Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
15 Cards in this Set
- Front
- Back
|
a business philosophy based on consumer orientation, goal orientation, and systems orientation
|
Marketing concept
|
|
|
the identification of and focus on the people or firms most likely to buy a product and the production of a good or service that will meet their needs most effectively
|
Consumer orientation
|
|
|
a focus on the accomplishment of corporate goals; a limit set on consumer orientation
|
goal orientation
|
|
|
the creation of systems to monitor the external environment and deliver the desired marketing mix to the target market
|
systems orientation
|
|
|
the unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market
|
Marketing mix
|
|
|
the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management
|
Marketing research
|
|
|
the gathering and presentation of statements of fact
|
Descriptive function
|
|
|
the explanation of data or actions
|
Diagnostic function
|
|
|
specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision
|
Predictive function
|
|
|
management objective based on the principles that (1) the quality being delivered is at a level desired by the target market and (2) that level of quality must have a positive impact on profitability
|
Return on quality
|
|
|
a plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment
|
Marketing strategy
|
|
|
research aimed at solving a specific, pragmatic problem – better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making
|
Applied research
|
|
|
research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem
|
Basic research
|
|
|
research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies
|
Programmatic research
|
|
|
research used to test decision alternatives
|
Selective research
|
