Ebook pdf marketing research 12th edition by david a aaker by barbara.larson163

Preface

The role of marketing research in organizations across the globe has continued to become more important as more and more data become available to marketers from an ever‐increasing number of sources. Understanding how to get marketing insights from these data is what companies need in order to achieve marketing and financial success. Ever since companies started to collect primary data through consumer surveys to help them plan marketing activities, the field of marketing research with respect to the data requirements has come a long way. The nature and type of data being collected now also include not only store scanner data but also consumer home shopping panels and data from social media. Now more than ever companies have the ability to collect a wide range of customer information pertaining to attitudes, behaviors, and demographics. Ably supported by the growth in data storage and retrieval techniques (ranging from small databases to huge data farms), the area of marketing research has grown by leaps and bounds over the past decades. This growth has been accentuated by the declining data storage costs and the growing expanse of the Internet medium. These developments have enabled companies to invest in data now more than ever. These forces, coupled with the technology trends and the emergence of a global marketplace, require managers to take cognizance of the important role of marketing intelligence. Further, the customer‐level interactions on the Internet and the emergence of social networking as an important medium of marketing add a new dimension to traditional marketing research intelligence. This new edition of Marketing Research brings to the forefront the relevance of marketing intelligence.

If we can compare marketing to a long train with multiple compartments, then marketing research would justly claim the dual roles of the engine that powers the train and the links that connect the individual compartments to form a cohesive functional unit. In other words, marketing research is pervasive—the brain and the brawn of any marketing organization. Having said this, we realize that marketing research is a complex subject and therefore has to be introduced to the student one compartment at a time before the entire train can be visualized. We also realize the danger in this approach. The student can get overly excited or, even worse, overwhelmed by the individual units so that he or she fails to see the proverbial “big picture”—the overarching framework, the subtle but essential interactions between units, and the ultimate purpose, namely, how marketing research can help organizations achieve their goals.

This revised edition takes a “macro–micro–macro” approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The first two chapters provide an overview of the marketing research process in order for the student to see the “big picture.” The chapters that follow then discuss in detail the individual components. The chapters have benefitted significantly from updates with respect to newer and more recent business examples and industry statistics. Further, the concepts introduced and discussed in the text have been harmoniously tied to popular industry practices for easy understanding. While maintaining the strengths of previous editions, this edition focuses on the recent trends in marketing intelligence. Specific importance has been given to the concepts such as Customer Lifetime Value, Share of Wallet, Brand Equity, Mobile Marketing, and the increasing role of Social Media Marketing. Topics of less interest and relevance to the practice of marketing and marketing research have been eliminated. Some of the cases and problems have been moved to Wiley’s Web content for the book while some of the more dated cases have been removed and replaced with more current cases.

vii

We begin with a macro‐level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. Here, we also discuss the marketing research industry, with a brief treatment of both suppliers and users.

The body of the text takes a micro‐level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision‐oriented perspective has been adopted to help students, who are future managers and researchers, make better decisions. Detailed discussions of the process, with numerous examples from the industry, characterize this micro phase.

Finally, we wrap up with a macro‐level treatment of the applications of marketing research. Here we address the traditional 4P research, as well as contemporary issues such as brand equity, customer satisfaction research, and emerging issues that continue to fascinate marketers, such as e‐commerce, direct marketing, database marketing, and relationship marketing, while taking care to incorporate some of the latest research and developments in these fields.

Objectives of This Text

Our overall objectives in writing this text continue to be the following:

1. To emphasize the role of marketing research in today’s world and to focus on the techniques and steps that show how a company can gather marketing intelligence and use this information to generate insights that can be used in strategic decision making.

2. To communicate in an interesting and informative manner the essence of marketing research to “future managers” and “future researchers.” Both groups need to know when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results.

3. To illustrate the usefulness of the Internet, online marketing research, and other advances in technology in collecting data and show real‐world applications.

4. To emphasize the current developments in marketing research, such as the distinction between domestic and international market research, the emphasis on customer value management, and the influence of social media.

5. To use examples, applications, and illustrations throughout the book, in an effort to tie the material to the real world and thus provide interest and better understanding to the student.

6. To discuss the fastest growing applications of marketing research, e‐commerce, direct marketing, database marketing research, customer relationship management, and social networking and their impact on businesses.

7. To provide a clear and comprehensive treatment of data analysis topics. Each chapter includes simple numerical examples to help students get a hands‐on feel for the material.

8. To provide a thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.

New to This Edition

Consistent with these objectives, the 12th edition has undergone some critical changes. The more prominent of these include the following:

1. The chapter objectives have been clearly detailed on the first page of each chapter in order to clearly communicate what is to be covered in the chapter.

PREFACE viii

2. The chapter on Qualitative Methods has been revised to include a richer discussion on focus groups and observational research.

3. Chapter 1 (A Decision‐Making Perspective on Marketing Intelligence) has undergone major updates that serve as a good example to indicate the level and nature of additions made throughout this edition. The updates are in the form of new company examples, and updated company and market statistics.

4. Chapter 2 (Marketing Research in Practice) provides an updated picture of the global marketing research industry. It includes the latest findings in this area and lists the Top 25 Global Research Organizations in the marketing research industry.

5. Chapter 7 (Marketing Research on the Internet) also contains important updates to this edition. The chapter now has up‐to‐date numbers and statistics with respect to the Internet, and how marketing research is being conducted on the Internet. New material such as Amazon’s Mechanical Turk (or MTurk) and new industry trends have also been added.

6. The examples contained in the Marketing Research in Action throughout the book have been updated with relevant content changes.

7. Statistics and other trend information have been updated.

8. New cases and study questions have been added and dated cases have been removed.

9. The text has also benefitted from additions and updates to new and emerging topics of lifetime value, measuring the effectiveness of social media campaigns and understanding the value of word‐of‐mouth marketing.

10. The web address www.wiley.com/college/aaker can be used for accessing information pertaining to the textbook and its contents.

Features of the Book

1. The text communicates the essence of marketing research in an interesting and informative manner to future managers and future researchers. Both groups need to know when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results.

2. The Cases and Part Cases are positioned appropriately at the end of chapters and text parts to stimulate interest, add realism to the marketing research curriculum, and help develop decision‐making skills. These cases cover a wide range of products and organizations.

3. The chapter on A Decision‐Making Perspective on Marketing Intelligence attempts to enlighten the readers of the importance and means of accessing data from multiple sources and delivering to end‐users for analysis.

4. The chapter on Marketing Research on the Internet links the reader with the world of marketing research to keep abreast with the emerging trends and changes in the marketplace.

5. Discussion of the international element of marketing research has been continued. Particularly, an effort has been made to provide a clear distinction between the domestic and international marketing research processes and prepare the users of this text to face the challenges of multinational research.

6. The chapter on New Age Strategies reiterates the fact that understanding of the customer is the key to marketing success. The chapter focuses on the tools provided by marketing

ix PREFACE

intelligence for better knowledge of customer profiles. The chapter also focuses on e‐commerce, database marketing, relationship marketing, and social networking. The growth in e‐commerce is phenomenal, and the firm’s ability to identify individuals and market to them is an important task. Database marketing is currently one of the most important tools for businesses facing the challenges of the twenty‐first century. As firms shift their resources more toward targeted marketing, the discussion in this chapter becomes more valuable.

7. Marketing Research in Action sections in various chapters have been updated to focus on the real‐world applications of Marketing Research.

8. Each chapter also includes Learning Objectives, a Chapter Summary, and Questions and Problems.

Organization of the Text

The book is organized to reflect the “macro–micro–macro” approach toward imparting marketing research training to the student. The text consists of five parts. Parts I and V deal with the “macro” aspects of marketing research; Parts II–IV deal with the micro aspects.

Part I, consisting of four chapters, deals with the nature and scope of marketing intelligence and marketing research. Here, the overall framework of marketing research is presented, and where and how marketing research fits in with the other aspects of marketing is explained. The nature of the research industry and suppliers is also discussed here.

Part II, consisting of Chapters 5 through 15, deals extensively with the various aspects of data collection. This part is further divided into four sections, one section devoted to each of the three fundamental types of marketing research: exploratory, descriptive, and causal. The final section addresses the issue of sampling.

Part III, consisting of three chapters, discusses the fundamental aspects and techniques in data analysis. These include basic analysis issues such as data editing, coding, and simple techniques such as hypothesis testing, chi‐square analysis, and the analysis of variance.

Part IV is devoted exclusively to advanced and more sophisticated data analysis techniques such as correlation and regression analysis, discriminant analysis, factor analysis, cluster analysis, conjoint analysis, and multidimensional scaling. This part consists of four chapters, the last chapter dealing with the aspects of presenting the research results.

In Part V, the student is exposed to the measures, metrics, and strategies of marketing intelligence. This section has three chapters and provides the student with a comprehensive picture of marketing research, highlighting how the marketing‐mix measures, the brand and customer metrics, and the new-age strategies fit into the application of marketing intelligence.

Supplements to the Text

• All relevant information pertaining to the textbook and its contents can be accessed from this website—www.wiley.com/college/aaker. This website will periodically update information that is relevant for keeping the text up to date.

• An Instructor’s Manual will accompany this text. This manual provides solutions to end‐of‐chapter Questions and Problems and discusses all the test cases in greater detail. Exam questions are arranged by chapter and include multiple‐choice and true/false questions. An example of a course syllabus is presented, and many suggestions for the organization of the course are provided. This resource can be found on the Instructor Companion site.

PREFACE x

• A test bank has been added to the website, which provides sample test questions in each chapter.

• PowerPoint presentations of selected material from each chapter are available.

• Data sets that contain data for end‐of‐chapter cases and statistical analysis are available. SPSS®‐interpreted examples are also available.

• The website also contains detailed information on the mini‐project designed for students mentioned at the end of the eighth chapter.

• End‐of‐chapter questions are also available on the website.

• New Marketing Research Video Series: Brand new interview‐style video clips of top marketing research companies. Each video, six to eight minutes in length, presents interviews with key personnel to discuss how they apply the major concepts of marketing research to their business. The Wiley Marketing Research Video Series can be accessed on the Instructor and Student Companion websites.

Acknowledgments

Many debts have been accumulated over the years during which 12 editions of this book have taken shape. We are especially grateful to our students, who gave us feedback from the consumer’s perspective and whose field research projects provided many of the illustrations and problems; to our colleagues, who stimulated us and brought new ideas and approaches to our attention; and to our clients, who gave us many opportunities to put ideas into practice and thus broaden our understanding of marketing research as it is currently practiced. It has been a continuing pleasure to associate with a class publisher, John Wiley & Sons, and to work with a number of Wiley editors over the years—most recently, Gladys Soto and her team.

We also would like to express thanks to Bharath Rajan, A. J. Radcliffe, Christin Woods, Madhuri Puttaswamy, and Prakash RaviChandar for their efforts toward the production of the 12th edition.

Finally, we wish to express our sincere appreciation to our families and friends for their constant support, encouragement, and sacrifices during the creation of this book.

David A. Aaker

V. Kumar

Robert P. Leone

George S. Day

PREFACE

xiii Part I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 2 Marketing Research in Practice 29 3 The Marketing Research Process 45 4 Research Design and Implementation 68 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 96 6 Standardized Sources of Marketing Data 121 7 Marketing Research on the Internet 146 8 Information Collection: Qualitative and Observational Methods 172 Section B: Descriptive Research 9 Information from Respondents:Issues in Data Collection 209 10 Information from Respondents:Survey Methods 226 11 Attitude Measurement 256 12 Designing the Questionnaire 285 Section C: Causal Research 13 Experimentation 314 Section D: Sampling 14 Sampling Fundamentals 345 15 Sample Size and Statistical Theory 373

Brief Contents

xiv BRIEF CONTENTS Part III Data Analysis 16 Fundamentals of Data Analysis 397 17 Hypothesis Testing: Basic Concepts and Tests of Associations 417 18 Hypothesis Testing: Means and Proportions 436 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 462 20 Discriminant, Factor, and Cluster Analysis 492 21 Multidimensional Scaling and Conjoint Analysis 534 22 Presenting the Results 557 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 572 24 Brand and Customer Metrics 617 25 New Age Strategies 639 Appendix A 677 Glossary 703 Index 721

xv Contents Part I The Nature and Scope of Marketing Research 1 A Decision‐Making Perspective on Marketing Intelligence 1 LearningObjectives, 1 AnOverviewofBusinessIntelligence, 1 IntroductiontoMarketingIntelligence, 3 MarketingResearch, 6 RoleofMarketingResearchinManagerialDecisionMaking, 9 FactorsthatInfluenceMarketingResearchDecisions, 17 UseofMarketingResearch, 18 EthicsinMarketingResearch, 19 TheRespondent’sEthicsandRights, 20 InternationalMarketingResearch, 22 Summary, 24 QuestionsandProblems, 24 EndNotes, 25 Case1-1:PreteenMarket—TheRightPlacetoBeInforCellPhone Providers?, 26 Case1-2:BestBuyonaSegmentationSpree, 26 Case1-3:EthicalDilemmasinMarketingResearch, 28 2 Marketing Research in Practice 29 LearningObjectives, 29 InformationSystems,DecisionSupportSystems,andMarketingResearch, 30 MarketingDecisionSupportSystems, 32 SuppliersofInformation, 37 CriteriaforSelectingExternalSuppliers, 42 CareerOpportunitiesinMarketingResearch, 43 Summary, 44 QuestionsandProblems, 44 EndNotes, 44 Appendix:MarketingResearchJobs, 44 3 The Marketing Research Process 45 LearningObjectives, 45 OverviewoftheMarketingResearchProcess, 45 ThePreliminaryStagesoftheMarketingResearchProcess, 46

CONTENTS xvi PlanningaNewHMO, 57 TheInternationalMarketingResearchProcess, 60 Summary, 63 QuestionsandProblems, 64 EndNotes, 65 Case3-1:AVideOcartTestforBestwayStores, 65 Case3-2:PhilipMorrisEntersTurkey, 67 4 Research Design and Implementation 68 LearningObjectives, 68 ResearchApproach, 70 ResearchTacticsandImplementation, 76 BudgetingandSchedulingtheResearchProject, 78 ResearchProposal, 80 DesigningInternationalMarketingResearch, 81 IssuesinInternationalResearchDesign 83 Summary, 86 QuestionsandProblems, 86 EndNotes, 87 Appendix:ErrorsinResearchDesign, 87 Case4-1:ReynoldsTobacco’sSlide‐BoxCigarettes, 89 CasesforPartI, 93 CaseI‐1:CloverValleyDairyCompany, 93 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 96 LearningObjectives, 96 SecondaryData, 97 UsesofSecondaryData, 98 BenefitsofSecondaryData, 98 LimitationsofSecondaryData, 99 InternalSourcesofSecondaryData, 100 ExternalSourcesofSecondaryData, 101 CensusData, 107 NorthAmericanIndustryClassificationSystem, 109 AppraisingSecondarySources, 110 ApplicationsofSecondaryData, 111 SourcesofSecondaryDataforInternationalMarketing Research, 115 ProblemsAssociatedwithSecondaryDatainInternationalResearch, 115 ApplicationsofSecondaryDatainInternational Research, 116 Summary, 117

CONTENTS xvii QuestionsandProblems, 117 EndNotes, 118 Case5-1:BarkleyFoods, 119 Case5-2:DellinLatinAmerica?, 120 6 Standardized Sources of Marketing Data 121 LearningObjectives, 121 RetailStoreAudits, 122 ConsumerPurchasePanels, 123 ScannerServicesandSingle‐SourceSystems, 126 Media‐RelatedStandardizedSources, 133 ApplicationsofStandardizedSourcesofData, 136 Summary, 137 QuestionsandProblems, 137 EndNotes, 138 Case6-1:PromotionofRocketSoups, 139 CaseQuestions, 143 Case6-2:KerryGoldProducts,Ltd., 143 7 Marketing Research on the Internet 146 LearningObjectives, 146 CurrentTrendsinWebUsage, 146 WWWInformationforMarketingDecisions, 148 TheInternetandMarketingResearchToday, 153 TheInternetandMarketingResearchDevelopments, 165 IssuesandConcerns, 166 Summary, 169 QuestionsandProblems, 169 EndNotes, 170 Case7-1:CaringChildren’sHospital, 171 8 Information Collection: Qualitative and Observational Methods 172 LearningObjectives, 172 NeedforQualitativeResearch, 172 QualitativeResearchMethods, 173 ObservationalMethods, 193 RecentApplicationsofQualitativeandObservationalMethods, 199 Summary, 201 QuestionsandProblems, 201 EndNotes, 202 Appendix:MythsofQualitativeResearch:It’sConventional,butIsItWisdom?, 203 Case8-1:MountainBellTelephoneCompany, 205 Case8-2:U.S.DepartmentofEnergy(A), 207 Case8-3:HamiltonBeachConductsPrimaryResearchin MexicoandEurope, 208

CONTENTS xviii Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 LearningObjectives, 209 InformationfromSurveys, 209 SourcesofSurveyError, 210 MethodsofDataCollection, 215 FactorsAffectingtheChoiceofaSurveyMethod, 216 EthicalIssuesinDataCollection, 220 Summary, 222 QuestionsandProblems, 222 EndNotes, 223 Case9-1:EssexMarkets, 224 Case9-2:MoreEthicalDilemmasinMarketingResearch, 224 10 Information from Respondents: Survey Methods 226 LearningObjectives, 226 CollectingData, 226 SurveysintheInternationalContext, 248 Summary, 251 QuestionsandProblems, 251 EndNotes, 252 Case10-1:RolandDevelopmentCorp, 253 11 Attitude Measurement 256 LearningObjectives, 256 Attitudes, 257 TheConceptofMeasurementandScaling, 258 TypesofAttitudeRatingScales, 261 GeneralGuidelinesforDevelopingaMultiple‐ItemScale, 272 InterpretingAttitudeScales, 275 ChoosinganAttitudinalScale, 276 AccuracyofAttitudeMeasurements, 278 ScalesinCross‐NationalResearch, 280 Summary, 281 QuestionsandProblems, 281 EndNotes, 282 Case11-1:NationalKitchens, 283 12 Designing the Questionnaire 285 LearningObjectives, 285 PlanningWhattoMeasure, 286 FormattingtheQuestion, 288 QuestionWording:AProblemofCommunication, 293 SequenceandLayoutDecisions, 298

CONTENTS xix QuestionnaireDesignforInternationalResearch, 303 Summary, 306 QuestionsandProblems, 306 EndNotes, 310 Case12-1:WineHorizons, 310 Case12-2:Smith’sClothing(A), 313 Section C: Causal Research 13 Experimentation 314 LearningObjectives, 314 DescriptiveversusExperimentalResearch, 315 WhatConstitutesCausality?, 316 LaboratoryandFieldExperiments, 318 ThreatstoExperimentalValidity, 319 IssuesinExperimentalResearch, 321 TypesofExperimentalDesigns, 323 GuidelinesforConductingExperimentalResearch, 337 LimitationsofExperiments, 338 Summary, 340 QuestionsandProblems, 341 EndNotes, 342 Case13-1:EvaluatingExperimentalDesigns, 343 Case13-2:BarrieFoodCorporation, 344 Section D: Sampling 14 Sampling Fundamentals 345 LearningObjectives, 345 SampleorCensus, 345 SamplingProcess, 347 ProbabilitySampling, 353 NonprobabilitySampling, 358 ShoppingCenterSampling, 363 SamplingintheInternationalContext, 364 Summary, 366 QuestionsandProblems, 367 EndNotes, 369 Case14-1:ExercisesinSampleDesign, 370 Case14-2:TalbotRazorProductsCompany, 370 15 Sample Size and Statistical Theory 373 LearningObjectives, 373 DeterminingtheSampleSize:AdHocMethods, 374 PopulationCharacteristics/Parameters, 375

CONTENTS xx SampleCharacteristics/Statistics, 376 SampleReliability, 377 IntervalEstimation, 379 SampleSizeQuestion, 381 Proportions, 382 CoefficientofVariation, 384 StratifiedSampling, 384 MultistageDesign, 387 SequentialSampling, 387 Summary, 388 QuestionsandProblems, 388 EndNotes, 390 CasesforPartII, 391 CaseII‐1:CurrencyConceptsInternational, 391 AppendixA:InterviewGuideforInternationalTravelers(U.S.Citizens), 395 Part III Data Analysis 16 Fundamentals of Data Analysis 397 LearningObjectives, 397 PreparingtheDataforAnalysis, 398 StrategyforDataAnalysis, 402 Cross‐Tabulations, 406 FactorsInfluencingtheChoiceofStatisticalTechnique, 408 AnOverviewofStatisticalTechniques, 410 Summary, 415 QuestionsandProblems, 415 EndNotes, 416 Appendix:ChoiceofaStatisticalPackage, 416 17 Hypothesis Testing: Basic Concepts and Tests of Associations 417 LearningObjectives, 417 TheLogicofHypothesisTesting, 418 StepsinHypothesisTesting, 419 BasicConceptsofHypothesisTesting, 420 Cross‐TabulationandChi‐Square, 423 Summary, 432 QuestionsandProblems, 432 EndNotes, 433 Case17-1:MedicalSystemsAssociates:MeasuringPatientSatisfaction, 434 18 Hypothesis Testing: Means and Proportions 436 LearningObjectives, 436 CommonlyUsedHypothesisTestsinMarketingResearch, 437

CONTENTS xxi RelationshipBetweenConfidenceIntervalandHypothesisTesting, 440 AnalysisofVariance(ANOVA), 441 TheProbability‐Values(p‐Values)ApproachtoHypothesisTesting, 455 EffectofSampleSizeandInterpretationofTestResults, 456 Summary, 457 QuestionsandProblems, 457 EndNotes, 458 Case18-1:AmericanConservatoryTheater, 459 Case18-2:AppleApplianceStores, 460 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 462 LearningObjectives, 462 CorrelationAnalysis, 463 RegressionAnalysis, 467 Summary, 486 QuestionsandProblems, 487 EndNotes, 489 Case19-1:TheSeafoodGrotto, 490 Case19-2:ElectionResearch,Inc., 491 20 Discriminant, Factor, and Cluster Analysis 492 LearningObjectives, 492 DiscriminantAnalysis, 492 MultipleDiscriminantAnalysis, 501 SummaryofDiscriminantAnalysis 505 FactorandClusterAnalysis, 505 FactorAnalysis, 506 SummaryofFactorAnalysis, 517 ClusterAnalysis, 518 SummaryofClusterAnalysis, 528 QuestionsandProblems, 528 EndNotes, 530 Case20-1:SouthwestUtility, 530 Case20-2:StoreImageStudy, 531 21 Multidimensional Scaling and Conjoint Analysis 534 LearningObjectives, 534 MultidimensionalScaling, 534 Attribute‐BasedApproaches, 535 SummaryofMDS, 544 ConjointAnalysis, 545 SummaryofConjointAnalysis, 552 QuestionsandProblems, 553

CONTENTS xxii EndNotes, 554 Case21-1:Nester’sFoods, 555 Case21-2:TheElectricTruckCase, 556 22 Presenting the Results 557 LearningObjectives, 557 GuidelinesforSuccessfulPresentations, 557 WrittenReport, 563 OralPresentation, 567 RelationshipwiththeClient, 570 Summary, 571 QuestionsandProblems, 571 EndNotes, 571 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 572 LearningObjectives, 572 New-ProductResearch, 573 PricingResearch, 583 DistributionResearch, 586 PromotionResearch, 592 TotalQualityManagement, 602 InformationRequirementsforTotalQualityManagement, 604 Summary, 610 QuestionsandProblems, 611 EndNotes, 613 Case23-1:NationalChemicalCorporation, 614 Case23-2:HokeyPokeyisBorninIndia, 615 24 Brand and Customer Metrics 617 LearningObjectives, 617 CompetitiveAdvantage, 617 BrandEquity, 620 CustomerSatisfaction, 626 CustomerSatisfactionMeasurementProcess, 628 ContemporaryApplicationsofMarketingIntelligence, 632 MaximizingCustomerProfitability, 634 Summary, 637 QuestionsandProblems, 637 EndNotes, 637

CONTENTS xxiii 25 New Age Strategies 639 LearningObjectives, 639 DatabaseMarketing, 640 E‐Commerce, 650 MobileMarketing, 654 SocialMarketing, 657 ExperientialMarketing, 662 RelationshipMarketing, 662 RecentDevelopmentsinRelationshipMarketing, 664 Word‐of‐MouthMarketing, 669 CustomerIntelligence, 670 Summary, 675 QuestionsandProblems, 675 EndNotes, 675 Appendix A 677 A-1. StandardNormal,CumulativeProbabilityinRight‐HandTailfor PositiveValuesof z;AreasareFormedby Symmetry 677 A-2. χ 2CriticalPoints 678 A-3. F CriticalPoints 680 A-4. Cut‐OffPointsfortheStudent’s t‐Distribution 685 A-5. ProceduresforConductingUnivariateand Multivariate AnalysisinSPSS 686 A-6. OutputofSelectTablesinSPSS 690 Glossary 703 Index 721

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