Forecasting & Scenario Planning
This paper considers the subject of forecasting and scenario planning, one of the biggest challenges faced by marketers in this fast changing world. ...
China Market Entry Strategy: How To Enter The Chinese Market
The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Understanding how to enter such a large and complex market has therefore become critical. ...
Differentiation – Are Product, Brand and Service Still Enough?
Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one protected by a patent, competitors can often match any incremental change in an ever-shortening time-scale. ...
Measuring Brand Value – How Much Are Brands Worth?
It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the ...
Market Sizing: 3 Ways to Arrive at a Market Size Formula
Two key questions unlock the door for the strategic plans which marketing directors have to prepare on any product or division within their company. Where are we going (with the product/division)? How are we going to get there? Knowledge of market si ...
Market Segmentation Research – A Practical 10-Step Guide
Segmenting your market is crucial for business success. Here, we outline 10 key steps you can use to carry out a market segmentation for your business. ...
It’s The Quality That Counts
How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral. ...
Managing Distributors in B2B Marketing
There is no doubt that there are many unhappy marriages between manufacturers and their distributors and that the commonest causes of friction are misunderstandings as to when and where this channel should be used and how to get the best out of it. ...
The Questionnaire In Postal Research
A successful postal survey is one which achieves an accurate and high response. The design of the postal questionnaire is the key to that achievement and this article looks at some ways of maximising the response of postal research - and its practica ...
The Industrial Interview
Interviewing is the key element in nearly all industrial market research surveys. It dictates the accuracy and depth of information obtained and very often leads to conclusions and recommendations involving thousands of pounds worth of plant and hund ...