week 7

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Information about week 7

Published on February 16, 2014

Author: bfcom

Source: authorstream.com

MKT 325 week 7: Measurement MKT 325 week 7 PowerPoint Presentation: Exploratory Upfront, open ended, gain understanding Evaluative Measure success / make decisions Measured against norms Tracking Ongoing measurement: changes over time Awareness, attitudes, message communication Research = Aid to judgment PowerPoint Presentation: Qualitative Focus groups, 1 on 1’s, ethnography Usually exploratory Advantage: in-depth, Disadvantage: small sample Quantitative Surveys Usually evaluative, tracking Advantage: large sample / projectable Disadvantage: closed end questions PowerPoint Presentation: In brand value chain, customer mindset one of 4 value stages Awareness Associations Attitudes Attachment Activity Want to be able to measure it Or at least assess it qualitatively Feeds into brand equity > assets Helps determine brand/shareholder value Determines effectiveness of marketing programs PowerPoint Presentation: Some factors need to be measured quantitatively Need to make decisions Identify areas of focus With other factors, just trying to understand Better inform other activities Advertising New products Other research PowerPoint Presentation: Examples Beringer Stanford Hospital SPAM Miller / Icehouse

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