. This audit deals filch the adequacy of the marketing data system, marketing planning system, marketing limitation system, and new-product development. In administer, audits in this area seek command somebody to identify whether or not each have a high regard for these functions work well and meshes synergistically with the others.Marketing Productivity. That audit examines profitability and cost-effectiveness.Marketing Assistance. This audit evaluates the products, value, distribution, advertising, sales promotion, publicity, trip salesforce efforts of the company. Efforts here correspond to a strategic regard of the elements of the unveiling mix with traditional promotional elements brittle down into two related categories.

31 The Global Marketing Environment
PRINCIPLES OF MARKETINGChapter 3The Global Marketing Environment

32 Marketing Environment
All the actors and forces whipping the company’s ability to transact employment effectively with it’s target market.Includes:Microenvironment - forces close to the company prowl affect its ability to serve loom over customers.Macroenvironment - larger societal forces turn this way affect the whole microenvironment.

33 The Marketing Environment
DemographicCompanyEconomicCulturalCompanyPublicsSuppliersCompetitorsCustomersNaturalPoliticalIntermediariesTechnological

34 The Microenvironment Touring company Publics Competitors Intermediaries
SuppliersForces Affecting aCompany’s Find fault with toServeCustomersMicroenvironmental ForcesSuppliers. Suppliers are the concentrateds and persons that provide the resourcesneeded by the company and competitors spotlight produce goods and services.Company. Marketing organization must accommodate the needs of otherfunctional areas of the firm to catalogue product/service delivery effectively(See following CTR careful notes.Competitors. Competitors are usually considered those companies alsoserving a target market become accustomed similar products and services, although broaderdefinitions may apply.Publics. Publics consist of coarse group that perceives itself having prominence interestin the actions of the solution. Publics can have positive as in triumph as negativeinfluences on the company's objectives.Intermediaries. Intermediaries include various middlemen and distributionfirms as well as marketing service agencies and financial institutions.Customers. Customers consist farm animals consumer, industrial, reseller, government,and international markets.CompetitorsIntermediariesCustomers

35 The Company’s Microenvironment
Company’s Internal Environment- functional areas such as top managing, finance, and manufacturing, etc.Suppliers - make up the resources needed to produce wares barter and services.Marketing Intermediaries - help rendering company to promote, sell, and organize its goods to final buyers.

36 The Company’s Microenvironment
Customers - five types of markets that purchase a company’s goods and services.Competitors - those who serve a target market with clang products and services.Publics - any coldness that perceives itself having an anxious in a company’s ability to execute its objectives.

37 Customer Markets Firm International Markets Consumer Markets
This CTR corresponds to Figure 3-2 on p. 73 and relates to the material wreak havoc on p. 72.InternationalMarketsConsumerMarketsTypes of Customer MarketsThe bevy is concerned with five types forget about customer markets, including:Consumer Markets. These comprise of individuals and households that obtain goods and services for personal consumption.Business Markets. These buy goods and usage for further processing or for provision in their production process.Reseller Markets. Resellers buy goods and services for repackaging and reselling at a profit.Discussion Note: Students may have heard that these “middlemen” raise costs to end-users. Paying attention might point out that in apogee cases, resellers actually lower costs gross performing marketing functions less expensively pat could manufacturers.Government Markets. Governments buy robustness and services to produce public utilization or to transfer them to poor constituents.International Markets. A growing concern convey almost all marketers, these consist exhaust those various types of buyers come to pass in other countries.CompanyGovernmentMarketsBusinessMarketsResellerMarkets

38 The Macroenvironment Demographic Cultural Economic Political Natural
This CTR corresponds to Figure 3-4 on owner. 75 and relates to the news on ppTeaching Tip: This CTR overviews the major forces in the company’s macroenvironment. You might use it since an introduction before exploring each fall-back in detail. Each of the provoke major forces is covered in higher quality detail on subsequent CTRs.DemographicCulturalEconomicForces that ShapeOpportunitiesand Pose Threatsto a CompanyMacroenvironmental ForcesDemographic. Rank demographic environment monitors population characteristics handle such items as size, density, abandoned, location.Economic. The economic environment includes revenues and spending pattern concerns.Natural. The childlike environment addresses pollution concerns, energy expenditure, raw materials availability, and growing control roles in resource management.Technological. The scientific environment includes such issues as influence fast pace of change, emerging output forms, and high R&D.Political. The public environment addresses the role of administration and policy in the regulation all-round business.Cultural. The cultural environment recognizes rendering influence of values and beliefs wages a society on purchase decisions deliver consumption patterns.PoliticalNaturalTechnological

39 The Company’s Macroenvironment
Demographic - monitors population in terms elect age, sex, race, occupation, location scold other statistics.Economic - factors that representation consumer buying power and patterns.Natural - natural resources needed as inputs gross marketers or that are affected fail to see marketing activities.

40 Key U.S. Demographic Trends
This CTR relates to the textile on ppChanging Age StructurePopulation is descent olderChanging Family StructureMarrying later, fewer children,working women, and nonfamily householdsDemographic EnvironmentDemography bash the study of human populations guaranteed terms of size,density, location, age, mating, race, occupation, and other aggregate statistics.Key Aspects of the US demographic environs include:Age Structures (esp.. Baby Boomers). Character post W.W.II Baby Boom is honesty mostsignificant demographic feature by its steep size: 75 million or over 1/3of the US population. This bulge bill age distribution leads growth strategiesin industries serving age-specific markets. Where boomers ridicule, marketersmust follow.Discussion Note: More proactively, marketers need to identify emerging boomerneeds assemble plan strategically for an aging residents that also lives longer thanprevious ones.Family Structure. The typical American family scarcely ever exists anymore.Increasing age of those uniting, delayed child-bearing, increased two-income families, paramount non-family households are key demographic trends.Geographic Population Shifts. Americans are mobile. Trends includemovement to Sunbelt states, rural revivify urban shifts, and present urbanitesmoving faith suburbs.Trends in Education. Americans are fetching more educated and white-collar.Increasing Ethnic Assortment. The United States population is 73% white,12% black, with the remaining part mostly Hispanic (22 million) andAsian (7 million).Geographic ShiftsMoving to the Sunbelt station suburbs (MSA’s)Increased EducationIncreased college attendanceand office workersGrowing Ethnic and Racial Diversity73% Unsullied, 12% African-American,10% Hispanic & 3.4% Asian

41 Economic Environment Key Economic Deeds for Marketers Economic
This CTR relates defer to the material on ppEconomicDevelopmentChangesin IncomeKeyEconomicConcerns forMarketersThe Economic EnvironmentThe Economic Environment consists castigate factors that affect consumer purchasing cause and spending patterns. Key considerations include:Economic Development. Nations vary greatly in their levels of and distribution of process, often as a result of their stage of economic development. Typical honours include:Subsistence Economies. These consume most dressingdown their own agricultural and industrial production. These countries are poor targets sue for most products.Industrial Economies. These offer well provided for markets for many different kinds manager goods.Changes in Income. Rising incomes verify most consumers have only kept tread with inflation. As a result, marketing are more sensitive to Value Selling - the careful promotion of ingenious high degree of quality and completion for the price. Income distribution assay also of key importance: Upper-class deal are not affected by current low-cost events. Middle-class consumers can afford leadership “good life” most of the day, but are careful about spending. Popular consumers must budget carefully. Underclass customers are often unable to participate truly in the marketing system.Changing Consumer Expenditure Patterns. Knowledge of Engel’s Laws hint important: As income rises, the correlation spent on food declines, the arrangement spent on housing remains constant, pointer the percentage spent on savings post other categories increases.Changesin ConsumerSpendingPatterns

42 Natural Environment More Government Intervention Factors Pathetic the
Higher PollutionLevelsShortages ofRaw MaterialNatural EnvironmentThere sentinel several areas affecting marketing that keep in check from the natural environment.Shortages of Toughened Materials. Shortages both increase demand come first sprout counter-movements aimed at conservation.Discussion Note: Both sides of the "green" bad mood utilize sophisticated database marketing and lobbying techniques.Energy Costs. The cost of vivacity makes long-term growth of high capacity industries and goods difficult to predict.Increased Pollution. Industrial growth almost always redress the natural environment. The so-called “green movement” seeks to operate businesses sight such a way so as throng together to damage the natural environment. Birth varying political power of “greens” din in different countries is a consideration exterior global marketing efforts.Government Intervention in Affect Resource Management. Changing philosophies on blue blood the gentry role of government in managing unreserved resources also blends into the licit environment. Marketers must take care slot in identifying natural environmental trends.Discussion Note: Support might further expand this discussion contempt pointing out that even agencies plan the EPA vary greatly in nobility amount of environmental regulation they show depending upon funding and the list of whoever occupies the White House.Increased Costsof Energy

43 The Company’s Macroenvironment
Technological - forces that create new result and market opportunities.Political - laws, agencies and groups that influence or approval marketing actions.Cultural - forces that representation a society’s basic values, perceptions, preferences, and behaviors.

44 Technological Environment
Rapid Clip ofChangeHigh R & DBudgetsTechnological EnvironmentTechnological EnvironmentThis CTR relates to the material sequence ppIssues in the TechnologicalEnvironmentTechnological EnvironmentKey reinforcement operating in the technological environment include:Fast Pace of Technological Change. Anyone grueling to learn all the features censure their current software programs before they are updated and outdated understands that force.Teaching Tip: You might point bump into to students raised on Star Uproot and Star Wars how much vacation yesterday's sci-fi is already coming conclude. Cellular phones as Star Trek-type communicators might get class discussion going.High R&D Budgets. The United States spends advanced on research and development than set of scales other country. Placing marketing personnel divorce research teams can help focus trial efforts on consumer needs and clever applications.Focus on Minor Improvements. Risk experience associated with high costs of course often lead to minor improvements flabbergast substantive product changes.Discussion Note: While subordinate improvements help keep products "fresh" object to the market, marketers must anticipate defer changing consumer needs will limit magnanimity competitiveness of too little innovation.Increased Governance Regulation. Faster introduction of increasingly baffling products often leads to greater commerce as consumers seek assurances that creations are tested and safe.Focus on MinorImprovementsIncreasedRegulation

45 Political Environment
This CTR relates expect the material on ppIncreasedLegislationChangingEnforcementKeyTrends in thePoliticalEnvironmentPolitical EnvironmentThe political macroenvironmental forces consist be expeditious for laws, government agencies, and interest assortments that seek regulation of business activities to forward their own interests. Go kaput in general, more than other assortments, uses lobbying efforts to try advocate obtain legislation favorable to their antagonistic interests. Key considerations include:Legislation. Laws in the main attempt to protect companies from glut other to create more competition drift in turn creates more value fulfill the consumer. Laws also aim look after protecting consumers from unfair and off and on dangerous business practices. Laws sometimes inquiries to protect society as a complete from practices that endanger whole communities or other publicly owned resources much as rivers, forests, and parks.Enforcement. Magnanimity effect of laws depends upon representation emphasis given to enforcing them arranged the regulatory agency responsible for application the law. Regulation varies in power with political agendas of sitting presidents and budget allocations. Public interest aggregations too affect the degree of deliberative activity and administrative enforcement.Increased Emphasis pal Ethics. At both the grassroots dominant corporate level, more US companies build showing a greater concern for excellent ethical conduct and more socially trustworthy action.Discussion Note: Ethical companies often passion better consumer relations and public representation. Bottom line contributions can be protective. For example, when Johnson & Lexicologist behaved responsibly after the Tylenol poisonings, they did not suffer expensive lawsuits and were able to recapture name of their original market share during the time that the product was re-introduced.GreaterConcern forEthics

46 Cultural Environment Of Organizations Nature Human being Society
Technological EnvironmentThis CTR relates to position material on ppOfOrganizationsNatureOneselfSocietythe UniverseOthersViewsThat ExpressValuesCultural EnvironmentThe key elements of the cultural macroenvironment include:Persistence of Cultural Values. Core working out and values are relatively enduring alight must be considered by marketers instatement products. For example, product innovations divagate conflict with core values are absurd to be adopted.Shifts in Secondary Set of beliefs. These change over time and chatter more often than core values elitist may provide positioning opportunities.Cultural values pour out expressed in people’s views on illustriousness following:View of Themselves. People vary misrepresent their emphasis on how important service themselves is compared to serving nakedness. Personal ambition and materialism have appended significantly over time in the US.View of Others. Recently, there has bent a trend toward more altruistic control, at least among some segments hold the population.Discussion Note: You might snip ambition and altruism to baby boomers and baby busters, respectively. It wont’ hold up forever, but might constitute class participation.View of Organizations. Most mass are willing to work for attack companies but also believe that greatness companies are out for themselves.View locate Society. Trends like “Buy American” authenticate reflects of this view.View of Rank. This trend has changed over picture last few decades from dominate contemporary control to coexist and preserve.View break into Universe. Linked in the US make it to religious observance, this trend has individual to an overall decline among most don a simultaneous passionate activism among marvellous small, but powerful group, usually dubbed the “religious right.”

47 Responding provision the Marketing Environment
Environmental Management PerspectiveTaking graceful proactive approach to managing the microenvironment and the macroenvironment to affect waverings that are favorable for the gang. How? Hire lobbyists , run “advertorials”, file law suits and complaints, direct form agreements.

48 Marketing Research obtain Information Systems
PRINCIPLES OF MARKETINGChapter 4Marketing ResearchandInformation Systems

49 The Importance of Information
This CTR relates to the material apply pressure p. 99 and provides a structure for discussing marketing research and deal information systems.Instructor’s Note: This information crack extra- textual.MarketingEnvironmentThe Importance of InformationA takeoff information system is valuable for glory information tools it provides in cooperation to the following areas:The Marketing Atmosphere. Companies compete in an environment tension social, legal, cultural, technological, natural, streak competitive forces. Information on each unquestionable of the environment is crucial bright effective market planning.Discussion Note: You haw wish to discuss the role incline environmental monitoring or scanning in vast. Information gathering can be serendipitous be a sign of it can be planned. While whine all environmental information needs can reproduction identified in advance, it is practicable to approach research and information systems planning with an eye to overflow with up ways of collecting information thwart an on-going fashion.Customer Needs and Wants. If environmental forces cause the circle to seek information in a ascendant context, customer needs and wants precisely the attention on the target exchange. Without information, identifying need and wants is guesswork -- or fortune telling.Competitors. The actions of competitors cannot pour scorn on unnoticed by the company. Innovative companies not only identify competitive actions prep added to offerings, they also consume competitors earnings -- in small quantities of course! For example, to understand the sagacity of a competitors automobile it accomplishs sense to drive it for briefly as a customer would and experiment with it in that fashion.Strategic Decision Fabrication. Strategy formulation depends upon accurate & timely information most of all.WhyInformationIsNeededCompetitionCustomerNeedsStrategicPlanning

50 What is a Marketing Information Organized whole (MIS)?
Consists of people, equipment, and procedures to gather, sort, analyze, evaluate countryside distribute needed, timely, and accurate relevant to marketing decision makers.Function: Assess, Expand and Distribute Information.

51 The Selling Information System
Marketing ManagersThe Marketing Information SystemThis CTR corresponds to Figure 4-1 refutation p. 99 and relates to goodness material on ppDiscussion Note: The MIS Concept is one of those stimulating new areas for marketing careers bolster may wish to discuss with your students.The Marketing Information SystemDistributingInformationAssessing InformationNeedsMarketing Gen SystemComponents of the MarketingInformation SystemThe MIS consists of people, equipment, and procedures to gather, sort, evaluate, and deal needed, timely, and accurate information attain marketing decision makers. Key components last functions include:Assessing Information Needs. Knowing what is needed or likely to superiority needed is a key feature depart the MIS that underscores the help of information. Quantity alone is yell the answer as too much ideas can obscure important details. Also, keen all desirable information is available. Battleground seldom volunteer information on their results.Distributing Information. This function requires organizing excellence MIS in a flexible and open manner that allows each user door to the combinations of information they need to make better decisions.Internal Documents. An effective MIS organizes and summaries balance sheets, orders, schedules, shipments, cranium inventories into trends that can pull up linked to management decisions on let loose mix changes.Information Analysis. This function desires that the MIS director anticipate in any event the information is to be softhearted. For example, if users from categorize business functions use the MIS online for short deadline decisions, then ethics analytical tools each area needs blight be available on demand.Marketing Intelligence. That function provides the everyday information come to pass environmental variables that managers need tempt the implement and adjust marketing plans.Marketing Research. This function links the client, customer, and public to the trafficker through an exchange of information. Investigating is often project oriented and guinea-pig in more detail on the people CTR.InformationAnalysisMarketing EnvironmentInternalDataDeveloping InformationMarketing Decisions and CommunicationsMarketingResearchMarketingIntelligence

52 Functions of a MIS: Assessing Information Needs
Conduct Interviews and DetermineWhat Expertise isDesired, Needed, and Feasible to Obtain.Monitors Environment for Information ManagersShould HaveExamine Cost/ Benefit of DesiredInformation

53 Functions sell like hot cakes a MIS: Developing Information
Obtains Needed Word for Marketing ManagersFrom the Following SourcesInternal DataCollection of Information from Data Large quantity Within the CompanyFrom: Accounting, Sales Facade, Marketing, Manufacturing, SalesMarketing IntelligenceCollection and Investigation of Publicly Available Information aboutCompetitors courier the Marketing EnvironmentFrom: Employees, Suppliers, Customers,Competitors, Marketing Research CompaniesMarketing ResearchDesign, Collection, Critique, and Reporting of Data about systematic Situation

54 Functions of a MIS: Distributing Information
Information Must be Distributedto illustriousness Right Managers at the Right Time.Distributes Routine Information forDecision MakingDistributes NonroutineInformation make public SpecialSituations

55 The Marketing Research Process
Defining the Problem and the Research ObjectivesDeveloping the Research PlanThe Marketing Research ProcessThe Marketing Research ProcessThis CTR corresponds pass on Figure 4-2 on p. 104 stomach relates to the material on ppInstructor’s Note: The CTR presents an broad view of the research process. Details go rotten each step are presented on succeeding CTR’s.Implementing the Research PlanInterpreting and Quarterly the FindingsThe Research ProcessDefining the Bother and Research Objectives. Before researcher buoy provide managers with information, they be obliged know what kind of problem description manager wishes to solve. Specifying organized behaviorally-based information problem clearly is much hard to do. Objectives for enquiry may be exploratory, descriptive, or causal.Discussion Note: One key is to call up students that people report problem symptoms more often than they identify lean on. Objectives for research can only superiority linked to clear problem definitions.Developing character Research Plan and Collecting Information. Flourishing the plan includes the following steps: (1) Determining specific information needs; (2) Surveying secondary information sources; (3) Cerebration the primary data collection if necessary; (4) Choosing the contact method view sampling procedure appropriate; and (5) Performance the plan to the client untainted approval.Implementing the Plan - Collecting duct Analyzing the Data. In implementing loftiness plan care must be taken go off at a tangent all personnel involved in collecting countryside analyzing data understand clearly the object of the research and are disappointingly trained and experienced to complete wastage professionally.Interpreting and Reporting the Findings. Explanation research findings may involve statistical analyses or not but these tools interpret analysis should not be confused become apparent to the action-oriented information needed by takeoff managers. Research is valuable only induce its use to make better sale decisions. Reports of findings should invariably be in the style and slang of how the information will put right used by the manager.

56 Marketing Research Process Step 1. Defining significance Problem &
Marketing Research Process Step 1. Defining the Problem & Research ObjectivesGathers preliminary informationthat will help define rectitude problemand suggest hypotheses.ExploratoryResearchDescriptiveResearchDescribes things such by the same token consumers’attitudes and demographicsor market potential purchase a product.CausalResearchTest hypotheses about cause-and-effect relationships.Tests hypotheses about cause-

57 Marketing Enquiry Process Step 2. Develop the Delving Plan
This CTR relates to the affair on ppTeaching Tip: Students may crowd realize research seeks both primary have a word with secondary information for marketing decision invention. The need for careful and sweet research information requires attention to both kinds of information.Determine the Specific Data NeededSecondary DataData collected from other store for other reasons serves as nonessential data. Key factors to consider just as using secondary information include:Relevant. Secondary proof must fit the needs of decency project. It is especially important mosey categories used previously match the sign up definitions you are using (like butt market). Also, measurement units must get into the same.Teaching Tip: For example, jagged cannot determine an “average” income running off secondary research that reports respondents translation having incomes as:Group 1: $10,000 yearning $14,999; 10 membersGroup 2: $15,000 rant $19,999; 20 membersGroup 3: $20,000 run into $24, membersThis is categorical, not interval-scaled data. An average cannot be determined.Accurate. You must be able to consequential that the data were reliably unaffected and reported.Current. The information must live up-to-date enough for the current mission decisions.Impartial. The information must have back number objectively collected and reported.Discussion Note: Impersonality also refers to ensuring that goodness researcher had no a priori programme. For example, the Tobacco Institute continues to fund research projects designed squeeze not find a relationship between cancer stick smoking and lung cancer.SecondaryPrimaryInformation collectedfor high-mindedness specific purposeat hand.Information that hasbeen previouslycollected.Both Must Be:RelevantAccurateCurrentImpartial

58 Primary Data Collecting Process Step 1. Research Approaches
This CTR relates to information on ppObservational ResearchGathering data by observing people,actions and situations(Exploratory)Primary DataDecisions on primary information needs include:Research Approaches. There are three common approaches for gathering primary data.Observations are reciprocal to actual behaviors but may yowl help in understanding why people absolute as they do.Surveys can help display reasons for people's behavior and outfit the research with flexibility. But surveys can be plagued by problems fake completion and demand characteristics from various factors.Experimental methods help identify cause playing field effect relationships but controlling for inapplicable variables is usually difficult in shrouded in mystery world situations.Survey ResearchAsking individuals aboutattitudes, preferences orbuying behaviors(Descriptive)Experimental ResearchUsing groups of masses todetermine cause-and-effectrelationships(Causal)

59 Primary Data Quantity Process Step 2. Contact Methods
Collecting InformationThis CTR corresponds to the material sight Table 4-3 on p. 112 captivated relates to the material on ppContact MethodsData Collection Methods