After you have completed all of the research required for developing a clear understanding of the overall environment in which your marketing plan will be operating, it is time to begin putting the final plan together. At this point, you should have completed a market review that clearly outlines the size and nature of the [...]
Monthly Archive for October, 2009
Many marketing plans result in strategic programs designed to either obtain new distribution or achieve improved performance in existing retail outlets. Many of the marketing plans in this book have called for increased shelf space for product lines, focused on improved in-store visibility, or been intended to add value to retailer relationships. When these plans [...]
In this article, ethnographic research was used to develop a summary of consumer usage and attitudes in the baby shoe category. The objective was to understand the detailed habits and practices of mothers of infants as they related to the purchasing and usage of baby shoes. The procedure involved in-home discussions with respondents about their [...]
This article provides a marketing plan for expanding the sales and distribution of a Chinese manufacturer of central air conditioners in Taiwan. One of the interesting aspects of this marketing plan is its use of the Internet to develop a qualitative understanding of consumer usage and attitudes. Internet research can be very useful when research [...]
The purpose of this document is to provide a comprehensive marketing plan for a major new venture in marketing a broad line of hardware products through supermarket organizations throughout the United States. This document is divided into the following seven sections: BACKGROUND. This section reviews the background of this project and outlines the steps that [...]
Asking the right questions during focus groups is obviously the key to learning how your potential customers feel about your business venture. Finding out how someone really feels can be quite tricky. It is important that you know what to listen for when respondents are discussing their reactions. Here are three methods that can be [...]
Focus groups are normally conducted in a professional facility designed for this purpose, and the selection of the focus group facility is very important. There are hundreds of alternatives listed in the Market Research Association Blue Book, and they can also be found in other sources, such as trade magazines and under Market Research in [...]
The respondents to be included in focus groups must be carefully selected. You must be sure that they really represent your potential target customers and that they are capable of giving you valuable insight. You also want to avoid people who might tip off potential competitors and ‘‘professional respondents’’ who have been to so many [...]
A focus group is a special type of interactive interviewing process in which individuals (technically called respondents) are brought together to discuss a specific topic. The respondents are selected on the basis of carefully thought-out criteria, so that they are exactly the types of individuals who can best relate to the subject. During the group [...]