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Applying Research and Insights: Customer, Brand, Product

Fee:

$2,575.00

· QuickCode:

QQAHPY

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The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas involving your customer, brand and product/service. You will learn how to: Understand your customers, your products/services and your competitive environment; Segment your markets and position your products/services in the target markets; Generate new product ideas, test concepts and products, measure market performance, and track changes; Decide what to advertise, where to advertise, and how to evaluate your message; Evaluate alternative pricing strategies and assess demand for current and new products. Two days. Fee per person: $2575.

Burke Institute

Provider:


Burke Institute

Topic(s):


Customer Service & Sales > Marketing

Who Should Attend?


Marketing researchers


What You Will Learn

The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas involving your customer, brand and product/service. You will learn how to:


COURSE OUTLINE AND SCHEDULE

FIRST DAY

8:30 - 8:45 Introduction

8:45 - 10:15 SESSION 1 - RESEARCH FOR MARKETING DECISIONS

10:15 - 10:30 Break

10:30 - 12:00 SESSION 2 - UNDERSTANDING YOUR MARKETS

12:00 - 1:15 Lunch Break

1:15 - 3:00 SESSION 3 - UNDERSTANDING YOUR CUSTOMER

3:00 - 3:15 Break

3:15 - 5:00 SESSION 4 - UNDERSTANDING YOUR BRAND (Part 1)

SECOND DAY

8:30 - 10:15 SESSION 5 - UNDERSTANDING YOUR BRAND (Part 2)

10:15 - 10:30 Break

10:30 - 12:00 SESSION 6 – UNDERSTANDING YOUR PRODUCTS/SERVICES (Part 1)

12:00 - 1:15 Lunch Break

1:15 - 2:45 SESSION 7 – UNDERSTANDING YOUR PRODUCTS/SERVICES (Part 2)

2:45 - 3:00 Break

3:00 - 4:30 SESSION 8 - UNDERSTANDING YOUR DISTRIBUTION CHANNELS

4:30 Concluding Remarks


Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline

1931

Alberta Burke starts Burke Marketing Research as a data collection agency.

1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.

1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".

1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.

2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.

2005

Becomes 100% Employee-Owned

Burke Quick Facts


Quote From Past Participants:

The content was directly relevant to upcoming projects. Timely, useful and easy to understand. -- Manager, Market Research, Baxter BioScience

The seminar content was excellent. It opened my eyes to a great deal of possibilities with research. -- Research Director, Sprout Marketing

Excellent overview, useful for choosing decision paths to follow when determining techniques to apply. Excellent presentation skills. -- Market Research Analyst, The Jacobs Group

Good Content. Comprehensive. -- Senior Manager. Ortho-McNeil Pharmaceutical

Excellent -- covered many topics in great detail. Many ideas to take back. Many examples to emphasize points. -- Research Analyst, Boston Edison

Great. Most subjects applicable to my day to day job. Definitely worthwhile. (Speaker) wonderfully knowledgeable and articulate. Did a solid job of tailoring seminar to meet needs of attendees. -- Marketing Research Manager, Microsoft

Extremely informative and full of useful insights. -- Market Analyst, PacifiCare of California


Past Participants Include:

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