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

2. Contemporary Applications of Marketing Intelligence
Chapter Twenty-five
Contemporary Applications of Marketing Intelligence

3. Competitive Advantage
Michael Porter’s Five Forces Model
Source:

4. Assessing Competitive Advantage
Market-based
Process-based
Market share
Marketing skills audit
Recall share
Comparison of relative costs
Advertising share
Comparison of winning versus losing competitors
R&D share
Identifying high-leverage phenomena

5. 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

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

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

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

9. 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

10. 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

11. 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

12. 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?

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

14. 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

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

16. 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 buyer’s unique individual characteristics and that recognize what customers currently seek to achieve