Chapter 3Analyzing Marketing Opportunity

Today you have to run faster to stay in the same place.

Philip Kotler

Learning Objectives

1. Gathering information and Measuring Market Demand.

2. Scanning the marketing environment.

3. Analyzing consumer markets and buyer behavior.

1. Gathering information and Measuring Market Demand.

MIS Marketing Research Process

MIS

People ,equipment,and procedures to gather,sort,analyze,evaluate, and distribute needed,timely,and accurate information to marketing decision makers.

MIS’s STRUCTURE(P132)

Internal databases

Marketing intelligence

Marketing research

Information analysis

Marketing Research Process

Defining the problem and research objective Developing the research plan for collecting

information Implementing the research plan-collecting and

analyzing the data Interpreting and reporting the findings

Relative terms

Exploratory research Descriptive research Causal research Secondary data Primary data Online databases

Relative terms

observational research Survey research Single-source data system Experimental research Focus group interviewing Online marketing research

2.Marketing Environment

Tracking & Identifying Opportunities in the Macroenvironment

Demographic, Economic, Natural, Technological, Political, & Cultural Developments

Macroenvironmental Forces

World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles

Macroenvironmental Forces

Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic & religious conflict Global branding

Demographic Environment

Worldwide Population GrowthWorldwide Population Growth

Population Age MixPopulation Age Mix

Ethnic MarketsEthnic Markets

Household PatternsHousehold Patterns

Educational GroupsEducational Groups

Geographical Shifts in PopulationGeographical Shifts in Population

Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets

Economic Environment

Income DistributionIncome Distribution

Subsistence economiesSubsistence economies

Raw-material-exporting economiesRaw-material-exporting economies

Industrializing economiesIndustrializing economies

Industrial economiesIndustrial economies

Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability

NaturalEnvironment

Higher PollutionLevels

Higher PollutionLevels

Increased Costsof Energy

Increased Costsof Energy

Shortage of Raw MaterialsShortage of

Raw Materials

Changing Roleof GovernmentChanging Roleof Government

Accelerating Paceof Change

Accelerating Paceof Change

Unlimited Opportunitiesfor Innovation

Unlimited Opportunitiesfor Innovation

IncreasedRegulation

IncreasedRegulation

Issues in the TechnologicalEnvironment

Issues in the TechnologicalEnvironment

VaryingR & D Budgets

VaryingR & D Budgets

Political-Legal

Environment

Political-Legal

Environment

IncreasedLegislation

IncreasedLegislation

Special-InterestGroups

Special-InterestGroups

Social/Cultural Environment

OfOfOrganizationsOrganizations

OfOfNatureNature

OfOfOneselfOneself

OfOfSocietySociety

OfOfthe Universethe Universe

OfOfOthersOthers

ViewsThat Express

Values

ViewsThat Express

Values

Social/Cultural Environment

Review

Tracking & Identifying Opportunities in the Macroenvironment

Demographic, Economic, Natural, Technological, Political, & Cultural Developments

Microenvironment

Company Suppliers Marketing intermediaries Customers Competitors public

3.Consumer Behavior

1. Major factors influencing buyer behavior

2. The buying decision process

3. The stages of the buying decision process

4. Reference concepts

Simple Response Model

StimulusStimulusStimulusStimulus OrganismOrganismOrganismOrganism ResponseResponseResponseResponse

Model of Buying Behavior

Buyer’s decisionprocess

Problem recognitionInformation searchEvaluationDecisionPostpurchase behavior

Otherstimuli

EconomicTechnologicalPoliticalCultural

Buyer’scharacteristics

CulturalSocialPersonalPsychological

Buyer’s decisions

Product choiceBrand choiceDealer choicePurchase timingPurchase amount

Marketingstimuli

ProductPricePlacePromotion

Culture

Cultural Factors

Subculture

Social Class

BuyerBuyer

Social Factors

ReferenceGroups

ReferenceGroups

Roles &Statuses

Roles &StatusesFamilyFamily

Influences on Consumer Behavior

Personal InfluencesPersonal Influences

Age and Family Life Cycle Stage

Age and Family Life Cycle Stage LifestyleLifestyle

Occupation &Economic Circumstances

Occupation &Economic Circumstances

Personality & Self-Concept

Personality & Self-Concept

Psychological Factors

PerceptionPerception LearningLearning

Beliefs &AttitudesBeliefs &Attitudes

MotivationMotivation

Maslow’s Hierarchyof Needs

Psychological needs(food, water, shelter)Psychological needs(food, water, shelter)1

Safety needs(security, protection)

Safety needs(security, protection)

2

Social needs(sense of belonging, love)

Social needs(sense of belonging, love)3

Esteem needs(self-esteem, recognition)

Esteem needs(self-esteem, recognition)

4

Self-actualization

(self-developmentand realization)

Self-actualization

(self-developmentand realization)

5

Four Types of Buying Behavior

ComplexBuying

Behavior

Dissonance-Reducing Buying

Behavior

Variety-SeekingBehavior

HabitualBuying

Behavior

Significantdifferences

betweenbrands

Fewdifferences

betweenbrands

HighInvolvement

LowInvolvement

Consumer BuyingProcessProblemProblem

recognitionrecognition

Informationsearch

Evaluation ofalternatives

Purchasedecision

Postpurchasebehavior

TotalSet

Decision Making Sets

Aware-nessSet

Consid-eration

SetChoice

Set Decision

Steps Between Evaluation of Alternatives and a Purchase Decision

EvaluationEvaluationofof

alternativesalternatives

Purchasedecision

Unanticipatedsituational

factors

Attitudeof others

Purchaseintention

How Customers Use orDispose of Products

Product

Get rid of ittemporarily

Get rid of itpermanently

Keep it

Loan it

Rent it

Store it

Convertto new

purpose

Use fororiginalpurpose

Give itaway

Trade it

Sell it

Throw itaway

Direct toconsumer

Tointermediary

Throughmiddleman

To beused

To be(re)sold

Reference concepts

Customer value and satisfaction Customer value Relationship marketing

(1)The major factors influencing buying behavior

Cultural factors Social factors Personal factors Psychological factors

Cultural factors

Culture Subculture Social class

Social class

Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values ,interests, and behavior.

Social factors Reference groups Family Roles and statuses

Reference groups Reference groups consists of all the

groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or behavior.

Groups having a direct influence on a person are called membership groups.(direct groups)

Indirect reference groups

Reference groups

Aspirational groups are those the person hopes to join.

Dissociative groups are those whose values or behavior an individual rejects.

Opinion leader is the person in informal product-related communications who offer advice or information about a specific product or product category.

Family Family procreation----one’s spouse

and children Types of Family

Types of Family Skippies(student-kids with income and

purchasing power) Mobys(mother old and baby young) Dinks(double income,no kids) Dewks(double income with kids) Puppies( 贫穷的城市职员） Woofs( 富裕的老人）

Roles and status

A person participates in many groups----family, club, organization.

The person’s position in each group can be defined in terms of role and status.

A role consists of the activities that a person is expected to perform.

Each person carried a status.

Personal factors Age and stage in the life cycle Occupation and economic

circumstances Lifestyle Personality and self-concept

Lifestyle A lifestyle is the person’s pattern of living in

the world as expressed in activities, interests, and opinion.

Lifestyle portrays the “whole person “ interacting with his or her environment.

Markerters search for relationships between their products and lifestyle groups.

VAL2 (value and lifestyles) Actualizers Fulfilled Achievers Experiences Believers Strivers Makers Stuggles

Personality and self-concept By personality, we mean distinguishing

psychological characteristics that lead to relatively consistent and enduring responses to environment.

Psychological factors Motivation Perception Learning Beliefs and attitude

让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁，已婚– 广西人，毕业于中国名牌

大学 -- 南京大学– 是一家跨国公司的市场发

展经理（已在该公司任职5 年）

– 已在广州丽江花园拥有一套三居室

– 中文名：李萍– 英文名： Anna Lee– 英文流利– 月入 8000 元

让我们以 Anna Lee来说明这些影响因素 个人背景– 今年 32 岁，已婚– 广西人，毕业于中国名牌

大学 -- 南京大学– 是一家跨国公司的市场发

展经理（已在该公司任职5 年）

– 已在广州丽江花园拥有一套三居室

– 中文名：李萍– 英文名： Anna Lee– 英文流利– 月入 8000 元

The Cinema Two Week CycleThe Cinema Two Week CycleGoing to the movies is not a two hour event for Identity Builders it is Going to the movies is not a two hour event for Identity Builders it is

a complex planning and evaluating process that offers many oppa complex planning and evaluating process that offers many opportunities to marketer. ortunities to marketer.

Note in S.E. Asia markets cinema attendance by teens is among highest in theworld with an average of around one film a month.

The Day(6-7 hours)The Day(6-7 hours)

The Week before- picking the film, who to go with, where to see, when - PLANNING

Gettingto

the Venue

TheMovie

Eating, Malling, Getting home

The Week After -talking about the Day, assessing the film, the school yard discussion. -REVIEWING

2 hoursHanging Out all day with friend

AND THEN IT STARTS AGAINAND THEN IT STARTS AGAIN

(2) The buying decision process Buying roles Buying behavior Complex buying behavior Dissonance-reducing buyer behavior Habitual buying behavior Variety-seeking buying behavior

Anna Lee 会受到哪些因素的影响

– 有 20 天的年假，准备去渡假。

– 可选择的地方有： 澳洲 / 新西兰 泰国（普吉） 三亚 韩国 欧洲 九寨沟 大理 / 丽江 西藏 新疆

Analysis of Regular Blue Ribbon Drinkers

À¶´øÆ¡¾ÆÏû·ÑÕßÄêÁä·Ö²¼

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-5960-64

À¶´øÆ¡¾ÆÏû·ÑÕßÊÕÈë·Ö²¼

A.1000-1499

B.1500-1999

C.2000-2499

D.2500-2999

E.3000-3499

F.3500-3999

G.4000-4999

H.5000-5999

I.6000+

×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹

1000-1444

1500-1999

2000-2499

D

EFGHI

¹ýÈ¥Ò»ÄêÔø¾ ºÈ¹ýÆ¡¾ÆµÄÈËÊý

×ÊÁÏÀ´Ô´:ÐÂÉú´úÊг¡¼à²â»ú¹¹

5.52

0.78

1.44

2.93

4.46

0.56

6.92

2.57 2.42

0.78

3.47

1.06

0

2000

4000

6000

8000

°ÙÍþ ³¯ÈÕ »¢ÅÆ ¼ÎÊ˲® À¶´ø ÷è÷ë Çൺ ÉúÁ¦ ÎåÐÇ Ï²Á¦ Ñྩ Öé½

Regional Breakdown

0

5

10

15

20

25

BE

IJIN

G

GU

AN

GZ

HO

U

SHA

NG

HA

I

CH

EN

GD

U

CH

ON

GQ

ING

HA

NG

ZH

OU

NA

NJI

NG

QIN

GD

AO

HA

RB

IN

SHE

NZ

HE

N

XIA

ME

N

XIA

N

CH

AN

GC

HU

N

CH

AN

GSH

A

Source: Millennium Study

Base: All Respondents

% P

rofi

le

Age/Sex Breakdown

0

10

20

30

40

50

60

70

MALE

FEMALE15

-17

18-1

9

20-2

4

25-2

9

30-3

4

35-3

9

40-4

4

45-4

9

50-5

4

55-5

9

60-6

465

+

Source: Millennium Study

Base: All Respondents

% P

rofi

le

Educational/Family Position

0

10

20

30

40

50

60

70

UN

IV/C

OL

/PO

STSE

C

SEN

IOR

HIG

H

JUN

IOR

HIG

H

PRIM

AR

Y O

RB

EL

OW

SIN

GL

E/O

TH

ER

S

MA

RR

IED

WIT

H A

NY

UN

DE

R 1

5

WIT

HO

UT

AN

YU

ND

ER

15

SHO

PPIN

GD

EC

ISIO

NM

AK

ER

HE

AD

OF

HO

USE

HO

LD

Source: Millennium Study

Base: All Respondents

% P

rofi

le

Household Income

0

5

10

15

20

25

UN

DE

R R

MB

500

RM

B50

0-59

9

RM

B60

0-69

9

RM

B70

0-79

9

RM

B80

0-89

9

RM

B90

0-99

9

RM

B10

00-1

099

RM

B11

00-1

199

RM

B12

00-1

299

RM

B13

00-1

399

RM

B14

00-1

499

RM

B15

00-1

699

RM

B17

00-1

999

RM

B20

00-2

499

RM

B25

00-2

999

RM

B30

00-3

499

RM

B35

00-3

999

RM

B40

00-4

999

RM

B50

00-5

999

RM

B60

00-6

999

RM

B70

00-7

999

RM

B80

00-8

999

RM

B90

00-9

999

RM

B10

000+

Source: Millennium Study

Base: All Respondents

% P

rofi

le

影响购买行为的主要因素 -- 心理因素

生理需要（饥饿、干渴）

安全需要（安全、保障）

社会需要（爱与归属感）

尊重需要（自尊、肯定、地位）

自我实现 需要（自我发展与实现）

(3)the stage of the buying decision process

Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

4.Business buyer behavior

Business Market Model of Business Buyer Behavior

Business market

Characteristics of Business markets(p213 Table6.1)

Derived demand

Derived demand

Business demand that ultimately comes from the demand for consumer goods.

Model of Business Buyer Behavior

(p217)

Business buying behavior

Straight rebuy Modified rebuy New task Systems buying

Participants in the business buying process

Buying centrer User Influencers Deciders gatekeepers

Major influences on business buyer behavior

Environmental Organizational Interpersonal Individual buyers

Discussion

1.No.2,p236

2.No. 3,p204