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26 Cards in this Set
- Front
- Back
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Marketing Ethic
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The application of morals to behavior related to the exchange environment.
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Do not call legislation
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Restricts any telemarketing effort from calling consumers who either register with a no-call list or who request not to be called.
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Placebo
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A false experimental effect used to create the perception that some effect has been administered.
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Spyware
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Software placed on a computer without consent or knowledge of the user.
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Conflict of Interest
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Occurs when one researcher works for two competing companies.
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Casual Research
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Allows causal inferences to be made; seeks to identify cause-and-effect relationships.
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Research objectives
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The goals to be achieved by conducting research.
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Test market
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An experiment that is conducted within actual market conditions.
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Sampling
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Involves any procedure that draws conclusions based on measurements of a portion of the population.
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Descriptive research
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Describes characteristics of objects, people, groups, organizations, or environments; tries to “paint a picture” of a given situation.
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Content providers
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Parties that furnish information on the World Wide Web.
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Data wholesalers
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Companies that put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee.
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Market intelligence
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The subset of data and information that actually has some explanatory power enabling effective decisions to be made.
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Pull technology
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Consumers request information from a Web page and the browser then determines a response; the consumer is essentially asking for the data.
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Search engines
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A computerized directory that allows anyone to search the World Wide Web for information using a keyword search.
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Applied market research
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Research conducted to address a specific marketing decision for a specific firm or organization.
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Geo demographics
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Refers to information describing the demographic profile of consumers in a particular geographic region
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Marketing metrics
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Quantitative ways of monitoring and measuring marketing performance.
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Promotion research
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Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions.
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Total quality management
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Total quality management is a business philosophy that has much in common with the marketing concept.
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Step 1 of Marketing Process
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Diagnosis
Where are you now? Why are you here? Who and why? |
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Step 2 of Marketing Process
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2. Prognosis
Where are you headed? |
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Step 3 of Marketing Process
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3. Goals & Objectives
Where do you want to be? What new markets do you want to develop? |
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Step 4 of Marketing Process
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4. Strategy
How will you get there? (generally) |
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Step 5 of Marketing Process
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5. Tactics
How will you get where you want to be? (specifically) Don’t be afraid to delegate |
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Step 6 of Marketing Process
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Control
How are you doing? Every 3 months, stop and take a look |
