7 P's of Marketing Research Firm-Deepika,Maitri,Mradul@B

8/14/2019 7 P's of Marketing Research Firm-Deepika,Maitri,Mradul@B

1/27

Services Marketing

7 Ps of a Market Research Firm

Submitted To Submitted By

Prof. Ashwini Sovani Deepika Samtani [08BS0000902]

Date: 15th

June 2009 Maitri Banerjee[08BS0001598]

Mradul Raj Pachouri [08BS0001794]


2/27

Services Marketing

2

INDEX

S.NO Topic Page No.

1 Introduction 32 Product 5

3 Price 9

4 Place 11

5 Promotion 13

6 People 14

7 Process 16

8 Physical evidence 21

9 Positioning 24

10 Packaging 25

11 Conclusion 26

12 Bibliography 27

13 Remark 27


3/27

Services Marketing

3

7 Ps of a Market Research Firm

Any marketing of service / product starts from first knowing the target market, need &

preference.

But besides information about the target market you also need information about your

competitor, your customers, products etc. Lastly, you need to measure marketing

effectiveness.

For Products there are only fourPs but as we know there is issues of intangibility, so

for better defining your service 3 more Ps are introduced People, Process & Physical

evidence.

Especially in this recessive market when resources are low, no company wants to invest

its scarce resource without proper study of market. Market research is for discovering

what people want, need, or believe. It can also involve discovering how they act. Once

that research is completed, it can be used to determine how to market your product. It is

a boon for any company, any organization for taking any decisive action because future

earning depends heavily on these strategic moves.


4/27

Services Marketing

4

Once you've developed your marketing strategy, there is a "Seven P Formula" you

should use to continually evaluate and reevaluate your business activities. These seven

are: product, price, promotion, place, packaging, positioning and people. As products,

markets, customers and needs change rapidly, you must continually revisit these sevenPs to make sure you're on track and achieving the maximum results possible for you in

today's marketplace.

The service marketing mix comprises off the 7ps. These include:

Product

Price

Place

Promotion

People

Process

Physical evidence.

Two extended Ps are:

Positioning

Packaging.


5/27

Services Marketing

5

Product

Potential Market Research Companys product offering for their clients includes the

following:

Mystery Shopping- Mystery shopping or Mystery Consumer is a tool used

by market research companies to measure quality of retail service or gather

specific information about products and services. Mystery shoppers posing as

normal customers perform specific taskssuch as purchasing a product, asking

questions, registering complaints or behaving in a certain way and then provide

detailed reports orfeedback about their experiences.

Market Share Estimation- In this company wanted to know percentage of total

volume in a market captured by brand, firm or product. For any company Market

share analysis is very much crucial for knowing their performance over the years
http://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Feedback#In_organizationshttp://en.wikipedia.org/wiki/Feedback#In_organizationshttp://en.wikipedia.org/wiki/Market_research


6/27

Services Marketing

6

because once knowing that company can decide what strategy they should

formulate for taking a long term advantage.

Simulated Test Marketing- it is a market research technique in which

consumers are exposed to the staged advertisement and purchase decision toobserve their response for any new product.

Competitors Brand Equity - brands power derived from goodwill and name

recognition competitor has earned over time, which translates into higher sales

and higher profit margins against competitor brand is again a great area of

interest for many firms. By proper knowing the brand analysis of competitor,

company can better equip with the tools by which they can enhance their sales

by enhancing their brand equity.

Trade Studies By the help of trade cycle and its property company can devise

a proper strategy for profit maximization by improving all the loopholes in way of

trading.

Positioning & Segmentation Studies Proper positioning as well as

segmentation is again a very critical factor for any brand, Prod uct/Service or

firms success. Nowadays many good market research companies are providing

their excellent service in this field also.

Research on Sensitive/ Social Issues when you are playing in market, there

are many sensitive/social issues which can harm your company and destruct all

your goodwill. For such critical issues companies can bank on these potential

market research firms.

Potential Estimation, Product & Concept Tests Any New Concept,

Product/Service should be tested properly before hitting the market, so

nowadays market research firms has offering regarding this issue. Where they

can tell whether the product/ Service will be successful or not with a great

precision.

Usage and Attitudinal Surveys, Price Elasticity Analysis - any area or region

has different usage pattern, attitude, purchasing power, perceived value for any

product/ Service. So this is something very serious issue for any Company. Like


7/27

Services Marketing

7

earlier Macdonald was unable to understand Chinese market, buying pattern,

taste & preference, so initially Macdonald struggled a lot. But once Macdonald

acquired knowledge about these issues they can devise proper strategy as well

as customized product for Chinese market. Advertising Research Studies (Pre and Post Research), Perception

Analysis, Corporate Image Study, Advertisement Effectiveness Analysis

-Any good company nowadays before going for any new advertisement goes for

market research about the impact of their advertisement because sometimes

your advertisement can produce a negative impact or zero impact which is a total

wastage of your resources. Like Electrolux tagline nothing sucks better than

Electrolux used for Brittan could produced a wrong impression in American

Market because sucks is a derogatory word according to American culture. So

they had changed their advertisement accordingly for better effect.

Industry Analysis - A market assessment tool designed to provide a business

with an idea of the complexity of a particular industry. Industry analysis involves

reviewing the economic, political and market factors that influence the way the

industry develops. Major factors can include the power wielded by

suppliers and buyers, the condition of competitors, and the likelihood of new

market entrants.

Brand Research- Unique design, sign, symbol, words, or a combination of

these, employed in creating an image that identifies a product and differentiates it

from its competitors. Over time, this image becomes associated with a level of

credibility, quality, and satisfaction in the consumer's mind. Thus brands help

harried consumers in crowded and complex marketplace, by standing for certain

benefits and value. Legal name for a brand is trademark and, when it identifies

or represents a firm, it is called a brand name. By analysis of brand company canget real projection about their future earnings.

Consumer Research-Part of market research in which the preferences,

motivations, and buying behavior of the targeted customer are identified through
http://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/combination.html


8/27

Services Marketing

8

direct observation, mail surveys, telephone or face to face interviews, and from

published sources (such as demographic data).

Competitive Environment Analysis- it is the Assessment of the difference

between a firm's performance and that of its competitors, and detectionand examination of the factors that cause the difference.

AppliedEconomic Research- Basically it is the Investigation of the findings of

'pure' or basic research on issues of economic functioning, to determine if any

company could be used to develop new products or technologies for their

betters. Also, the research conducted to solve specific problems or

to answer specific questions economically.

International Trade Relation Studies Market research firms can advise any

company that which market is best for expansion by proper analysis of

international trade relationship with other countries.

Large Scale Data Collection-Data gathered from surveys, or input from several

independent or networked locations via data capture, data entry, or data logging.

Product

Physical

GoodFeatures

ProductLines

Accessories

BrandingPackaging

Quality

Level

Warranties


9/27

Services Marketing

9

They also give us error margin in their research work which gives us information

precision of study.

Creation of such powerful Products/Services is always critical for success of any

new venture as well as mammoth companies. Because this is something that notonly gives us measures for better managerial decision capability backed by valid

data but also gives us the way by which we can achieve success.

Pricing

Service providers of marketing research firms should price their services right (neither

too high nor too low) to attract customers. Some service providers offer tangibles likebooks or gifts to improve their relationship with customers. Service providers also need

to invest on building the corporate brand, which conveys their image. Brand is another

tangible considered by customers before purchasing a service.

Price is one of the seven Ps of the marketing mix. Price is the only revenue

generating element amongst the 7ps, the rest being cost centers for any service

providing organisation and so for a marketing research firm.

In general Pricing is the manual or automatic process of applying prices to purchase

and sales orders, based on factors such as: a fixed amount, quantity break, promotion

or sales campaign, specific vendor quote, price prevailing on entry, shipment or invoice

date, combination of multiple orders or lines, and many others.


10/27

Services Marketing

10

What a price should do for a marketing research firm

A well chosen price should do three things:

achieve the financial goals of the research agency/firm (e.g., profitability)

Fit the realities of the marketplace (Will client buy at that price?)

Support a services positioning and be consistent with the other variables in the

marketing mix.

o Price is influenced by the type of distribution channel used, the type of

promotions used, and the quality of the services that a marketing research

firm is providing.

Note:

Price will usually need to be relatively high because the services

provided by the marketing research firms are capital intensive innature and so expensive, highly technical resources are used

(manpower), and the services are supported by extensive

advertising and promotional campaigns.

Price

Flexibility

Price Level

TermsDifferentiation

Discounts


11/27

Services Marketing

11

a low price can be a viable substitute for service quality provided by

the research firm, effective promotions, or an energetic selling effort

by distributors .

From the service marketer's point of view, an efficient price for the marketing

research firm is a price that is very close to the maximum that customers are prepared

to pay.

A good pricing strategy would be the one which could balance between the price floor

(the price below which the organization ends up in losses) and the price ceiling (the

price beyond which the organization experiences a no demand situation).

Example:

Neilson group provides their services customized to their clients at the clients

acceptable price. Generally they provide flexible pricing & sometimes give some special

concession to their potential clients. Generally clients issue the tenders and every

market research firm quotes their price with offering. Then clients choose the best

offering which shows higher perceived value.

Place/Distribution

Services are produced and consumed simultaneously, which implies that services are

sold directly to the customer. For example, services like repair, medical care, legal

consultation, etc. do not have any intermediateries or distributors. However, there are

also other services like public utilities (electricity, gas, ration, mass transport etc), final

securities, travel and entertainment that require a middleman to distribute these

services to the customer.


12/27

Services Marketing

12

Christopher Lovelock, in his book Services Marketing, has pointed to that the methods

of service delivery depend on the nature of interaction between the customer and the

service provider. There can be three types of interaction between the customer and the

service provider. There can be three types of interactions between these two parties

(a) The customer must visit the service provider as it is nearly impossible to deliver

these services at the customers doorstep e.g. air travel, health and beauty care,

fast food, public transport system, etc.

(b) the service provider goes to the customers location and

(c) Neither the customer nor the service provider has a physical interaction for

service delivery to take place, e.g. conducting surveys online through e-

Marketing.

Example. IMRB international, a pioneer in market research extends its footprint across

11 countries- India, Pakistan, Bangladesh, Sri Lanka, Dubai, Saudi Arabia, Egypt,

Singapore, Malaysia, London.

METRIC a well known market research agency works with in 16 countries by applying

MOSTER as well as other specialized studies. The franchisees or service centers at

Place

Channel

Type

Intermediaries

OutletLocations

Transportation

Storage

ManagingChannels


13/27

Services Marketing

13

different location consult METRIC for design of the survey, data analysis and

interpretation.

Promotion

Promotion means Advancement of a product, idea, or point of view through publicity

and/or advertising. Market research firms are involved majorly in B2B Marketing. So

their focus is towards big companies and their needs. They generally use all the Print

media which all are read by Top Executives like Economic Times, The Hindu and many

more. These firms are also involved in e-marketing, in which they use Customised

proposal, blogging, and advertisement on all the sites that are visited by top notch

executives. Sometime they also goes for Annual Report about economic, Market,

particular Industry and publish some critical or alarming facts so that they can draw the

attention of that particular market segment. Discounted scheme for Syndicate Data,

National Economic Indices are published so that they can Mark their strong presence in

the market. Sometimes company promotes that they are very much concerned with

their clients and they are in market to create a win-win situation.

Promotion

Promotion

Blend

Sales

People

Advertising

Sales

Promotion /Publicity


14/27

Services Marketing

14

They also associate themselves with B-schools nowadays so that they can increase the

Brand equity of their company & increase their future prospects. For example IMRB is

associated with IIPM.

Sometimes they also goes for conducting seminars on some critical problem thatmarket is facing and project that they have the solution to make any company

successful.

People

An essential ingredient to any service provision and so with marketing research firms is

the use of appropriate staff and people. Recruiting the right staff and training them

appropriately in the delivery of their service is essential in a marketing research firm if

the organization wants toobtain a form of competitive advantage.

Consumers make judgments and deliver perceptions of the service based on the

employees they interact with. Staff should have the appropriate interpersonal skills,

attitude, and service knowledge to provide the service that consumers are paying for.

Employees are an increasingly important part of service delivery for a marketing

research firm as they are involved in the interaction with the clients. Service oriented

People

Customers

Employees


15/27

Services Marketing

15

employees can provide a competitive advantage for the research firm. Marketers must

create programmes aimed at ensuring that employee behaviour embodies the brand

promise. The service manager should develop the habit of thinking in terms of the people

inside and outside of the research organization.

It's amazing how many entrepreneurs and businesspeople will work extremely hard to

think through every element of the marketing strategy and the marketing mix, and then

pay little attention to the fact that every single decision and policy has to be carried out

by a specific person, in a specific way. Ability to select, recruit, hire and retain the

proper people, with the technical and analytical skills (specific to a marketing research

firm) and abilities to do the job you need to have done, is more important than

everything else put together.

Steps to be followed by a marketing research firm:

"Get the right people on the bus, and the wrong people off the bus."

The second step is to

"Get the right people in the right seats on the bus."

To be successful in the field of marketing research, one must develop the habit of

thinking in terms of exactly who is going to carry out each task and responsibility. In

many cases, it's not possible to move forward until you can attract and put the right

person into the right position. Many of the best business plans ever developed sit on

shelves today because the [people who created them] could not find the key people

who could execute those plans.

Choosing the right customer is always important thing for any market research firm.

Choose only those customers from the same field in which you are master. Involvement

of customer is very necessary because your service should fulfill the needs of that

customer/Company. Once your study is done Sometimes Training or Suggestions for


16/27

Services Marketing

16

betterment is also your duty which should be done in a very careful manner, because

this execution part can either make them your loyal customer or

Process

Channelizing all efforts is very much important and every step should be aligned for

better functioning of any system. A market research firm has to follow certain process

so that they can provide better services. They have to first know the customers need

and then planning to provide them consultancy by the help of various tool of research

they are equipped. They choose these tools which suits with customers need.

Whether youre conducting marketing research to test a new market segment, product

or service or whether youre conducting ongoing research to gather feedback from

customers, marketing research follows a set process.

Process

Flow ofActivities

Number ofSteps

CustomerInvolvement


17/27

Services Marketing

17

Its the process that gets the best data (valid, accurate, reliable, timely and complete)

about your customers that we illustrated in an earlier diagram:

Stages of marketing research process

There are five steps in the marketing research process.

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the

problem, the researcher should take into account the purpose of the study, the relevant

background information, what information is needed, and how it will be used i n decision

making. Problem definition involves discussion with the decision makers, interviews with

industry experts, analysis of secondary data, and, perhaps, some qualitative research,

Problem Definition

Development of an

Approach to the Problem

Research Design

Formulation

Data Collection

Data Preparation and

Analysis


18/27

Services Marketing

18

such as focus groups. Once the problem has been precisely defined, the research can

be designed and conducted properly.

Step 2: Development of an Approach to the Problem

Development of an approach to the problem includes formulating an objective or

theoretical framework, analytical models, research questions, hypotheses, and

identifying characteristics or factors that can influence the research design. This

process is guided by discussions with management and industry experts, case studies

and simulations, analysis of secondary data, qualitative research and pragmatic

considerations.

'Step 3: Research Design Formulation'

A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the required information, and

its purpose is to design a study that will test the hypotheses of interest, determine

possible answers to the research questions, and provide the information needed for

decision making. Conducting exploratory research, precisely defining the variables, and

designing appropriate scales to measure them are also a part of the research design.The issue of how the data should be obtained from the respondents (for example, by

conducting a survey or an experiment) must be addressed. It is also necessary to

design a questionnaire and a sampling plan to select respondents for the study.

More formally, formulating the research design involves the following steps:

1. Secondary data analysis

2. Qualitative research3. Methods of collecting quantitative data (survey, observation, and

experimentation)

4. Definition of the information needed

5. Measurement and scaling procedures

6. Questionnaire design


19/27

Services Marketing

19

7. Sampling process and sample size

8. Plan of data analysis

Step 4: Field Work or Data Collection

Data collection involves a field force or staff that operates either in the field, as in the

case of personal interviewing (in-home, mall intercept, or computer-assisted personal

interviewing), from an office by telephone (telephone or computer-assisted telephone

interviewing), or through mail (traditional mail and mail panel surveys with prerecruited

households). Proper selection, training, supervision, and evaluation of the field force

helps minimize data-collection errors.

Step 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data.

Each questionnaire or observation form is inspected, or edited, and, if necessary,

corrected. Number or letter codes are assigned to represent each response to each

question in the questionnaire. The data from the questionnaires are transcribed or key-

punched on to magnetic tape, or disks or input directly into the computer. Verification

ensures that the data from the original questionnaires have been accurately transcribed,while data analysis, guided by the plan of data analysis, gives meaning to the data that

have been collected. Univariate techniques are used for analyzing data when there is a

single measurement of each element or unit in the sample, or, if there are several

measurements of each element, each RCH variable is analyzed in isolation. On the

other hand, multivariate techniques are used for analyzing data when there are two or

more measurements on each element and the variables are analyzed simultaneously. [2]

Step 6: Report Preparation and Presentation The entire project should be

documented in a written report which addresses the specific research questions

identified, describes the approach, the research design, data collection, and data

analysis procedures adopted, and presents the results and the major findings. The

findings should be presented in a comprehensible format so that they can be readily
http://en.wikipedia.org/wiki/Marketing_research_process#cite_note-Glazer-1http://en.wikipedia.org/wiki/Marketing_research_process#cite_note-Glazer-1http://en.wikipedia.org/wiki/Marketing_research_process#cite_note-Glazer-1


20/27

Services Marketing

20

used in the decision making process. In addition, an oral presentation should be made

to management using tables, figures, and graphs to enhance clarity and impact.

For these reasons, interviews with experts are more useful in conducting marketing

research for industrial firms and for products of a technical nature, where it is relatively

easy to identify and approach the experts. This method is also helpful in situations

where little information is available from other sources, as in the case of radically new

products.

Secondary data analysis

Secondary data are data collected for some purpose other than the problem at hand.

Primary data, on the other hand, are originated by the researcher for the specific

purpose of addressing the research problem. Secondary data include information made

available by business and government sources, commercial marketing research firms,

and computerized databases. Secondary data are an economical and quick source of

background information. Analysis of available secondary data is an essential step in the

problem definition process: primary data should not be collected until the available

secondary data have been fully analyzed.

Qualitative research

Information, industry experts, and secondary data may not be sufficient to define the

research problem. Sometimes qualitative research must be undertaken to gain a

qualitative understanding of the problem and its underlying factors. Qualitative research

is unstructured, exploratory in nature, based on small samples, and may utilize popular

qualitative techniques such as focus groups (group interviews), word association

(asking respondents to indicate their first responses to stimulus words), and depth

interviews (one-on-one interviews which probe the respondents' thoughts in detail).

Other exploratory research techniques, such as pilot surveys with small samples of

respondents, may also be undertaken.


21/27

Services Marketing

21

Physical evidence

Customers in the service sector attempt to take cues about the service provider's

capabilities and the quality of service offered from physical evidence. The majorelements of physical evidence include the physical environment, the modes and content

of communication, service personnel, the tangible elements accompanying the service

and the brand.

The layout of the service center, atmosphere and aesthetics constitute physical

environment. A well-designed layout, maintenance of appropriate lighting, music and

visuals, pleasant and attractive ambiance of the outlet ensure that customers enjoy their

service encounter. Placing signboards where needed and displaying the chart of service

charges helps customers serve themselves and improves their experience.

Physical evidence can be categorized into two types peripheral and essential.

Essential physical evidence is provided by those tangibles, without which the service

cannot be delivered. Peripheral evidence is provided by those tangibles given out by

Physical

Evidence

Facility

Design

Equipment

SignageEmployee

Dress

Other

Tangibles


22/27

Services Marketing

22

service providers as gifts. The important benefits offered by physical evidence are

increased employee productivity, creation of good impression among customers,

increased credibility of the service provider, and differentiation from competitors,

effective management of service quality and repositioning of services.

Any marketing research firm uses Information Technology like powerful b logs, a well

designed portal, careful designed brochures with letters of appreciations from influential

clients, their logos. Marketing Research firm uses their resources in a very judicial

manner to reap the benefits. Every penny they invest is aimed or inclined for better

returns. They invest heavily for their front as well as back office employees and place

them according to their core competencies. They also used customized proposal to hit

their target customers. Generally Market Research firms deals with corporate clients so

they have a very great expertise in Grabbing, opening as well as closing any important

deals. A well formatted offering letter is very essential for winning the faith of customer;

Market Research Firms knows this and use this concept in a very good manner.

Powerful Blogging used by Nielsen group (Top Market Research Firm) for

involving Physical evidence as well as Promotion Factor

FDA Turns to Social Media to Create Transparency

Melissa Davies Tags: FDA, healthcare, social media melissadavies June 3, 2009 @ 2:04 pm

The FDAannouncedyesterday that it is launching aTransparency Task Force, charged with making

useful and understandable information about FDA activities and decision-making more readily

available to the public in a timely manner and in a user-friendly format. The task force will seek

public input on how the FDA can be more transparent, including identifying new technologies for

informing the public. To this end, there will be a public meeting on June 24, 2009, to solicit

recommendations. (more)Comments (1)
http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/http://www.nielsen-online.com/blog/category/melissa-davies/http://www.nielsen-online.com/blog/tag/fda/http://www.nielsen-online.com/blog/tag/healthcare/http://www.nielsen-online.com/blog/tag/social-media/http://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm163899.htmhttp://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm163899.htmhttp://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm163899.htmhttp://www.fda.gov/AboutFDA/WhatWeDo/FDATransparencyTaskForce/default.htmhttp://www.fda.gov/AboutFDA/WhatWeDo/FDATransparencyTaskForce/default.htmhttp://www.fda.gov/AboutFDA/WhatWeDo/FDATransparencyTaskForce/default.htmhttp://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.nielsen-online.com/blog/http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/#more-931http://www.fda.gov/AboutFDA/WhatWeDo/FDATransparencyTaskForce/default.htmhttp://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm163899.htmhttp://www.nielsen-online.com/blog/tag/social-media/http://www.nielsen-online.com/blog/tag/healthcare/http://www.nielsen-online.com/blog/tag/fda/http://www.nielsen-online.com/blog/category/melissa-davies/http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/


23/27

Services Marketing

23

NextPage

Connecting the Dots provides insights and commentary about the digital world from top Nielsen analysts.

Learn more. Latest Insights

o One Not So Small Step for Nielsen; One Giant Leap in Web Measurement

o Latest Pew Internet Project Study: Americans Increasingly Turn to the Web for Health Information

o Responsible Online Research

o Fox News features Jon Gibs to discuss Social Networking Trends

o FDA Turns to Social Media to Create Transparency

o Is Online Advertising Broken?

o CDC Provides an Online Voice of Reason During the Swine Flu Crisis

o A New Era of Engagement?

o March Automotive Industry Overview Will Auto Ad Spend Follow Facebook?

o Swine Flu Goes Social

Search for:Search

Select Analyst

Bios

Select Month

Nielsen-Online.com
http://www.nielsen-online.com/blog/page/2/http://www.nielsen-online.com/blog/page/2/http://www.nielsen-online.com/blog/about/http://www.nielsen-online.com/blog/about/http://www.nielsen-online.com/blog/2009/06/12/one-not-so-small-step-for-nielsen-one-giant-leap-in-web-measurement/http://www.nielsen-online.com/blog/2009/06/11/latest-pew-internet-project-study-americans-increasingly-turn-to-the-web-for-health-information/http://www.nielsen-online.com/blog/2009/06/05/responsible-online-research/http://www.nielsen-online.com/blog/2009/06/05/fox-news-features-jon-gibs-to-discuss-the-social-network-explosion/http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/http://www.nielsen-online.com/blog/2009/05/22/is-online-advertising-broken/http://www.nielsen-online.com/blog/2009/04/30/cdc-provides-an-online-voice-of-reason-during-the-swine-flu-crisis/http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/http://www.nielsen-online.com/blog/2009/04/28/march-automotive-industry-overview-%e2%80%93-will-auto-ad-spend-follow-facebook/http://www.nielsen-online.com/blog/2009/04/28/march-automotive-industry-overview-%e2%80%93-will-auto-ad-spend-follow-facebook/http://www.nielsen-online.com/blog/2009/04/28/march-automotive-industry-overview-%e2%80%93-will-auto-ad-spend-follow-facebook/http://www.nielsen-online.com/blog/2009/04/27/swine-flu-goes-social/http://nielsen-online.com/blog/analysts/http://www.nielsen-online.com/http://www.nielsen-online.com/http://feeds.feedburner.com/NielsenOnlinehttp://nielsen-online.com/blog/welcome/http://www.nielsen-online.com/http://nielsen-online.com/blog/analysts/http://www.nielsen-online.com/blog/2009/04/27/swine-flu-goes-social/http://www.nielsen-online.com/blog/2009/04/28/march-automotive-industry-overview-%e2%80%93-will-auto-ad-spend-follow-facebook/http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/http://www.nielsen-online.com/blog/2009/04/30/cdc-provides-an-online-voice-of-reason-during-the-swine-flu-crisis/http://www.nielsen-online.com/blog/2009/05/22/is-online-advertising-broken/http://www.nielsen-online.com/blog/2009/06/03/fda-turns-to-social-media-to-create-transparency/http://www.nielsen-online.com/blog/2009/06/05/fox-news-features-jon-gibs-to-discuss-the-social-network-explosion/http://www.nielsen-online.com/blog/2009/06/05/responsible-online-research/http://www.nielsen-online.com/blog/2009/06/11/latest-pew-internet-project-study-americans-increasingly-turn-to-the-web-for-health-information/http://www.nielsen-online.com/blog/2009/06/12/one-not-so-small-step-for-nielsen-one-giant-leap-in-web-measurement/http://www.nielsen-online.com/blog/about/http://www.nielsen-online.com/blog/page/2/


24/27

Services Marketing

24

Nielsen.com

BlogPulse.com

Nielsen-wire.com

NetReporter

Positioning

A research firm should develop the habit of thinking continually about how it is

positioned in the hearts and minds of the customers. How do people think and talk

about the company? What positioning it has in the market, in terms of the specific words

people use when they describe the firm and the offerings to others?

For a marketing research firm most customers in terms of a single attribute, either

positive or negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes

it's "quality engineering," as with Mercedes Benz. Sometimes it's "the ultimate driving

machine," as with BMW. In every case, how deeply entrenched that attribute is in the

minds of your customers and prospective customers determines how readily they'll buy

you service and how much they'll pay.

One should develop the habit of thinking about how he could improve the positioning.

For a marketing research firm:

Positioning means position the firms offerings (services) into the mind of the

prospective clients rather than position the offerings into a market place.

The following questions need to be answered first:

If you could create the ideal impression in the hearts and minds of your customers, what

would it be? What would you have to do in every customer interaction to get your

customers to think and talk about in that specific way? What changes do you need to
http://www.nielsen.com/http://www.nielsen.com/http://www.blogpulse.com/http://www.blogpulse.com/http://blog.nielsen.com/nielsenwire/http://www.netratings.com/press.jsp?section=newsletter_em_filter&nav=2http://www.netratings.com/contact.jsp?section=con_allhttp://www.netratings.com/press.jsp?section=pr_netv&nav=3http://www.netratings.com/resources.jsp?section=event&nav=2http://www.netratings.com/press.jsp?section=ne_press_releases&nav=1http://www.netratings.com/press.jsp?section=newsletter_em_filter&nav=2http://blog.nielsen.com/nielsenwire/http://www.blogpulse.com/http://www.nielsen.com/


25/27

Services Marketing

25

make in the way interact with customers today in order to be seen as the very best

choice for your customers of tomorrow?

Packaging

We should develop the habit of standing back and looking at every visual element in the

packaging of services through the eyes of a critical prospect. A marketing research firm

should Remember, people makes their first impression about you within the first 30

seconds of seeing you or some element of your company. Small improvements in the

packaging or external appearance of your service can often lead to completely different

reactions from your customers. With regard to the packaging of the company, the

service, one should think in terms of everything that the customer sees from the first

moment of contact with the company all the way through the purchasing process.

Packaging refers to the way the service appears from the outside. Packaging also refers

to companys people and how they dress and groom.

It refers to

Your offices,

Your waiting rooms,

Your brochures,

Your correspondence

And every single visual element about your company. Everything counts. Everything

helps or hurts. Everything affects your customer's confidence about dealing with you.

Packaging means how you define your service, any proposal can describe you service

offered, any pamphlet can tell customer about your packaging of service which will

cover all the information of tangible as well as intangible assistance you are providing to

your client. Market firm design their service offering in such a manner that for c lients its

like revolutionary information which seems very important according to clients point of

view.


26/27

Services Marketing

26

Conclusion:For any service industry all the Ps should be aligned with each other so

that an overall effective service can be created which should have higher perceived

value. Marketing Research sector is a big boon for any new as well as old mammoth

organization because this form of Business Intelligence can have a great impact onsuccess story as well as failure. Because as we know success has many fathers but

failure has many analysts, so this recessive market everyone need a good Business

intelligence support and act according to precise Market as well as customer need

rather than going by gut feelings. So this particular segment understands the needs of

customer and acting proactively for healthy and prosperous future.


27/27

Services Marketing

Bibliography

1. Marketing Research- David A. Aaker (9th Edition)

2. Service Marketing - Zeithaml

3. WWW.Metricconsultancy.com

4. WWW.Acnielson.com

5. http://blog.nielsen.com/nielsenwire/

Remarks

COMMENTS:

SIGNATURE:

DATE:
http://www.acnielson.com/http://www.acnielson.com/http://blog.nielsen.com/nielsenwire/http://blog.nielsen.com/nielsenwire/http://blog.nielsen.com/nielsenwire/http://www.acnielson.com/

Documents

7 P's of Marketing Research Firm-Deepika,Maitri,Mradul@B