Chapter 23 - Marketing-mix measures. In this chapter, the following content will be discussed: Phases in new product research, concept generation, product evaluation and development, pretest marketing example, test marketing. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-Three 2 Marketing-Mix Measures Marketing Research 12th Edition Phases in New Product Research 3 Concept Generation Need Identification Concept Identification Concept Evaluation and Development Product Evaluation and Development Testing the Marketing Program Marketing Research 12th Edition Concept Generation Perceptual maps Social and environmental trends Benefit structure analysis Product users Focus-group interviews Lead user analysis 4 Need Identification Marketing Research 12th Edition Concept Generation (Contd.) Are there any major flaws in the concept? What consumer segments might be attracted to it? Is there enough interest to warrant developing it further? How might it be altered or developed further? How are the concepts exposed? To whom are the concepts exposed? To what are they compared? What questions are asked? 5 Concept Identification Marketing Research 12th . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-Three 2 Marketing-Mix Measures Marketing Research 12th Edition Phases in New Product Research 3 Concept Generation Need Identification Concept Identification Concept Evaluation and Development Product Evaluation and Development Testing the Marketing Program Marketing Research 12th Edition Concept Generation Perceptual maps Social and environmental trends Benefit structure analysis Product users Focus-group interviews Lead user analysis 4 Need Identification Marketing Research 12th Edition Concept Generation (Contd.) Are there any major flaws in the concept? What consumer segments might be attracted to it? Is there enough interest to warrant developing it further? How might it be altered or developed further? How are the concepts exposed? To whom are the concepts exposed? To what are they compared? What questions are asked? 5 Concept Identification Marketing Research 12th Edition Product Evaluation And Development Use Testing Virtual Product Testing Blind use test Predicting Trial Purchase Pre-test Marketing 6 Marketing Research 12th Edition Pretest Marketing Example 7 The ASSESSOR Laboratory Test Market Research Design and Measurement Marketing Research 12th Edition Test Marketing Sell-in test markets Controlled Distribution Scanner Markets (CDSM) Selecting the test cities Representativeness Data availability Media isolation and costs Product flow 8 Marketing Research 12th Edition Really New Products Create or expand a new category, thereby making cross-category competition the key (., fruit teas versus soft drinks) Are new to customers, for whom substantial learning is often required (., what it can be used for, what it competes with, why it is useful) Raise broad issues such as appropriate channels of distribution and organizational responsibility Create (sometimes) a need for infrastructure, software, and add-ons 9 Marketing Research 12th .
