市場營銷培訓(xùn)課件匯總47市場營銷培訓(xùn)課件匯總47TESTMARKETINGControlledexperimentationNotjusttryingsomethingoutButscientifictestingTESTMARKETINGNotjusttryingBTestMarketingAnexperimentalprocedurethatprovidesanopportunitytotestanewproductoranewmarketingplanunderrealisticmarketconditionstomeasuresalesorprofitpotential.TestMarketingAnexperimentalFUNCTONSOF

TESTMARKETINGESTIMATEOUTCOMESIDENTIFYANDCORRECTWEAKNESSESINPLANSFUNCTONSOF

TESTMARKETINGESTALengthyandCostlyProcedure$$$$$LossofSecrecyWhennottoTest?HowLongShouldaTestLast?ALengthyandCostlyProcedureSelectingaTestMarketPopulationSizeDemographicCompositionLifestyleConsiderationsCompetitiveSituationMediaSelf-containedTradingAreaOverusedMarkets-SecrecySelectingaTestMarketPopulatControlMethodofTestMarketingSmallCityLowChanceofBeingDetectedDistributionisForced(Guaranteed)ControlMethodofTestMarketiAdvantagesofusingtheControlMethodofTestMarketing1. Reducedcosts2. Shortertimeperiodneededforreadingtestmarketresults3. Increasedsecrecyfromcompetitors4. NodistractionofcompanysalespeoplefromregularproductlinesCopyright?2000byHarcourt,Inc.Allrightsreserved.AdvantagesofusingtheControSomeProblemsEstimatingSalesVolumeOverattentionUnrealisticStoreConditionsReadingCompetitiveEnvironmentIncorrectlyIncorrectVolumeForecastsAdjustedDataPenetrationandRepeatPurchaseRateTimeLapseCopyright?2000byHarcourt,Inc.Allrightsreserved.SomeProblemsEstimatingSalesHighTechTestMarketsElectricTestMarketsSimulatedTestMarketsVirtual-realitySimulatedTestMarketsHighTechTestMarketsElectricAdvancedExperimentalDesignsareMoreComplexCompletelyRandomizedRandomizedBlockDesignLatinSquareFactorialAdvancedExperimentalDesignsCompletelyRandomizedDesignAnexperimentaldesignthatusesarandomprocesstoassignsubjects(testunits)andtreatmentstoinvestigatetheeffectsofonlyoneindependentvariable.Copyright?2000byHarcourt,Inc.Allrightsreserved.CompletelyRandomizedDesignAnCompletelyRandomizedDesignsAverageminutesshopperspendsinstoreControl:nomusicExperimentaltreatment:slowmusicExperimentaltreatment:fastmusic16 18 12Copyright?2000byHarcourt,Inc.Allrightsreserved.CompletelyRandomizedDesignsAIndependentVariableAGroupAGroupBGroupCLevel1Level2Level3Copyright?2000byHarcourt,Inc.Allrightsreserved.IndependentVariableAGroupAGCompletelyRandomizedDesignWithapretestposttestGroupA R O1 X1 O2GroupA R O3 X2 O4GroupA R O5 X3 O6Copyright?2000byHarcourt,Inc.Allrightsreserved.CompletelyRandomizedDesignWiWithaposttestGroupA R X1 O1GroupB R X2 O2GroupC R X3 O3Copyright?2000byHarcourt,Inc.Allrightsreserved.CompletelyRandomizedDesignWithaposttestGroupA R X1 ORandomizedBlockDesignAnextensionofthecompletelyrandomizeddesigninwhichasingleextraneousvariablethatmightaffecttestunits’responsetothetreatmenthasbeenidentifiedandtheeffectsofthisvariableareisolatedbyblockingoutitseffects.Copyright?2000byHarcourt,Inc.Allrightsreserved.RandomizedBlockDesignAnexteRandomizedBlockDesignIndependentVariablesControl:nomusicExperimentaltreatmentslowmusicExperimentaltreatment:fastmusicMorningsandafternoonsEveninghoursBlockingvariableCopyright?2000byHarcourt,Inc.Allrightsreserved.RandomizedBlockDesignIndepenFactorialDesignAnexperimentthatinvestigatestheinteractionoftwoormorevariablesonasingledependentvariable.Copyright?2000byHarcourt,Inc.Allrightsreserved.FactorialDesignAnexperimentIndependentVariable1NoMusiccartsignsSlowMusicFastMusicNoMusicGrocerycartsignsIndependentVariable2Copyright?2000byHarcourt,Inc.Allrightsreserved.IndependentVariable1NoMusicPrice Red Gold$25 Cell1 Cell4$30 Cell2 Cell5$35 Cell3 Cell6FactorialDesign--RollerSkatesPackageDesignPrice Red GoldFactorialDesiEffectsMaineffectTheinfluenceofasingleindependentvariableonadependentvariable.InteractioneffectTheinfluenceonadependentvariablebycombinationsoftwoormoreindependentvariables.Copyright?2000byHarcourt,Inc.Allrightsreserved.EffectsMaineffectInteraction2x2FactorialDesignMenWomenAdA AdB656570 60MainEffectsofGenderMainEffectsofAd>>Copyright?2000byHarcourt,Inc.Allrightsreserved.2x2FactorialDesignMen100908070605040302010AdA AdBWomenMenBelievabilityInteractionBetweenGenderandAdvertisingCopy100AdA AdBWomenMenBelieLevel1 Level2Level1Level2GroupAGroupDGroupCGroupBINDEPENDENTVARIABLE2IndependentVariable1Copyright?2000byHarcourt,Inc.Allrightsreserved.Level1 Level2Level1GroGroupA R O1 X11 O2GroupB R O3 X21 O4GroupC R O5 X12 O6GroupD R O7 X22 O82x2FactorialwithaPretestPosttestCopyright?2000byHarcourt,Inc.Allrightsreserved.GroupA R O1 X11 O22x2Fact2x2FactorialDesignwithaPosttestMeasureGroupA R X11 O1GroupB R X21 O2GroupC R X12 O3GroupD R X22 O4Copyright?2000byHarcourt,Inc.Allrightsreserved.2x2FactorialDesignwithaATestMarketExperiment

onPricingSalesinUnits(thousands)RegularPrice$.991301188784X1=104.75X=119.58ReducedPric