Shared Flashcard Set

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Market Research
CH. 1
15
Marketing
Undergraduate 3
02/18/2011

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Cards

Term
Consumer Orientation
Definition
Identification and focus on the people most likely to buy a product/service.
Term
Goal Orientation
Definition
Focus on the Accomplishment of corporate goals; a limit set on consumer orientation.
Term
System Orientation
Definition
Creation of systems to monitor the external environment and deliver the desired marketing mix to the target consumer.
Term
Marketing Concept
Definition
Business philosophy based on the three orientations.
Term
Marketing Mix
Definition
Blend of 4ps designed to reach the target market.
Term
Descriptive Function
Definition
The gathering and presentationof statements of fact.
Term
Diagnostic Function
Definition
Explanation of data or actions.
Term
Predictive Function
Definition
How to use descriptive and diagnostic research to predict the results of a planned marketing decision.
Term
Return on Quality
Definition
Management objective: 1.) The quality being delivered is at a level desired by the target market 2.) That level of quality must have a positive impact on profitability.
Term
Marketing Strategy
Definition
A plan to guide the long-term use of a firm's resources.
Term
Applied Research
Definition
Research aimed at solving a specific pragmatic problem.
Term
Basic, or Pure Research
Definition
Expanding the frontiers of knowledge rather than solving a specific problem.
Term
Progammatic Research
Definition
Research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies.
Term
Selective Research
Definition
Used to test decision alternatives.
Term
Evaluative Research
Definition
Research done to assess program performance.
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