James H. Myers

Dr. James H. Myers is Professor Emeritus of Marketing at the Claremont Graduate University at the University of Southern California. He taught Graduate School Business Administration at the University of Southern California for twenty years before becoming Professor of Marketing at the Drucker School at Claremont Graduate University at the University of Southern California for twenty-two years.

Prior to his career in academia, Dr. Myers was manager of the Management Research Division at the Prudential Insurance Company’s regional headquarters. He is the author of seven books and more than sixty scholarly articles. He has done extensive consulting for Frito-Lay, Pacific Gas & Electric Co., and Eastman Kodak.

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Structuring Markets

Chapter 1 – Structuring Markets

Chapter 1 of Market Structure Analysis

The chapter details the emergence of a new technology: the application of multivariate analytic techniques to measurements of consumer perception, motivation, and behavior. The purpose is to provide useful ways of structuring markets for more effective marketing planning. Also a primary issue is the promotion of a greater understanding and usage of all techniques by scholars and business firms.

Behavioral Market Structure Model

Chapter 10 – Epilogue: Behavioral Market Structure Model

Chapter 10 of Market Structure Analysis

The authors review the various technologies presented in the book as they relate to the more current conceptual model, called the behavioral market structure model. The chapter considers the contributions of each technology to the behavioral model. Also discussed is a realistic perspective for the use of market structure analysis in the market planning process.

Life Style: The Essence of Social Class

Chapter 10: Life Style: The Essence of Social Class

Chapter 10 of Life Style and Psychographics

Myers and Gutman present a comparison between income and social class as these two variables relate to life style. They demonstrate what elements of life style are most related to the consumer’s standing in a social hierarchy, and what elements of life style are most related to the amount of money earned. The ultimate goal is to provide a first step toward implementing life style research within a firm.

Introduction to Scaling Methods for Product Positioning

Chapter 2 – Introduction to Scaling Methods for Product Positioning

Chapter 2 of Market Structure Analysis

The authors provide a discussion of multidimensional scaling, including an analysis of measurement theory and the four major types of measuring scales. The major types of scales reviewed are nominal, ordinal, interval, and ratio. The goal is to develop an understanding of how various positioning techniques differ with regard to data input and output.

Positioning Using Multidimensional Scaling Techniques (MDS)

Chapter 3 – Positioning Using Multidimensional Scaling Techniques (MDS)

Chapter 3 of Market Structure Analysis

The chapter provides a comprehensive analysis of nonmetric multidimensional scaling, including its origin, evolution, and application. The goal is to create an illustration of the scaling process, with topics including form of original input data, statistical processing, and final output. The study provided argues that perception, rather than preference or objective analysis, can best explain selection among major brands.

Positioning Using Factor Analysis

Chapter 4 – Positioning Using Factor Analysis

Chapter 4 of Market Structure Analysis

The chapter explores alternative technologies for constructing positioning maps. The main focus is factor analysis, which is used to extract basic dimensions which become axes on a positioning map. The resulting map purports to be as interpretable as those produced by nonmetric scaling.

Positioning Using Discriminant Analysis

Chapter 5 – Positioning Using Discriminant Analysis

Chapter 5 of Market Structure Analysis

The chapter proposes the use of discriminant analysis to product/service attribute ratings in an effort to establish the perceptual space for products of a given type. The approach uses input data exactly the same as factor analysis, and applies the technique to the same data in chapter four. The goal is to establish the need for market planners to differentiate between perceptual and preference positioning maps and to know what each is based on.

Market Segmentation Using Multivariate Analysis

Chapter 6 – Market Segmentation Using Multivariate Analysis

Chapter 6 of Market Structure Analysis

The authors deal with the problem of how to identify groupings of consumers in such a way that they will respond differently to different market mixes. The chapter focuses on the response-based approach to locating useful market segments. The chapter is also concerned with identification of potential market segments based on patterns of information contained in survey questionnaires.

Market Structure Studies SteffIre Process

Chapter 7 – Market Structure Studies SteffIre Process

Chapter 7 of Market Structure Analysis

The chapter analyzes the approach to product planning as proposed by Stefflre, a cultural anthropologist. Stefflre’s process of perception and positioning differs vastly from statisticians and psychometricians. The authors support his notion that few items have clear intrinsic properties and thus will be used differently by different cultures.

Benefit Structure Analysis

Chapter 8 – Benefit Structure Analysis

Chapter 8 of Market Structure Analysis

The chapter describes the technique of benefit structure analysis, developed by one of the authors and used to systematically search for needs in broadly defined markets. The resulting benefit structure study has two objectives: to identify the most important consumer needs within a broad need area, and; to measure the extent to which these needs are not being met. Awareness of both the size of the needs and need deficiencies offers ideal direction for product improvement and promotion.

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