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129 Cards in this Set
- Front
- Back
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everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
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marketing information
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an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions
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decision support system (DSS)
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the creation of a large computerized file of customers' profiles and purchase patterns
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database marketing
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the process of planning, collecting, and analyzing data relevant to a marketing decision
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marketing research
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determining what information is needed and how that information can be obtained efficiently and effectively
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marketing research problem
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the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information
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marketing research objective
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a broad based problem that uses marketing research in order for managers to take proper actions
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management decision problem
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data previously collected for any purpose other than the one at hand
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secondary data
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a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
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marketing research aggregator
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specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
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research design
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information that is collected for the first time; used for solving the particular problem under investigation
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primary data
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the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
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survey research
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a survey research method that involves interviewing people in the common areas of shopping malls
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mall intercept interview
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an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer
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computer assisted personal interviewing
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an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer
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computer assisted self interviewing
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a specially designed phone room used to conduct telephone interviewing
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central location telephone (CLT) facility
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a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services
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executive interview
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seven to ten people who participate in a group discussion led by a moderator
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focus group
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an interview question that encourages an answer phrased in the respondent's own words
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open ended question
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an interview question that asks the respondent to make a selection from a limited list of responses
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close ended question
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a closed ended question designed to measure the intensity of a respondent's answer
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scaled response question
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a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
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observation research
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researchers posing as customers who gather observational data about a store
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mystery shoppers
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the study of human behavior in its natural context; involves observation of behavior and physical setting
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ethnographic research
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a method a researcher uses to gather primary data
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experiment
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a subset from a larger population
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sample
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the population from which a sample will be drawn
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universe
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a sample in which every element in the population has a known statistical likelihood of being selected
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probability sample
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a sample arrangement in such a way that every element of the population has an equal chance of being selected as part of the sample
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random sample
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any sample in which little or no attempt is made to get a representative cross section of the population
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nonprobability sample
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a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher - for example, employees, friends, or relatives
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convenience sample
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an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
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measurement error
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an error that occurs when a sample somehow does not represent the target population
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sampling error
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an error that occurs when a sample drawn from a population differs from the target population
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frame error
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an error that occurs when the selected sample is an imperfect representation of the overall population
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random error
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a firm that specializes in interviewing respondents on a subcontracted basis
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field service firm
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a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions
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cross tabulation
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a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
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scanner based research
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a scanner based research program that tracks the purchase of 3000 households through store scanners in each research market
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BehaviorScan
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a scanner based sales tracking service for the consumer packaged goods industry
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InfoScan
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an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
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competitive intelligence (CI)
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everything, both favorable and unfavorable, that a person receives in an exchange
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product
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a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers
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business product (industrial product)
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a product bought to satisfy an individual's personal wants
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consumer product
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a relatively inexpensive item that merits little shopping effort
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convenience product
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a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
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shopping product
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a particular item that consumers search extensively for and are very reluctant to accept substitutes
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specialty product
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a product unknown to the potential buyer or a known product that the buyer does not actively seek
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unsought product
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a specific version of a product that can be designated as a distinct offering among an organization's products
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product item
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a group of closely related product items
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product line
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all products that an organization sells
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product mix
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the number of product lines an organization offers
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product mix width
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the number of product items in a product line
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product line depth
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changing one or more of a product's characteristics
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product modification
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the practice of modifying products so those that have already been sold become obsolete before they actually need replacement
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planned obsolescence
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adding additional products to an existing product line in order to compete more broadly in the industry
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product line extension
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a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from a competitors' products
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brand
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that part of a brand that can be spoken, including letters, words, and numbers
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brand mark
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the value of a company and brand names
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brand equity
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a brand that obtains at least a third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data
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global brand
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consistent preference for one brand over all others
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brand loyalty
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a no frills, no brand name, low cost product that is simply identified by its product category
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generic product
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the brand name of a manufacturer
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manufacturer's brand
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a brand name owned by a wholesaler or a retailer
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private brand
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a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation
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captive brand
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using different brand names for different products
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individual branding
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marketing several different products under the same brand name
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family brand
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placing two or more brand names on a product or its package
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cobranding
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the exclusive right to use a brand or part of a brand
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trademark
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a trademark for a service
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service mark
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identifies a product by class or type and cannot be trademarked
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generic product name
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a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary
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persuasive labeling
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a type of package labeling designd to help consumers make proper product selections and lower their cognitive dissonance after the purchase
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informational labeling
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a series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products
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universal product codes (UPCs)
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a confirmation of the quality or performance of a good or service
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warranty
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a written guarantee
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express warranty
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an unwritten guarantee that the good or service is fit for the purpose for which it was sold
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implied warranty
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a product new to the world, the market, the producer, the seller, or some combination of these
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new product
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a plan that links the new product development process with the objectives of the marketing department, the business unit, and the corporation
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new product strategy
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a marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products
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product development
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the process of getting a group to think of unlimited ways to vary a product or solve a problem
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brainstorming
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the first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new product strategy or are obviously inappropriate for some other reason
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screening
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a test to evaluate a new product idea, usually before any prototype has been created
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concept test
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the second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated
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business analysis
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the stage in the development process in which a prototype is developed and a marketing strategy is outlined
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development
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a team oriented approach to new product development
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simultaneous product development
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the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation
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test marketing
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the presentation of advertising and other promotional materials for several products, including a test product, to members of the product's target market
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simulated (laboratory) market testing
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the decision to market a product
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commercialization
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a product perceived as new by a potential adopter
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innovation
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the process by which the adoption of an innovation spreads
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diffusion
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a concept that provides a way to trace the stages of a product's acceptance, from its introduction (birth) to its decline (death)
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product life cycle (PLC)
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all brands that satisfy a particular type of need
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product category
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the full scale launch of a new product into the marketplace
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introductory stage
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the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are healthy
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growth stage
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a period during which sales increase at a decreasing rate
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maturity stage
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a long run drop in sales
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decline stage
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a set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer
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marketing channel (channel of distribution)
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all parties in the marketing channel that negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer
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channel members
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the connected chain of all the business entities, both internal and external to the company, that perform or support the marketing channel functions
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supply chain
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the difference between the amount of product produced and the amount an end user wants to buy
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discrepancy of quantity
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the lack of all the items a customer needs to receive full satisfaction from a product or products
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discrepancy of assortment
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a situation that occurs when a product is produced but a customer is not ready to buy
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temporal discrepancy
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the difference between the location of a producer and the location of widely scattered markets
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spatial discrepancy
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a channel intermediary that sells mainly to consumers
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retailer
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an institution that buys goods from manufactueres and resells them to businesses, government agencies, and other wholesalers or retailers and that receives and takes title to goods, stores them in its own warehouses, and later ships them
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merchant wholesaler
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wholesaling intermediaries who do not take title to a product but facilitate its sale from producer to end user by representing retailers, wholesalers, or manufacturers
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agents and brokers
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the efficient and cost effective forward and reverse flow as well as storage of goods, services, and related information, into, through, and out of channel member companies
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logistics
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a distribution channel in which producers sell directly to consumers
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direct channel
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the use of two or more channels to distribute the same product to target market
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dual distribution (multiple distribution)
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a cooperative agreement between business firms to use the other's already established distribution channel
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strategic channel alliance
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a form of distribution aimed at having a product available in every outlet where target customers might want to buy it
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intensive distribution
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a form of distribution achieved by screening dealers to eliminate all buy a few in any single area
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selective distribution
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a form of distribution that establishes one or a few dealers within a given area
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exclusive distribution
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the connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function
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supply chain
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a management system that coordinates and integrates all of the activities performed by supply chain members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value
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supply chain management
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the process of strategically managing the efficient flow and storage of raw materials, in process inventory, and finished goods from point of origin to point of consumption
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logistics
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the link that connects all of the logistics functions of the supply chain
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logistics information system
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an entire group of individuals who orchestrate the movement of goods, services, and information from the source to the consumer
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supply chain team
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a production method whereby products are not made until an order is placed by the customer; products are made according to customer specifications
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mass customization (build to order)
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a process that redefines and simplifies manufacturing by reducing inventory levels and delivering raw materials at the precise time they are needed on the production line
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just in time production (JIT)
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a system whereby orders are entered into the supply chain and filled
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order processing system
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information technology that replaces the paper documents that usually accompany business transactions, such as purchase orders and invoices, with electronic transmission to reduce inventory levels, improve cash flow, streamline operations, and increase the speed and accuracy of information transmission
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electronic data interchange (EDI)
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a method of developing and maintaining an adequate assortment of materials or products to meet a manufacturer's or a customers' demand
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inventory control system
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an inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer
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materials requirement planning (MRP)(materials management)
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an inventory control system that manages the replenishment of goods from the manufacturer to the final consumer
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distribution resource planning (DRP)
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a method of moving inventory into, within, and out of the warehouse
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materials handling system
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a manufacturer's or supplier's use of an independent third party to manage an entire function of the logistics system, such as transportation, warehousing, or order purchasing
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outsourcing (contract logistics)
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a distribution technique that includes any kind of product or service that can be distributed electronically, whether over traditional forms such as fiber optic cable or through satellite transmission of electronic signals
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electronic distribution
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