Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

Traditional Applications of Marketing Intelligence Chapter Twenty-four Traditional Applications of Marketing Intelligence Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Phases in New Product Research Concept Generation Need Identification Concept Identification Concept Evaluation and Development Product Evaluation and Development Testing the Marketing Program Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Concept Generation Need Identification Perceptual maps Social and environmental trends Benefit structure analysis Product users Focus-group interviews Lead user analysis Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Concept Generation (contd.) Concept Identification 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? Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Product Evaluation And Development Use Testing Virtual Product Testing Blind use test Predicting Trial Purchase Pre-test Marketing Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Pretest Marketing Example The ASSESSOR Laboratory Test Market Research Design and Measurement Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Test Marketing Selecting the test cities Sell-in test markets Controlled Distribution Scanner Markets (CDSM) Selecting the test cities Representativeness Data availability Media isolation and costs Product flow Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

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 Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Pricing Research Gabor and Grainger method Multi-brand choice method Research for Profit-oriented Pricing Research for Share-oriented Pricing Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

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. Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Distribution Research Warehouse and Retail Location Research Center-of-gravity Simulation Computerized Simulation Models Catchment Area Analysis Outlet Location Research Center-of-gravity warehouse location to serve five retail stores. Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

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 Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Advertising Research Criteria Recognition Recall Persuasion 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 Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

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. Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

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 Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Advertising Research (Contd.) Media Research Measuring print vehicle audiences Recent-reading method Reading-habit method Measuring broadcast vehicles audiences Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Sales Promotion Research Promotional Tools Price Discounts Features Displays Coupons / Rebates Sweepstakes Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Sales Promotion Research (Contd.) Promotional Strategy Hi-lo Every Day Low Price (EDLP) A schematic framework of the major types of sales promotion. Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/

Sales Promotion Research (Contd.) Specific Sales Promotional Tools Marketing Research 9th Edition Aaker, Kumar, Day http://www.drvkumar.com/mr9/