Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic, sociographic, marketing and psychographic determinants of this niche of almost 34 million consumers. Discussion is provided of the various adaptations a marketing focused approach of this sort would require of communications strategies in order to target relevant and persuasive communications against an ethnic market with the consumer characteristics that are presented. The paper concludes that a systematic transcultural marketing-focused approach such as the one presented can serve as a model for developing programs in other countries in which ethnic marketing is a potential market opportunity.
In order to bring system and discipline, without losing depth and sensitivity, into both data gathering and data interpretation of qualitative research, a holistic implicit model was developed. This Model is based upon a socio-biological and psycho-analytic paradigm of implicit dynamic need gratification systems underlying all human behaviour.
This paper discusses in practical terms the problems which can affect research in the area of product optimisation and flavour development, as viewed from the standpoint of an agency researcher specialising in food and drink research. The conventional approach to product development tends to rely on consumer tests, such as product placement or taste tests, to identify perceived strengths and weaknesses of the product via rating scales and spontaneous comments. This information is used by technical personnel to guide product development, and one or two new formulations are subsequently tested and, if 'better', they are progressed. At best this approach will identify a possible product improvement, but at its worst it can be unproductive as technical personnel struggle to achieve viable improvements. The weakness underlying this approach is that it assumes a direct relationship between a product formulation and the consumer response to it: there is no such relationship. I will go on to explain why this is so. I argue, therefore, that the use of consumer opinions, as expressed via rating scales and spontaneous comments, to guide product reformulation, is unsatisfactory. We should instead ask the consumers to do only what they are really competent to do: to say how much they like something, and perhaps to say which product they prefer. This determines that we must identify the factors to assess in the research and to test these systematically and in a controlled way. I will go on to give examples of how this can be done. It should be noted that I will not attempt to discuss specific aspects of product testing, such as the difference between blind and branded tests, nor the merits of various types of semantic rating scales. The argument I present is concerned with product development and as such does not touch on other types of research such as concept and placement tests - within these limits, however, I feel the ideas I present are valid across a range of product types and situations, and do not depend on very specific aspects of detail research design.
In the contemporary cultural and economic context, launching a new product can only succeed if its technological evolution and market positioning correspond to the consumer's needs and stage of evolution. This first element is emphasised by the fact that a company can no longer proceed by trial and error in a dynamic, competitive and aggressive environment. If the company wants to keep a strategic position on the market, it must avail itself of methods and processes which are liable to get the most from marketing - research and development synergy. This approach implies collaboration between the Marketing and Research and Development departments on the basis of a common language which takes into account : - the researcher's technological knowledge and intuition - familiarity with the market and the environment and the market people's intuition, This common language can be obtained by an enlarged definition of the value analysis : the APTE method. This method makes it possible to establish a systematic approach of concertation and collaboration between technology and marketing.
In the contemporary cultural and economic context, launching a new product can only succeed if its technological evolution and market positioning correspond to the consumer's needs and stage of evolution. This first element is emphasised by the fact that a company can no longer proceed by trial and error in a dynamic, competitive and aggressive environment. If the company wants to keep a strategic position on the market, it must avail itself of methods and processes which are liable to get the most from marketing - research and development synergy. This approach implies collaboration between the Marketing and Research and Development departments on the basis of a common language which takes into account : - the researcher's technological knowledge and intuition - familiarity with the market and the environment and the market people's intuition, This common language can be obtained by an enlarged definition of the value analysis : the APTE method. This method makes it possible to establish a systematic approach of concertation and collaboration between technology and marketing.
The nature of a relationship between a manufacturer and retailer, the extent to which it is either harmonious or discordant, largely depends on the power held by each party and the way this power is used. Power relationships also have a direct bearing on the outcomes of negotiations and thus on the economic and financial fortunes of both manufacturers and retailers. This paper examines power in the context of marketing channels. It looks at the importance, the sources, the dimensions and the uses of channel member power. The paper then goes on to suggest a framework which provides for a systematic approach to the analysis of power in marketing channels. Finally the paper turns to the GB grocery trade to demonstrate the importance of understanding power relationships and the value of the suggested framework for so doing.
This paper is aimed at giving a description of the research launched in the Netherlands into the systematic measuring of social and cultural changes. Apart from giving a description of this systematic method and the research methods used we will go into the details of some of the results describing the valuation of the personal situation in life in conjunction with the economic trends.
This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than potential audience. It is interesting to note that whilst a considerable number of awareness studies have been carried out in this country relative to specific campaigns, the technique has been found to have little value in predicting exposure to target audiences or frequency of message delivery.
A sample of 900 pupils, aged 6 to 13 and representative for the Federal Republic Of Germany (and their mothers) was questioned about a wide-spread selection of leisure-time activities, media-consumption as well as their opinions and attitudes towards (commercial) television and consumers' environment. The essential item for the determination of the quantitative value of tv consumption in context with communication behavior was a daily routine analysis where the pupils should register their indoors and outdoors activities of 'yesterday' as completely as possible. The same instrument of investigation has been used for children in the first class of primary school as well as for those in puberty, an instrument that has been tested in time budget- and broadcast media-research. The age groups in question are distinguished by important developments in the cognitive, emotional and social sphere - a fact which has not only an important impact on the child's personal experience but also on his ability to give information about his opinions, behavior etc. For this reason a systematic examination of the results on the basis of comparable data of the continuous television audience measurement seemed to be of great interest.
The main and proven advantages of our "Technique for Innovation Problem Solving" (TIPS) are the following: 1. A clear distinction between the three group participant functions of project manager, process leader and group member. 2. A logical step by step process in which nothing is lost, which can be easily learned and applied, and is highly acceptable by all involved . 3. The full integration of the respective project manager who makes all decisions regarding the solution to his problem (content) whereas all process decisions are made by the process leader.