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Research papers

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998
Author: N. S. Muthukumaran
June 15, 1998
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Citation

Muthukumaran, N. S. (1998a, June 15). Benefit segmentation. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/benefit-segmentation


Research papers

Gain mobility by new forms of vehicle utilisation and mobility management

‘Mobility management’ is a global concept of various policies to ensure the efficient sustainable satisfaction of mobility demands. Intermodality including all transport carriers will provide an increased quality of life and added value....

Catalogue: International Automotive Marketing Conference 1998
Authors: Conrad Wagner, Heiner Schmeck
June 15, 1998
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Citation

Wagner and Schmeck (1998a, June 15). Gain mobility by new forms of vehicle utilisation and mobility management. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/gain-mobility-by-new-forms-of-vehicle-utilisation-and-mobility-management


Research papers

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998
Authors: Siegfried Högl, Karsten J. Hennig
Company: GfK
June 15, 1998
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Citation

Högl and Hennig (1998a, June 15). A new star is born. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/a-new-star-is-born


Research papers

What is the value of our car?

This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that describes what car buyers seek in cars and how this...

Catalogue: International Automotive Marketing Conference 1998
Authors: Gerton Poot, Fred Schipper, Charles Engelaar
Company: Trendbox B.V.
June 15, 1998
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Citation

Poot, Schipper and Engelaar (1998a, June 15). What is the value of our car?. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/what-is-the-value-of-our-car-


Research papers

The car, the environment and the media

The paper outlines a research project examining press coverage of the motor industry in six European markets in order to track the incidence of a range of environmental issues and the presence of certain key messages both for and against the...

Catalogue: International Automotive Marketing Conference 1998
Author: Peter Christopherson
Company: CARMA
June 15, 1998
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Citation

Christopherson, P. (1998a, June 15). The car, the environment and the media. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/the-car-the-environment-and-the-media


Research papers

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998
Authors: Sven H. Becker, Rolf Dielenschneider
June 15, 1998
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Citation

Becker and Dielenschneider (1998a, June 15). Generation Golf. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/generation-golf


Research papers

Higher added value from marketing research

Today’s European automotive industry places increasing pressure on market researchers to carry out more and better research yet market research budgets are squeezed. This paradox creates an untenable situation. Internal clients are disappointed...

Catalogue: International Automotive Marketing Conference 1998
Author: Joop van der Vegt
June 15, 1998
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Citation

van der Vegt, J. (1998a, June 15). Higher added value from marketing research. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/higher-added-value-from-marketing-research


Research papers

Cross-cultural segmenting and brand extension

Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had...

Catalogue: International Automotive Marketing Conference 1998
Authors: Erik Olson, Hans Mathias Thjomoe
June 15, 1998
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Citation

Olson and Thjomoe (1998a, June 15). Cross-cultural segmenting and brand extension. ANA - ESOMAR. Retrieved November 30, 2023, from


https://ana.esomar.org/documents/cross-cultural-segmenting-and-brand-extension