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Research papers

Influence of brand positioning on the strengths of premium automotive brands

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Uwe Ellinghaus, Alexandra Stein
Companies: GfK, BMW Group
March 4, 2002

Research papers

Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Claudia Chin, Simon Wilson, Nathalie Sannino
March 4, 2002

Research papers

Advanced propulsion and alternatively fueled vehicles

This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously developing more far term technologies, such as...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Andrew Grant, Scott Miller
March 4, 2002

Research papers

Towards a new paradigm

This paper describes the use of easy, fast, cost-effective research that an automobile dealership network can use on a regular basis to obtain knowledge from the consumer that will help ongoing marketing programs. The approach uses segmentation based...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Howard R. Moskowitz, Philip Moore
Company: Moskowitz Jacobs Inc.
March 4, 2002

Research papers

Loyalty, values and brand perception in the automotive sector

The authors demonstrate the possibility of finding a user-friendly and efficient way to assess the value disposition of a respondent. A viable alternative to traditional (cumbersome and obtrusive) research techniques for measuring brand positions in...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Claudia Put, Gino De Vooght, Koen Timperman
March 4, 2002

Research papers

Sense to sensuality

This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Carrin Merkel, Jeanette Deetlefs
March 4, 2002

Research papers

Bringing valuable customer insight into a niche product at a niche budget

The new vehicle market is becoming increasingly competitive. New niche markets are being established and as a result manufacturers have to offer a wider variety of products to cater for these new segments. How can market research respond to the need...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Jas Kalsi, Collette McLoughlin
March 4, 2002

Research papers

Design your own vehicle

This paper describes the application of a new method of assessing individual customer preferences in conjunction with choice-based conjoint analysis. While individual differences in preference can be estimated from choice data, this method captures...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: James H. Christian, David G. Bakken
Company: Harris Interactive (Europe)
March 4, 2002

Research papers

Consumer value research

Recent changes between car manufacturers and their suppliers accent the need for shared consumer knowledge. The relation between carmakers and their suppliers is gradually evolving from the purchase of components to the negotiation of complete...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Geoffroy Allard de Grandmaison, Marc Gonnet
March 4, 2002