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Group Names & Strap LinesGroup Name Strap Line Reference
4-in-1 Choice of all !
Fantastic 3 Deadly Smart ! Amirali, Yeong & Lulu
Optimus-Prime Do or Die !
aHeaders Creating future today and not tomorrow
Fiona, Halim, Muhammad & Osama
The Nameless No Name Just Value Donald, Samantha & Diana
Fun Ball The Winning Excitement Amir, Lance, Mina & Wilson
The Swish
Yuniiku Unlike Others.. Harina, Jafar, Saleh, Amelia Gan
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-1
Group Names & Case AllocationGroup Name Case/Article
Nameless Marketing Myopia
aHeaders Movie Test Audiences
CASH Marketing to Older Adults
Optimus Prime
Online Music Distbn.
Fun Ball Market Segmentation
4-in-1 Exclusive Brands
External Search
Easy Cinema
The Swish Price & Brand Name
Fantastic 3 FCUK
Yuniiku e- Marketing
TV Audience Research
BBC research toolThe BBC is developing a new audience measurement tool with the intention of measuring viewing across all platforms including 'timeshifted' TV viewing, websites, iPlayer and programmes watched through third-party sites, such as YouTube. The Cross Media Insight system attempts to track all BBC content viewed during the course of a week by a panel of 650 people. The aim is to get a more segmented view of the marketplace and target accordingly.Research, July 2009, p5
Market Research & Demand Forecasting
• First decide the Question !!!• Primary or Secondary Research• Qualitative or Quantitative
– Observational– Ethnographic– Focus Groups– Survey– Behavioural Data– Experimental Research– Mystery Shopper
Market Research Society Code of Conduct
• Confidentiality• Ownership of results• Not a mask for high pressure selling• Conforming to local and international laws• Fair Competition• Ethical Standards Disciplinary Measures
Questionnaire Design
• Dichotomous• Multiple Choice• Likert Scale• Semantic Differential• Importance + Rating Scales• Intention to Buy• Would recommend to a friend
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-7
Questionnaire Do’s and Don’ts
• Ensure questions are free of bias
• Make questions simple• Make questions specific• Avoid jargon• Avoid sophisticated words• Avoid ambiguous words
• Avoid negatives• Avoid hypotheticals• Avoid words that could be
misheard• Use response bands• Use mutually exclusive
categories• Allow for “other” in fixed
response questions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8
Qualitative Measures
Word AssociationWord Association
Projective TechniquesProjective Techniques
VisualizationVisualization
Brand PersonificationBrand Personification
LadderingLaddering
Sample Design
• Sampling Frame – based on Target Population• Sample Size – Trade off of Cost versus
Statistical validity• Simple Random Sample• Stratified Random Sample• Cluster Sample• Quota Sample
Data Interpretation
• The Methodology is ALWAYS suspect• Be particularly aware of “Mother in Law”
research !• Corroboration with other research results
builds confidence • Good Qualitative often precedes good Quant.• BUT the data can often be interpreted in
different ways !
Demand Forecasting
• Easy in theory. • Multiple Regression looks brilliant• But it is based on the past not on the future• Market Forecasting is an Art • Getting it right last time does not mean you
will get it right next time (Gordon Ronan). It may just have been luck !
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12
Example of a Marketing Dashboard
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-13
Organizational Charts
Customer Value, Satisfaction & Loyalty
• Customer Value Analysis – (attributes, values, competitor
strengths/weaknesses)
• Is the Buyer Rational ?• Cognitive Dissonance (Fiedler)• Customer Satisfaction is THE most important
Market Research Study.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-15
What is Quality?
Quality is the totality of features andcharacteristics of a product or
service that bear on its ability to satisfy
stated or implied needs.
Customer Profitability
• Extremely difficult to estimate Customer Profitability
• Ask your Accounting Professor how to do this!• Calculating Customer Lifetime Value is even
trickier !• But this is Critical information
CRM is not a Computer Program!
• Customer Loyalty builds profits a lot faster than constantly having to go out Hunting
• The main point is staying close to your Customer and understanding their needs
• Now you can go out and buy some Software• Use the analysis to understand your customer• Really impress them by then demonstrating
your understanding (eg lost shipment to JFK)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-18
Framework for CRM
Identify prospects and customers
Differentiate customers by needs and value to company
Interact to improve knowledge
Customize for each customer
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-19
CRM Strategies
Reduce the rate of defectionReduce the rate of defection
Increase longevityIncrease longevity
Enhance “share of wallet”Enhance “share of wallet”
Terminate low-profit customers
Terminate low-profit customers
Focus more effort on high-profit customersFocus more effort on high-profit customers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-20
Customer Retention
• Acquisition of customers can cost five times more than retaining current customers.
• The average customer loses 10% of its customers each year.
• A 5% reduction to the customer defection rate can increase profits by 25% to 85%.
• The customer profit rate increases over the life of a retained customer.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-21
Figure 5.5 The Customer Development Process
Prospects
Suspects
Disqualified
First-timecustomers
Repeatcustomers Clients Members
PartnersEx-customers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-22
Using the Database
To identify prospectsTo identify prospects
To target offersTo target offers
To deepen loyaltyTo deepen loyalty
To reactivate customersTo reactivate customers
To avoid mistakesTo avoid mistakes