Research Paper (undergraduate) from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Egerton University, language: English, abstract: This project will analyze existing marketing strategies at Walmart local retail and make recommendations for improvement. I will commence the project by describing the marketing tools and methods used by the target company to segment their products before analyzing the effectiveness of the marketing mix for the target company. This will be followed by an evaluation of how the company’s in-store and local marketing meet the needs of its customers. I will then identify the role social responsibility plays in the company’s marketing efforts. Eventually, I will propose specific improvements to the target company’s overall marketing efforts. Every successful business requires effective marketing strategy. The strategy should reflect target markets, segments, and customers. The main objective of marketing strategy is “to identify specific customer needs, then design a marketing program that can satisfy those needs”. In order to accomplish this in an effective manner, a business needs to have sufficient knowledge about its existing and potential customers.

Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.

Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business. This comprehensive book provides managers with tools they can use to align their company's market research and business planning efforts with their organization's overall business strategy and operations.

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Marketing Research: Tools & Techniques 3e offers a lively and accessible introduction to the world of marketing research. The author explores three core aspects of research preparation: data collection; analysis and communication of findings; and how skills and techniques are used by researchers to offer services for specific contexts.