1. Business to Business Marketing Research Needs & Expectation from A Manufacturer’s Perspective

2. Assume that the client has no marketing expertise in house First step – Establish the Objective Example: Define a product to serve a need/want Define a market for a product Define a sales marketing problem (not the symptom) Research brand strength or market position re product and/or company Determine /Develop a plan for product life cycle extension Gather statistical information relevant to a product or products, a market, competitive situation etc.

3. Statistical Information Comprehensive presentation of the facts/data resulting from the research Assistance in deciphering the information Setting an action plan based upon the results

4. Setting the Marketing Plan Where - define the market location and size When - establish the timing of the product or campaign launch How - establish a plan of how the product or campaign will be marketed Why - rationalization of the above three topics

5. Setting the Market Plan cont. Product - assume that the product/campaign has been defined by B2B researcher Price - assist in establishing the market price for the product Place - establish a plan for distribution to the market (direct, agents, dealers etc.) Promotion - may require an ad campaign (usually by an Ad Agency)

6. Expectations Quality of work, methodology, sample size to ensure the best results Set a time frame for the project and produce the results on time Set a reasonable fee for the service provided Explanation of what the fee includes (proposal) Information that is useful and usable

7. How Marketing Research Is Applied By The Construction Industry MR undervalued by B2B/Construction Industry related business Usually take the position of being self sufficient in B2B marketing source information through sales staff source information through direct contact with the customers source information through internal staff members define a symptom, think of it as the problem and attempt to treat it value of third party research is often overlooked, misunderstood, viewed as too expensive and/or unnecessary Most B2B/Construction related businesses using MR assistance look for problem definition assistance & possible remedy plan Most likely the remedy plan is developed in house

8. market is clearly defined market is small in terms of its breadth mass media is not a viable tool industry specific publications, trade shows, technical literature, networking, relationships etc. are typical media and methods Branding is important Price is usually the deciding factor Marketing Products/services in the Construction Industry

9. Business to Business Marketing Research Needs & Expectation from A Manufacturer’s Perspective