Resources Library by ANA

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

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

New car buyers in the United States

This paper describes how the impact of new Generation Y automotive consumers in the American marketplace is being handled by Honda' research and development arm in the United States. This division is responsible for the creation of new product...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Kevin M. Joostema, Tim Benner

Company: KANTAR TNS Malaysia

March 4, 2002

Advanced research solutions as a key to innovation in design

This paper utilizes the authors’ experience in automotive interior design development within Johnson Controls to provide insight into consumer awareness, design-related issues and vision; art and expertise, the sense of workmanship and vision of...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Clara Origlia, Jimena Martinez, Andreas Wlasak

Company: Market Dynamics International srl

October 28, 2001

The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Art Redmond, Jack McDonald, Ducan Lawrence

September 23, 2001

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000

Authors: R. Scott Evans, Pat Richards

July 1, 2000

The impact of the Internet on the selling and distribution of cars

There is currently unprecedented attention being focussed on car retailing and distribution. The speed of growth of the Internet retailing phenomenon has caught most traditional retailers “napping” and in the main they have been forced out...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Author: David Jamieson

June 15, 2000

Revue Française du Marketing 2000 (N. 179/180)

Ce numéro spécial de la Revue Française du Marketing est consacré au Marketing Automobile,c'est-à-dire à des exemples de problèmes concrets de marketing que les entreprisesdu secteur rencontrent, notamment les constructeurs...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

April 1, 2000

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni

June 15, 1999