Marketing Research

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

2. Chapter Twenty-five Contemporary Applications of Marketing Intelligence

3. Competitive Advantage Michael Porter’s Five Forces Model Source: http://www.brs-inc.com/porter.asp

4. Assessing Competitive Advantage

5. 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 Brand Equity

6. Brand Equity (Contd.) Source: David A. Aaker, ‘‘Managing Brand Equity.’’ New York: The Free Press, 1994.

7. Excess-Price Approach • Observation • Customer Research • Trade-off Analysis • Impact on Customer Evaluation Measuring Brand Equity

8. Replacement Cost Approach • Stock Price Approach • Future Earnings Approach • Discounting the future profit stream • Applying an earnings multiplier Measuring Brand Equity (Contd.)

9. 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 Customer Satisfaction Research

10. The process of managing complex change in the organization with the aim of quality improvement Total Quality Management • 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

11. 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 Total Quality Management (Contd.)

12. 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? Total Quality Management (Contd.)

13. Total Quality Management (Contd.) Managing complex change Source: American Productivity Council

14. Identify what is to be benchmarked Identify comparative companies Determine data collection method, and collect data Determine current performance levels Project future performance levels Benchmarking

15. Communicate benchmark findings, and gain acceptance Establish functional goals Develop action plans Implement specific actions, and monitor progress Recalibrate benchmarks Benchmarking (Contd.)

16. 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 Buyer-centricity