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Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter Twenty-Six
Emerging Applications of Marketing
Research: Database Marketing and
Relationship Marketing
Database Marketing
Database
Definition
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A customer list to which has been added
information about the characteristics and the
transactions of these customers. Businesses
use it to cultivate customers and develop
statistical profiles of prospects most like their
present customers
Marketing Research 7th Edition
© Aaker, Kumar, Day
Database Marketing (Cont.)
Need
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Define your target group
Go into your database
Create a matched set
Expose the test variable
Minimize other marketing efforts while the test is going
on
Allow test program enough time to work
Measure results by comparing the two groups’ sales
Take action. If test results warrant going ahead, then
Implement it
Marketing Research 7th Edition
© Aaker, Kumar, Day
Database Marketing (Cont.)
Elements
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A unique identifier such as an ID or match code
Name and title of individual and/or organization
Mailing address, including ZIP Code
Telephone number
Source of order, inquiry, or referral
Date and Purchase details of first transaction
Recency/frequency/monetary transaction history
Credit history and rating
Relevant demographic data for consumer buyers
Relevant organizational data for industrial buyers
Marketing Research 7th Edition
© Aaker, Kumar, Day
Database Marketing (Cont.)
Benefits
Customers are easier to retain than acquire
 Determine their “lifetime value”
 Developing relationships with customers
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Marketing Research 7th Edition
© Aaker, Kumar, Day
Ways to Gather Consumer
Data
Rebate Cards
Suggestion Cards
Warranty Registration Cards
Free Subscription Offer Cards
Directly Ask Consumers
Marketing Research 7th Edition
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Ways to Gather Consumer
Data (Cont.)
Guerilla Tactics
Get the product right
Use low-tech targeting and creative thinking
Use other people’s data (OPD) first
Buy new media
Marketing Research 7th Edition
© Aaker, Kumar, Day
Types of Databases
Active
Inactive
Inquiries
Value Added Databases
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Overlay of multiple databases
Marketing Research 7th Edition
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Identifying Most Profitable
Customers
Recency of Purchase
Frequency of Purchase
Monetary Value of Purchase
Validating Prospect Profiles
Benefits of Database Marketing
Marketing Research 7th Edition
© Aaker, Kumar, Day
E-Commerce
Fundamentals
E-commerce influence
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The impact of the net on purchases made
entirely off-line
E-commerce ordering
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Captures the orders that are placed on-line but
paid for later via telephone or in-store
E-commerce buying
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Combines ordering and paying on-line
Marketing Research 7th Edition
© Aaker, Kumar, Day
E-Commerce (Cont.)
Real-time marketing
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The marketing process of personally
customizing goods or services that continuously
update themselves to track changing customer
needs, without intervention by corporate
personnel, and often without conscious or overt
input from the customer
Marketing Research 7th Edition
© Aaker, Kumar, Day
Relationship Marketing
Relationship Marketing Incorporates Three
Elements
Identifying and building a database of current and
potential consumers which records and crossreferences a wide range of demographic and purchase
information
Delivering differential messages to these people through
established and new media channels based on
consumers' characteristics and preferences
Tracking each relationship to monitor the cost of
acquiring the consumer and the lifetime value of his/her
purchases
Marketing Research 7th Edition
© Aaker, Kumar, Day
Integrated Marketing
Communications
The process of developing and
implementing various forms of
persuasive communications programs
with customers and prospects over time
The goal of the IMC is to influence or
directly affect the behavior of the
selected communications audience
Marketing Research 7th Edition
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Forecasting
Qualitative Methods
Jury of Executive Opinion
Sales Force Estimates
Surveys of Customer Intentions
Delphi Approach
Marketing Research 7th Edition
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Forecasting (Contd.)
Quantitative Methods
Time-series Extrapolation
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Trend projection
Causal Models
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Leading indicators
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Regression models
Marketing Research 7th Edition
© Aaker, Kumar, Day