应用市场研究技术,提升企业决策水平.pptVIP

Introduction What is important is to keep learning, to enjoy challenge, and to tolerate ambiguity. In the end there are no certain answers. Martina Horner President Radcliffe College Learning is not attained by chance. It must be sought for with ardor and attended to with diligence. Abigail Adams Wife of US President John Adams 1812 What Is Your Job? Before anything else …it is to make decisions that increase the value of Your company! You can’t act until you have made a decision! Execution is critical … but it always follows a decision! All research should be directed at providing information that allows decisions to be made with reduced risk. Mapping Decisions Every manager should have a sequenced list of decisions. Example: Sales manager of US Pharmaceutical company What physicians should we call on? How often should we call on them? Should we give them samples? How many samples? What message should we deliver? Etc? Examples of A Product Manager’s Decisions Stage I: Understanding the Market Opportunity Should we pursue this product idea any further? What is the preliminary estimate of size of potential market? How might we position our product? What level of differentiation do we need for success? Should we further refine a segmentation strategy? Stage II: Optimizing the Value Proposition What elements of the value proposition should we further develop to distinguish our brand from competition? What elements of the value proposition should we emphasize in promotion? Does a segmented strategy give us a greater competitive advantage? Examples of A Product Manager’s Decisions Stage III: Determining How to Best Deliver the Value Proposition Which messages deliver our positioning most effectively? Which messages establish our desired prescribing goals? Which creative execution best delivers our desired positioning and behavior? What is the best design for tactical elements such as packaging and logo to support the positioning? What price best