Competitive Segmentation The most clear-cut form of competitive segmentation addresses companies that use a competitive product. They can be targeted with messages and offers to “steal them” from the competition. Indirect competition is the most elusive form of competition to identify. As ...
Do you show copy headlines, ad layouts and web pages to your family, friends and coworkers asking, “What do you think of this?” If you do, you may be guilty of opinion testing your marketing. The problem is this; no matter how many people you ask an opinion test is prone to error simply becau ...
“What does marketing research do?” was the question posed to me last night on my return flight from Orlando to Ft. Lauderdale. I was seated next to a senior sales executive from a prestigious business services company and we were about halfway through our obligatory “whadaya do?” conversatio ...
Business is full of executives, attorneys, and accounts who are afraid of associating themselves with a marketing test for the fear it should fall short of anticipated results but will claim full responsibility for the risks previously taken to achieve breakthrough marketing success.
Response Rate (The % that actually responded) = Total # of Responses / Promotion Quantity X 100 Average Order = Sales / # of Orders Cost Per Order (Allows comparison across promotions/media) = Total Cost* / # of Orders Profit Per Order = Profit / # of Orders Breakeven Orders = Total Cost* ...
