Group Names & Strap LinesGroup Name Strap Line Reference

4-in-1 Choice of all !

Fantastic 3 Deadly Smart ! Amirali, Yeong & Lulu

Optimus-Prime Do or Die !

aHeaders Creating future today and not tomorrow

Fiona, Halim, Muhammad & Osama

The Nameless No Name Just Value Donald, Samantha & Diana

Fun Ball The Winning Excitement Amir, Lance, Mina & Wilson

The Swish

Yuniiku Unlike Others.. Harina, Jafar, Saleh, Amelia Gan

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-1

Group Names & Case AllocationGroup Name Case/Article

Nameless Marketing Myopia

aHeaders Movie Test Audiences

CASH Marketing to Older Adults

Optimus Prime

Online Music Distbn.

Fun Ball Market Segmentation

4-in-1 Exclusive Brands

External Search

Easy Cinema

The Swish Price & Brand Name

Fantastic 3 FCUK

Yuniiku e- Marketing

TV Audience Research

BBC research toolThe BBC is developing a new audience measurement tool with the intention of measuring viewing across all platforms including 'timeshifted' TV viewing, websites, iPlayer and programmes watched through third-party sites, such as YouTube. The Cross Media Insight system attempts to track all BBC content viewed during the course of a week by a panel of 650 people. The aim is to get a more segmented view of the marketplace and target accordingly.Research, July 2009, p5

Market Research & Demand Forecasting

• First decide the Question !!!• Primary or Secondary Research• Qualitative or Quantitative

– Observational– Ethnographic– Focus Groups– Survey– Behavioural Data– Experimental Research– Mystery Shopper

Market Research Society Code of Conduct

• Confidentiality• Ownership of results• Not a mask for high pressure selling• Conforming to local and international laws• Fair Competition• Ethical Standards Disciplinary Measures

Questionnaire Design

• Dichotomous• Multiple Choice• Likert Scale• Semantic Differential• Importance + Rating Scales• Intention to Buy• Would recommend to a friend

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-7

Questionnaire Do’s and Don’ts

• Ensure questions are free of bias

• Make questions simple• Make questions specific• Avoid jargon• Avoid sophisticated words• Avoid ambiguous words

• Avoid negatives• Avoid hypotheticals• Avoid words that could be

misheard• Use response bands• Use mutually exclusive

categories• Allow for “other” in fixed

response questions

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8

Qualitative Measures

Word AssociationWord Association

Projective TechniquesProjective Techniques

VisualizationVisualization

Brand PersonificationBrand Personification

LadderingLaddering

Sample Design

• Sampling Frame – based on Target Population• Sample Size – Trade off of Cost versus

Statistical validity• Simple Random Sample• Stratified Random Sample• Cluster Sample• Quota Sample

Data Interpretation

• The Methodology is ALWAYS suspect• Be particularly aware of “Mother in Law”

research !• Corroboration with other research results

builds confidence • Good Qualitative often precedes good Quant.• BUT the data can often be interpreted in

different ways !

Demand Forecasting

• Easy in theory. • Multiple Regression looks brilliant• But it is based on the past not on the future• Market Forecasting is an Art • Getting it right last time does not mean you

will get it right next time (Gordon Ronan). It may just have been luck !

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12

Example of a Marketing Dashboard

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-13

Organizational Charts

Customer Value, Satisfaction & Loyalty

• Customer Value Analysis – (attributes, values, competitor

strengths/weaknesses)

• Is the Buyer Rational ?• Cognitive Dissonance (Fiedler)• Customer Satisfaction is THE most important

Market Research Study.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-15

What is Quality?

Quality is the totality of features andcharacteristics of a product or

service that bear on its ability to satisfy

stated or implied needs.

Customer Profitability

• Extremely difficult to estimate Customer Profitability

• Ask your Accounting Professor how to do this!• Calculating Customer Lifetime Value is even

trickier !• But this is Critical information

CRM is not a Computer Program!

• Customer Loyalty builds profits a lot faster than constantly having to go out Hunting

• The main point is staying close to your Customer and understanding their needs

• Now you can go out and buy some Software• Use the analysis to understand your customer• Really impress them by then demonstrating

your understanding (eg lost shipment to JFK)

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-18

Framework for CRM

Identify prospects and customers

Differentiate customers by needs and value to company

Interact to improve knowledge

Customize for each customer

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-19

CRM Strategies

Reduce the rate of defectionReduce the rate of defection

Increase longevityIncrease longevity

Enhance “share of wallet”Enhance “share of wallet”

Terminate low-profit customers

Terminate low-profit customers

Focus more effort on high-profit customersFocus more effort on high-profit customers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-20

Customer Retention

• Acquisition of customers can cost five times more than retaining current customers.

• The average customer loses 10% of its customers each year.

• A 5% reduction to the customer defection rate can increase profits by 25% to 85%.

• The customer profit rate increases over the life of a retained customer.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-21

Figure 5.5 The Customer Development Process

Prospects

Suspects

Disqualified

First-timecustomers

Repeatcustomers Clients Members

PartnersEx-customers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-22

Using the Database

To identify prospectsTo identify prospects

To target offersTo target offers

To deepen loyaltyTo deepen loyalty

To reactivate customersTo reactivate customers

To avoid mistakesTo avoid mistakes