{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Kalan Lecture 6 - Kalan Lecture 6 Marketing A Perceptual...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Kalan Lecture 6 2/9/2011 Marketing A. Perceptual Mapping: Helps identify the equity space that a brand or a concept holds in the mind of the consumer. a. Use price and quality b. Perceptual mapping of gasoline brands B. Private Label: The stores own brand name a. Eg. Costco-Kirkland C. In the mind of the consumer, all things are not equal D. When thinking of unmet needs for project, you will have to think of a competitive analysis-perception mapping. E. We want to own a position in the mind of the consumer. F. From last class… a. Secondary and syndicated research only goes so far… b. Primary of custom Research: Studies designed and executed for a specific client or product usually with a specific objective. This type of research can be internally or by using a supplier, someone who is an expert in running research and that will be objective. G. We can do these types of research in many ways a. Surveys b. Interviews(intercept invterview c. Via mail d. Online interviews e. Focus Group i. An exploratory technique. They are discussions among 8-12 respondents because
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern