Marketing Strategy Category
The chapter looks at the problem of evaluating results of linear discriminant analysis from various viewpoints. Also highlighted are some features pertaining to other statistical techniques. The chapter attempts to fill the gap in literature on evaluating discriminant analysis on a management level.
Microsimulating Consumer Behavior uses an example of a stochastic consumer microsimulation to show the type of structure that may be imposed on the modeling of consumer behavior by digital simulation. The chapter breaks down the concept of simulation, including data input, sequence of events and cost. The benefits of simulation are made evident for further research of consumer behavior and to students and faculty of marketing studies.
The chapter focuses on psychographics in relation to advertising strategy and copy. Ziff presents a communications model of advertising and provides two detailed illustrations of how life style and psychographic techniques can be used to assist in the creative process. The final section demonstrates the need for psychographics in advertising strategy and copy.
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.
The chapter presents an overview of public policy alternatives for change in the marketing system with reference to minority groups. The focus is on consumer, marketer, and system-change programs, policies, and other efforts designed to improve marketing system performance. An integral part of the discussion are the requirements and prospects for change and improvement.
The chapter focuses on how life style and psychographic techniques can be applied to the creation and implementation of advertising campaigns. Plummer provides four illustrations of how life style research has and can be used. Most specifically, the studies focus on how this kind of research can produce quantified portraits of consumers in terms that improve advertising communication.
Information and Consumer Behavior poses two questions: what is information? And how does information affect consumer behavior? In pursuing the significance of information, a theory is developed for predicting the probability that a consumer will receive information. This theory is highly beneficial to introduce new products or deciding to keep a product on the market.
The chapter provides a brief discussion of marketing research uses of multiple discriminant analysis. Included are test hypotheses regarding group means, classification, and perceptual mapping. An appendix provides mathematical derivations and computation procedures for the techniques applied.
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.
The chapter deals with the specific problems in the development of a media solution strategy, and the role that life style research can play in the solution of the media selection process. Tigert summarizes his studies on the relationships between consumer’s life styles and their exposure to magazines and television programs. He describes a variety of analytical approaches, presents real data, and comments upon methods of employing this input.