1. Marketing
Day 2 and 3

2. Calculating Market Share Example
Company
XYZ
ABC
PQR
Year
2011
2012
Sales of toys (million units)
550
580
700
740
620
650
Sales of toys ($ million) 25 28 45 48 32 30
Use the table above to calculate the following:
Market share of XYZ Company by volume in 2011
Market share of ABC Company by value in 2012
Market share of PQR Company by volume in 2011
Market growth for the whole industry by value from 2011 to 2012

3. Market Orientation vs. Product Orientation
Market orientation is a business approach of first establishing consumer demand through market research before producing and selling a product
Examples: Ford, Sony, Samsung, and Nokia
Product orientation is a business approach that focuses on making the product first before attempting to sell it
Examples: Microsoft, Ferrari, Dyson, and Apple

4. Market Research
It is the process of collecting, analyzing, and reporting data related to a particular market
Types of market research:
Primary
Secondary
Quantitative
Qualitative

5. MORE TYPES! Primary Secondary Surveys Interviews Focus groups
Observation
Secondary
Academic journals
Media articles
Governmental publications
Market analysis

6. Sampling Methods
A sample is a group of people selected to represent the population or target market under research
Sampling is simply the process of selecting an appropriate sample

7. Types of Sampling Methods
Quota Sampling: segmenting into groups such as age and gender and a specific number of people chosen from each group
Random Sampling: every member in the population has an equal chance of being selected
Stratified Sampling: members are subdivided into segments (strata) and equal number are randomly chosen from each segment
Cluster Sampling: selecting a group from each region (clusters) and taking a random sample from the clusters
Snowballing: surveying an initial group or individual who then suggests other groups or individuals who could participate and so on.
Convenience Sampling: groups are selected based on easy access and proximity to the researcher