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Chapter 6

Advanced Techniques of Market Analysis

41 slides · Slide 215–255

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215Advanced Techniques of Market AnalysisChapter opener 216Advanced Techniques of Market AnalysisAdvanced Techniques of Market Analysis 217Conjoint AnalysisConjoint Analysis 218Conjoint AnalysisConjoint Analysis 219Conjoint AnalysisConjoint Analysis 220Conjoint AnalysisConjoint Analysis 221Conjoint AnalysisConjoint Analysis 222Conjoint AnalysisConjoint Analysis 223Advanced Techniques of Market AnalysisAdvanced Techniques of Market Analysis 224Market SimulationsMarket Simulations 225Market SimulationsMarket Simulations 226Market SimulationsMarket Simulations 227Market SimulationsMarket Simulations 228Why Market Simulations?Why Market Simulations? 229What Do Market Simulations Do?What Do Market Simulations Do? 230What Do Market Simulations Do?What Do Market Simulations Do? 231Advanced Techniques of Market AnalysisAdvanced Techniques of Market Analysis 232Market SegmentationMarket Segmentation 233Effective Market SegmentationEffective Market Segmentation 234Typology of Segmentation BasesTypology of Segmentation Bases 235Benefit SegmentationBenefit Segmentation 236Evaluation of Segmentation BasesEvaluation of Segmentation Bases 237How do the segments differ?How do the segments differ? 238Benefit Segmentation ParadoxBenefit Segmentation Paradox 239Advanced Techniques of Market AnalysisAdvanced Techniques of Market Analysis 240PositioningPositioning 241The Role of PerceptionThe Role of Perception 242Perceptual Positioning MapsPerceptual Positioning Maps 243Objective of PositioningObjective of Positioning 244Perceptual map of armchair designsPerceptual map of armchair designs 245Perceptual Positioning MapsPerceptual Positioning Maps 246Perceptual Positioning MapsPerceptual Positioning Maps 247Perceptual Positioning MapsPerceptual Positioning Maps 248Perceptual Positioning MapsPerceptual Positioning Maps 249Perceptual Positioning MapsPerceptual Positioning Maps 250Perceptual Positioning MapsPerceptual Positioning Maps 251Perceptual Positioning MapsPerceptual Positioning Maps 252Example: Perception Map of Pain RelieversExample: Perception Map of Pain Relievers 253Example: Perception Map of Pain RelieversExample: Perception Map of Pain Relievers 254On Importance of Perception in PositioningOn Importance of Perception in Positioning 255On Importance of Perception in PositioningOn Importance of Perception in Positioning