Resources Library by ANA

Contribution of typological studies to the elaboration of an advertising strategy

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

A contribution to market-segmentation in tourism research

The paper is organized around two main topics: 1. Presentation of a piece of research conducted in France in 1975. The basic survey involved a representative sample of the French public and was focused on the attractiveness of tourism abroad and the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Sylvie de la Beaumelle

Company: IFOP

June 15, 1976

Contribution of typological studies to the elaboration of an advertising strategy (French)

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

Globalization- Segmentation- Standardization

Simultaneously with the increase of international economic operations - as well capital- as product- transactions - there is a growing interest in different aspects of international marketing. In many fields however, the evolution of the...

Catalogue: Seminar 1976: International Market Research

Author: Walter Pintens

April 1, 1976

Features in international marketing and the international entry strategy

There is no difference between international marketing and domestic marketing. International (and multinational) marketing is only more complicated: the variables of the environment in many countries differ still from the variables in the...

Catalogue: Seminar 1976: International Market Research

Author: Arnold B. Bakker

April 1, 1976

Segmenting by consumer responses to a change in a marketing stimulus

This paper reports on a relatively new basis for segmenting market by elasticity of consumer response to a change in a marketing stimulus. Segmentation by elasticity seeks to analyse change in consumer responses to changes in price, deal or...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Henry Assael, A. Marvin Jr.

August 1, 1975

Personal saving and social trends in Great Britain 1973-1974

This paper demonstrates, by reference to the Taylor Nelson MONITOR of Social Trends: 1. That savings and investment behaviour shows the same lack of rationality as other consumer behaviour; 2. that socio-economic variations are different from those...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: T. Punt

Company: KANTAR TNS Malaysia

August 1, 1975

The effect of market segmentation on new product decisions

When a decision must be made as to whether to initiate or continue research on a specific new product, the nature of that product's anticipated marketing program will usually determine its profitability more than the cost of the proposed research....

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development

Author: Robert T. Dann

March 1, 1975

Practical applications of segmentation and typology in the banking industry

The present paper can be divided in two parts. The first one will include: - a definition of Segmentation and Typology concepts; - a short description of these techniques; - a positioning of these techniques among the whole of multidimensional...

Catalogue: Seminar 1975: The Use Of Market Research In The Financial Fields

Author: Jean Quatresooz

February 1, 1975