1. Marketing and agribusiness management
Università degli Studi di Teramo FACULTY OF BIOSCIENCE AND AGRO-FOOD AND ENVIRONMENTAL TECHNOLOGY
Marketing and agribusiness management
Prof. Andrea Fantini
A.A
Master of Food Science and Technology

2. Market reserach objectives to support the decision process about marketing mix
An examplein terms of budget dedicated to marketing
A firm decide to invest in marketing euro ,00
Product ,00
Price ,00
Promotion ,00
Place ,00
TOTAL ,00

3. Kotler indicates 10 possible objectives:
Determination of market characteristics
Measurement of market potential
Analysis of the market share
Sales Analysis
Studies on industry developments
Studies on competitors products
Short-term forecasts
Acceptance studies and the potential of new products
Extended Forecast
Studies for the determination of the price

4. Target Customer typology
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Food industry, farm, firm
already present in the market
New food industry, farm, firm
Product or service already present in the market
Current and potential customers
Competitors curentl and potential customers
New Product or service
Potential customers

5. Marketing reserach objective
Typology of Customer Typology for the different Marketing reserach objectives
Marketing reserach objective
Current ccustomers
Potential customers
Customer satisfaction X
Willingness to pay
Segmentation
Fidelization
Acceptability of the product/service
Perception/product-service knowledge/problems
Break – even point (market forecast)
……………………………………………………………………….…
………………………………………………………………………….

6. I metodi di analisi multivariata per la ricerca di marketing
Obbiettivo della ricerca di marketing
Metodo di analisi multivariata
Customer satisfaction
Principal Components Analysis, Cluster Analysis, Logistic Regression
Willingness to pay
Logistic Regression
Segmentation
Cluster Analysis
Fidelization
Acceptability of the product/service
Conjoint Analysis
Perception/product-service knowledge/problems
Break – even point