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13 Cards in this Set

  • Front
  • Back
a business philosophy that holds that the key to achieving organizational goals consists of the company's being more effective than competitors in creating , delivering, and communication customer value to its chosen target markets
marketing concept
consists of selecting a segment of the market as the company's target market and designing the proper mix of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.
marketing strategy
In order to make the right decisions, managers must have
objective, accurate, and timely information
Since environments are forever changing, this means marketers constantly need
updated information about those environments
the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
marketing research
marketing research is a
process
the function that links the consumer, customer, and public to marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process
marketing research (ama def.)
refers to applying marketing research to a specific market area.
market research
the systematic gathering, recording, and analyzing of data with respect to a PARTICULAR MARKET, where market refers to a specfific customer group in a specific geographic area.
market research
to link the consumer to the marketer by providing information that can be used in making marketing decisions.
purpose of marketing research
conducted to expand our knowledge rather than to solve a specific problem
basic rsearch
research conducted to solve specific problems is called ------ ------ and this represents the vast majority of marketing research studies
applied research
The use of computer networks, including internet, to assist in any phase of the marketing research process, including development of the problem, research design, data gathering, analysis, and report writing and distribution
online research