Marketing Chapters 7-10

Front 1

marketing information

Back 1

everyday info about developments in the marketing environment that managers use to prepare and adjust marketing plans

Front 2

decision support system(DSS)

Back 2

interactive, flexible computerized info system that enables managers to obtain and manipulate info as they are making decisions

Front 3

database marketing

Back 3

creation of a large computerized file of customers and potential customers profiles and purchase patterns

Front 4

marketing research

Back 4

systematic gathering, recording, and analyzing of data with respect to a particular market

Front 5

market research problems

Back 5

determining what info is needed and how that info can be obtained efficiently and effectively

Front 6

market research objective

Back 6

specific info needed to solve a marketing research problem, the objective should be to provide insightful decision-making info

Front 7

management decision problem

Back 7

broad-based problem the uses marketing research in order for managers to take proper actions

Front 8

secondary data

Back 8

data previously collected for any purpose other than the one at hand

Front 9

metasearch engines

Back 9

search engine of search engines

Front 10

newsgroups

Back 10

function like bulletin boards on the internet

Front 11

research design

Back 11

specifies which research questions must be answered, how and when data will be gathered , and how data will be analyzed

Front 12

primary data

Back 12

info collected for the first time, used in solving a particular problem

Front 13

survey research

Back 13

researcher interacts with people to obtain facts, opinions, and attitudes

Front 14

mall intercept interview

Back 14

interviewing people in common areas of shopping malls

Front 15

computer-assisted self-interview

Back 15

mall interviewer intercepts and directs respondents to nearby computer

Front 16

computer-assited personal interviewing

Back 16

interviewer reads and answers questions online

Front 17

central-location telephone(CLT) facility

Back 17

specially designed phone room used to conduct telephone interviewing

Front 18

executive interviews

Back 18

interviewing buisnesspeople at their offices concerning industrial products or services

Front 19

focus group

Back 19

7-10 people who participate in a group decussion led by a moderator

Front 20

group dynamics

Back 20

group interaction essential to the success of the focus-group research

Front 21

open-ended question

Back 21

encourages answer phrased in respondents own words

Front 22

closed-ended question

Back 22

aske respondent to make a selection from limited responses

Front 23

scaled-response question

Back 23

closed-ended question designed to measure intensity

Front 24

observation research

Back 24

research method that relies on four types of observation

Front 25

mystery shopper

Back 25

researcher posing as customers

Front 26

experiment

Back 26

method a researcher uses to gather primary data

Front 27

sample

Back 27

subset from a larger population

Front 28

universe

Back 28

population from shich a sample will be drawn

Front 29

probability sample

Back 29

sample in which every element in population has a kow statistical likelihood

Front 30

random sample

Back 30

sample arranged in such a way that every element of the population has an equal chance of being selected

Front 31

nonprobability sample

Back 31

any sample in which little or no attempt is made to get a representative cross section of the population

Front 32

convienience sample

Back 32

form of nonprobablilty sample using respondents who are convienient or readily accessible ro reasearcher

Front 33

measurement error

Back 33

error that occurs when there is a difference between the info desired by the researcher and the info provided by the measurement process

Front 34

sampling error

Back 34

error that occurs when a sample somehow does not represent the target population

Front 35

frame error

Back 35

error that occurs when a sample drawn from a population differs from the target population

Front 36

random error

Back 36

error that occurs when the selected sample is an imperfect representation of the overall population

Front 37

field service firm

Back 37

firm that specializes in interviewing respondents on a subconracted basis

Front 38

cross-tabulation

Back 38

method of analyzing data that lets the analyst look at the responses to one question in relation to responses to one or more other questions

Front 39

unrestricted internet sample

Back 39

survey in which anyone with a computer and modem can fill out the questionaire

Front 40

screened internet sample

Back 40

internet sample with quotas based on desired sample characteristics

Front 41

recruited internet sample

Back 41

sample in which respondents are prerecruited and must qualify to participate

Front 42

scanner-based research

Back 42

system for gathering info from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

Front 43

behaviorscan

Back 43

scanner-based research program that tracks the purchases of 3000 households through store scanners in each research market

Front 44

infoscan

Back 44

scanner-based sales-tracking service for the customer packaged-goods industry

Front 45

competitive intelligence(CI)

Back 45

intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors

Front 46

buisness product

Back 46

product used to manufacture other goods or services

Front 47

consumer product

Back 47

product bought to satisfy an individuals wants

Front 48

convenience product

Back 48

relatively inexpensive item that ments little shopping effort

Front 49

shopping porduct

Back 49

product that requires comparison shopping

Front 50

specialty product

Back 50

particular item that customers search extensively for

Front 51

unsought product

Back 51

producgt unknown to buyer, or known but is not actively seeked

Front 52

service

Back 52

reslut of applying human or mechanical efforts to people or objects

Front 53

intangibility

Back 53

inability of services to be touched, seen, tasted, heard, or felt

Front 54

search quality

Back 54

characteristic that can be easily assessed before purchase

Front 55

experience quality

Back 55

characteristic that can be assessed only after use

Front 56

credence quality

Back 56

characteristic that consumers may have difficulty assessing even after purchase

Front 57

inseperability

Back 57

inability of the production and consumption of a service to be seperated

Front 58

heterogeneity

Back 58

variability of the inputs and outputs of services

Front 59

perishability

Back 59

inability of services to be stored

Front 60

product item

Back 60

specific version of a product that can be designated as a destinct offering among and organizations products

Front 61

product line

Back 61

group of closely related products

Front 62

product mix

Back 62

all products that and organization sells

Front 63

product mix width

Back 63

number of product lines and organization offers

Front 64

product line depth

Back 64

number of product items in a product line

Front 65

product modification

Back 65

changing one or more or a products characteristics

Front 66

planned obsolescence

Back 66

practice of modifying products so those that have already been sold become obsolete

Front 67

product line extension

Back 67

adding additional products to an existing product line in order to compete more broadly

Front 68

brand

Back 68

a name, term, symbol, design, etc.. that identifies a sellers product

Front 69

brand name

Back 69

part of a brand that can be spoken

Front 70

brand mark

Back 70

elements of a brand that cannot be spoken

Front 71

brand equity

Back 71

value of company and brand names

Front 72

global brand

Back 72

brand where atleast 20% is sold outside of home country

Front 73

brand loyalty

Back 73

consistent preference for one brand over all others

Front 74

manufacturers brand

Back 74

brand name of manufacturer

Front 75

private brand

Back 75

brand name owned by a wholesaler or a retailer

Front 76

individual branding

Back 76

using defferent brand names for different products

Front 77

family brand

Back 77

marketing several different products under the same brand name

Front 78

cobranding

Back 78

placing two or more brand names on a product or its packaging

Front 79

trademark

Back 79

exclusive right to use a brand or part of a brand

Front 80

service mark

Back 80

trakemark of a service

Front 81

generic product name

Back 81

identifies a product by class or type and cannot be trademarked

Front 82

persuassive labeling

Back 82

type of package labeling that focuses on a promotional theme or logo

Front 83

infomational labeling

Back 83

labeling designed to help consumer make proper product selections

Front 84

warranty

Back 84

confirmation of the quality or performance of a good or service

Front 85

express warranty

Back 85

a written guarantee

Front 86

implied warranty

Back 86

unwritten guarantee that the good or service is fit for the purpose for which it was sold