This paper is about the main factors that determine a brandâs long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing revenue for their firms on a long term basis. The data and conclusions presented should help explain the relationships between consumers and the major brands in Europe and give insights as to formulas for success, corporate brand management problems and solutions. The results are based on a broad European survey (five main countries) and result in a data bank that includes 800 different brands of which 150 were researched in all the five countries.
The authors propose to identify reasons for the apparent lack of Marketing Research applications. Examples of areas where AI and ES could contribute to increase considerably the efficiency of Marketing Research will then be developed. Finally, the requirements for successful implementation will be examined from the potential user's point of view.
In today's tough environment, the pricing decision for a new product has become more essential for future profitability and also more difficult to make. Market Research can help on two key issues, dealing with new products under development : Price acceptance - given the new product, how is the consumer going to respond to the various possible price levels? Price importance - given a range of prices and possible characteristics of a new project, which product attributes would be the best 'value for money'? Which alternative would best trade-off a high consumer price? While the problem of price acceptance can he answered by classical methods of assessment of the buying response to price, the second problem requires using the more recent tool of conjoint measurement (trade-off) approach. Our opinion is that it is wiser for a marketing company to introduce the price parameter early in the process of new product development, rather than checking the price acceptance as the very last stage before launch. A review of the classical pricing research methods and a plea in favour of the trade-off approach are illustrated with examples.
The authors of this paper consider that they encountered the challenge during the Seventies and that it is appropriate for them to recount their experience for the benefit of those of their fellows who have not been confronted with it as yet. Apart from this desire to share experience - and perhaps even more motivating still, they hope that the paper will arouse a feed-back of information and reaction. The ambitions of the paper are threefold: - To draw attention to the increasing relevancy of simulation models in a market environment that is undergoing radical change and to the usefulness of such models both for market researchers and for decision-makers generally; - To illustrate, by a case study, the manner in which these models can be constructed; - To demonstrate the fact that these models can make an effective contribution in actual practice.
The authors of this paper consider that they encountered the challenge during the Seventies and that it is appropriate for them to recount their experience for the benefit of those of their fellows who have not been confronted with it as yet. Apart from this desire to share experience - and perhaps even more motivating still, they hope that the paper will arouse a feed-back of information and reaction. The ambitions of the paper are threefold: - To draw attention to the increasing relevancy of simulation models in a market environment that is undergoing radical change and to the usefulness of such models both for market researchers and for decision-makers generally; - To illustrate, by a case study, the manner in which these models can be constructed; - To demonstrate the fact that these models can make an effective contribution in actual practice.