Understanding Markets

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Understanding Markets
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Analyzing Markets

• Toyota
• teenagers and 20 somethings already account for
  6 of sales. How to reach them?
• Scion?

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• Markets are moving targets
• Look at demographics
• Market Share is a Vital statistic
• Kodak in China has 70 plus market share

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Analyzing Customer Needs, Behavior, and Influences

• Cultural considerations
• Sub-cultures
• Social considerations
• Family
• Personal Factors
• Lifestyle (Psychographics) 973
• 97330
• Motivation
• Perception
• Attitudes

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Sources for consumer research

• www.census.gov Census
• www.crc-conquest.org Conference Board Consumer
  Research Center
• Http//sosig.ac.uk Social Science information
  gateway
• http//cyberatlas.internet.com Cyberatlas Web
  usage
• www.geohive.com Global statistics

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Business Markets

• Organizational connections
• Buying Center
• Organizational Considerations
• Derived Demand

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Business sources

• www.census.gov/epcd/www./naics.html (NAICS
  industrial classification data)
• www.ceoexpress.com
• www.inc.com
• www.industryweek.com
• www.ecommercetimes.com

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Corvallis

• Chamber of Commerce
• Welcome to Corvallis
• Visit Corvallis
• Slide show
• More pictures

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Generation Y Trendsetters top 15 brands

• 15. Red Stripe Jamaican beer
• 14. Vitamin Water
• 13. Converse
• 12. Volkswagen
• 11. Levis

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• 10. HM clothing stores
• 9. Target
• 8. American Apparel
• 7. Adidas
• 6. Whole Foods

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• 5. Ben Jerrys
• 4. In-N-Out Burger
• starts their employees out at 10 an hour --
  which made the trendsetters happier to eat there,
  as opposed to some fast-food chains where all the
  workers look miserable."
• 3. Jet Blue
• "They loved everything about Jet Blue, noting
  that the airline is much easier to navigate, the
  flights are always cheap, always one-way and
  don't have a lot of weird special prices and
  restrictions,"

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• 2. Trader Joes
• They liked that the company has a dorky
  newsletter and makes their employees wear silly
  Hawaiian shirts.

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• Apple
• Outlaw Consulting, a San Francisco research firm,
  concluded that Generation Y trendsetters are more
  drawn to brands that speak to them in a
  "straightforward and stripped-down way, use plain
  packaging, and avoid excess

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• Outlaw surveyed 100 of what it calls its "most
  forward trendsetter panelists" in New York City,
  Los Angeles, San Francisco and Miami, asking them
  which companies they most respected, and why.
• the preference for simplification, lean-and-clean
  styling and all-in-one convenience could be
  motivated by environmental concerns. In other
  words, as the "green lifestyle" is something more
  and more people aspire to, the notion of excess
  has fallen into disfavor