Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key


Play button


Play button




Click to flip

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