Resources Library by ANA

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Ofer Zellermayer

March 1, 2004

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Johannes Ruhland, Wendy Gersten

March 1, 2004

Marketing research or customer relationship management (CRM)

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM). The authors fear...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: J. D. Salters, P. Michaux, A. M.J. Deetlefs, A.L. McLean

March 1, 2004

Are committed dealers more profitable to an OEM?

Many automotive manufacturers conduct satisfaction surveys of their dealerships, either directly or through syndicated studies. The presumed benefit of this feedback is in helping to develop and implement process improvements directed to improve...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Joel Lieberman, Tanniru R. Rao

Company: Market Probe International Inc.

March 1, 2004

Positioning of a "green" technology

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Stephan Thun, Gunther De Jonghe

Company: Basis-Kontakt GmbH

March 1, 2004

Understanding China: An automotive bamboo shoot

The paper focuses on China, a very important 'new market' for both automakers and marketing research agencies.Business in China, in many cases, means challenge because it is such a different story from others: big, diversified, fast growing and...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Sheng Tian

Company: KANTAR TNS Malaysia

March 1, 2004

Roadmap to success in 'terra incognita'

Emerging markets present growth opportunities for carmakers that can no longer be found in the Triad regions. At the same time, however, these new markets are characterized by diversity and complexity.Unfortunately, substantial market information...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Sebastian Knauer

Company: KANTAR TNS Malaysia

March 1, 2004

Higher profits through improved pricing processes in the automotive industry

After years of cost cutting, prices and price management is becoming more and more important for improving profitability and shareholder value of OEMs.The optimization of the pricing management therefore plays an imminent role in reaching this...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Bernhard Ebel, Markus B. Hofer

March 1, 2004

Homo automobilus- An endangered species!

Traditionally, 'homo automobilus' was concerned mainly with dynamic performance as well as design of the vehicle. Now there is a new consumer with expectations concerning environment, security and corporate citizenship.Communicating with the new...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Solange Montillaud-Joyel, Martina Otto

March 1, 2004