Marketing Essay Example | Topics and Well Written Essays - 750 words - 31

Marketing - Essay Example ential names into best 10 names and worst 10 names; (2) selection of best 4 and worst 4 from the initial group; (3) select one from the best 4 and one from the worst 4; and finally, (4) indicate the reasons for the specific choice. In alternative 2, there are five stages, to wit: (1) rate the 20 names according to extremely appropriate name and extremely inappropriate name using the seven-point semantic differential scale; (2) respondents are asked to spray the contents of the product at the back of their hand or their arm; (3) a repetition of the rating approach indicating the appropriateness of the name using the same polar descriptors; (4) indicate intent and interest to purchase according to Definitely Would Buy or Definitely Would not Buy; and finally, (5) indicate the reason for the choice in name in terms of appropriateness for insect repellants and in specific scent. After evaluating both alternatives, one would recommend Alternative 2 because aside from indicating the appropriateness of the name as generally perceived for insect repellants, the alternative provided the option for customers to experience and use the product and again, to rate it afterwards. This stage enabled the customer to rate the intention to purchase the product which is a crucial element for its potential performance when launched in the market. The data from each method is important in screening the most appropriate brand name as perceived by the target market. As averred by Kotler (1980), â€Å"in developing a brand, the manufacturer has to establish the brand’s quality level and other attributes that will support the brand’s targeted position in the marketplace† (368). By identifying 20 potential brand names, respondents were given an appropriate number of choices to select from. The different stages from the two alternatives were effective in sorting out, those name that were perceived to either be most appropriate for the brand or least appropriate for the brand name. As