Uses of marketing research in marketing decision Tahle Questions Marketing Research Slide Can Help Answer Questions about Markets Buyers Demand Channels What kinds of people buy Is demand for our Do channels of distribution for our products? products increasing or our products need chang ing? decreasing Questions about Marketing Mix Product Pricing Placement Promotion Which product What price should Where, and by How much should design is likely to be we charge for our whom, should our we spend on most successful? new products? products be sold? promotion? Questions about Performance Market Share Customer Satisfaction Reputation What is our market share Are customers satisfied How does the public perceive overall? with our products? our organization? Irwin/McGraw-Hill 9 The McGrawHill Companies, InC, 1998Uses of Marketing Research in marketing decision support systems Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Questions Marketing Research Can Help Answer Slide 5-1 Table 5.1 Questions about Markets What kinds of people buy our products? Is demand for our products increasing or decreasing? Do channels of distribution for our products need changing? Buyers Demand Channels Questions about Marketing Mix Product Pricing Placement Promotion Which product design is likely to be most successful? What price should we charge for our new products? Where, and by whom, should our products be sold? How much should we spend on promotion? Questions about Performance What is our market share overall? How does the public perceive our organization? Market Share Customer Satisfaction Reputation Are customers satisfied with our products?