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customer satisfaction index or indifference and dissatisfaction

Shall we increase the customer satisfaction index or decrease…

May 26, 2018September 19, 2018

#StrategicMarketing #MarketResearch #MarketingAnalysis #CustomerSatisfaction

By Mirio E.D. de Rosa

Defining customer satisfaction with a single value, like the Customer Satisfaction Index (CSI), Net Promoter Score (NPS^®), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), or other index, may prove ineffective and expensive. This article discusses a more accurate approach to measuring consumer satisfaction. Read more “Shall we increase the customer satisfaction index or decrease indifference and dissatisfaction?” →

Innovation in strategic marketing- Segmentation and differentiation

The very first brand: A tale of segmentation and…

April 23, 2018September 19, 2018

#StrategicMarketing #Segmentation #MarketResearch #Differentiation

By Mirio E.D. de Rosa

Segmentation and differentiation are perhaps the most powerful weapons in the marketing arsenal. Yet they are also the least understood. Why? Because way too often marketers do not understand customers. They can talk products, but features don’t make products different. This article aims to shed some light on how to create solutions that are really desirable to buyers and users while being truly different from competing brands. Enjoy it.

Data analytics: Moving the first step as analytical company

How to evolve into an analytical company

March 4, 2018September 19, 2018

#StrategicMarketing #MarketResearch #MarketingAnalysis

By Mirio E.D. de Rosa

Chances are your company isn’t ready to profit from the alluring promises of data analytics. You need to learn how to make and test hypotheses at scale before you can earn the title of Analytical Company. Read further. I am going to tell you how to develop analytical skills to move your business ahead. Read more “How to evolve into an analytical company” →

How to create a marketing strategy that delivers what…

December 15, 2017September 19, 2018

#StrategicMarketing #Segmentation #ProductStrategy #MarketResearch #MarketingStrategy #Differentiation

By Mirio E.D. de Rosa

Marketing is about creating and executing strategies, and there are several, connected strategies in a strategic plan. The marketing strategy helps make sense of all the strands of a brand’s strategic plan, but Read more “How to create a marketing strategy that delivers what it promises” →

What survey sample size?

November 29, 2017September 19, 2018

#StrategicMarketing #MarketResearch

By MarketingStat

What survey sample size? How large should be a survey sample?

A survey sample analysis helps using survey data appropriately so to make correct decisions.

There are 4 main methods to determine a survey sample size: Read more “What survey sample size?” →

What is a Usage and Attitude survey study?

November 29, 2017September 19, 2018

#StrategicMarketing #MarketResearch

By MarketingStat

A Usage and Attitude survey (U&A) investigates product usage and consumer attitude towards one or more products or a whole product category, and it may help creating the strategic Read more “What is a Usage and Attitude survey study?” →

When is a survey representative?

November 29, 2017September 19, 2018

#StrategicMarketing #MarketResearch

By MarketingStat

When is a survey representative? Each survey is a representative survey. The real question is: Representative of what?

Many erroneously believe Read more “When is a survey representative?” →

What is product restaging?

November 29, 2017September 19, 2018

#ProductStrategy #OnStrategy #MarketResearch

By MarketingStat

What is product restaging? We speak of restaging when the product performance changes.

Restaging may require the modification of the Read more “What is product restaging?” →

What is quality?

November 29, 2017September 19, 2018

#StrategicMarketing #OnStrategy #MarketResearch

By MarketingStat

What is quality? What does it mean “High-quality product”?

Quality is not a differentiating concept and therefore should not be Read more “What is quality?” →

What is the copy strategy?

November 29, 2017September 25, 2018

#MarketResearch #MarketingStrategy #CopyStrategy #CommunicationStrategy

By MarketingStat

The Copy Strategy determines what to tell customers about your brand, so to win their preference.

It is the execution of the Positioning Statement. It sets a measurable objective and it is built upon three elements: Read more “What is the copy strategy?” →