Marketing Management: Concepts, Strategies, and Insights
Marketing Management
Marketing Management is the analysis, planning, implementation, and control of programs designed to help marketing.
Marketing Concepts
Marketing Concepts: Production concept, Product concept, Selling concept, Marketing concept, and Societal marketing concept.
Product Concept
The Product Concept suggests that companies should focus on improving their products. Companies with strong research and development, and technology, often follow this concept.
Production Concept
The Production
Read MoreMarket Research and Competitive Analysis for Startups
Commercial Viability
Market Research
To achieve good results when creating a company, it is not enough to have a good business idea. It’s crucial to conduct thorough market research.
A market survey involves collecting, processing, and analyzing information about the industry environment, the state of competition, and the characteristics of potential consumers. This prior information is necessary for proper planning of actions within the firm and allows for management decisions with greater chances
Read MoreTotalizer 1.1/EL Report: Research, Integrity, and Communication
Totalizer 1.1/EL Report: Research and Integrity
This document discusses the Totalizer 1.1/EL Report’s role in research and ensuring its integrity. It focuses on how the report reflects the investigation process.
The Report from a Process Perspective
From a process viewpoint, the report comprises a series of tasks designed to meet the requirements of the research demand. Research involves numerous tasks, such as:
- Preparing recording equipment
- Personnel training
- Planning outings
- Monitoring collected information
The
Read MoreMarket Segmentation, Targeting, Positioning & Product Strategy
Market Segmentation, Targeting, and Positioning (STP)
Customer demands encompass needs, attitudes, behaviors, tastes, and interests. The segmentation process involves these steps:
- Select the Market: Eliminate markets that have no need for the product or are inappropriate for other reasons (Market definition, situational analysis, SWOT).
- Apply Segmentation Variables:
- Behavioral: Analyze the specific value that a particular group expects from the offering, usage occasion and status, loyalty status, technological
Market Research Methods: Primary, Secondary & Segmentation
Primary Research Methods
Observational methods: Collecting behavioral data where the researcher acts as a spectator without intervening. This method may not reveal people’s motivations. Techniques include visual observation and technical means.
Experimentation: Conditions are controlled, and independent variables are manipulated to measure effects on dependent variables. Independence is crucial to prevent contamination. Includes an experimental group (exposed to the treatment) and a control group.
Read MoreData Collection Techniques: Surveys, Interviews, and Questionnaires
Operations Staff Responsibilities
Operations staff are responsible for the computer center, telecommunications network, security hardware and software, implementing programs, and managing printers. The analyst must recognize the constraints of the new system based on the available technology.
Conducting Effective Surveys
Guidelines for conducting a survey include:
- Identifying problems, opportunities, and objectives
- Starting a project
- Addressing problems within the organization
Information Collection Techniques
Sampling
Sampling
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