Consumer Marketing 2009 : Market Research Report

Consumer Marketing 2009

Published by: Richard K. Miller & Associates

Published: Sep. 1, 2008 - 260 Pages

1 OVERVIEW: 1.1 Scope; 1.2 Market Assessment; 1.3 Alternative Marketing
2 ADVERTISING: 2.1 Scope; 2.2 Market Assessment; 2.3 Shifts in Media & Advertising
3 BEHAVIORAL TARGETING: 3.1 Overview; 3.2 Market Assessment; 3.3 BT Online; 3.4 BT in Television Programming; 3.5 Privacy Concerns; 3.6 Market Resources
4 BRANDED ENTERTAINMENT: 4.1 Market Assessment; 4.2 Branded TV Programming; 4.3 Webisodes; 4.4 Branded Music
5 BRANDING: 5.1 Brand Leaders; 5.2 Brand Loyalty; 5.3 Brand Influence; 5.4 Tag Lines and Slogans; 5.5 Private Label Brands; 5.6 Brand Extensions; 5.7 Market Resources
6 CAUSE MARKETING: 6.1 Overview; 6.2 Market Assessment; 6.3 Effectiveness; 6.4 Corporate Programs and Activities; 6.5 Market Resources
7 COMMUNITY RELATIONS: 7.1 Overview; 7.2 Community Involvement; 7.3 Community Outreach Programs
8 CORPORATE IMAGE: 8.1 Patronizing Companies for Social Responsibility; 8.2 Environmental and Social Issues; 8.3 Assessing The Influence of Social Responsibility; 8.4 Case Study
9 COUPONS: 9.1 Market Assessment; 9.2 Coupon Use By Generation Y; 9.3 Impact of the Economic Downturn; 9.4 Online Coupons; 9.5 Mobile Coupons; 9.6 Market Resources
10 CUSTOM PUBLISHING: 10.1 Overview; 10.2 Market Assessment; 10.3 Trends in Custom Publishing; 10.4 Custom Marketing; 10.5 Market Resources
11 CUSTOMER SERVICE: 11.1 Overview; 11.2 Customer Service Champions; 11.3 Assessing Customer Service; 11.4 Handling Customer Problems; 11.5 Customer Relationship Management
12 DIRECT MARKETING: 12.1 Market Assessment; 12.2 Direct Marketing Agencies; 12.3 Direct Mail; 12.4 Assessing Effectiveness; 12.5 Market Resources
13 DIRECT SELLING: 13.1 Overview; 13.2 Market Assessment; 13.3 Market Trends; 13.4 Market Resources
14 EMAIL MARKETING: 14.1 Market Assessment; 14.2 Response to Email Marketing; 14.3 Opt-In and Opt-Out; 14.4 Spam; 14.5 Market Resources
15 ENGAGEMENT: 15.1 Overview; 15.2 Engagement in TV; 15.3 Engagement Online; 15.4 Participation Marketing; 15.5 Engagement in Retail
16 EVENT & EXPERIENTIAL MARKETING: 16.1 Overview; 16.2 Market Assessment; 16.3 Event Specialists; 16.4 Effectiveness; 16.5 Events and Activities; 16.6 Market Resources
17 GREEN MARKETING: 17.1 Overview; 17.2 Green Initiatives; 17.3 Promoting Green Practices; 17.4 Green Ad Agencies; 17.5 Eco-focused Media; 17.6 Earth Day Promotions
18 IN-STORE MARKETING: 18.1 Overview; 18.2 Market Assessment; 18.3 In-Store Advertising and Promotions; 18.4 In-Store TV; 18.5 Mall Networks; 18.6 Market Resources
19 INVENTORY MANAGEMENT: 19.1 Lean Inventory Strategies; 19.2 Uniqueness; 19.3 Fresh Inventory; 19.4 Strategies in an Economic Downturn
20 LEISURE & LIFESTYLE MARKETING: 20.1 Marketing Through Consumers’ Passion For Leisure Activities; 20.2 Lifestyle Advertising; 20.3 Advertising Tie-ins With Leisure; 20.4 Market Resources
21 LICENSING: 21.1 Market Assessment; 21.2 Top Licensors; 21.3 Market Trends; 21.4 Market Resources
22 LOCAL INITIATIVES: 22.1 Overview; 22.2 Made In America; 22.3 Local and State Initiatives; 22.4 Appealing to Locavores; 22.5 Case Studies
23 LOYALTY PROGRAMS: 23.1 Market Assessment; 23.2 Loyalty Programs in Consumer Segments; 23.3 Targeted Rewards Participation; 23.4 Program Characteristics; 23.5 Market Resources
24 MARKET RESEARCH: 24.1 Market Assessment; 24.2 Consumer Surveys and Opinion Polls; 24.3 Retail Sales Reporting; 24.4 Media Consumption Research; 24.5 Geodemographic Segmentation; 24.6 Tracking Consumers Online; 24.7 Consumer-Focused Market Studies
25 MARKETING STRATEGY: 25.1 Marketing in an Economic Downturn; 25.2 Marketing Budgets; 25.3 Marketing Effectiveness; 25.4 Integrated Marketing
26 MOBILE MARKETING: 26.1 Response to Mobile Marketing; 26.2 Market Assessment and Forecast; 26.3 Incentives for Mobile Ads; 26.4 Market Resources
27 MULTICHANNEL MARKETING: 27.1 Multichannel Retail; 27.2 Integration of Online and Bricks-and-Mortar Retail; 27.3 Catalogs and In-Store Sales; 27.4 Catalogs and Online Sales; 27.5 Market Resources
28 MULTICULTURAL MARKETING: 28.1 Overview; 28.2 Changing Demographics; 28.3 Multicultural Agencies; 28.4 Market Resources
29 NAMING RIGHTS: 29.1 Market Assessment; 29.2 Professional Sports Venues; 29.3 Naming Rights ROI; 29.4 Performing Arts and Concert Venues; 29.5 Convention Centers; 29.6 Hospitals; 29.7 Shopping Malls; 29.8 Colleges
30 NICHE MARKETING: 30.1 Niche Markets; 30.2 Niche Opportunities; 30.3 Niche Branding; 30.4 The Long Tail
31 ONLINE MARKETING: 31.1 Market Assessment; 31.2 Digital Agencies; 31.3 Online Video Ads; 31.4 Local Online Advertising; 31.5 Really Simple Syndication; 31.6 Other Online Marketing
32 PERSONALIZED MARKETING: 32.1 Evolving Into Personalized Marketing; 32.2 Individualized Market Communications; 32.3 Innovative Pilot Projects; 32.4 Market Resources
33 PRICING: 33.1 Price Trends In Mass Market Merchandise; 33.2 Price Trends in Luxury Merchandise; 33.3 Pricing and Packaging in a Down Economy; 33.4 Price Promotions
34 PRODUCT LINE & SERVICE EXTENSIONS: 34.1 New Products; 34.2 Brand Extensions; 34.3 Service Extensions
35 PROMOTIONS: 35.1 Market Assessment; 35.2 Promotion Agencies; 35.3 Types of Promotions; 35.4 Recent Promotional Emphasis; 35.5 Methods of Promotions; 35.6 Price Promotions; 35.7 Market Resources
36 RETURNS MANAGEMENT: 36.1 The Cost of Returns; 36.2 Tightened Return Policies; 36.3 Strategies To Minimize Returns; 36.4 Refurbishing and Reselling Merchandise
37 SAMPLING: 37.1 Overview; 37.2 Market Assessment; 37.3 Cost-Effectiveness; 37.4 Case Study
38 SEARCH ENGINE MARKETING: 38.1 Market Assessment; 38.2 Search Web Traffic; 38.3 Search Agencies; 38.4 Search Characteristics; 38.5 Search Engine Optimization; 38.6 Paid Search; 38.7 Market Resources
39 SENSORY MARKETING: 39.1 Overview; 39.2 The Influence of Music; 39.3 The Sensory Environment; 39.4 Sensory Branding; 39.5 Sensory-Focused Ads; 39.6 Market Resources
40 SHOPPABILITY: 40.1 Store Experience; 40.2 Challenges in the Retail Environment; 40.3 Improving Shoppability; 40.4 Store Layout; 40.5 Store Atmospherics; 40.6 Leisure Atmospheres in the Retail Store; 40.7 One-stop Shopping; 40.8 Convenience Shopping; 40.9 Market Resources
41 SITE SELECTION: 41.1 Criteria for Site Selection; 41.2 Location Analysis; 41.3 Urban Revitalization; 41.4 New Formats; 41.5 Success in Small Towns; 41.6 Market Resources
42 SOCIAL MARKETING: 42.1 Market Assessment; 42.2 Advertising on Social Networks; 42.3 Widgets; 42.4 Niche Networks; 42.5 Brand-Supported Social Sites
43 SPONSORSHIPS: 43.1 Market Assessment; 43.2 Arts Sponsorship; 43.3 Fair and Festival Sponsorships; 43.4 Motorsports Sponsorships; 43.5 Music Sponsorships; 43.6 Sports Sponsorships; 43.7 Cause Sponsorships; 43.8 Market Resources
44 SPORTS MARKETING: 44.1 Overview; 44.2 Market Assessment; 44.3 Athlete Endorsements; 44.4 Advertising Agencies in Sports Marketing; 44.5 Sports Sponsorships; 44.6 Post-Season Television Advertising; 44.7 Stadium and Arena Advertising; 44.8 Sports Website Marketing; 44.9 Market Resources
45 TRANSACTIONS: 45.1 Overview; 45.2 Online Payment Options; 45.3 Transactions by Cellphone
46 VIRTUAL MARKETING: 46.1 Virtual Worlds; 46.2 Brand Participation in Virtual Worlds; 46.3 Immersive Video Game Advertising
47 WEBSITES: 47.1 Website Role In Branding; 47.2 Domain Names; 47.3 Online Content; 47.4 Optimization; 47.5 Web 2.0 Features; 47.6 Small Business Websites
48 WORD-OF-MOUTH: 48.1 Market Assessment; 48.2 Influencers; 48.3 Advocates; 48.4 WOM Marketing; 48.5 Online Reviews; 48.6 Viral Ads; 48.7 Metrics; 48.8 Market Resources
49 YELLOW PAGES DIRECTORIES: 49.1 Market Assessment; 49.2 Purchasing Influence; 49.3 Online Yellow Pages; 49.4 Trends and Outlook; 49.5 Market Resources
MARKET RESOURCES
REFERENCES

Abstract

Over $1 trillion is spent annually on consumer marketing - this handbook presents an assessment of the entire scope of consumer marketing. The handbook categorizes consumer marketing activities into 48 topics, each presented in a separate chapter. For each, the handbook provides current market research and statistics, spending estimates, an analysis of effectiveness, and discussions of trends.

Topics include marketing to consumers during an economic downturn, advertising, branding, experiential marketing, branded entertainment, green marketing, online marketing, word-of-mouth, multicultural marketing, personalized marketing, behavioral targeting, and mobile marketing.

Slated to become an annual publication, this is the first edition of the Consumer Marketing title.

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Consumer Marketing 2009

Table of Contents

Abstract