Brand Performance Comparatives

DOIhttps://doi.org/10.1108/10610429310027446
Pages42-50
Publication Date01 Jan 1993
AuthorRandall G. Chapman
SubjectMarketing
JOURNAL OF
PRODUCT & BRAND
MANAGEMENT
Brand Performance
Comparatives
Randall
G.
Chapman
Importance-performance analysis is a
well-known and widely used marketing
analysis tool (Burns, 1986; Martilla and
James, 1977). It can be abused, however,
in a number of ways. We will explore one
aspect of importance-performance
analysis in detail, the brand performance
component. The term "brand" is used
here in the generic sense, to describe any
particular product or service offering
bundle.
What do the following scenarios have
in common?
A manufacturer participates in a
major national trade show. To assess
its performance at the show, a post-
event survey of customers who visited
the manufacturer's booth is
conducted. A sample of the leads
generated at the booth is contacted
and asked a few questions about the
manufacturer's booth, display
materials, helpfulness of sales
representatives, and available product
information.
A college surveys its incoming
matriculants during freshmen
orientation, several days before the
beginning of classes. Through this
venue, mass administrations of survey
questionnaires are possible at very low
cost. The main questions on the
questionnaire deal with why
matriculants chose this particular
college and how they assess the
performance of the college's
admissions efforts.
To improve usage, a public library
system surveys its library card holders
and asks them to evaluate its current
activities, programs, and performance.
A software vendor surveys its current
users (identified through warranty
cards mailed in by purchasers at the
time of purchase) with regard to
satisfaction with various aspects of
software design, packaging, and post-
sale technical support.
An airline uses in-flight passenger
surveys to assess its system-side
performance, scheduling convenience,
baggage handling, in-flight service,
cleanliness, and other airlines service
components.
A restaurant has a supply of customer
comment cards prominently displayed
near its cash registers. Customers may
use these comment cards, if they wish,
to assess the service, selection,
cleanliness, and other aspects of the
restaurant.
All of these scenarios involve current
customers or interested potential
customers (in the trade show case), and
the associated marketing research should
Journal of Product & Brand Management,
Vol.
2 No. 1, 1993, pp. 42-50,
MCB University Press,
1061-0421.
42

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