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8 Cards in this Set
- Front
- Back
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Market sensing processes
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- build open-minded inquiry processes
- analyze competitor's actions - listen to front-line employees - search for latent customer needs - Scan the periphery of the market - Encourage experimentation |
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Barriers to market learning processes
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- managers reject new insights/information
- rigid organizational structures and information systems - politics favor the status quo - overwhelming pressure of existing business operations - tendency to "active inertia" |
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Scanning processes
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-making existing functional groups responsible for scanning
- create ad hoc issue groups - a high-level lookout - new initiatives - investing in start-ups - outsource |
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Marketing research
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The systematic gathering, recording, processing, and analyzing of marketing data, which will help the marketing executive to uncover opportunities and to reduce risks in decision making
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Guide for marketing research studies
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- research project and scope
- research objectives - research questions - planned outcomes |
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Knowledge management
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knowledge should be treated as a strategic asset
market knowledge linked to: - organizational learning - Market orientation |
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how to improve availability and use customer knowledge?
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- creating customer knowledge development dialogues
- operating enterprise-wide customer knowledge communities - Capturing customer knowledge at the point of customer contact - management commitment to customer knowledge |
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Ethical issues collecting and using info
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- invasion of customer privacy
- information and ethics - dramatic increase in use of databases has generated concerns - ways and whom collect? |
