Professional Documents
Culture Documents
terms In pricing research, answers are sought to questions relating to the ability of consumers to pay
different market segments Comparing the pricing strategies of the competitors Testing the alternative pricing strategies Evaluating the consumer reactions and responses to the company prices
Pricing Strategies
Economy Pricing Low price Cost of marketing and manufacture are minimum Penetration Pricing Initially price charged is low in order to gain market share Once this is achieved, the price is increased Price Skimming Charge a high price because of substantial competitive advantage Advantage is not sustainable Price inevitably falls due to increased supply
Premium pricing Uniqueness of the product or service fetch them a high price High prices are charged for luxuries
Conjoint Analysis: Respondents are forced to make trade-offs between products and product features To determine how people value different features that make up an individual product or service To determine what combination of a limited number of attributes is most influential on respondent choice or decision making
Discrete Choice: Involve choices between two or more discrete alternatives Discrete choice models are statistical procedures that model choices made by people among a finite set of alternatives The models have been used to examine, e.g. the choice of which car to buy, where to go to college, which mode of transport (car, bus, rail) to take to work among numerous other applications
Advertising Research
Concentrates on the type of advertising campaign that
would be most suitable for the product, the ideal time for product launch, limitations of the product
Advertising Results
Takes the consumer through successive levels of
inwardness, awareness through exposure, comprehension (recognition), intention and finally action (purchase)
DAGMAR Approach
Defining Advertising Goals for Measured Advertising
Results Russel H. Colley gave this approach He distinguished 52 advertising goals These goals pertain to sales, image, attitude and awareness
Some of the goals are: Persuade a prospect to visit a showroom and ask for a demonstration Build up the morale of the companys sales force Facilitate sales by correcting false impression, misinformation and other obstacles Announce a special reason for buying now (price, discount, premium and so on) Make the brand identity known and easily recognizable Provide information and implant attitude regarding benefits and superior features of brand
quantitative techniques
information Message design identifies the consumer perceptions about the product
What is the nature of the product? For whom it is targeted? The segment What are the unique characteristics of the product?
advertising messages Choose medium that offers the maximum reach in the target audience of the specific product Cost effectiveness Demographic characteristics and market potential of target group
Physiological Tests: Records an individuals physiological responses on advertisements like respondents eyes and emotions on seeing an advertisement
Readership and listenership survey Show cards are developed containing clippings of advertisements Asked to identify the brand name and the media in which it appeared
Enquiry Test The number of enquiries produced by consumer about an ad copy is considered a measure of its effectiveness success in attracting or retaining readers Couponing techniques Sale Test Advertising effectiveness in terms of increase in sales
Product Research
A product is anything that can be offered to a market
for attention, acquisition, use or consumption that might satisfy a want or need Tangibility, Intangibility, Exchange value, Attribute association (brand, package, warranty etc), Consumer Satisfaction.
Product Classification
Industrial Goods Used for further production of goods Capital Goods, Raw materials, components parts etc. Consumer Goods Ready for final consumption by consumers Shopping Goods( fans, furniture)
Convenience Goods (soaps, vegetables, fruits etc.) Specialty Goods (special eating items, fancy goods etc.
Market Strategy Development Target market, planned product positioning and sales, market share, profit goals Products planned cost and budget for the first year Planned long run sales, profit goals, marketing mix strategy
Business Analysis Viability of the product idea Forecast of market size(e.g. overall demand) Operational costs(e.g. production cost) Financial projections( e.g. sales and profits) Competitor analysis Internal research (purchasing and production personnel) External research (customer and distributor surveys)
Product and Marketing Mix Development Develops the product concept into a physical product Prototype is developed Customer experience the physical product Favorable reaction helps solidify the marketers decision Estimated purchase rates, how product will be used by the customer Test Marketing Checks the viability of the product in a more realistic market setting Commercialization Product is introduced in the markets
Growth Stage: Sales volume increase Profits arise (economies of scale) Market expands Costs reduced due to economies of scale Customer awareness Competition increases
Maturity Stage: Little growth potential for the product High sales volume High profits Prices tend to drop Increase in competitive offerings Decline Stage: Sales and profit decline Market begins to shrink Decision to drop the product
Distribution Research
Channels of distribution facilitates transfer of product
Target Market issues Distribution coverage Channel Relationship Issues Relationships within the channel of distribution
Channel Power
Influence that one party within a channel has over
Middlemen or Wholesale Power: Services a large number of small retailers with products obtained from a large number of manufacturers
Retailer Power : Retailer commands a significant percentage of sales in the market they serve Channels are dependent on the sales generated by the retailer
Marketers website or marketers catalogue Toll-free telephone ordering Product marketer operates their own exclusive retail outlets Salesperson is involved in creating and managing sales
Personal Communication
Exclusive showrooms
Personal Selling
MOTIVATIONAL RESEARCH
Motive is a inner state that activates and directs the
behaviour of an individual towards certain goal and activity Motivation research attempts to identify forces and influences that consumers may not be aware of e.g. cultural, sociological forces
assumptions:
Every individual has drive which when stimulated
strategies by understanding :
Consumer psychology which has been influenced by env.(e.g.
culture, family, media) Perception of consumer how they think, feel and select different alternatives Behaviour of consumer regarding decisions while marketing Enhancement of consumer knowledge to influence marketing outcomes To reach consumers how marketers can improve and adopt their marketing campaigns and strategies
Types of Motivation
External Motivation Positive motivation Negative or Fear Motivation Internal Motivation Intrinsic in nature and comes from within Self Motivation Our goal, our role model are our great motivators
Story Completion Word Association Test Sentence Completion. I love Diwali because Thematic Appreciation Test Pictures are shown
describes success or failure of a marketing task for a product Market potential is the highest limit that market demand can reach with the increase in marketing effort in a given environment
Ei=WYi+(1-W)Ei-1
Ei-1=previous computed exponentially smoothed value Y=present observed value of the time series W=subjectively assigned weighing factor or smoothing
coefficient W
Developing companys sales plan Establishing future sales Setting standards for sales performance Establishing sales goals for each unit and for each individual in the organization Estimating total sales force needed in the future Allocating salesmans time, effort, territory etc. Taking decision about salesman remuneration, training and compensation Preparing sales expense budget
determine sales for existing and new products Production or sales in anticipation of future demand Two methods of demand forecasting
Survey methods Statistical methods
Survey Methods
Consumers interview method: Survey of buyers intentions or preferences Direct Interview Method Complete enumeration method:
Statistical Methods
Trend Projection Method
Economic Indicators