Download - Marketing 2 market research (2014 - 2015)
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Marketing II Market Research
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? Which characteristics do you associate with
Tide after seeing this ad?
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Arrogant
Self-absorbed
Male
Brand Associations
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Arrogant
Self-absorbed
Male
Brand Associations
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Arrogant
Self-absorbed
Male
Brand Associations
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P&G engaged in focus groups to understand the meaning of detergents
in the lives of consumers.
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P&G also engaged in the
day-to-day lives of consumers to understand their
behavior.
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P&G repositioned Tide so that that style became a
main brand association.
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Acquiring Customer insights
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Consumers wanted to carry their
music library with them in a
non-obtrusive way.
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But things can change…
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Marketers must continuously track
the changes in consumer
preferences.
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Marketers are overloaded with information from various digital sources.
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Observe
As a manager
Facilitate
As a brand
Participate
As yourself
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Infobesitas
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Not more information
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but better information
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Exam question
25
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Marketing Information System
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Marketing Information System
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Marketing managers and other information users
Obtaining customer and market insights for marketing information
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Company
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Upstream partners
Company
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Upstream partners
Downstream partners Company
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? What is the origin of the IKEA
product names?
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Ingvar Kampard
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Assessing information
needs
Marketing managers and other information users
Obtaining customer and market insights for marketing information
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Like to have
Need to have
vs.
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Can know
Can’t know
vs.
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Every information request has an impact on the
budget.
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Assessing information
needs
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
![Page 49: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/49.jpg)
Assessing information
needs Internal
databases
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
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Internal databases are a goldmine of
information waiting to be discovered.
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Internal sources:
✓ Marketing
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Internal sources:
✓ Marketing
✓ Customer dep.
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Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting
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Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
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Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
✓ Sales
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Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
✓ Sales ✓ Partners
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
10 things wrong
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
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But a company needs good
data collection and
data mining procedures.
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My favorite question:
How did you get to know us?
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My favorite question:
How did you get to know us?
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Assessing information
needs Internal
databases Marketing
intelligence
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
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Competitive marketing intelligence
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Blue Ocean Strategy
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Free sources of market
intelligence
Websites Annual reports Trade fairs
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Free sources of market
intelligence
Websites Annual reports Trade fairs
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Free sources of market
intelligence
Websites Annual reports Trade fairs
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Some extra
tricks
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Job openings can indicate
weaknesses in the defenses of competitors.
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Job interviews can unveil strategic changes.
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Don’t go sorting through the trash.
…but be aware your competitor
might.
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Don’t go sorting through the trash.
…but be aware your competitor
might.
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Companies are increasingly
weary of information
theft.
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Assessing information
needs Internal
databases Marketing
intelligence Marketing research
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
![Page 89: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/89.jpg)
Exam question
26
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Problem definition
Developing the research plan for
collecting information
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
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Research objectives
Developing the research plan for
collecting information
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
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1. Exploratory
2. Descriptive
3. Causal
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1. Exploratory
2. Descriptive
3. Causal
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1. Exploratory
2. Descriptive
3. Causal
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Research objectives
Research Plan
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
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Secondary data
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Internal External vs.
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1. Relevant
2. Accurate
3. Current
4. Impartial
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1. Relevant
2. Accurate
3. Current
4. Impartial
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1. Relevant
2. Accurate
3. Current
4. Impartial
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1. Relevant
2. Accurate
3. Current
4. Impartial
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Not all data is
available
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Primary data
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Observational research
Survey research
Experimental research
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Toy manufacturers observe how
children interact with new toys in the Fisher-Price
Play Lab.
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Ethnographic research
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![Page 113: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/113.jpg)
Netnography
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Observational research
Survey research
Experimental research
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![Page 116: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/116.jpg)
Advantages survey:
✓ Descriptive res.
![Page 117: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/117.jpg)
Advantages survey:
✓ Descriptive res.
✓ Flexibility
![Page 118: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/118.jpg)
Advantages survey:
✓ Descriptive res.
✓ Flexibility
✗ Response rate
![Page 119: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/119.jpg)
Advantages survey:
✓ Descriptive res.
✓ Flexibility
✗ Response rate
✗ Quality
![Page 120: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/120.jpg)
Don’t use scales starting with 1
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... but use scales starting with 0
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Observational research
Survey research
Experimental research
![Page 123: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/123.jpg)
Ideal for
causal research
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![Page 126: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/126.jpg)
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
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Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
![Page 128: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/128.jpg)
Research objectives
Research Plan
Collecting data
Interpreting and reporting the findings
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Contact method:
![Page 130: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/130.jpg)
Advantages mail:
✓ Quantity
![Page 131: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/131.jpg)
Advantages mail:
✓ Quantity
✓ Cost
![Page 132: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/132.jpg)
Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate
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Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate (?)
![Page 134: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/134.jpg)
Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate (?)
✗ Flexibility
![Page 135: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/135.jpg)
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Contact method:
Phone
![Page 139: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/139.jpg)
Advantages Phone:
✓ Fast
![Page 140: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/140.jpg)
Advantages Phone:
✓ Fast
✓ Flexible
![Page 141: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/141.jpg)
Advantages Phone:
✓ Fast
✓ Flexible
✗ Response rate
![Page 142: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/142.jpg)
Advantages Phone:
✓ Fast
✓ Flexible
✗ Response rate
✗ Cost
![Page 143: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/143.jpg)
![Page 144: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/144.jpg)
Focus groups
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![Page 146: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/146.jpg)
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Focus group:
✓ Emotions
![Page 148: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/148.jpg)
Focus group:
✓ Emotions
✓ Interaction
![Page 149: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/149.jpg)
Focus group:
✓ Emotions
✓ Interaction
✗ Quantity
![Page 150: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/150.jpg)
Focus group:
✓ Emotions
✓ Interaction
✗ Quantity
✗ Cost
![Page 151: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/151.jpg)
Contact method:
Online
![Page 152: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/152.jpg)
Advantages online:
✓ Fast
![Page 153: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/153.jpg)
Advantages online:
✓ Fast
✓ Flexible
![Page 154: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/154.jpg)
Advantages online:
✓ Fast
✓ Flexible
✓ Cost
![Page 155: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/155.jpg)
Advantages online:
✓ Fast
✓ Flexible
✓ Cost
✗ Response rate
![Page 156: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/156.jpg)
Sampling plan
![Page 157: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/157.jpg)
1. Who?
2. How many?
3. How?
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1. Who?
2. How many?
3. How?
![Page 159: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/159.jpg)
1. Who?
2. How many?
3. How?
![Page 160: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/160.jpg)
Neuromarketing
![Page 161: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/161.jpg)
![Page 162: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/162.jpg)
Exam question
27
![Page 163: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/163.jpg)
Research objectives
Research Plan
Collecting data
Reporting findings
![Page 164: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/164.jpg)
Assessing information
needs
Analyzing and using
information Internal
databases Marketing
intelligence Marketing research
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
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Brand Positioning
![Page 166: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/166.jpg)
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How many brands do we see
daily?
![Page 170: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/170.jpg)
5000
![Page 171: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/171.jpg)
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Which are the most
valuable brands?
![Page 174: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/174.jpg)
![Page 175: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/175.jpg)
“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name ……."
![Page 176: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/176.jpg)
![Page 177: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/177.jpg)
![Page 178: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/178.jpg)
Taste test without brand
![Page 179: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/179.jpg)
Taste test without brand
![Page 180: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/180.jpg)
Taste test without brand
Taste test with a brand
![Page 181: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/181.jpg)
![Page 182: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/182.jpg)
Functions of a brand
![Page 183: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/183.jpg)
Identification
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 184: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/184.jpg)
![Page 185: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/185.jpg)
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 186: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/186.jpg)
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Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 188: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/188.jpg)
![Page 189: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/189.jpg)
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 190: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/190.jpg)
![Page 191: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/191.jpg)
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 192: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/192.jpg)
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
![Page 193: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/193.jpg)
Customer
Based
Brand
Equity
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Customer
Based
Brand
Equity
![Page 195: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/195.jpg)
CBBE
SALIENCE
OORDEEL
PERFORMANTIE BEELDEN
GEVOEL
RELATIE
![Page 196: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/196.jpg)
CBBE
SALIENCE
PERFORMANTIE BEELDEN Breadth and depth of awareness
![Page 197: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/197.jpg)
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CBBE
SALIENCE
PERFORMANTIE BEELDEN Breadth and depth of awareness Product category structure
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Drinks
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Drinks
Water Flavoured
![Page 203: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/203.jpg)
Drinks
Water Flavoured
Non-alcoholic Alcoholic
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Drinks
Water Flavoured
Non-alcoholic Alcoholic
Hot drinks Soft drinks Juices
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Drinks
Water Flavoured
Non-alcoholic Alcoholic
Hot drinks Soft drinks Juices
![Page 206: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/206.jpg)
SALIENCE
OORDEEL
PERFORMANCE BEELDEN
GEVOEL
RELATIE
![Page 207: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/207.jpg)
SALIENCE
OORDEEL
PERFORMANCE BEELDEN
GEVOEL
RELATIE
BEELDEN § Reliability § Durability § Serviceability
§ Style § Price
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SALIENCE
OORDEEL
PERFORMANTIE IMAGE
GEVOEL
RELATIE
![Page 209: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/209.jpg)
SALIENCE
OORDEEL
PERFORMANTIE IMAGE
GEVOEL
RELATIE
§ User profiles § Personality and values § History, heritage
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The contratiction"
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Only two calories!"
Yay!"
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… unless you eat hundreds a day"
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![Page 215: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/215.jpg)
But Noisy
Like a rattle
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Sweet Fresh
![Page 217: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/217.jpg)
SALIENCE
JUDGE MENTS
PERFORMANCE IMAGE
GEVOEL
RELATIE
![Page 218: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/218.jpg)
SALIENCE
PERFORMANCE IMAGE
GEVOEL
RELATIE
§ Quality § Credibility § Consideration § Superiority
JUDGE MENTS
![Page 219: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/219.jpg)
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
![Page 220: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/220.jpg)
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
§ Warmth § Fun § Excitement
![Page 221: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/221.jpg)
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
§ Security § Social approval § Self-respect
![Page 222: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/222.jpg)
SALIENCE
PERFORMANCE IMAGE
FEELING
RELATION
JUDGE MENTS
![Page 223: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/223.jpg)
SALIENCE
PERFORMANCE IMAGE
FEELING
RELATION
JUDGE MENTS
§ Behavioral loyalty § Attitudinal attachment § Sense of community § Active engagement
![Page 224: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/224.jpg)
1. Unique
2. Mirror Image
3. Desired imago
![Page 225: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/225.jpg)
1. Unique
2. Desired
3. Desired imago
![Page 226: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/226.jpg)
1. Unique
2. Desired
3. Strong
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Points of
Difference
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![Page 230: Marketing 2 market research (2014 - 2015)](https://reader036.vdocument.in/reader036/viewer/2022062420/55c447efbb61eb68378b45d5/html5/thumbnails/230.jpg)
Points of
Parity
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Have a
day!
Nice
brilliant
Fantastic
Wonderful
Great