Marketing Research

Aaker, Kumar, Day Ninth Edition Instructors Presentation Slides

Chapter Twenty-five

Contemporary Applications of Marketing Intelligence

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Competitive Advantage
Michael Porters Five Forces Model

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Assessing Competitive Advantage

Market-based
Market share Recall share

Process-based
Marketing skills audit Comparison of relative costs

Advertising share Comparison of winning versus losing competitors R&D share Identifying high-leverage phenomena

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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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Brand Equity

Source: David A. Aaker, Managing Brand Equity. New York: The Free Press, 1994.
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Measuring Brand Equity

Excess- Price Approach Observation Customer Research Trade-off Analysis

Impact on Customer Evaluation

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Measuring Brand Equity (Cont.)

Replacement Cost Approach Stock Price Approach Future Earnings Approach Discounting the future profit stream

Applying an earnings multiplier

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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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Total Quality Management

The process of managing complex change in the organization with the aim of quality improvement

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

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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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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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Total Quality Management (Contd.)

Managing complex change

Source: American Productivity Council

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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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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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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 buyers unique individual characteristics and that recognize what customers currently seek to achieve

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