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Marketing and Market Research

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

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Marketing and Market Research

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  1. Marketing and Market Research FCS 5155 Fall 2006

  2. 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

  3. Target market SWOT analysis Market segmentation Market niche Marketing philosophy Marketing mix Four P’s of marketing Marketing strategy Key Marketing Terms Boyle, 2003

  4. Purpose of marketing • Identify a problem, need, or want (market research) and • Fashion a solution to it (marketing plan). Boyle, 2003

  5. Components of Market Research • Identify your target market • Evaluate the trends • Competitive analysis • SWOT analysis • Product life cycle curve Helm, 1995

  6. 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

  7. How obtained? • Primary vs. secondary sources • Who conducted the research? • Direct vs. indirect methods • How it is conducted? Helm, 1995

  8. Evaluation of trends • What are some current trends regarding today’s society? • Nutrition? • Nutrition education? Burns, 2005

  9. Changes in Nutrition Education Baker & Pearson, 2006 (SNE AC)

  10. Changes in Nutrition Education Baker & Pearson, 2006 (SNE AC)

  11. Changes in Nutrition Education Baker & Pearson, 2006 (SNE AC)

  12. Competitive analysis • Finding the competition • Fitting into the competitive environment (SWOT analysis) • Keeping ahead of the competition • Learning from others’ mistakes Helm, 1995

  13. Product life cycle curve • Infancy and growth are good • During maturity be thinking about new ideas • Sometimes decline can lead to infancy Helm, 1995

  14. Marketing Plan • Determine needs/wants • Identify benefits of program • Develop a marketing strategy • Develop a budget and timeline • Implement and evaluate Helm, 1995

  15. 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

  16. 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

  17. 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

  18. How much is enough? • What do you already know? • Length and scope of program • Cost of effort • Accountability expected Helm, 1995

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