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Marketing management Chapter 4

CHAPTER 4 CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND. 1 In addition t o m o n i t o r i n g a changing m a r k e t i n g environment, marketers also need t o develop specific k n o w l e d g e a b o u t their particular markets. G o o d marketers w a n t information t o help t h e m interp r e t past performance as w e l l as plan future activities. Marketers need timely, accurate, and actionable i n f o r m a t i o n on consumers, c o m p e t i t i o n , and t h e i r brands. | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1- 2. 3. 4. What constitutes good marketing research What are good metrics for measuring marketing productivity How can marketers assess their return on investment of marketing expenditures How can companies more accurately measure and forecast demand CHAPTER 4 CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND addition tn monitoring a hanging marketing environment marketers also need to develop specific knowledge about their particular markets. Good marketers want information to help them nter- - pret past performance as well as plan future activities. Marketers need timely accurate and actionable Information on consumers competition and their brands. They need to make the best possible tactical decisions in the short run and strategic decisions in the long run. Discovering a consumer insight and understanding its marketing implications can often lead to a successful product launch or spur the growth of a brand. - t Louis-based Bur d-A-Bear Workshop has deverly capitalized on J the kiddie-craft trend in children s toys as well the trend for L_ Interactive entertainment retailing. Instead of making pottery or - play jewelry the chain with more than 160 stores in the United States Canada the United Kingdom Japan Denmark and Korea allows kids and adults too to design their own teddy bears and other stuffed animals complete with clothing shoes and accessories. The chain boasts an average of Ten percent of sales n 2003 came from hosting nearly 700 000 parties at a cost to customers of approximately 250 for two hours which includes a stuffed animal for each child. Build-A-Bear has created a database on 9 mH-lion kids and their households by inviting customers to register their bears s I a Build-ä-Bsb Wortstwp custom having tile store 101 102 PART 2 CAPTURING MARKETING INSIGHTS By inducing a barcode inside the Bear the company can reunite the owner with the Bear if ft gets lost. The database allows .