1. Understanding markets

Market size and structure:

•The value of the market in currency value and units sold

• The historical trends in size of the market

• The key consuming segments of the market

• The competition and it shares

1. Understanding customers

Customer satisfaction and loyalty

• Ratings of customers to show what they think important in influencing their buying decision and how satisfied they are

1. Understanding and developing the offer

• Product:

• Likelihood of purchasing different products

• Attitudes toward products • Unmet needs identification

• Volume and frequency of purchases

• Pricing:

• Optimum prices

• Price values attached to features of the offer

• Promotion:

• Key messages for campaigns

• Effectiveness of adverts and promotions

1. Positioning the brand and communications

Perception and awareness:

• Overall attitude toward the brand

• Nature of brand associations

• Brand recall • Brand recognition

decision problem : vague idea, sm that needs to be investigated

marketing problem : Turn it from vague organizational problem, into an issue we can conduct a research on. Become clearer, and well defined.

marketing questions : Drill down to look at certain aspect of the issue and then you can have subquestions