Marketing Analysis: Trends, Strategies, and Objectives

This assignment solution covers various aspects of marketing, including the use of statistical software like SPSS and SYSTAT for data analysis. It explores key marketing metrics such as conversion rates and lifetime value calculations. The solution delves into measures of dispersion and correlation, explaining positive and negative correlations. It also examines the components of time series data, the advantages of sampling over a census, and the differences between probability and non-probability sampling. Furthermore, it analyzes the impact of business and strategic objectives, technological advancements, supplier prices, demographic, ecological, economic, political, industry, social, and cultural trends on business activities, providing a comprehensive understanding of the marketing landscape and its influencing factors.

Question 1
Statistical software
 SPSS (Statistical Package for Social Sciences)
 SYSTAT
 MINITAB
Key features
a) SPSS (statistical Package for Social Sciences)
 Effective data handling facility: SPSS can handle large volumes of
data as well as storing the data.
 Data analysis tools: This statistical software has comprehensive
data collection tools compatible to different techniques of data
analysis.
 Graphical facilities essential for data analysis and display.
b) SYSTAT
 Graphical User Interface (GUI): SYSTAT has appropriate and
effective graphical user interface that is friendly to the user.
 Effective data storage facility: Can store large volumes of
statistical data and also effective data management.
c) MINITAB
 Suite of mathematical operators: Possesses suite of operators for
both mathematical and statistical calculations.
 Data management features: Has effective data management
features essential in data analysis and variable management.
Question 2
Conversion rate of leads to sales- This is a simple statistical measure of marketing performance
that shows the number of visitors who take the desired action or complete your goal action.
The major advantage of conversion rate of leads to sales is that it is very easy in tracking
customer numbers and receipts that aids in gathering the data in automatic way and also its
calculation it’s very simple.

Question 3
Calculate conversion rate.
Number of visitors completing your goal action
Total number of visitors = Conversion rate
= 50000
2563 = 1.95084
Question 4
Mean= X
N
=18+24+25+28+29+32+34+35+36+37=298
= 298
10
=29.8
Question 5
What is the mode?
Mode =observation with highest frequency
=18
Question 6
What is a measure of dispersion?
Measure of dispersion- This is the average variability of observations about
the mean. Shows how the data is spread from the central point.

Question 7
Variables are said to be positively correlated if the relationship is directly
proportional, that is correlation moves in the same direction AND variables
are said to be negatively correlated if the relationship is inversely direct
proportional that is correlation moves in opposite direction. The nature
correlation of correlation can be determined by sketching a linear equation
and fitting the line of best fit. If the gradient of the slope is positive then the
correlation between the two variables is positive WHILE on the other hand if
the gradient of the slope is negative then the correlation is said to be
negative.
Question 8
Cyclic  is similar to a ‘cycle’. It occurs over
a short and fairly predictable period
within a one-year time span.
Seasonal  persistent, general upward or
downward movement in values,
usually over a number of years
Irregular  the changes that have not been
caused by the other components.
Linear trends  this movement form a wave-like
periodic pattern about a long-term
trend. It describes, for instance, the
tendency for a business to recover
from a recession.
Question 9
i. What is net response rate?
Mathematically, net response rate will be defined as gross response of the
orders minus the unpaid credit orders and cancellation. Alternatively, net

response would be got as addition of total cash orders and the paid credit
orders.
ii. Which of the following represents normal distribution probability
curve? Circle the letter A or B.
A.
B.
Question 10
Usually market research uses a sample group rather than attempting to take
a census of every individual in the target market. Which of the following
statement(s) are the advantages of sampling over census?
A. Costs are lower
B. The process of data collection is faster
C. Due to the data set being smaller it is possible to improve the
accuracy and quality of the data
D. All of the above
Question 11
Probability sampling
In probability sampling every element under consideration has equal chance
of being selected. Therefore .in this sampling technique every member of the
population has equal chance of being chosen in the representative sample.
A
D

This sampling technique is sometimes referred to as random sampling. This
sampling technique is unbiased since all members have equal chances of
being chosen in the representative sample. Some of the probability sampling
methods include: sample random sampling, stratified random sampling and
systematic random sampling
Non-probability sampling
Unlike probability sampling technique, in this sampling technique members
of the population have unequal chances of being selected and thus the name
non-probabilistic sampling technique. This sampling technique is also known
as non-random sampling. The level of biasness is very high in this sampling
method. Examples of non-probability sampling methods include: quota
sampling, purposive sampling and convenience sampling.
Question 12
Time series data do not always follow a straight line. The line may be non-
linear, that is, curved or exponential. Which of the following statement or
statement(s) are about response curve?
A. Used as a means of tracking the response to a given
marketing campaign over a period of time.
B. Display information as a series of data points of individual
measurements that are connected by line segments.
C. Is an example of a time series that is non-linear
D. All of the above
Question 13
Lifetime value= Average sale x Average number of purchases
Where, Average number of purchases= total number of sales
total customers
= 21, 760
6,758
=3.2199
D

Therefore, lifetime value= 49.00*3.2199
=157.7751
Question 14
 Privacy
 Codes of practice and the Trades Practices Act
 Anti-discrimination law
Question 15
A. Business and strategic objectives
Business objectives may also affect business activities in the long-run.
Business objectives should meet the market needs and also targets. In the
long-run, the market need of a certain product may change that will not be
compatible with the previous outlined business objectives. Therefore any
business objective should be flexible in order to adapt to the current
situation of market need.
B. Changes in technology
Technology in modern world is constantly changing which has really
improved services and information. Advancement in technology provide
adequate data that has facilitated trends and developments in marketing.
This adequate data is essential for planning of business activities and also in
valuation of business progress. Changes in technology has also positively
influenced customer purchasing behaviour. For instance, some persuading
advertisement are conducted via the media using the modern technology
services. This scenario has made a significant impact on customer
purchasing behaviour.
C. Changes in supplier prices
Change in supplier prices affects the cost of production. Increase in supplier
prices will increase the cost of production and vice versa is true. This
scenario is one of the current trends in marketing industry and has a
significant impact on business activities.
D. Demographic trends

Demographic trends that may affect business development comprise of
factors such as age. For instance, young people are always the first clients to
purchase digital and high-tech products. Young entrepreneurs are also said
to be the most energetic group in facilitation and empowerment of business
activities, this makes them being very innovative and inventive in
implementing business activities. Therefore ,the population in a certain
geographical location should meet the market need in the long-run of the
business.
E. Ecological and environmental trends
This factor addresses the issues of global warming, overutilization of
resources and population management. These issues have significant effect
on customer attitudes and also may affect the performance of business.
Other issues such as food shortages and drought has also had a significant
effect on the environment. Consumers are affected by these calamities that
negatively influences the business activities.
F. Economic trends
These refer to factors that influence the money availability to customers
for spending and also factors that affect how they spend their money.
Such factors will include things such as unemployment data inflation,
household income, interest rates, business cycles etc. These factors may
have long-term effect in the target market and also may influence the
disposable income and also how the customers spend this money.
Positive and negative trends may be recorded in these scenarios and
business developments will be evaluated.
G. Political/ government activities
Some political/government activities will have significant on business
developments and trends. Political events such as general elections of a
country may influence business activities. In occurrence of wars and
conflicts among the communities will cause political instability that will
negatively affect business developments. Also movement measures such
as taxation policies will highly influence the performance of a business.
Increase in taxation on good and services will increase the cost of
production, and this will increase the prices of goods and services. Thus
these government activities will impose an intense effect on business
development and performance.
H. Industry trends

Data gathered across the industry is used to identify general trends that
can be very helpful to evaluate the performance of the business. This data
may be collected from various reliable sources, for example from trade
associations and also from the previous publications. These sources
provide a reliable data that can be used to derive a reliable information
on development of the business and also identification of business trends.
I. Social and cultural factors
This covers a wide range of areas .these include;
 Culture
This comprise of factors such as traditions, customs, rituals, religious
beliefs, music etc.. Some ethnic groups share their culture, a different
ethnic group has unique cultural practise. These cultural practises may
affect the short and long-run term of business activities. For instance,
certain art or music may be seen as an important and useful cultural
practise in certain ethnic group while on the other hand this won’t not
be very important and useful either for the survival of certain
community.
 Customs
These refer to general guidelines and rules of accepted behaviour of a
given country. Data collected should comprise of information on
impact of the proposed business activity .This information should also
target certain market to ensure that the product/service is well
communicated and consumers well informed.
 Language
The language spoken in the targeted market should match the market
needs of the consumers. Also the product information and brand
names should translate well into the local language.
 Social factors
This refers a certain way into which the target market is well
organised. This will include things such as; what are the roles of
children, women, men, youth and families in the society? Who are
entitled to decision making? This information tells you how are certain
local market is organised.