Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
10 Cards in this Set
- Front
- Back
|
What is Marketing?
|
A set of techniques
A philosophy of doing business (the marketing concept) |
|
|
What is the marketing concept?
|
A. Customer orientation
B. Profit not sales C. Integrate all elements of marketing mix D. Future orientation |
|
|
What are the types of marketing research?
|
1. Competitor Research
2. Environmental Research 3. Trade Research 4. Consumer Research |
|
|
What are the tasks of marketing research?
|
1. Market Segmentation - Identify Marketing Opportunities
2. Product Positioning - Develop Marketing Strategies 3. New product development |
|
|
Product positioning refers to what?
|
developing marketing strategies.
A. Product E. Personnel B. Price F. Procedures C. Promotion G. Physical Assets D. Place H. Personalization |
|
|
Main Steps in the Marketing Management Process
R STP MM I C |
R = Research (market research)
STP = Segmentation, targeting, positioning MM = Marketing mix I = Implementation C = Control (research again!) |
|
|
Managers say researchers are
|
A. Not cost efficient
B. too technical C. Impractical D. Cannot communicate well E. Too Slow |
|
|
Researchers say managers are
|
A. Won’t spend enough
B. Won’t give enough time to do the job right C. Won’t involve the researcher in the decision process D. Don’t appreciate limitations and value of research |
|
|
What are the types of marketing research?
|
competitor research, environmental research, trade research, and consumer research
|
|
|
symptoms of when you need marketing research?
|
declining sales, slow growth, changing buying patterns, increasing competition, increasing sales expenditures
|
