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Marketing Research Articles Related to Market/Category Evaluations

Marketing Research Articles Related to Market/Category Evaluations

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A new paradigm for marketing accountability

Published
February 2006
Author
Michael J. Wolfe
Abstract
The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.

Finding profitable business markets in the inner city

Published
May 2000
Author
Robert Weissbourd
Abstract
Businesses of all sizes searching for new markets are finding the most lucrative opportunities in their own backyards. Using the example of Chicago-based Shorebucks Corporation’s Neighborhood Markets Framework, this article discusses helping businesses profit in the untapped market in the inner city.

Market simulation software becomes smarter all the time

Published
February 2000
Author
Chad Johnson
Abstract
Difficulty comes when market simulation software is used to try to find an optimum product (where optimum refers to maximizing the market share, revenue, or profit that the product attains) or optimize an entire product line. This article discusses how the problem can be addressed through linear programming and algorithms.

Market structure analysis: What it is and how to do it

Published
June 2001
Author
Steven Struhl
Abstract
This article examines market structure analysis, including a comparison of marketing and economic methods and discussions of defining a market, getting to an overall market structure, marketplaces versus study of important groups, market structures, and market structures versus market segments.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Trade Talk: Bringing a little private enterprise to Medicaid

Published
January 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
A profile of a firm that found and filled a gap in the Medicaid prescription reimbursement process.