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;
17 Cards in this Set
- Front
- Back
|
define marketing research |
planning of collection and analysis of data relevant to marketing decision making an the communication of results to management |
|
|
what does marketing research do? |
links the consumer, customer and public through information. |
|
|
3 roles of MR? |
descriptive / diagnostic / predictive function understand the ever changing market place identify new opportunities |
|
|
what is the primary purpose of MR? |
reduce the level of risk of a marketing decision |
|
|
customer retention (3)
|
understand needs customer satisfaction valuable customer experience |
|
|
3 types of MR?
|
programmatic selective evaluative |
|
|
programmatic MR? |
develop marketing options through segmentation, usage studies or opportunity analysis |
|
|
selective MR? |
test decisional alternatives |
|
|
evaluative MR? |
assess program performance |
|
|
market strat guided by |
applied research versus basic research |
|
|
marketing concept |
a business philosophy based on consumer orientation, goal orientation and systems |
|
|
goal orientation |
a focus on the accomplishment of corp goals |
|
|
systems orientation |
the creation of systems to monitor the external environment and deliver the desrird marketing mix to the target market |
|
|
descriptive function |
the gathering and presentation of statements of fact |
|
|
diagnostic functions |
explanation of data or actions |
|
|
predictive function |
specification of how to use diagnostic and descrptive research to predict results of a planned marketing decision |
|
|
3 functions? |
descripptive diagnostic or predictive |
