Appeal 2007-1308
Application 10/097,398
1 (Br. 7).
2 04. Eldering states
3 In order to determine the applicability of an
4 advertisement to a consumer, it is necessary to know something
5 about their lifestyle, and in particular to understand their
6 demographics (age, household size, income). In some instances
7 it is useful to know their particular purchasing habits. As an
8 example, a vendor of soups would like to know which
9 consumers are buying their competitor's soup, so that they can
10 target ads at those consumers in an effort to convince them to
11 switch brands. That vendor will probably not want to target
12 loyal customers, although for a new product introduction the
13 strategy may be to convince loyal customers to try the new
14 product. In both cases it is extremely useful for the vendor to
15 be able to determine what brand of product the consumer
16 presently purchases.
17 (Eldering, col. 1, ll. 23-36).
18 05. Thus, Eldering describes a system, among whose purposes, is new
19 product introduction strategy.
20 06. Zaltman describes an improved marketing research tool. (Zaltman,
21 col. 1, ll. 9-11).
22 07. Zaltman describes several behavioral measurements that are important
23 for marketing research, such as stimulating consumers with
24 advertisements or communications about a targeted product and
25 providing an opportunity for consumers to interact with the targeted
26 product, and similar products. (Zaltman, col. 16, ll. 9-27).
27
6
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