The marketing management framework Outline of marketing

1 marketing management framework

1.1 consumer basics
1.2 consumer decision-making
1.3 influences on consumer decision-making
1.4 market research , marketing research

1.4.1 quantitative research methods
1.4.2 qualitative research methods
1.4.3 specific research tools , techniques
1.4.4 scale/questionnaire design
1.4.5 sampling


1.5 market segmentation , targeting

1.5.1 market segmentation

1.5.1.1 specific approaches segmenting markets
1.5.1.2 measuring market segment size


1.5.2 targeting


1.6 proprietary segmentation databases , software
1.7 statistical techniques used in segmentation analysis

the marketing management framework

marketing planning or process of developing marketing program requires detailed understanding of marketing framework including consumer behavior; market segmentation , marketing research. in process of understanding consumer market served, marketers may need consider such issues as:

consumer basics

brand awareness
consumer
consumerism
customer knowledge
consumer socialization
consumer switching
centres of influence
consumer purchase funnel
customer engagement
demographics
demographic profile
ethical consumerism
lifestyle

consumer decision-making

the main steps in consumer s purchase decision process are: need or problem recognition → information search → evaluation of alternatives → product/brand choice → post purchase behaviour

aida (marketing)
brand awareness
consumer confusion
choice modelling
decoy effect
impulse purchases
prospect theory
window shopping

influences on consumer decision-making

consumers purchase decisions influenced range of internal , external factors including:

internal influences



attitudes; beliefs; demographics; aspirational age; aspirational brand; culture; learning; motivation; opinion leaders; risk perception , loss aversion; needs; social class; values






external influences



culture; family; reference groups; subculture; peer group; pester power; time





market research , marketing research

marketing research refers research activities designed understand marketing environment, including competitors, socio-cultural environment , politico-legal operating environment. market research refers research concerned understanding market, consumers , designed yield actionable customer insights.

quantitative research methods

quantitative methods may known scientific methods.

statistical surveys
survey methodology
experimental techniques
exploratory research
online panels
quantitative research
statistical survey
questionnaire construction

qualitative research methods


computer-assisted qualitative data analysis software

nvivo


observational techniques

eye tracking
attentiontracking
electroencephalograph
functional magnetic resonance imaging (fmri)


ethnographic resesearch
neuromarketing
focus group

specific research tools , techniques

awareness research
advertising research

ad tracking
measuring advertising effectiveness
concept testing
attentiontracking


behavioral economics
competitive intelligence
content analysis
coolhunting
conjoint analysis
customer satisfaction research
delphi technique
forecasting

predictive buying


futures research
marketing information systems
marketing intelligence
mixed method research
motivational research - no current article, opportunity new article?
nominal group technique
psychometrics
innovation game
service quality research

scale/questionnaire design

questionnaire construction
scales

likert scale
semantic differential



sampling


simple random sampling
systematic sampling
statistical surveys
stratified sampling
cluster sampling
multistage sampling
nonprobability sampling

market segmentation , targeting

list of abbreviations market segments

market segmentation


market segment (article)
segmenting , positioning (article)
market segmentation (section) or market segmentation or market segmentation (section)
mass customization
mass marketing
market segment
microsegmenting
microsegment
niche market
hypersegmentation or one-to-one marketing
precision marketing
sub-niche market

specific approaches segmenting markets

(a) segmenting consumer markets

the main bases segmenting consumer markets include:

demographics
geodemographic segmentation (also known geo-targeting or geodemography)
intermarket segmentation (for segmenting international markets)
psychographics (psychometric segmentation; lifestyle , values segmentation) (article) (also see: psychographic segmentation -article)
sagacity segmentation




list of abbreviations used consumer segments




(b) segmenting business or industrial markets

the main bases segmenting business or industrial markets include:

industrial market segmentation

firmographics
industry classification



measuring market segment size

bass diffusion model
serviceable available market
total addressable market

targeting

targeting (section)
attitudinal targeting
behavioral targeting
demographic profile
demographic targeting
geo-targeting
niche market
targeted advertising
target audience
persona (user experience)
serviceable available market
total addressable market

proprietary segmentation databases , software

to support, market segmentation analysis marketers may require access databases large sample sizes. number of commercial companies provide such data typically includes proprietary software designed interrogate data , backed algorithms support different types of segmentation approaches. these commercial databases country or region specific. popular geo-demographic segmentation databases include:

acorn (uk)
claritas prizm (us)
experian (europe, us)
mosaic (asia-pacific)

popular psychometric tools include:

roy morgan research (asia pacific)
vals (us)
values modes

statistical techniques used in segmentation analysis

neural networks
chaid (chi-square automatic interaction detector)
canonical analysis
choice modelling
cluster analysis
conjoint analysis
cross tab
discriminant analysis
factor analysis
intent scale translation
k-means
latent class analysis
logit analysis
multi dimensional scaling
preference-rank translation
preference regression
random forests
structural equation modeling