Vipanchith Reddy NalimelaWeek-6 DiscussionMarketing Manage.docx

Vipanchith Reddy Nalimela
Week-6 Discussion
Marketing Management
BADM-533-01
University of Cumberlands
The assigned reading for this week has many important concepts
that would help in learning the marketing management course.
The marketing framework is important to learn the basic about
the market. The basic structure of a market is made of 5C’s i.e.,
customer, company, content, collaborators, and competitors.
The basic framework of product manufactured by any company
is governed by for basic elements like product, price, place and
promotion. Making the product reach the right customers at
right time can be done by understanding the basic elements of
promoting the product like segmentation, targeting, and
positioning. The market research techniques caught my attention
for the detailed analysis that can be made in different situations
using the techniques provided in this chapter. The conjoint
analysis is particularly helpful in catching the customer’s
attention in the café like situations. In the given scenario
designing the conjoint for making most of the customers happy
while ordering the pizza can be efficiently done using the
conjoint studies and conjoint analysis. Each customer has
different preferences and product attributes while ordering a
pizza as there were zillion combinations of ingredients used in
making a pizza. In the situations and scenarios like ordering a
pizza, the Café should also optimize the time for ordering and
receiving a pizza for a customer and also make the café should
make the customer feel happy about the price he or she being

charged for a pizza. The conjoint analysis particularly helpful in
pricing the fair and square for a product and making customer
feel happy about the price that they have paid for a particular
product. The B schools café are usually visited by regular
customers often the people associated with the B school like
students and staff would visit the B School Café for their
different needs like breakfast, lunch, snacks, etc and offering
the packages or programs like monthly packs etc, for these
kinds of customers would be helpful for both the Café managers
and visiting customers(Iacobucci., 2018).
PIZZA
COMBINATION
PRICE
WHEAT CRUST
THICK CRUST + PLAIN CHEESE + SAUSAGE
$60/MONTH
WHEAT CRUST
THIN CRUST + PLAIN CHEESE+SAUSAGE
$55/MONTH
WHITE CRUST
THICK CRUST + PLAIN CHEESE+ SAUSAGE
$50/MONTH
WHITE CRUST
THIN CRUST + PLAIN CHEESE + SAUSAGE
$40/MONTH
There were many more combinations that can be used and added
to the conjoint analysis. The analysis and the design for
ordering a pizza at a café would make the customers choose
their orders easily and also the offering the customers such
analysis would make the customer both loyal and happy with the
service provided. This analysis would make the customer happy
by making him or her feel that he is paying for the service that
he or she is being provided with(Iacobucci., 2018).
References:
Iacobucci, D. (2018). Marketing management. 5th ed. Cengage

Learning
Hardware & Software Assignment (35 points)
Problem:
Your boss Michael Sparks, Vice President of Warehouse
Operations, wants to purchase devices such as tablets or
laptops for the six (6) Customer Account Managers. The
company would like the Customer Account Managers to
be more accessible and have the ability to respond to customers
more efficiently and in a timelier manner. Mr.
Sparks has asked you as the Customer Account Supervisor, to
research the purchase of a device that will meet the
needs of these employees. You will need to persuade Mr. Sparks
that your solution is the best solution for this
group of employees.
In order to persuade Mr. Sparks to purchase your solution, you
will need to research different devices and software
that meet the needs of the Customer Account Managers.
The following criteria should be considered. Mr. Sparks is on a
tight budget but wants the best solution.
Cost $500 per unit, apps and accessories – device will need to
access the organizations warehouse inventory application
which does have a mobile interface.
Connectivity WIFI and 5G or 4G ability.
Processor Processing speed must be powerful/fast enough to
multitask

Display Easy to read and use
Size Device must be readable and practical to carry
Accessories Chargers, cases, etc.
Warranty 2 years or more
Dual Cameras Front and rear facing for online meetings such as
Teams, Zoom,
Skyping or Facetime, taking photos of
items in the field
Operating System Apple, Android, Windows
Software Available Apps, productivity software such as word
processing,
spreadsheets, browsers etc.
Any costs associated should be included in the costs for the
devices.
He has given you a budget of $500 dollars for each unit. There
are six Customer Account Managers.
You will need to research vendor websites and evaluate and
select an appropriate device using the minimum
requirements listed above. Since Mr. Sparks has stated that the
device should also have 4G/5G capability, you will
need to consider the cost of the data plan. The data plan should
be included in your analysis but is outside the
$500 for each device. However, the total expense for 4G/5G
support should be included in your analysis.
The point is to get the most for the money allocated for each

device and to persuade Mr. Sparks to purchase your
recommended solution.
Use appropriate persuasive techniques and memo etiquette. Be
sure to use a memo format (see BCOM
Appendix Module in D2L). Save your persuasive memo to a
word processing file that can be read in a Word
format. ( i.e. Lastname2200memo.docx)
Submit file to D2L.
Week 6
In this week's chapter, I learned the importance of customer
satisfaction and why it is important to have good customer
relationship. To satisfy the customer company should
continuously focus on research on their needs and wants. To
learn about customers different research techniques are used. I
found marketing research techniques very interesting. The most
popular research techniques used in marketing are cluster
analysis, perceptual mapping, focus groups, conjoint analysis,
and surveys. Cluster analysis is the method that is used to group
similar objects into respective categories. It will help to identify
specific groups within a population. Perceptual mapping is a
technique used to compare different products and identify gaps
in the market and demonstrate how the brand is positioned
against competitors. A Focus group is a research method where
a small group of people gathers to provide feedback regarding a
product and services. Conjoint analysis is a research technique
that helps to measure what customer’s value most about the
product and services and lastly survey helps to collect feedback
from the target audience. It is an affordable as well as a reliable
way to gather information.
In conjoint analysis, products are broken down into attributes
and those attributes are tested to identify what customers prefer.

Pizza can be made by combining many ingredients. If I have to
design conjoint for b school cafe I would have designed in the
following way. In the following table, pizza is sorted into four
attributes that is pizza base, crust, topping, and veg/non-veg and
given four options with combinations.
Types
Option 1
Option 2
Option 3
Option 4
Pizza Base
Wheat
White
Wheat
White
Crust
Thick
Thin
Thin
Thick
Topping
Plain Cheese
Extra Cheese
Extra Cheese
Plain Cheese
Veg and Non-Veg
Vegetable
Sausage and
Green Pepper
Sausage and
Green Pepper
Vegetable
I will use the above conjoint and measure what the café
manager and students will order more frequently from given 4
options. I will use conjoint analysis of the above combination to

see what the student’s value most in pizza base, crust, topping,
etc. Also, I will ask them to rate the option. Designing conjoint
will help me to know what students and college staff prefer
while buying a pizza. To satisfy customer it is important to
understand which aspects of the product are most valued and
preferred by the customer. Conjoint analysis help to “ assess the
relative importance of attributes, assess relative value by level,
evaluate adoption potential, test the impact of new features, find
optimal pricing, and profit potential customers”.
To make most of them happy I will focus on improving the
quality of the most preferred option and make sure they are
available to customers all the time.
Reference:
Retrieved from https://conjointly.com/guides/what-is-conjoint-
analysis/
© 2018 Cengage Learning®. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
© 2018 Cengage Learning.® May not be scanned, copied or
or in part.
15.
1
15
Marketing Research Tools
or in part.

15. 2
or in part.
15.
2
Marketing Framework
3
or in part.
15.
Discussion Questions #1
How can you find the answers to the following questions?
How will your targeted customer respond to a price of $7.99
compared to $9.99?
Should you add a new feature that costs $4.00?
Which is a more effective slogan: “We love to see you smile” or
“Have it your way”?
4
or in part.
15.
Marketing Research
Marketing decisions should be fact-based

Smart marketers are continually gathering market information
Marketers also conduct specific research projects
5
or in part.
15.
Marketing Research Techniques
6
or in part.
15.
Marketing Research Process
7
or in part.
15.
Kinds of Data
8
or in part.

15.
Popular Research Techniques
Cluster analysis
Perceptual mapping
Focus groups
Conjoint analysis
Scanner data
Surveys
9
or in part.
15.
Cluster Analysis
Clustering
Form groups within groups of customers, who are seeking
something similar and different across groups
Each group has different attributes
Often used for segmentation
10
or in part.
15.
Cluster Analysis Example
(slide 1 of 4)
Segmentation of NPO supporters
Desired result: Determine if segment exists that may donate to

an NPO that funds higher education
Start with a survey
11
or in part.
15.
(slide 2 of 4)
Survey used to interview customers
12
or in part.
15.
(slide 3 of 4)
NPO dataset
13
or in part.
15.

(slide 4 of 4)
Next, conduct cluster analysis
C1 cares about environment, but not much
C4 cares about medical causes; thinks higher ed is expensive
and would support students
C2 cares about the arts; thinks higher ed helps society
14
or in part.
15.
Cluster Analysis Questions
Which segment is most attractive for the NPO to target? Why?
15
or in part.
15.
Perceptual Mapping
Positioning studies are used to understand customer perceptions
of brands in the marketplace
Perceptual maps assist in positioning
They give pictures of competing brands and attributes
Two approaches
Attribute-based approach
Multidimensional scaling (MDS)

16
or in part.
15.
Perceptual Mapping: Attribute-Based
(slide 1 of 2)
In attribute-based perceptual mapping
Customers complete a survey
17
or in part.
15.
Perceptual Mapping: Attribute-Based
(slide 2 of 2)
Responses on each question are averaged
Result is a pair of means for each attribute
e.g., BeFit Gym is perceived as a good value
The pairs of means are used to plot the attributes in a two-
dimensional space
18
or in part.
15.

Perceptual Mapping Questions #1
Which attribute is most important?
How does BeFit Gym score on this attribute relative to
competitors?
Which attribute should BeFit Gym consider improving? Why?
19
or in part.
15.
Perceptual Mapping: MDS
Multidimensional scaling starts by asking, “How similar are
these two brands?”
Asks for each pair of brands
Then, each brand is rated on attributes
20
or in part.
15.
Perceptual Mapping Questions #2
Which brands are viewed as most similar?
Which brand is the most different?
21
or in part.
15.

(slide 1 of 3)
Results are then plotted
Similar brands are closer together; different brands are further
apart
22
or in part.
15.
(slide 2 of 3)
Next, overlay the perceptual map with the attribute ratings
23
or in part.
15.
(slide 3 of 3)
Feature
fun classes
in ads
Feature staff

in ads
Show fun amenities
MDS can be used to determine how to reposition the brand
24
or in part.
15.
Focus Groups
(slide 1 of 2)
Focus groups
Used for concept testing & ad development
Exploratory technique using 2–4 groups of 8–10 customers
Not good for prediction; best to follow up with a survey
Usually last 1.5–2 hours
25
or in part.
15.
Focus Groups
(slide 2 of 2)
Focus group moderator
Starts with introductions and easy questions
Proceeds to key client questions
Keeps the discussion going
Brings out quieter members

Controls overbearing members
Moderator usually analyzes results along with company input
26
or in part.
15.
Discussion Question #2
Describe at least two research techniques to answer the
following objective: How will customers respond to our new
packaging?
27
or in part.
15.
Conjoint Analysis
(slide 1 of 2)
Conjoint studies
Used to understand how consumers make trade-offs
Helps uncover customers’ most important product attributes
Good for pricing, new products, branding, etc.
e.g., Would frequent fliers in a loyalty program want access to
an elite club at large airports?
28
or in part.
15.

Conjoint Analysis
(slide 2 of 2)
Participants rate each option from least to most preferred
What feature do customers want?
29
or in part.
15.
Conjoint Analysis Questions #1
Fliers’ judgments are in the last column
Describe how the customers’ preferred option differs from the
2nd most preferred.
What does this difference mean to marketers?
30
or in part.
15.
Conjoint Analysis Questions #2
Regression is run on data with flier ratings as the dependent
variable
Predicted rating = 5 + 1 Club + 2 Upgrade – 4 Fee
How would you interpret this?
How would you design your program based on these results?

31
or in part.
15.
Scanner Data
(slide 1 of 4)
Companies use scanners to track purchase information and store
it in a database
Tracked information includes:
What you bought
How much you bought
What brands you bought
How much you paid for everything
Loyalty cards then link this information to each customer
32
or in part.
15.
Scanner Data
(slide 2 of 4)
Store and area auditors integrate additional information into
database
e.g., Prices of competing brands, sales/featured items,
advertised brands
Companies can add data from customer panel who provide
household information and agree to have their media tracked
These data, with the other tracked data, determine purchase
patterns

33
or in part.
15.
Scanner Data
(slide 3 of 4)
Scanner data can be used to forecast demand and determine
responses to marketing changes
Experiments with scanner data
Increase price by X—what happens to sales?
Manipulate independent variable (price); hold all else constant;
measure impact on dependent variable (sales)
Compare sales results to control group
High internal validity
34
or in part.
15.
Scanner Data
(slide 4 of 4)
Naturalistic observation with scanner data
Instead of manipulating environment, just constantly monitor
Things happen that are beyond your control
e.g., Competitors raise price
High external validity
More difficult to attribute sales differences to one localized
action
Smart companies do experiments and naturalistic observation

35
or in part.
15.
Surveys
(slide 1 of 2)
Surveys
Often used to measure customer satisfaction, repurchase
intentions, etc.
To administer
Write survey questions
Pretest them
Administer to a sample of customers
Analyze results
36
or in part.
15.
Surveys
(slide 2 of 2)
Survey considerations
Surveys can be administered in person, over phone, on the Web,
etc.
Surveys should be short to enhance response rate
Responses should be confidential
Responses should not be used for subsequent sales opportunities
Respondents can be consumers or B2B
37

or in part.
15.
Surveys—Factor Analysis
Factor analysis is utilized to simplify variables
Factor analysis examines strong and weak correlations to
identify underlying factors common to the responses
High correlations imply that you may be measuring the same
concept
38
or in part.
15.
Which items hang together?
39
or in part.
15.
What would you label Factor 1?
What would you label Factor 2?
40

or in part.
15.
You developed an idea for a new shoe: Having a single shoe
sole in which you can clip on different shoe tops to create
different shoes (the Onesole).
Describe appropriate research techniques to answer each of the
following questions.
Is this concept viable?
Which will generate more sales: one pair of soles and one shoe
top for $30, or one pair of shoe soles and 3 shoe tops for $50?
41
or in part.
15.
Managerial Recap
(slide 1 of 2)
Cluster analysis identifies similar customer groups—ideal for
segmentation
Surveys and MDS are used to create perceptual maps—ideal for
positioning
Focus groups are exploratory—ideal for product concept and ad
testing
42
or in part.
15.

Managerial Recap
(slide 2 of 2)
Conjoint methods indicate trade-offs—ideal for product design
Scanner data—ideal for investigating brand switching, loyalty,
price sensitivity, and marketing experiments
Surveys—ideal for satisfaction
Can be simplified through factor analysis
43
or in part.
15.
© 2018 Cengage Learning®. May not be scanned, copied or
or in part.
or in part.
1
14
Customer Satisfaction and Customer Relationships

or in part.
14. 2
or in part.
14.
2
Marketing Framework
3
or in part.
14.
Does customer satisfaction matter? Why or why not?
How do you determine whether you are satisfied?
4
or in part.
14.
Customer Evaluations
(slide 1 of 3)
Customer evaluations include
Customer satisfaction
Perceptions of quality

Customers’ intentions to repurchase
Customers’ likelihood of word-of-mouth, etc.
Marketers track these evaluations because they impact the
bottom line
5
or in part.
14.
(slide 2 of 3)
Customer Evaluations =
Experience − Expectations
6
or in part.
14.
Evaluation Outcomes
If customers’ experiences
Low-involvement purchases
Evaluation is instantaneous
Expectations are usually latent
Higher-involvement purchases
Evaluation is deliberative and conscious

7
or in part.
14.
(slide 3 of 3)
Search goods
Evaluate obvious qualities; straightforward
Experiential purchases
Evaluate after trial/consumption
Expectations might not be fully formed; the experience shapes
evaluation & expectations
Credence purchases
Don’t have expertise to evaluate
Evaluate what one can (price, looks, etc.)
8
or in part.
14.
Sources of Expectations
Personal experience
Consumers trust their own experience
Experience can be direct or indirect
Friends and experts
Trust those with no commercial gain
Marketing mix elements
Ads, price, retail atmosphere, etc.
Third-party communications
e.g., Consumer Reports, books, and Internet
9

or in part.
14.
Expectation and Experience
The core (hygiene factors) and peripheral components
(motivating factors) of a product both contribute to satisfaction
If the core is good, it doesn’t enhance satisfaction much because
it is expected to be good
If the core is bad, it can affect dissatisfaction
Peripheral services can affect both
10
or in part.
14.
Expectation & Experience: Flowcharts
Marketers create flowcharts that map all of the interactions
between the customer and company
From the eyes of the customer
Flowcharts are used to
Generate quality measures at each stage
Identify points of repeated problems
Suggest system redesigns to improve efficiency
11
or in part.
14.
Types of Expectations

Ideal levels of quality
Predicted levels of quality
Adequate levels of quality
Zone of tolerance exists between the adequate and predicted
levels of quality
12
or in part.
14.
Customer Value
Value
The trade-off of the quality of the purchase received compared
to the price paid and other costs incurred
Marketers try to increase perceptions of value
13
or in part.
14.
Expectations
Expectations are dynamic
What pleased a customer last time may no longer suffice
Expectations vary cross-culturally
In individualist cultures, satisfaction is heavily influenced by
quality of reliability and service provider responsiveness
In collectivistic cultures, satisfaction is heavily influenced by
the relational aspects of frontline employees
14

or in part.
14.
Measurement
Measuring quality with precision is difficult
Customer perceptions can be measured with surveys
Compare results to previous or competitive benchmarks
Surveys that measure multiple facets of customers’ thoughts are
more actionable
15
or in part.
14.
Customer Dissatisfaction
The primary means to regain a dissatisfied customer is through
empowered frontline employees
Immediately redress the problem
Empathize with customer
Offer a perk for customer’s troubles
16
or in part.
14.
Customer Relationship Marketing
(slide 1 of 2)
Customer satisfaction is first step in
long-term relationship

Loyalty programs
Price discounts may keep customers from defecting while
inducing additional purchasing
Some companies may assume loyal customers are price
insensitive and charge them more
17
or in part.
14.
Customer Relationship Marketing
(slide 2 of 2)
CRM programs track customer information including RFM
information
Recency, frequency, and monetary values of customers’
purchase history
These factors are used to “score” customers to identify the most
desirable customers
18
or in part.
14.
Describe the most desirable customers according to the figure.
19

or in part.
14.
Customer Database Information
Contact information
Demographics
Lifestyle and psychographic data
Internet info
Transaction data (RFM, etc.)
Rate of response to marketing offers
Complaints
20
or in part.
14.
CRM
CRM programs
Take planning and money
Require ongoing customer monitoring
Companies struggle to design an information system with
desired qualities
Integrate inputs from all relevant customer touch points
Access information in useful formats for managerial usage
21
or in part.
14.
Customer Lifetime Value

(slide 1 of 2)
Companies utilize customer lifetime value (CLV) to assess
customers in terms of their worth to the company
Some customers are costly to acquire, others more costly to
retain
22
or in part.
14.
Customer Lifetime Value
(slide 2 of 2)
23
or in part.
14.
Customer Lifetime Value Example
24
or in part.
14.
Managerial Recap
(slide 1 of 2)
Quality and customer satisfaction can be precisely measured for

goods, but not as easily for services
Surveys can be used to ask customers for their evaluations of
any purchase
Marketers care about loyalty and customer relationship
management
25
or in part.
14.
Managerial Recap
(slide 2 of 2)
Customer lifetime value is a means of translating marketing
efforts into financial results
CLV allows firms to match customer benefits to revenues to
ensure that each customer relationship remains profitable
26
or in part.
14.
Reflect on the assigned readings for the week. Identify what you
thought was the most important concept(s), method(s), term(s),
and/or any other thing that you felt was worthy of your
understanding.
Also, provide a graduate-level response to each of the following
questions:

i. Imagine designing a conjoint for your b-school’s café. In
particular, you’re in charge of the daily pizza orders. Pizzas are
tricky—while they’re a simple food, they can be created in a
zillion combinations. What factors should you test in terms of
your fellow students’ likely preferences? Wheat crust vs. white,
thick vs. thin, plain cheese vs. sausage vs. sausage and green
pepper vs. vegetarian (you get the picture). Design a conjoint
that would result in identifying 2 or 3 popular slices that your
café managers could order every morning. The student body
knows you’re responsible—how do you make most of them
happy?
[Your initial post should be based upon the assigned reading for
the week, so the textbook should be a source listed in your
reference section and cited within the body of the text. Other
sources are not required but feel free to use them if they aid in
your discussion].
[Your initial post should be at least 450+ words and in APA
format (including Times New Roman with font size 12 and
double spaced). Post the actual body of your paper in the
discussion thread then attach a Word version of the paper for
APA review]
[Your post must be substantive and demonstrate insight gained
from the course material. A peer response such as “I agree with
her,” or “I liked what he said about that” is not considered
substantive and will not be counted for course credit. A blank
post just to review other submissions will not be tolerated]

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