Post on 03-Jun-2018
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Marketing ResearchAaker, Kumar, Day
Ninth Edition
Instructors Presentation Slides
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Chapter Twenty-four
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Traditional Applications of Marketing
Intelligence
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Phases in New Product Research
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Concept Generation
Need Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program
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Concept Generation
Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis
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Need Identification
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Concept Generation (Contd.)
Are there any major flaws in the concept?
What consumer segments might be attracted to it?
Is there enough interest to warrant developing it further?
How might it be altered or developed further?
How are the concepts exposed?
To whom are the concepts exposed?
To what are they compared?
What questions are asked?
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Concept Identification
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Product Evaluation And Development
Use Testing
Virtual Product Testing
Blind use test
Predicting Trial Purchase
Pre-test Marketing
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Pretest Marketing Example
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The ASSESSOR Laboratory Test Market Research Design and Measurement
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Test Marketing
Sell-in test markets
Controlled Distribution Scanner Markets (CDSM)
Selecting the test cities
Representativeness
Data availability
Media isolation and costs Product flow
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Really New Products
Create or expand a new category, thereby making cross-category
competition the key (e.g., fruit teas versus soft drinks)
Are new to customers, for whom substantial learning is often required(i.e., what it can be used for, what it competes with, why it is useful)
Raise broad issues such as appropriate channels of distribution and
organizational responsibility
Create (sometimes) a need for infrastructure, software, and add-ons
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Pricing Research (Contd.)
The pricing pattern that is adopted for increasing market share is to:
Offer a lower price (even below cost) when entering the market.
Hold that price constant until unit costs produce a desired percentage
markup.
Reduce price as costs fall to maintain markup at the same desiredpercentage of costs.
The types of information required for this pricing method are
The nature of the experience curve. Breakeven points.
Cost of units sold to additional market segments.
Competitor costs.
Forecast of the decline stage of the product life cycle.
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Distribution Research
Warehouse and Retail Location Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis Outlet Location Research
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Center-of-gravity warehouse
location to serve five retail
stores.
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Distribution Research (Contd.)
Number and Location of Sales Representatives
Sales effort approach
Statistical analysis of sales data
Field experiments
Computerized models of sales force size and allocation by market
and by product line
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Advertising Research
Criteria
Recognition
Recall
Day-After Recall (DAR) measure on-air test
Persuasion
Forced exposure, brand preference change test
Clutter/awareness score
Attitude-shift measure
Impact on purchase behavior
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Advertising Research (Contd.)
Sample diagnostic questions: Comprehension of message or slogan
Communication of secondary copy ideas
Evaluation of demonstrations, spokesperson, message
Perception of brand uniqueness or brand differentiation
Irritating or confusing elements
Viewer involvement
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Advertising Research (Contd.)
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests
Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
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Sales Promotion Research
Promotional Tools
Price Discounts
Features
Displays
Coupons / Rebates
Sweepstakes
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Sales Promotion Research (Contd.)
Promotional Strategy
Hi-lo
Every Day Low Price (EDLP)
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A schematic framework of the major types of sales promotion.
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Sales Promotion Research (Contd.)
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Specific Sales Promotional Tools