Cavite State University - CCAT Campus - Library

Includes bibliographical references and index.

Chapter 1: Marketing and Market research Innovations and the Research User Perspective
Chapter 2: Market Segmenting and Segment targeting: Research Innovation and Support
Chapter 3: Brand Positioning, Product Development, and Pricing: research Innovation and Support
Chapter 4; Branding, Packaging, and Pricing: Research Innovation and Support
Chapter 5: In-Store Consumer Behavior toward Placement, Selling, and Pricing
Chapter 6: Consumer Responding to A & P Together with Pricing
Chapter 7: Competitive Benchmarking Research: How to use for the Right Marketing Mix Strategy
Chapter 8: Do-It-Yourself and Cost-Effective Market Research
references
Index
About the Author

"This latest edition of User-Friendly Marketing Research provides new insights and updated tools while retaining its research-user-friendliness. Only a few authors like Ned can masterfully produce a book that is appealing to both academicians and practitioners, and useable in the classroom as well as in the corporate jungle. As a student friendly guide, it provides a novel yet engaging learning methodology at the end of each chapter called "Learning by Doing... Class Activity Projects" that challenges pairs of students to do practical exercises to validate and deepen their understanding of the lessons in the chapter. To marketing professionals, it is a comprehensive roadmap to cost-effective, yet evidence-based market research, peppered with the author's insights and examples derived from his rich consulting experience. It discusses dimensionalizing and self-segmentation in which consumers redefine quality attributes. market segments, and consequently one's competitors. Traditional demographics and competitive analysis normally will not capture these critical consumer behaviors and may lead marketing efforts to the wrong path. Similarly, the book admonishes the researcher not to oversimplify the consumers' purchase decision making-they decide in pairs of triads of the marketing mix or levers, not one at a time. The section on the "7 Brand Positioning Models" present the reader with various positioning options that can adapt to complex or even unexpected consumer behaviors and expectations from one's product or brand. CEO's and not just marketing executives should find the section on "Data Analysis for the Revenue Maximizing Price" valuable. Using the Roberto PSR (Price Sensitivity Research) model, the book provides a simple data collection and analysis procedure to optimally price a product to maximize sales."--Foreword

In English text.