marketing - Industrial Engineering

MARKETING INSIGHT Conducting Informative Focus
Groups 95
MARKETING MEMO Questionnaire Dos and Don'ts 96
MARKETING INSIGHT Getting into Consumers' Heads with
Qualitative Research 98
MARKETING INSIGHT Understanding Brain Science
99
Step 3: Collect the Information
101
MARKETING MEMO Pros and Cons of Online Research
Step 4: Analyze the Information 102
Step 5: Present the Findings 103
Step 6: Make the Decision 103
Overcoming Barriers to the Use of Marketing Research
102
103
BREAKTHROUGH MARKETING IDEO
105
Measuring Marketing Productivity
Marketing Metrics 106
Marketing-Mix Modeling 106
Marketing Dashboards 107
106
MARKETING INSIGHT Marketing Dashboards to Improve
Effectiveness and Efficiency 108
Forecasting and Demand Measurement 109
The Measures of Market Demand 110
A Vocabulary for Demand Measurement 111
Estimating Current Demand 113
Estimating Future Demand 115
Summary 117
Applications 117
PART 3 Connecting with Customers 118
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 119
Building Customer Value, Satisfaction, and loyalty 120
Customer Perceived Value 121
Total Customer Satisfaction 124
Monitoring Satisfaction 125
MARKETING INSIGHT Net Promoter and Customer
Satisfaction 127
Product and Service Quality
129
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