marketing research
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Chapter Twenty-five
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Contemporary Applications of Marketing Intelligence
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Competitive Advantage
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Source: http://www.brs-inc.com/porter.asp
Michael Porter’s Five Forces Model
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Assessing Competitive Advantage
Market-based Process-based
Market share Marketing skills audit
Recall share Comparison of relative costs
Advertising share
Comparison of winning versus losing competitors
R&D share Identifying high-leverage phenomena
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Brand Equity (Contd.)
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Source: David A. Aaker, ‘‘Managing Brand Equity.’’ New York: The Free Press, 1994.
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Measuring Brand Equity• Excess-Price Approach• Observation• Customer Research• Trade-off Analysis• Impact on Customer Evaluation
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Measuring Brand Equity (Contd.)• Replacement Cost Approach• Stock Price Approach• Future Earnings Approach• Discounting the future profit stream• Applying an earnings multiplier
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Customer Satisfaction Research• Customer satisfaction research should be done at
planned intervals so as to track satisfaction over time
• 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
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Total Quality Management• The process of managing complex change in the
organization with the aim of quality improvement
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Characteristics of an organization that has successfully implemented TQM
• Continuous training and education of everyone in the organization
• Establishment of quantifiable measures of progress• Formation of cross functional teams that are empowered and
motivated• Use of formal tools, techniques to maintain quality
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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?
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Total Quality Management (Contd.)
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Managing complex change
Source: American Productivity Council
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
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
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Benchmarking (Contd.)• Communicate benchmark findings, and gain
acceptance
• Establish functional goals
• Develop action plans
• Implement specific actions, and monitor progress
• Recalibrate benchmarks
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Buyer-centricity• Provide services that help customers make informed
decisions on buying better and cheaper products more easily
• Help buyers to buy rather than help sellers to sell
• Help consumers maximize the efficiency, productivity, and marketable value of personal assets as money, time, information, attention and emotional commitment
• Present offerings relevant to the buyer’s unique individual characteristics and that recognize what customers currently seek to achieve
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