1、applying developing trends in marketing research to support better decision making sponsored by presented by burke institute copyright 2007 page 2 introduction what is important is to keep learning, to enjoy challenge, and to tolerate ambiguity. in the end there are no certain answers. martina horne

2、r president radcliffe college learning is not attained by chance. it must be sought for with ardor and attended to with diligence. abigail adams wife of us president john adams 1812 burke institute copyright 2007 page 3 what is your job? before anything else it is to make decisions that increase the

3、 value of your company! you cant act until you have made a decision! execution is critical but it always follows a decision! all research should be directed at providing information that allows decisions to be made with reduced risk. burke institute copyright 2007 page 4 mapping decisions every mana

4、ger should have a sequenced list of decisions. example: sales manager of us pharmaceutical company 1. what physicians should we call on? 2. how often should we call on them? 3. should we give them samples? 4. how many samples? 5. what message should we deliver? 6. etc? burke institute copyright 2007

5、 page 5 examples of a product managers decisions stage i: understanding the market opportunity should we pursue this product idea any further? what is the preliminary estimate of size of potential market? how might we position our product? what level of differentiation do we need for success? should

6、 we further refine a segmentation strategy? stage ii: optimizing the value proposition what elements of the value proposition should we further develop to distinguish our brand from competition? what elements of the value proposition should we emphasize in promotion? does a segmented strategy give u

7、s a greater competitive advantage? burke institute copyright 2007 page 6 examples of a product managers decisions stage iii: determining how to best deliver the value proposition which messages deliver our positioning most effectively? which messages establish our desired prescribing goals? which cr

8、eative execution best delivers our desired positioning and behavior? what is the best design for tactical elements such as packaging and logo to support the positioning? what price best achieves our economic goal? burke institute copyright 2007 page 7 examples of a product managers decisions stage i

9、v: after launch brand strategy evaluation -is our strategy meeting goal? -if yes go to growth opportunity -if no where is it failing? product performance against expectation messaging etc. growth opportunities -new uses -line extensions -improved positioning opportunity defending the brand from chal

10、lenges -go back to stage ii burke institute copyright 2007 page 8 what do you manage? lets start with your value proposition for your product net value = benefits cost risk relative to competition you manage product features and messaging which are seen as: likelihood to buy or likelihood to request

11、, etc. burke institute copyright 2007 page 9 your project plan project planexample project backgroundwhy are we doing this research rate this product on the following scale, etc.” everything was based on counting. 1930s: p oems if product/service is fairly well defined, permits extensive probing foc

12、us groups usually more productive when design latitude for product/service still exists often employed for consumer product/services when homogeneity of reaction is not likely burke institute copyright 2007 page 39 structured methods for pricing research* * based on nagle, thomas t., the strategy and tactics of pricing, englewood cliffs, nj: prentice hall, p. 266. burke institute copyright 2007 page 40 concluding remarks this very short session was designed to introduce you to the areas of research that are covered in the burke institute seminars sponsored by comr