Sec 18 Market Research and Marketing

MARKET RESEARCH
AND MARKETING
1
INTRODUCTION
et research on current and new products; importance of measuring customer satisfa
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Sec 18 MARKET RESEARCH AND MARKETING
UALITY IN THE MARKETING FUNCTION OF LEADING ORGANIZATIONS
oped six strategies to achieve the mission . Working through several phases, a tre
nd, and evaluating Marketing’s current performance in satisfying the demands, perf
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UALITY IN THE MARKETING FUNCTION OF LEADING ORGANIZATIONS
fy the steps the marketing function must take to improve customer satisfaction:
ocesses (e.g., brochures, market research, information delivery).

eting’s products and processes.
processes (of the marketing function).
., use process management concepts and tools to improve marketing processes).
ired (e.g., a process to provide customers with certain information to make decisio
roduct (i.e., examine marketing products and processes when the organization brings
(e.g., by making it easier for the customer to get and use information on products
ity (e.g., by participation in quality improvement teams
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USTOMER SATISFACTION VERSUS CUSTOMER LOYALTY
n customer satisfaction and customer loyalty In brief, a satisfied customer will
rite hotel chain, $300,000 for a loyalist to a brand of automobile.
xample, a 60 percent retention rate corresponds to a 40 percent defection rate.
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CONCEPT OF FIELD INTELLIGENCE
ating to in house use (other departments, sister divisions) or external use (mercha
zation requires information about quality in the marketplace. Some of this inform
g future products and for monitoring the performance of current products. This fee
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in alarm signals. Several areas can be completely silent:
customer has no complaint about the product currently in use, but discovers a comp
customers. Intelligence is needed to learn why they are not customers, and what it
ed, the feedback of information from the customer to the company becomes sporadic
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Analysis of Available Field Intelligence . Included are:
1.Decline in Sales.
2.Field Complaints.
3.Salespersons’ Reports.
4.Sale of Spare Parts.
5.Data from Customers.
6.Government Reports.
7.Independent Laboratories.
8.The Internet.
9.Reasons for Incomplete Use.
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main needs are to :
tions not evident from complaints or alarm signals.

ections.
lity versus other product parameters.
ation to competitors.
e needs of customers.
income by improving fitness for use.
or market segments.
carefully the approach to collecting the intelligence information. This is done th
nd forms,
ta,
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rious ways to improve product design, processes, tests, field service, marketin
e is to go after 100 percent of the data. Normally a well-chosen sample will provi
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CUSTOMER BEHAVIOR CONCEPTS
eed is “to remove moisture”. Discovering and understanding customer needs is neces
t be” attributes. At the “unitary” (or desired) level, better performance leads to
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CUSTOMER BEHAVIOR CONCEPTS
n recommends focusing on “moments of truth.” A moment of truth is the time durin
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MARKET RESEARCH — TOOLS AND TECHNIQUES
but it can also lead to specific action.
ers of the superior quality level, and they highlighted this information in their
nse to complaints but are designed to learn about customer experiences with the p
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with the help of the customer (the “quality partner”), to maintain detailed records
14
ty. For example, a toy manufacturer assembles a focus group of youngsters and prov
15
rious attributes of the product. The customer responds by using a satisfaction sc
be supplemented by contacts with individual customers, focus groups, and the othe
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OMPETITIVE EVALUATIONS BY FIELD STUDIES
tual inputs and not on hearsay. These evaluations aim to discover the users’ viewp
eeded. This team must agree beforehand on what questions need to be answered by t
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AMERICAN CUSTOMER SATISFACTION INDEX
ms in seven sectors of the economy. For most companies, about 250 customers are co
I consists of a series of equations describing relations among six submodels perc
effect of such an initiative on satisfaction, retention, and future sales revenue
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NG CUSTOMER SATISFACTION RESULTS TO CUSTOMER LOYALTY ANALYSIS AND TO PROCESSES
alty and minimize customer defections. Some actions provide early warnings of def
omer will repurchase or recommend the product. The bottom line measure of custome
ment, operations, and other areas.
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Figure the four quadrants are roughly defined by the averages on the two axes. I
rength through advertising and personal selling

action
provement
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he combined quality of the business processes .In this example, note:
5 percent by billing. Thus, service processes contribute 70 percent of the variati
s groups and other methods discussed above under Market Research—Tools and Techn
21
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omplaints must be analyzed. In addition, however, the effectiveness of the complai
sult in customer defections. Analysis of the multiattribute studies illustrated ab
sking customers why they left. Experience suggests, however, that the reasons state
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ARKET RESEARCH FOR NEW AND MODIFIED PRODUCTS
er” by conducting special studies and also analyzing the present use of the produ
(McKenna 1995). A further extension to gather information places the customer in
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ion on current product usage. Sometimes, a physical good or a service system can b
es to the product” to learn about customer problems and opportunities. To do this
ient. Before the visits are made, however, a plan must spell out the questions to b
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one by documenting all of the steps, analyzing them, and identifying opportunities
ration and maintenance. Taking a broader viewpoint, Treacy and Wiersema recommend
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ments To assure that the market research meets the needs of product development, i
timacy,” which goes beyond “customer satisfaction.” Customer intimacy makes use of
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ALITY ACTIVITIES WITHIN THE MARKETING FUNCTION
ng function can benefit from the application of quality concepts.
d tools to define, study, and document their CRPs. Corcoran et al explain how some
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arges sales income either through :
g also provides information to help the customer make purchasing decisions. Overp
industrial products and, to some degree, for consumer products as well. These obj
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industrial products are created uniquely for each product or type of product. For
that is covered by the warranty, i.e., it does not have to cover the entire produ
ndition).
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ents for a full warranty. Typically, the limited warranty may exclude labor costs,
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the product is sold on a limited basis for the purpose of:
eed to be answered by the test market. After such agreement, the marketing departm
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Sec 18 Market Research and Marketing

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Sec 18 Market Research and Marketing

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MARKET RESEARCH

et research on current and new products; importance of measuring customer satisfa

ocesses (e.g., brochures, market research, information delivery).

n customer satisfaction and customer loyalty In brief, a satisfied customer will

rite hotel chain, $300,000 for a loyalist to a brand of automobile.

xample, a 60 percent retention rate corresponds to a 40 percent defection rate.

in alarm signals. Several areas can be completely silent:

Analysis of Available Field Intelligence . Included are:

main needs are to :

tions not evident from complaints or alarm signals.

carefully the approach to collecting the intelligence information. This is done th

n recommends focusing on “moments of truth.” A moment of truth is the time durin

but it can also lead to specific action.

rious attributes of the product. The customer responds by using a satisfaction sc

effect of such an initiative on satisfaction, retention, and future sales revenue

ment, operations, and other areas.

rength through advertising and personal selling

he combined quality of the business processes .In this example, note:

5 percent by billing. Thus, service processes contribute 70 percent of the variati

omplaints must be analyzed. In addition, however, the effectiveness of the complai

sult in customer defections. Analysis of the multiattribute studies illustrated ab

(McKenna 1995). A further extension to gather information places the customer in

es to the product” to learn about customer problems and opportunities. To do this

ng function can benefit from the application of quality concepts.

arges sales income either through :

the product is sold on a limited basis for the purpose of:

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