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

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? www.regenesys.co.za

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 • www.regenesys.co.za

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. www.regenesys.co.za

VIDEO: TAULIA COMPANY www.regenesys.co.za

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 . www.regenesys.co.za

SELF STUDY: Table 2: selected external secondary data source (Study guide pp. 33-34). www.regenesys.co.za

ADVANTAGES OF USING SECONDARY DATA • Cost effective • Time efficiency • Offers more information about the problem. www.regenesys.co.za

DISADVANTAGES OF USING SECONDARY DATA Data may not be accessible. • Data maybe irrelevant, inaccurate or • insufficient. Information maybe outdated • www.regenesys.co.za

DECISION AREAS IN COLLECTING PRIMARY DATA • Research approaches • Contact methods • Sampling plan • Data collection instruments www.regenesys.co.za

RESEARCH APPROACHES Observation Survey approach Experimental www.regenesys.co.za

CONTACT METHODS Mail surveys Telephone interviews Personal interviews Online marketing research www.regenesys.co.za

SAMPLING DECISIONS Sampling unit Sample size Sampling procedure www.regenesys.co.za

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 • www.regenesys.co.za

TYPES OF SAMPLING • Non probability sampling - some elements of 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 www.regenesys.co.za

DATA COLLECTION INSTRUMENTS Data can be collected via: • Questionnaires • Mechanical or electronic equipment • Interviews • Focus groups www.regenesys.co.za

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. www.regenesys.co.za

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) • www.regenesys.co.za

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) www.regenesys.co.za

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 • www.regenesys.co.za

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 www.regenesys.co.za

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 www.regenesys.co.za

VIDEO: THE TOP TRENDS IN MARKETING (KOTLER, 2015) www.regenesys.co.za

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 www.regenesys.co.za