Management questions: Are there changes in customer buying - - PowerPoint PPT Presentation

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HIERARCHY OF QUESTIONS WHEN CONDUCTING A RESEARCH

• Management questions: Are there changes

in customer buying behaviour?

• Research questions: What are the reasons

for changes in buying behaviour?

• Investigative questions: Can changes in

income patterns cause a change in buying behaviour?

• Measurement questions: What is your

income? What is your occupation?

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ACTIVITY: GROUP DISCUSSION

Aim:

• To understand the impact of marketing on customers

Time:

• 5 minutes: watch video about Taulia
• 5 minutes: Facilitator’s feedback and closure

Task:

• Watch a video and answer provided questions

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QUESTIONS

• 1. How is Taulia influencing customers to use its

Cloud based invoice services?

• 3. Who are Taulia’s target markets?
• 4. How can Taulia make its marketing strategy to

be more appealing to its target market?

• 5. In your own opinion, would you say this advert

was a success and why?

• 6. Identify and discuss the marketing research

steps that Taulia could follow to improve its marketing strategy.

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VIDEO: TAULIA COMPANY

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TYPES OF DATA

• Primary data – Consists of information

collected for the purpose at hand.

• Secondary data – Consists of

information that already exists somewhere, having been collected for another purpose.

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SELF STUDY:

Table 2: selected external secondary data source (Study guide pp. 33-34).

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ADVANTAGES OF USING SECONDARY DATA

• Cost effective
• Time efficiency
• Offers more information about the

problem.

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DISADVANTAGES OF USING SECONDARY DATA

• Data may not be accessible.
• Data maybe irrelevant, inaccurate or

insufficient.

• Information maybe outdated

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DECISION AREAS IN COLLECTING PRIMARY DATA

• Research approaches
• Contact methods
• Sampling plan
• Data collection instruments

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RESEARCH APPROACHES

Observation Survey approach Experimental

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CONTACT METHODS Mail surveys Telephone interviews Personal interviews Online marketing research

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SAMPLING DECISIONS Sampling unit Sample size Sampling procedure

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TYPES OF SAMPLING

• Probability sampling – Each sample member

has a known chance of being included in the

• sample. Examples of probability sampling

techniques are:

• Simple random sample
• Systematic random sample
• Stratified random sample
• Multistage sample
• Multiphase sample
• Cluster sample

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TYPES OF SAMPLING

• Non probability sampling - some elements
• f the population have no chance of

selection or where the probability of selection can't be accurately determined. Examples of non probability sampling are:

• Accidental sampling or convenience

sampling

• Quota sampling
• Purposive or judgmental sampling

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DATA COLLECTION INSTRUMENTS Data can be collected via:

• Questionnaires
• Mechanical or electronic equipment
• Interviews
• Focus groups

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CRM AND MINING BIG DATA

Analysing and using marketing information Customer relationship management and mining big data. Data warehouse is a company-wide database of finely detailed customer and market insights.

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LEGISLATION AFFECTING MARKETING International legal trends Sustainability and responsibility Legislation affecting marketing in SA

• Bill of Rights (Chapter 2) embedded in the

Constitution of SA (singed 18 Dec 1996, came into effect Feb 1997).

• Refer to table 4 in your guide (pp. 48 -51)

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LEGISLATIONS AFFECTING MARKETING IN SA

• Broad based Black Economic

Empowerment Act, 2003

• Business Act, 1991 (as amended 1993)
• Competition Act, 1998 (as amended by the

financial markets act, 2012)

• Consumer protection act, 2008 (as

amended 2011)

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LEGISLATION AFFECTING MARKETING IN SA

Regulatory and dispute resolution bodies for the marketing industry

• Advertising Standards Authority (ASA)
• Competition Commission
• Direct Marketing Association
• Direct Selling Association
• Digital Media and Marketing Association
• South African Institute of Intellectual Property

Law

• Ombudsmen for marketing-related complaints

and dispute resolution

• Remember to complete the activity in your guide

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ACTIVITY: WATCH VIDEO

Aim:

• To identify the most important current trends in marketing (Kotler,

2015)

• Facilitator to read questions before watching video

Time:

• 5 minutes: watch video
• 2 minutes answer question as class
• 3 minutes: Facilitator feedback and closure

Task:

Watch video and answer questions as class

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QUESTIONS

Identify 3 macro trends that Kotler sees emerging in the marketing industry. What is meant by the term marketing metrics? Use an example to illustrate this. Explain the difference between lateral and vertical marketing by means of an example from the video Explain the following concepts and give examples

• Guerrilla marketing
• Buzz marketing

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VIDEO: THE TOP TRENDS IN MARKETING (KOTLER, 2015)

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SECTION 1 SUMMARY Understanding marketing trends Defining marketing Learning outcome covered: Review the nature and scope of marketing. Satisfying customers and giving them value Conducting marketing research Legislations in marketing in SA