Chapter 04 Conducting Marketing Research And Forecasting Demand

Front 1

Marketing research

Back 1

The syetematic design,collection,analysis and reporting of data and findings relevant to a specific marketing situation facing the company

Front 2

What are the steps of marketing research process

Back 2

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

Front 3

What are the barriers to the use of marketing research

Back 3

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

Front 4

Sales analysis consists of two specific tools: sales-variance analysis and microsales analysis, what are these tools?

Back 4

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.

Front 5

What is the financial model of return on net worth

Back 5

return on assets (net profits/total assets) * financial leverage (total assets/net worth) = rate of return on net worth (net profits/net worth)

Front 6

What are the three types of costing

Back 6

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

Front 7

Potential market

Back 7

The set of consumers who profess a sufficient level of interest in a market offer

Front 8

Available market

Back 8

The set of consumers who have interest, income and access to a particular offer

Front 9

Qualified available market

Back 9

The set of consumers who have interest, income, access and qualification for the particular market offer

Front 10

target market

Back 10

the part of the qualified available market the company decides to pursue.

Front 11

penetrated market

Back 11

the set of consumers who are buying the company's product

Front 12

Market demand

Back 12

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

Front 13

Marketing sensitivity of demand

Back 13

the distance between the market minimum and the market potential

Front 14

market penetration index

Back 14

Current level of market demand to the potential demand level

Front 15

Share penetration index

Back 15

current market share to the potential market share

Front 16

What are the marketing research approach

Back 16

observational, focus-group, survey, behavioral data, or experimental

Front 17

What are the types of research instruments

Back 17

questionnaire or mechanical instruments

Front 18

What is profitability analysis

Back 18

measure and control the profitability of various products, terrioies, customer groups, trade channels and order sizes.

Front 19

What are the two types of demand

Back 19

market demand and company demand