Market Research And Marketing

MARKET RESEARCH AND MARKETING

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INTRODUCTION

et research on current and new products; importance of measuring customer satisfa

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UALITY IN THE MARKETING FUNCTION OF LEADING ORGANIZATIONS

oped six strategies to achieve the mission . Working through several phases, a tre

nd, and evaluating Marketing’s current performance in satisfying the demands, perf

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UALITY IN THE MARKETING FUNCTION OF LEADING ORGANIZATIONS

fy the steps the marketing function must take to improve customer satisfaction:

ocesses (e.g., brochures, market research, information delivery). eting’s products and processes. processes (of the marketing function). ., use process management concepts and tools to improve marketing processes). ired (e.g., a process to provide customers with certain information to make decisio roduct (i.e., examine marketing products and processes when the organization brings (e.g., by making it easier for the customer to get and use information on products ity (e.g., by participation in quality improvement teams

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USTOMER SATISFACTION VERSUS CUSTOMER LOYALTY

n customer satisfaction and customer loyalty In brief, a satisfied customer will

rite hotel chain, $300,000 for a loyalist to a brand of automobile.

xample, a 60 percent retention rate corresponds to a 40 percent defection rate.

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CONCEPT OF FIELD INTELLIGENCE

ating to in house use (other departments, sister divisions) or external use (mercha

zation requires information about quality in the marketplace. Some of this inform

g future products and for monitoring the performance of current products. This fee

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CONCEPT OF FIELD INTELLIGENCE

in alarm signals. Several areas can be completely silent:

customer has no complaint about the product currently in use, but discovers a comp customers. Intelligence is needed to learn why they are not customers, and what it ed, the feedback of information from the customer to the company becomes sporadic

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CONCEPT OF FIELD INTELLIGENCE

Analysis of Available Field Intelligence . Included are:

1.Decline in Sales. 2.Field Complaints. 3.Salespersons’ Reports. 4.Sale of Spare Parts. 5.Data from Customers. 6.Government Reports. 7.Independent Laboratories. 8.The Internet. 9.Reasons for Incomplete Use.

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CONCEPT OF FIELD INTELLIGENCE

main needs are to :

tions not evident from complaints or alarm signals. ections. lity versus other product parameters. ation to competitors. e needs of customers. income by improving fitness for use. or market segments.

carefully the approach to collecting the intelligence information. This is done th

nd forms, ta,

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CONCEPT OF FIELD INTELLIGENCE

rious ways to improve product design, processes, tests, field service, marketin

e is to go after 100 percent of the data. Normally a well-chosen sample will provi

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CUSTOMER BEHAVIOR CONCEPTS

eed is “to remove moisture”. Discovering and understanding customer needs is neces

t be” attributes. At the “unitary” (or desired) level, better performance leads to

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CUSTOMER BEHAVIOR CONCEPTS

n

recommends focusing on “moments of truth.” A moment of truth is the time durin

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MARKET RESEARCH — TOOLS AND TECHNIQUES

but it can also lead to specific action.

ers of the superior quality level, and they highlighted this information in their

nse to complaints but are designed to learn about customer experiences with the p

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MARKET RESEARCH — TOOLS AND TECHNIQUES

with the help of the customer (the “quality partner”), to maintain detailed records

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MARKET RESEARCH — TOOLS AND TECHNIQUES

ty. For example, a toy manufacturer assembles a focus group of youngsters and prov

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MARKET RESEARCH — TOOLS AND TECHNIQUES

rious attributes of the product. The customer responds by using a satisfaction sc

be supplemented by contacts with individual customers, focus groups, and the othe

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OMPETITIVE EVALUATIONS BY FIELD STUDIES

tual inputs and not on hearsay. These evaluations aim to discover the users’ viewp

eeded. This team must agree beforehand on what questions need to be answered by t

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AMERICAN CUSTOMER SATISFACTION INDEX

ms in seven sectors of the economy. For most companies, about 250 customers are co

I consists of a series of equations describing relations among six submodels perc

effect of such an initiative on satisfaction, retention, and future sales revenue

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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES

alty and minimize customer defections. Some actions provide early warnings of def

omer will repurchase or recommend the product. The bottom line measure of custome

ment, operations, and other areas.

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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES

Figure

the four quadrants are roughly defined by the averages on the two axes. I

rength through advertising and personal selling action provement

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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES

he combined quality of the business processes .In this example, note:

5 percent by billing. Thus, service processes contribute 70 percent of the variati

s groups and other methods discussed above under Market Research—Tools and Techn

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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES

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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES

omplaints must be analyzed. In addition, however, the effectiveness of the complai

sult in customer defections. Analysis of the multiattribute studies illustrated ab

sking customers why they left. Experience suggests, however, that the reasons state

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ARKET RESEARCH FOR NEW AND MODIFIED PRODUCTS

er” by conducting special studies and also analyzing the present use of the produ (McKenna 1995). A further extension to gather information places the customer in

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ARKET RESEARCH FOR NEW AND MODIFIED PRODUCTS

ion on current product usage. Sometimes, a physical good or a service system can b

es to the product” to learn about customer problems and opportunities. To do this

ient. Before the visits are made, however, a plan must spell out the questions to b

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ARKET RESEARCH FOR NEW AND MODIFIED PRODUCTS

one by documenting all of the steps, analyzing them, and identifying opportunities

ration and maintenance. Taking a broader viewpoint, Treacy and Wiersema recommend

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ARKET RESEARCH FOR NEW AND MODIFIED PRODUCTS

ments To assure that the market research meets the needs of product development, i

timacy,” which goes beyond “customer satisfaction.” Customer intimacy makes use of

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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION

ng function can benefit from the application of quality concepts.

d tools to define, study, and document their CRPs. Corcoran et al explain how some

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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION

arges sales income either through :

g also provides information to help the customer make purchasing decisions. Overp

industrial products and, to some degree, for consumer products as well. These obj

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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION

industrial products are created uniquely for each product or type of product. For

that is covered by the warranty, i.e., it does not have to cover the entire produ

ndition).

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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION

ents for a full warranty. Typically, the limited warranty may exclude labor costs,

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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION

the product is sold on a limited basis for the purpose of:

eed to be answered by the test market. After such agreement, the marketing departm

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