marketing and market research
Download
Skip this Video
Download Presentation
Marketing and Market Research

Loading in 2 Seconds...

play fullscreen
1 / 18

Marketing and Market Research - PowerPoint PPT Presentation


  • 249 Views
  • Uploaded on

Marketing and Market Research FCS 5155 Fall 2006 What is marketing? Process by which individuals/groups get what they want/need by creating and exchanging products and values. Tool for managing change, specifically behavior Target market SWOT analysis Market segmentation Market niche

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Marketing and Market Research' - jacob


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
what is marketing
What is marketing?
  • Process by which individuals/groups get what they want/need by creating and exchanging products and values.
  • Tool for managing change, specifically behavior

Boyle, 2003

key marketing terms
Target market

SWOT analysis

Market segmentation

Market niche

Marketing philosophy

Marketing mix

Four P’s of marketing

Marketing strategy

Key Marketing Terms

Boyle, 2003

purpose of marketing
Purpose of marketing
  • Identify a problem, need, or want (market research) and
  • Fashion a solution to it (marketing plan).

Boyle, 2003

components of market research
Components of Market Research
  • Identify your target market
  • Evaluate the trends
  • Competitive analysis
    • SWOT analysis
  • Product life cycle curve

Helm, 1995

identify target market
Identify Target Market
  • Why is it important?
  • What do we need to know?
  • When should it be obtained?
  • How should it be obtained, and by whom?

Helm, 1995

how obtained
How obtained?
  • Primary vs. secondary sources
    • Who conducted the research?
  • Direct vs. indirect methods
    • How it is conducted?

Helm, 1995

evaluation of trends
Evaluation of trends
  • What are some current trends regarding today’s society?
  • Nutrition?
  • Nutrition education?

Burns, 2005

changes in nutrition education
Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)

changes in nutrition education10
Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)

changes in nutrition education11
Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)

competitive analysis
Competitive analysis
  • Finding the competition
  • Fitting into the competitive environment (SWOT analysis)
  • Keeping ahead of the competition
  • Learning from others’ mistakes

Helm, 1995

product life cycle curve
Product life cycle curve
  • Infancy and growth are good
  • During maturity be thinking about new ideas
  • Sometimes decline can lead to infancy

Helm, 1995

marketing plan
Marketing Plan
  • Determine needs/wants
  • Identify benefits of program
  • Develop a marketing strategy
  • Develop a budget and timeline
  • Implement and evaluate

Helm, 1995

moment of application
Moment of Application
  • In groups of 3-4, complete the worksheet based on the assigned scenario.
  • Elect a facilitator, recorder, and reporter for each group.

Burns, 2005

scenario 1
Scenario 1
  • Assume you are an employee of a nutrition ed consulting firm…
    • Client: Medium-sized corporation employing mostly blue-collar males
    • Program: Nutrition component of a worksite wellness program

Burns, 2005

scenario 2
Scenario 2
  • Assume you are an employee of a nutrition education consulting firm…
    • Client: Large senior living center
    • Program: Nutrition program for free living residents

Burns, 2005

how much is enough
How much is enough?
  • What do you already know?
  • Length and scope of program
  • Cost of effort
  • Accountability expected

Helm, 1995

ad