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Marketing Research

Marketing Research. Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides. Chapter Twenty-Four. Traditional Applications of Marketing Research: Product, Price, Distribution and Promotion. New Product Research. New Product Research Process Generation of new product concepts

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Marketing Research

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  1. Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

  2. Chapter Twenty-Four Traditional Applications of Marketing Research: Product, Price, Distribution and Promotion

  3. New Product Research New Product Research Process • Generation of new product concepts • Evaluation and development of those concepts • Evaluation and development of the actual products • Testing in the context of the marketing program Aaker, Kumar, Day

  4. New Product Research (Contd.) Need Identification • Perceptual maps • Social and environmental trends • Benefit structure analysis • Product users • Focus-group interviews • Lead user analysis Concept Identification Aaker, Kumar, Day

  5. New Product Research (Contd.) Concept Evaluation And Development Use Testing • Blind use test Predicting Trial Purchase Pre-test Marketing Aaker, Kumar, Day

  6. New Product Research (Contd.) Test Marketing • Designing the sell-in market test • Selecting the test cities • Implementing and controlling the test • Timing • Measurement • Costs of a test market Controlled Distribution Scanner Markets (CDSM) Projecting Trial, Repeat and Usage Rate Using Panel Data Aaker, Kumar, Day

  7. Pricing Research • Gabor and Grainger method • Multi-brand choice method • Research for Profit-oriented Pricing • Research for Share-oriented Pricing Aaker, Kumar, Day

  8. Distribution Research Warehouse and Retail Location Research • Center-of-gravity Simulation • Computerized Simulation Models • Catchment Area Analysis • Outlet Location Research Aaker, Kumar, Day

  9. 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 Aaker, Kumar, Day

  10. Advertising Research Criteria • Recognition • Recall • Persuasion • Forced exposure, brand preference change • On-air tests -- brand preference change Customized Measures of Communication / Attitude Aaker, Kumar, Day

  11. Advertising Research (Contd.) Purchase Behavior • Coupon stimulated purchasing • Split-cable tests Tracking Studies Diagnostic Testing Aaker, Kumar, Day

  12. Advertising Research (Contd.) Copy Test Validity • Qualitative Research • Audience Impressions of the Ad • Adjective Checklist • Eye Movement • Physiological Measurement Aaker, Kumar, Day

  13. Advertising Research (Contd.) Budget Decision Media Research • Measuring print vehicle audiences • Measuring broadcast vehicles audiences Aaker, Kumar, Day

  14. Sales Promotion Research Promotional Tools • Price Discounts • Features • Displays • Coupons / Rebates • Sweepstakes Aaker, Kumar, Day

  15. Sales Promotion Research (Contd.) Promotional Strategy • Hi-lo • Every Day Low Price (EDLP) Aaker, Kumar, Day

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