Lecture Marketing research (12th edition) - Chapter 23: Marketing-mix measures

Chapter 23 - Marketing-mix measures. In this chapter, the following content will be discussed: Phases in new product research, concept generation, product evaluation and development, pretest marketing example, test marketing.

Aaker, Kumar, Leone and Day 

Twelfth Edition

Instructor’s Presentation Slides

Marketing-Mix Measures

Concept Generation Need Identification Concept Identification

Concept Evaluation and Development

Product Evaluation and Development Testing the Marketing Program

Perceptual mapsSocial and environmental trends

Benefit structure analysis

Product users Focus-group interviews Lead user analysis

Need Identification

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?

Concept Identification

The ASSESSOR Laboratory Test Market Research Design and Measurement

• Create or expand a new category, thereby making cross­category 

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 add­ons

Specific Sales Promotional

Tools

• TQM is a process of managing complex changes in the 

organization with the aim of improving quality

• Is a business philosophy that was used by the Japanese to gain competitive advantage. 

The process of managing complex change and the effects when one of the links 

• Characteristics of an organization that has implemented TQM are:

●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

• How does the company improve its analytical capabilities?

Choose the Right Analytical Method Manage and Maintain the Data

Data Quality Comparisons and Benchmarks

In QFD, a multifunctional team measures and analyzes in great detail both customer attitudes and product attributes. 

Step 1 Attributes that the customer looks for in the product (CAs) are defined

Step 2 Customer evaluations of competing products are obtained for each of the customer attributes determined in step 1.

Step 3 Engineering characteristics (ECs) that may affect the attributes are listed.

Step 4 The extent of the impact of each EC on each

CA is determined or estimated.

Step 5 All this information is summarized in a chart,

often called the house of quality (figure on next

Quality Function Deployment (QFD) (Contd.) 

End of Chapter Twenty-Three