Chapter 5Market Analysis & Marketing Research For Services.

Introduction.Market analysis.Identify needs and wants.Assessing the scale of demand and cost-price relationship.Assessing the extent to which needs and wants are unfulfilled.Self regulation.Public regulation.

To reduced uncertainties in the decisions making process about marketing activities in general and about specific aspects of marketing.To monitor and to help control the performance of marketing activities.Marketing Research.

Marketing Research Process.

Exploratory phase.Source of information.Prepare report.Analyze dataResearch planProblem formulation.Collect data.

Marketing Research Process.The scope of marketing research in service markets.Use of marketing research in the service sector.Difference between marketing research for services and for products.

The scope of marketing research in service markets.Research on Markets.Research on Product.Research on Price.Research on place.Research on promotion.

Identification and elements of the markets.Analysis of the characteristics of the markets.Projections of the markets.Critical factors for successful operations in individual markets.Projections of available share in the market.Market development program. Continue

Attitude in service organization towards marketing research.Ethical. Size.Economic.Monopolistic organization.Managerial.Customer contact.

Difference between marketing research for services and for products.

Quality of secondary sources on service.Problems deriving from the characteristics of services.Problems in researching new services.

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Consumer needs analysis.Idea generation.Preliminary analysis. (internal & external).Pre positioning the concept.Field study. (interviews, questioners, mail & observations).Consumer evaluation. (understanding reactions ).Results. (Positive, Negative). Problems in researching new services. (Concept Testing).

Marketing's acceptability.Public policy innovation.Public must benefit.Policy formation.Ethical problems.

Marketing research and Public Services.

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