Aaker Kumar Day Ch24

8/11/2019 Aaker Kumar Day Ch24

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Marketing ResearchAaker, Kumar, Day

Ninth Edition

Instructors Presentation Slides

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Marketing Research 10th Editionhttp://www.drvkumar.com/mr10/

Chapter Twenty-four

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Traditional Applications of Marketing

Intelligence


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Phases in New Product Research

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Concept Generation

Need Identification

Concept Identification

Concept Evaluation and Development

Product Evaluation and Development

Testing the Marketing Program


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Concept Generation

Perceptual maps

Social and environmental trends

Benefit structure analysis

Product users

Focus-group interviews

Lead user analysis

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Need Identification


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Concept Generation (Contd.)

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?

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Concept Identification


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Product Evaluation And Development

Use Testing

Virtual Product Testing

Blind use test

Predicting Trial Purchase

Pre-test Marketing

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7/20Marketing Research 10th Editionhttp://www.drvkumar.com/mr10/

Pretest Marketing Example

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The ASSESSOR Laboratory Test Market Research Design and Measurement



Test Marketing

Sell-in test markets

Controlled Distribution Scanner Markets (CDSM)

Selecting the test cities

Representativeness

Data availability

Media isolation and costs Product flow

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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

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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 desiredpercentage 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.

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Distribution Research

Warehouse and Retail Location Research

Center-of-gravity Simulation

Computerized Simulation Models

Catchment Area Analysis Outlet Location Research

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Center-of-gravity warehouse

location to serve five retail

stores.



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

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Advertising Research

Criteria

Recognition

Recall

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

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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

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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

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Sales Promotion Research

Promotional Tools

Price Discounts

Features

Displays

Coupons / Rebates

Sweepstakes

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Sales Promotion Research (Contd.)

Promotional Strategy

Hi-lo

Every Day Low Price (EDLP)

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A schematic framework of the major types of sales promotion.

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20/20M k ti R h 10th Editi// / /

Sales Promotion Research (Contd.)

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Specific Sales Promotional Tools

Aaker Kumar Day Ch24

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