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

2. Chapter Twenty-Five Contemporary Applications of Marketing Research

3. © Marketing Research 7th EditionAaker, Kumar, Day Competitive Advantage Porter’s Diamond 5 Forces That Shape Competition Current competitors The threat of new entrants The threat of new substitutes The bargaining power of customers The bargaining power of suppliers

4. © Marketing Research 7th EditionAaker, Kumar, Day Assessing Competitive Advantage Market shareMarketing skills audit Recall shareComparison of relative costs Advertising shareComparison of winning versus losing competitors R&D shareIdentifying high- leverage phenomena Market-basedProcess-based

5. © Marketing Research 7th EditionAaker, Kumar, Day Brand Equity Defined as a set of brand assets and liabilities linked to a brand, its name and symbol, that add or subtract from the value provided by the product The Assets Are Brand Loyalty Name Awareness Perceived Quality Brand Associations Other Proprietary Brand Assets

6. © Marketing Research 7th EditionAaker, Kumar, Day Measuring Brand Equity Excess Price Approach Observation Customer Research Trade-off Analysis Impact on Customer Evaluation

7. © Marketing Research 7th EditionAaker, Kumar, Day Measuring Brand Equity (Cont.) Replacement Cost Approach Stock Price Approach Future Earnings Approach Discounting the future profit stream Applying an earnings multiplier

8. © Marketing Research 7th EditionAaker, Kumar, Day Customer Satisfaction Customer satisfaction research should be done at planned intervals so as to track satisfaction over time

9. © Marketing Research 7th EditionAaker, Kumar, Day Customer Satisfaction (Contd.) Measurement Process Define goals and specify how information will be used Discover what is important to customers and employees Measure critical needs Act on the information Measure performance over time

10. © Marketing Research 7th EditionAaker, Kumar, Day Total Quality Management The process of managing complex change in the organization with the aim of quality improvement

11. © Marketing Research 7th EditionAaker, Kumar, Day Total Quality Management (Contd.) The Characteristics of an Organization That Has Successfully Implemented TQM Everyone in the organization must be trained and educated continuously Establishment of quantifiable measures of progress Formation of cross functional teams that are empowered and motivated Use of formal tools, techniques to maintain quality

12. © Marketing Research 7th EditionAaker, Kumar, Day Total Quality Management (Contd.) Information Requirements Measurement must be specific Track the correct measure Measure the outputs of the highest value to the customer Measure process and results Anticipate future customer and process requirements

13. © Marketing Research 7th EditionAaker, Kumar, Day Total Quality Management (Contd.) Analysis of Data in a TQM Company Who performs the analysis? What analytical techniques are used? Which data are analyzed and at what level of detail? How are data aggregated, and how are relations between data groups cross-referenced? How does the company improve its analytical capabilities?

14. © Marketing Research 7th EditionAaker, Kumar, Day Benchmarking Identify what is to be benchmarked Identify comparative companies Determine data collection method, and collect data Determine current performance levels Project future performance levels

15. © Marketing Research 7th EditionAaker, Kumar, Day Communicate benchmark findings, and gain acceptance Establish functional goals Develop action plans Implement specific actions, and monitor progress Recalibrate benchmarks Benchmarking (Cont.)