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Marketing News is South-Western's service to provide summaries of the latest marketing news stories. Review the brief summaries and, for stories of interest, select the full summary. |
| MARKETING RESEARCH AND INFORMATION SYSTEMS | |
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Kroger is no longer the nation's top grocer, but the Cincinnati-based supermarket chain hasn't given up hope for regaining its No.1 status. Execs at the grocery say that data mining technology will play a key role in its comeback effort. (Updated November 2006) |
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For years television networks have paid rapt attention to the Nielsen ratings to help guide programming decisions. But some networks have begun hiring new breed of ratings services that use the Internet to measure viewer engagement and "chatter" just as it bubbles to the surface. (Updated February 2006) |
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Businesses
need reliable market research to hit the mark with prospects. But if costly
surveys and focus groups aren't within a firm's financial reach, there are
other creative, budget-friendly ways to get to know one's market and target
audience. (Updated 8/27/04) |
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A
new ESPN-sponsored study shows that sports television viewership is vastly
underreported because measurements do not record viewers in out-of-home
locations such as bars, airports, and college dorms. Total viewership jumps
markedly when these additional locations are included, especially among
18-to-34-year-olds because nearly10 million college students watch TV in
locations other than their homes. (Updated 8/1/04) |
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For
those consumers old enough to remember the popular head-to-head taste trials
between Pepsi and Coke, a new contest is shaping up to capture the attention--and
market share--of the general public. Only, this time, it's not about which
cola tastes best, but which erectile dysfunction (ED) oral treatment lasts
the longest and provides the fewest side effects. And while a contest between
Cialis and Viagra may not rise to the stature of the "Pepsi Challenge"
of past decades, the theater of it all may prove equally dramatic--especially
for a consumer public accustomed to the bare-it-all marketing antics behind
pop phenom Janet Jackson and "Survivor" star Richard Hatch. (Updated 5/1/04) |
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The
Benetton Group, Italy's most eccentric clothier famous for politically-charged
advertising campaigns and brightly-colored knit fashions, has faced difficulties
in recent years, chasing misguided strategies and failing to keep pace with
emerging trends in the clothing industry. The company now seeks to cut losses
and reinvent itself in hopes of maintaining its survival while establishing
new relevance for the next generation. (Updated 1/15/04) |
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Informative
market research is vital for developing businesses and launching products
in new markets. While a variety of primary and secondary data sources such
as focus groups and demographic reports can be used to help inform strategic
decisions, business leaders must first decide on what kind of information
to gather. With some basic guidelines in mind, a simple analysis is something
you can do yourself to get the plan moving forward. (Updated 10/07/03) |
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The
world of pre-schoolers is dramatically different than it was even a decade
ago. Research is showing that first-time mothers are older, have more money,
fewer children, and spend more time working. This has led to them purchasing
more premium brands for their pre-schoolers than ever before. (Updated 10/07/03) |
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In
an effort to increase their market share, brands such as Ecco, Birkenstock,
Aerosoles and Easy Spirit are stepping up market research, conducting focus
groups and holding online surveys in an all-out effort to learn more about
current customers and find ways to entice prospective ones. (Updated 10/07/03) |
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