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19 Cards in this Set

  • Front
  • Back
Marketing research
The syetematic design,collection,analysis and reporting of data and findings relevant to a specific marketing situation facing the company
What are the steps of marketing research process
1. Define the problem, decision alternative and research objectives
2. Develop the research plan
3. Collect the information
4. analyze the information
5. Present the findings
6. Make the decision
What are the barriers to the use of marketing research
1. A narrow conception of the research
2. Uneven caliber of researchers
3. Poor framing of the problem
4. Late and occasionally erroneous findings
5. Personality and presentational differences
Sales analysis consists of two specific tools: sales-variance analysis and microsales analysis, what are these tools?
Sales-variance analysis measures the relative contribution of different factors to a gap in sales performance.
Microsales analysis looks at specific products, territories and so forth that failed to produce expected sales.
What is the financial model of return on net worth
return on assets (net profits/total assets) * financial leverage (total assets/net worth) = rate of return on net worth (net profits/net worth)
What are the three types of costing
Direct costs - costs that can be assigned directly to the proper marketing entities
Traceable common costs - costs that can be assigned only indirectly but on a plausible basis to the marketing entities
3. Non-traceable common costs - Common costs whose allocation to themarketing entities is highly arbitrary
Potential market
The set of consumers who profess a sufficient level of interest in a market offer
Available market
The set of consumers who have interest, income and access to a particular offer
Qualified available market
The set of consumers who have interest, income, access and qualification for the particular market offer
target market
the part of the qualified available market the company decides to pursue.
penetrated market
the set of consumers who are buying the company's product
Market demand
the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program
Marketing sensitivity of demand
the distance between the market minimum and the market potential
market penetration index
Current level of market demand to the potential demand level
Share penetration index
current market share to the potential market share
What are the marketing research approach
observational, focus-group, survey, behavioral data, or experimental
What are the types of research instruments
questionnaire or mechanical instruments
What is profitability analysis
measure and control the profitability of various products, terrioies, customer groups, trade channels and order sizes.
What are the two types of demand
market demand and company demand