Marketing: Market Research

Retail Business Market Research Handbook 2019-2020 presents the following: year-end and historical market data by sector; trends and current business activities; discussion of emerging e-commerce and mobile commerce markets; review of the financial performance of market leaders; retail brand valuations; assessment of retail shopper satisfaction; profile of malls and shopping centers; assessment of consumer packaged goods, health/beauty/cosmetics, home furnishings, licensed merchandise, and luxury brands; holiday, back-to-school, and back-to-college spending data; in-depth analysis of supermarket and drugstore segments; and analysis of the bridal and wedding market

Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment – to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.

This book examines and emphasizes the differences in marketing research designs across cultures, paying attention to differences between international consumers and cultural norms that affect marketing initiatives, and several factors for consideration in international marketing research. This book argues that the right marketing research supports faster decisions lowering the risk with the measurable parameters and drives competitive sustainability among companies in the rapidly growing international marketplace. This book not only addresses those limitations but also presents new research designs and breakthroughs in managing marketing information for assuring business gains in terms of increasing market share, augmenting profit, and building market competitiveness. Research-driven companies stand out in their ability to continuously anticipate market opportunities and develop the ability to respond before their competitors. The market learning processes in consumer-centric companies are distinguished by open research inquiries, widespread information analysis to ensure relevant facts for strategy formulation, and developing business analytics models to guide competitive strategies. This book addresses the approaches towards overcoming the above organizational learning disabilities and enhancing market-learning competency to enable companies to stay abreast of the market environment through appropriate periodical market research analysis. The book explains how to “refresh” consumer value with small changes in marketing policy to larger and sustainable research effects in the threshold markets, and how to help companies gain competitive advantages using methodical marketing research and its implications. The linear path of marketing research in guiding companies to do business in the international marketplace has been illustrated in the book through logical market behavior analysis; it describes how marketing research guides the companies to build sustainable strategies in the competitive marketplace. This book introduces the concept of market transitions, marketing research, and strategic business management. It covers complex elements of the marketing research and discusses the contemporary research designs, tools, and techniques in reference to management, behavioral theories, and applications. The broad foundation of this book is laid on the conceptual discussions and applied arguments of marketing research in reference to the business sustainability of companies. This book significantly contributes to the existing literature and serves as an essential compendium for students, researchers and business managers.

The ability to research the market for a product or service is crucial for anyone who wants to advance their career.Written by Judy Bartkowiak, a leading expert on market research as both a coach and a practitioner, this book quickly teaches you the insider secrets you need to know to in order understand your consumers.The highly motivational'in a week'structure of the book provides seven straightforward chapters explaining the key points, and at the end there are optional questions to ensure you have taken it all in. There are also cartoons and diagrams throughout, to help make this book a more enjoyable and effective learning experience.So what are you waiting for? Let this book put you on the fast track to success!

During the past half century, in general, marketers have heeded Levitt's (1960) advice to avoid “marketing myopia” by focusing on customers. In this article, the authors argue that marketers have learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to business failure. This “new marketing myopia” stems from three related phenomena: (1) a single-minded focus on the customer to the exclusion of other stakeholders, (2) an overly narrow definition of the customer and his or her needs, and (3) a failure to recognize the changed societal context of business that necessitates addressing multiple stakeholders. The authors illustrate these phenomena and then offer a vision of marketing management as an activity that engages multiple stakeholders in value creation, suggesting that marketing can bring a particular expertise to bear. They offer five propositions for practice that will help marketers correct the myopia: (1) map the company's stakeholders, (2) determine stakeholder salience, (3) research stakeholder issues and expectations and measure impact, (4) engage with stakeholders, and (5) embed a stakeholder orientation. The authors conclude by noting the implications for research. [ABSTRACT FROM AUTHOR]

Multidimensional scaling has been applied to a wide range of marketing problems, in particular to perceptual mapping based on dissimilarity judgments. The introduction of methods based on the maximum likelihood principle is one of the most important developments. In this article, the authors compare the three available Maximum Likelihood Multidimensional Scaling (MLMDS) methods, namely, MULTISCALE, MAXSCAL, and PROSCAL, and the traditional multidimensional scaling (MDS) method KYST in a Monte Carlo study with 243 synthetic data sets. The MLMDS methods outperform KYST with respect to recovering the perceptual maps. MAXSCAL recovers the true distances between brands somewhat better than MULTISCALE, which is somewhat better than PROSCAL. With regard to distance recovery, the MLMDS methods are quite robust to violations of distributional assumptions. The decision criteria for selecting the number of dimensions are less robust to distributional violations. The results support the use of Consistent Akaike Information Criterion for the selection of the number of dimensions. The authors recommend that dissimilarity judgments be collected on interval scales or on ordinal scales with a substantial number of scale values. The authors discuss implications of the results for the design and analysis of perceptual mapping studies. [ABSTRACT FROM AUTHOR]

This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage. • Strategic green marketing orientation (SGMO) positively affects competitiveness. • Internal green marketing orientation (IGMO) has a moderating role in this effect. • IGMO intensifies the positive effect of SGMO on competitive advantage. • Competitive advantage mediates the relationship of SGMO with financial performance. • CSR and stakeholder environmental pressures positively impact the level of SGMO. [ABSTRACT FROM AUTHOR]