SCOOP PresentationBloomington, September 15, 2005.ppt

SCOOP Presentation Bloomington, September 15, 2005 Marketing Research Introduction What Is BASES? Introduction to the Job Marketing Research Introduction What Is BASES? Introduction to the Job If Marketing is the “4 Ps” Price Promotion Place Product then Marketing Research is the tool that quantifies the “4 Ps”. Marketing Research is the tool that helps you… Know your customers Who they are (demographics) What is important to them (psychographics) Who is aware of your product (and who is not) Know your product The best positioning (concept) for your product The price that optimizes sales and profit Know the “optimal” advertising/marketing plan The best advertising strategy The best distribution channels Know how many units of product you are selling …and any other marketing-related questions. There are many different types of marketing research firms Syndicated Example: ACNielsen Custom Example: Burke, Walker Specialty Example: BASES Corporate Internal Research Department Example: PG, SC Johnson New Products vs. Established Product The issues confronting new products can be different from those for established products: New Product Research Introduction to Marketing Research Introduction to Marketing Research Top 20 Global Research Organizations NEWS-FLASH Marketing Research Introduction What Is BASES? Introduction to the Job Founded in 1975 as Booz Allen Sales Estimation System Became an operating unit of the VNU in 2001. VNU is one of the world’s foremost marketing research and consulting firms. Headquarters in Cincinnati, Ohio Operates other Regional offices in: Chicago, IL Westport, CT Parsippany, NJ BASES is the worldwide leader in … Simulated Test Marketing New Product Evaluation These BASES services combine … Consulting Data collection/reporting Proprietary market simulation models Market Share Marketing Research Introduction What Is BASES? Introduction to the Job Working in Marketing Research There are typically two career paths: Work