Tipping points occur at that moment when news of a brand begins to spread in an infectious manner throughout the marketplace. Advances in science and computation are transforming the manner of finding insight to consumer activity. From this transformation emerges agent-based modeling, a new tool to define and understand marketplace segments. This work uses direct examples as a method to present the application of technically rigorous concepts.
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising messages. Today I will talk to you about one of those models: MARKSEL - which has been developed for personal computers and combines a set of characteristics together, namely the speed and the capability of processing great volume of information, until not long ago, only possible and imaginable in main frames.
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising messages. Today I will talk to you about one of those models: MARKSEL - which has been developed for personal computers and combines a set of characteristics together, namely the speed and the capability of processing great volume of information, until not long ago, only possible and imaginable in main frames.
The purpose of this paper is to review the state-of-the-art in the use of hand-held computers for collecting research data. This may be done via interviewers or âtiedâ panellists; both approaches will be described and summaries of benefits provided, based on practical experience of cases in several countries. A review of major current applications will be presented, covering live and experimental work in USA, Australia and Europe.
Product designing and pricing are two of the most important marketing decisions. Test marketing is one strategy to get better informations to evaluate the referent alternatives. Pre-test marketing evaluation is another research strategy which becomes more and more popular due to its favourable cost-time-accuracy profile. Still less expensive and time consuming are laboratory simulations based on conjoint and other decision analysis approaches such as information display matrix treatments A powerful new package of an interactive decision analysis system (IDAS) is presented. This approach amalgamates a realistic display matrix elaboration, a completely individualised conjoint analysis and some validity checks. The system develops understandable trade-offs of product features and prices on an individual level and offers opportunities for benefit segmentation. The system is interactive; within a researcher module the product area, the attributes and the levels to be analysed may be defined, within the respondent module one works through a sequence of tasks, thus delivering to the researcher the informations required. These informations allow to optimise the product features and price.
After six months of development GfK launched a product based on the software package pcExpress with full integration of its GfK-experiences concerning data structure and reliability in operation. Above all the language EXPRESS, which is very closely guided along marketing demands, does not leave anything else to wish. EXPRESS has all possibilities to realise modern software design and the whole product offers reliable support for potential new PC technologies. For the user this GfK application presents not only routines for regular automatic input of new period data of the institutes but also extensive possibilities for flexible set-up of charts and a lot of features for data analysis and graphic representation as well as the chance to integrate user's own company's data into the analysis process.
Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer technology. Practical experience gained by Effem Management Services Ltd in the implementation of Decision Support environments across many different industry sectors illustrates the benefits and pitfalls that await organisations that adopt a 'Decision Support' environment. This paper highlights the lessons learnt from implementing DSS, notes the principal benefits and problems associated with DSS and emphasises the fact that the computer technology is but half the solution to a successful Decision Support Environment.
This paper is not so much about magazines or micros as about management, and in particular the use of information in management decisions. It just happens that the writer's business is magazines and he has found in the microcomputer the ideal tool for handling marketing and financial information in a disciplined, but flexible and imaginative, way.
This paper describes an unusual information system in so far as it handles marketing data for the multinational meetings industry. Multinational meetings, as marketing researched products, represent an area little explored on a public platform. The subject matter and the system built around it could well lend themselves as an example of a computer-based information management system, in a service industry.
The purpose of this lecture is to give an impression of the possibilities which are open to the magazine publisher through the use of computer-models. They are pieces of electronic equipment which give the publisher a chance of seeing how his magazine will react under various circumstances as regards economy, circulation and the market. The aim of the lecture is not to give a technical explanation of the functioning of a computer, it is only the aim to give the listener an impression of the fact that the computer can be a valuable tool for the publisher in a decade in which the rapidly changing influences from within and without require ever new decisions and new reactions. These must be based on a first-class comprehensive view of the operation. This view can be secured by the computer-model, and the lecturer mentions a concrete example of a magazine which it was only possible to launch because a computer was used.