Marketing Research
in Action

24/02/01

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Table of Contents

Marketing Research
in Action

Do Our Own Marketing Research

Two-day Short Course

Designing rural communities for the future

Introductions
10 Planning Steps Brainstorming Homework SWOT

Facilitation:
Initiate nothing
Motivate no-one
Content nil

Name
Affiliation
Reason for attending
Agribusiness to target
Desired outcomes

We can talk about us
Facilitator provokes Exchanges occur

We all know who each of us is We all have the 'same' problem

10 Planning Steps

Crisis?
Designing a better future?

Each participant's system is unique

Participants are empowered

What are the best bets?

Unpredictability: chaos

anticipointment

What is the purpose of our purpose?

What is the purpose of the purpose of our purpose?

Focus on the the main game

Production dominates producers

Will the changes drive us crazy?

Expecting windfall profits can be exhilarating

Decision making with insufficient info

Marketing satisfies consumer needs

Quality is the consumer's view of the product

Do we know our consumers' needs?

We will never hit a target unless we aim at it

Why produce something nobody needs?

nopestsordiseases

Changes need expertise in:
1. Production
2. Marketing 3. Business

No one is expert in all three

What can we do for ourselves?

Who do we need?

How much are we dependent on others?

Everyone affected by a solution should contribute to finding it

Don't wrestle with pigs..you get dirty and they enjoy it

Author: Rob Fletcher

Email: r.fletcher@mailbox.uq.edu.au

Home Page: http://www.newcrops.uq.edu.au

Other information:
This presentation was made to the Agribusiness Conference-A Regional Approach at Southern Cross University, Coffs Harbour in July 2000.

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