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ch26 aakar david.pptx
1.
Aaker, Kumar, Day Seventh
Edition Instructor’s Presentation Slides
2.
Emerging Applications of
Marketing Research: Database Marketing and Relationship Marketing
3.
© Database Definition ◦ A customer
list to which has been added information about the characteristics and the transactions of these customers. Businesses use it to cultivate customers and develop statistical profiles of prospects most like their present customers Marketing Research 7th Edition Aaker, Kumar, Day
4.
© Need ◦ 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 Marketing Research 7th Edition Aaker, Kumar, Day
5.
© Elements ◦ A unique
identifier such as an ID or match code ◦ Name and title of individual and/or organization ◦ Mailing address, including ZIP Code ◦ Telephone number ◦ Source of order, inquiry, or referral ◦ Date and Purchase details of first transaction ◦ Recency/frequency/monetary transaction history ◦ Credit history and rating ◦ Relevant demographic data for consumer buyers ◦ Relevant organizational data for industrial buyers Marketing Research 7th Edition Aaker, Kumar, Day
6.
© Benefits ◦ Customers are
easier to retain than acquire ◦ Determine their “lifetime value” ◦ Developing relationships with customers Marketing Research 7th Edition Aaker, Kumar, Day
7.
© Rebate Cards
Suggestion Cards Warranty Registration Cards Free Subscription Offer Cards Directly Ask Consumers Marketing Research 7th Edition Aaker, Kumar, Day
8.
© Guerilla Tactics Get
the product right Use low-tech targeting and creative thinking Use other people’s data (OPD) first Buy new media Marketing Research 7th Edition Aaker, Kumar, Day
9.
© Active Inactive
Inquiries Value Added Databases ◦ Overlay of multiple databases Marketing Research 7th Edition Aaker, Kumar, Day
10.
© Recency of
Purchase Frequency of Purchase Monetary Value of Purchase Validating Prospect Profiles Benefits of Database Marketing Marketing Research 7th Edition Aaker, Kumar, Day
11.
© Fundamentals 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 Marketing Research 7th Edition Aaker, Kumar, Day
12.
© Real-time marketing ◦ The
marketing process of personally customizing goods or services that continuously update themselves to track changing customer needs, without intervention by corporate personnel, and often without conscious or overt input from the customer Marketing Research 7th Edition Aaker, Kumar, Day
13.
© Relationship Marketing Incorporates
Three Elements Identifying and building a database of current and potential consumers which records and cross- references a wide range of demographic and purchase information Delivering differential messages to these people through established and new media channels based on consumers' characteristics and preferences Tracking each relationship to monitor the cost of acquiring the consumer and the lifetime value of his/her purchases Marketing Research 7th Edition Aaker, Kumar, Day
14.
© The process
of developing and implementing various forms of persuasive communications programs with customers and prospects over time The goal of the IMC is to influence or directly affect the behavior of the selected communications audience Marketing Research 7th Edition Aaker, Kumar, Day
15.
© Qualitative Methods Jury
of Executive Opinion Sales Force Estimates Surveys of Customer Intentions Delphi Approach Marketing Research 7th Edition Aaker, Kumar, Day
16.
© Quantitative Methods Time-series
Extrapolation ◦ Trend projection Causal Models ◦ Leading indicators ◦ Regression models Marketing Research 7th Edition Aaker, Kumar, Day
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