tailieunhanh - Lecture Marketing research (12th edition) - Chapter 25: New age strategies

Chapter 25 - New age strategies. In this chapter, the following content will be discussed: The need for databases, elements of a database, ways to gather consumer data, benefits of database marketing, e-commerce,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-five 2 New Age Strategies Marketing Research 12th Edition / The Need for Databases To test a program prior to rolling it out: Define your target group Go into your database Create a matched set Expose the test variable Minimize other marketing efforts while the test is going on Allow test program enough time to work Measure results by comparing the two groups’ sales Take action. If test results warrant going ahead, then Implement it 3 Marketing Research 12th Edition / Elements of a Database 4 Marketing Research 12th Edition / Ways to Gather Consumer Data Rebate Cards Suggestion Cards Warranty Registration Cards Free Subscription Offer Cards Directly Ask Consumers 5 Marketing Research 12th Edition / Ways to Gather Consumer Data (Cont.) Guerilla Tactics Get the product right Use low-tech targeting and creative thinking Use other people’s data (OPD) first Buy new media 6 . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-five 2 New Age Strategies Marketing Research 12th Edition / The Need for Databases To test a program prior to rolling it out: Define your target group Go into your database Create a matched set Expose the test variable Minimize other marketing efforts while the test is going on Allow test program enough time to work Measure results by comparing the two groups’ sales Take action. If test results warrant going ahead, then Implement it 3 Marketing Research 12th Edition / Elements of a Database 4 Marketing Research 12th Edition / Ways to Gather Consumer Data Rebate Cards Suggestion Cards Warranty Registration Cards Free Subscription Offer Cards Directly Ask Consumers 5 Marketing Research 12th Edition / Ways to Gather Consumer Data (Cont.) Guerilla Tactics Get the product right Use low-tech targeting and creative thinking Use other people’s data (OPD) first Buy new media 6 Marketing Research 12th Edition / Types of Databases Active customers Inactive customers Inquiries Modeling customers serves to: Identify most typical customers and so become more effective in prospecting. Identify best customers to prospect Identify niche markets to add to the marketing universe. Develop more effective marketing tools (materials and media). 7 Marketing Research 12th Edition / Benefits of Database Marketing Customers are easier to retain than acquire Determine their “lifetime value” to decide whether or not to encourage greater lifetime duration Develop relationships with customers across a family of related products and services 8 Marketing Research 12th Edition / E-Commerce E-commerce influence The impact of the ‘Net on purchases made entirely off-line’ E-commerce ordering Captures the orders that are placed on-line but paid for later via telephone or in-store E-commerce buying Combines ordering and paying on-line 9 Marketing Research 12th Edition / 2011 Holiday Season to