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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Chapter Twenty-four2
Traditional Applications of Marketing Intelligence
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Phases in New Product Research3
Concept GenerationNeed Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Concept Generation4
Need Identification
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Concept Generation (Contd.)5
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 Example7
The ASSESSOR Laboratory Test Market Research Design and Measurement
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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• Gabor and Grainger method• Multi-brand choice method• Research for Profit-oriented Pricing • Research for Share-oriented Pricing
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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 desired
percentage 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 ResearchWarehouse 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 ResearchCriteria• 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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Advertising Research (Contd.)Media Research
•Measuring print vehicle audiences▫Recent-reading method▫Reading-habit method
•Measuring broadcast vehicles audiences
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Sales Promotion ResearchPromotional 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.