Professional Documents
Culture Documents
1. Business Name
2. Business Vision and Mission
3. Objectives
The process of gathering, analyzing and interpreting
information about a market, about a product or
service to be offered for sale in that market, and about
the past, present and potential customers for the
product or service; research into the characteristics,
spending habits, location and needs of your business's
target market, the industry as a whole, and the
particular competitors you face .
Sales Data Mining
Observation Technique
Survey Research
is a process used by companies to turn raw data into
useful information. By using software to look for
patterns in large batches of data, businesses can learn
more about their customers and develop more effective
marketing strategies as well as increase sales and
decrease costs.
Male Female
Hotdog
Time 12 20 12 20
Bought 13 19 13 19
below above below above
7 8am
9 10am
11 12nn
1 2pm
3 4pm
5 6pm
Total
HISTOGRAM PIE CHART
20
Hotdog Sold
15 16%
10 39%
0
7 - 10 11 - 2 3 -6
45%
am pm pm
Female 4 5 7
Male 3 15 10
A controlled group interview of a target audience
demographic, often led by a facilitator. A set series of
questions or topics are covered, and the results are
used to guide marketing efforts.
FGD can be used to address substantive issues such as:
understanding consumers perceptions, preferences,
and behavior concerning a product category;
obtaining impressions on new product concepts;
generating new ideas about older products;
developing creative concepts and copy material for
advertisements;
securing price impressions; and
obtaining preliminary consumer reaction to specific
marketing programs.
Lasting for an hour and a half up to three hours, the
FGD is an interview by a facilitator of a small group of
people who are selected because of their knowledge
about the topic.
Psychographics
Tecnographics
In demographic classification, we categorize
customers into the following:
1. Age
2. Income classes
3. Social classes/Reference groups
4. Ethnic backgrounds
5. Religious beliefs
6. Occupations
7. Domiciles
Psychographics defines the customers:
1. Motivations
2. Perceptions
3. Preferences
4. Lifestyle
Technographics classifies people according to their
level of expertise in using a product or a service. For
example:
1. Sports beginners might just want basic
equipment.
2. Sports regulars may be looking for more
sophisticated equipment.
3. Finally, sports professionals would want the best
of the best for competitive purposes.
1. The first way is to develop a product or service to test out in the
marketplace.
a. The customers most attracted to the product or service can
then be profiled.
b. After profiling, the next step is to find out how huge this
market is for exploitation purposes.
2. The second way is to profile the different types of customers in a
given industry or area as to their needs and wants.
a. From these types, the entrepreneur could then choose the
customer group with the best potentials.
b. Products or services can be developed by the entrepreneur
to match this chosen customer group.
Market mapping refers to grouping customers and
products according to certain market variables.
The purpose of market mapping is to provide the
market analyst a better understanding of the market
as a whole and to paint a clearer picture of where the
different competitors are relative to the different
market segments.
Market mapping would also allow entrepreneurs to
discover market segments that are relatively unserved
or underserved. They could then develop products and
services that fulfill the gaps in the marketplace.
Strong Flavor
Soft drinks
Energy drinks e.g. Coca cola
e.g. Monster
Health Conscious
Make a Market Map of the following:
G1: Ice Cream
G2: Clothing Stores
G3: Coffee Shops
G4: Restaurants (serving Filipino dishes)
G5: Burgers
High Quality
Low Quality
Write on a piece of paper the following:
1) Define:
1. Demographic
2. Psychographic
3. Technographic
2) Give example for each methods.
3) What is the importance of Market
Segmentation?
4) What is the significance of customer profiling?
5) Define Market Mapping and explain it
significance.
1. What are the 7 Ps of Marketing?
2. What are the 4 types of products marketed
by enterprises? Give example for each type of
product.
3. What are the important purposes of
packaging?