As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and evaluating media planning processes and systems that can be used on a worldwide basis. This paper offers a first-hand look at the complexities of developing branded planning tools for the global Leo Burnett Media network. It looks at definitional differences in the use of key media terms, the conceptual framework and the sequencing of the planning process.
A micro-behavioral marketing model provides the conceptual framework to explain free choice decision making among consumers who purchase our products or services. Since it is a micro model, it portrays the decision making of each individual respondent, one at a time. The underlying structure of the model is a highly simplified representation of the extremely complicated cognitive processes which actually take place when a consumer decides to choose or not choose a particular product or service. The simplifying assumption is that we are "creatures of satisfaction." We tend to make decisions, within acceptable economic and social constraints, which favour the things we like the most and derive the most satisfaction from possessing.
For several years Scan Test has carried out research assignments for a major Danish oil company, and in the spring of 1986 this oil company requested a mean of measuring what they had achieved by years of striving to develop the service concept in the automotive field and which adjustments they should make in order to live up to the company's objectives of being the customers' best choice - also in the years to come. This paper illustrates how this assignment was accomplished. It illustrates how we based our survey on the theoretical and conceptual framework of service management, stating among other things that one of the most difficult aspects of service is the fact, that often the customers do not know what to expect before they discover, that they did not get it - and that one of the decisive differences between a production company and a service organisation is to be found in the customers' very extensive area or contact to a great number of staff in the service organisation, and consequently, the performance of the staff in service organisations becomes essential.
The purpose of this paper is to investigate conceptual and methodological problems raised by research on consumer satisfaction and dissatisfaction (C S/D) and to review its areas of application.
This paper presents the results of research currently underway to develop more efficient life-style studies and to identify which aspects of life-style are most relevant to management. In particular it examines three principal issues: 1) the use of a conceptual framework for developing lifestyle statements; 2) alternative procedures for collecting and analysing life-style data and; 3) the type of life-style profile likely to be most useful to management. The present research suggests a number of guidelines for developing improved life-style studies. In particular the use of a conceptual framework for developing life-style statements and for analysing life-style data is strongly advocated. Further research is however, needed to test the use of alternative scales and methods of collecting life-style data as well as to assess the relevancy and efficacy of alternative kinds of life-style profiles.