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Research papers
10 year's experience in using marketing models for new product development in Asia Pacific
Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing...
Catalogue: ESOMAR Congress 1988
Authors: Roger M. Brookin, Oscar Schneersohn
Company: Unilever
September 1, 1988
Research papers
Innovative target market research
A great deal of the most innovative marketing and market positioning being done by major companies today is the result of a re-direction from mass marketing to targeted marketing by sector. To accomplish this in a cost effective way, new measures in...
Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Patricia Botwinick, Barbara R. Lewis
June 15, 1988
Research papers
To serve them all our days
The financial service industry is moving towards a more consumer, rather than product-led, orientation, with the philosophy of good service now becoming increasingly important. However, in this expanding area of market research the facilitator and...
Catalogue: Seminar 1988: Research For Financial Services
Authors: Kate Willis, Amanda Keech
June 15, 1988
Research papers
A review of pros and cons of centralised research in manufacturing companies
Several different organizational forms for a multinational manufacturing company are examined, and the implications of these different structures for the nature of the marketing research function: in particular the degree of centralization or...
Catalogue: Seminar 1988: International Marketing Reserarch
Author: David Hawkins
June 15, 1988
Research papers
Moving forward with innovative research technology
In this paper, the authors take as their theme the growth of new product development research technology, and in particular simulated test market modeling in the U.S.A. Emphasis is not placed on the various models themselves but on the uses and...
Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: David Pring, Robert J. Burgess
June 15, 1988
Research papers
Understanding the hotel guest
The paper reveals the importance of the individual business traveller as the hotel choice decision maker; the 'satisfier' nature of hotel buying with guests' aiming to minimise the risks they take when buying a hotel room; the strong influence of...
Catalogue: Seminar 1988: Travel And Tourism Research
Author: Crispian Tarrant
April 5, 1988
Research papers
Estimating new product price elasticity before launching
In this paper, the authors describe a method that has been tested for many years. It offers a means for testing and evaluating the sales effect of price decisions based on consumer survey data at various price levels before the product's new price...
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Peter Sampson, Lynn Y.S. Lin
Company: Burke, Inc.
October 26, 1987
Research papers
TESI
The paper is intended to explain the basic principles of TESI and to illustrate its scope of application and information. It will also be shown how test market simulation can be used to analyse existing markets, uncover the competitive relations...
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Bernd Erichson
October 26, 1987
Research papers
