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45 Cards in this Set
- Front
- Back
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What is the marketing research process |
1.defining the objectives and research needs 2. Designing the research 3.collecting the data 4.analyzing data and developing insights 5.developing and implementing an action plan |
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Designing the research includes identifying the... |
Type of data and research |
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What are examples of exploratory research methods |
Observation, in depth interviewing, focus group interviews, and projective techniques, |
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What is conclusive research |
Research that provides the information needed to confirm those insights and which managers can use to pursue appropriate courses of action |
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What are types of qualitative research |
Observation, social media, in depth interview, focus group. |
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What is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable |
Experimental research |
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What consist of a set of techniques and principles for systematically collecting recording analyzing and interpretings data that can aid decision makers involved in marketing goods services or ideas |
Marketing research |
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What is a type of quantitative research that involves collecting information from a group of consumers over time |
Panel research |
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What is a type of quantitative research that uses data obtained from scanner readings of UPC codes at checkout counters |
Scanner research |
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What is a systematic means of collecting information from people that generally uses a questionnaire |
Survey |
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What are data available for a fee from commercial research firms such as IRI national purchase diary panel, and ACNielsen |
Syndicated data |
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What reflects the mental links that consumers make between a brand and its key product attributes such as a logo slogan or famous personality |
Brand association |
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What occurs when the brand extension adversely affects consumer perceptions about to the attributes the core brand is believed to hold |
Brand dilution |
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What is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service |
Brand equity |
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What refers to the use of these same brand name for new products being introduced to the same or new markets |
Brand extension |
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What is a contractual agreement between firms whereby one firm allows another to use its brand name logo symbols or characters in exchange for a negotiated fee |
Brand licensing |
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What occurs when A consumer buys the same brands product or service repeatedly over time rather than buy from multiple suppliers within the same category |
Brand loyalty |
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What refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences |
Brand repositioning or rebranding |
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What is the practice of marketing 2 or more brands together on the same package or promotion |
Co-branding |
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What is the relationship between a product or services benefits and its cost |
Perceived value |
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What is the complete set of all products offered by the firm |
Product assortment or product mix |
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What are groups of associated items such as items that consumers use together or think of as part of a group of similar products |
Product lines |
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What is the order of complexity of a product |
At the center is the core customer value next is the actual product followed by associated services |
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What are the 4 types of consumer products |
Specialty, shopping, convenience, unsought. |
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What are products that are frequently purchased with minimal buying effort and little comparison, have low price, are distributed widely, and mass promoted by the producer |
Convenience products |
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What products are less frequent purchases that require more shopping effort and have a higher than convenience good pricing and are selectively distributed |
Shopping products |
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What has strong brand preference and loyalty of require a special purchase effort at a high price and exclusive distribution |
Specialty products |
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What has little product awareness and knowledge and pricing varies and had aggressive advertising |
Unsought products |
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What 2 things does the product line consists |
Breadth in depth |
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What is product breadth |
The number of product lines |
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What is product depth |
The number of categories within a Product line |
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What's refers to the difference between the actual service provided to the customers and the service of the firm's promotion program promises |
Communications gap |
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What is the difference between the firm service standers in the actual service it provides the customers |
Delivery gap |
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What reflects the difference between consumers expectations and the ferns perception of those customer expectations |
Knowledge gap |
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What is any and tangible offering that involves a deed performance or efforts that cannot be physically possessed |
Service |
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What is the customer's perceptions of how well a service meets or exceeds their expectations |
Service quality |
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What is the difference between the firms perceptions of customers expectations and the service standards it sets |
Standards gap |
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What collects customer Inputs and integrates them Into managerial decisions |
Voice of customer program |
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What is the area between customers expectations regarding their desired service and the minimum level of acceptable service |
Zone of tolerance |
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What are the 4 differentiators of service marketing |
Intangible, inseparable, perishable, heterogeneous |
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What is a strategy that occurs in many markets and particularly for new and innovative products or services and involves consumers being willing to pay a higher price to obtain the new product or service |
Price skimming |
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What is the price against which buyers compare the actual selling price of the product and that Facilitates their evaluation process |
Reference price |
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What occurs when competitors that produce and sell competing products collude or work together to control prices effectively taking price out of the decision process for consumers |
Horizontal price fixing |
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What occurs on parties at different levels of the same marketing channel collude to control the prices passed on to consumers |
Vertical price fixing |
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What factor includes requiring cues to aid customers and atmosphere is important to convey value and images are used to convey the benefit of the value |
Intangible |
