Term
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Definition
Sales $ of our brand
Industry $ Sales |
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Term
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Definition
| How well brands are doing in comparison to other brands |
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Term
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Definition
This years $ sales- Last years $ sales
Last years $ Sales |
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Term
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Definition
Homogenous within
Heterogeneous between
Substantial
Meaningully Defined |
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Term
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Definition
Demographic
Geographic
Psychographic
Behavioristic |
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Term
| Behavioristic Subcatagories |
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Definition
Usage Rate
80/20 Rule
Benefits Sought
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Term
| Psychocraphic Subcatagories |
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Definition
Lifestyles
Activities
AIO's (activities, interests opinions)
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Term
| Target Marketing Strategies |
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Definition
Undifferentiated
Differentiated
Concentrated
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Term
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Definition
| Developing a strategy that reinforces a brand image in the mind of consumers |
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Term
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Definition
Visually lay out criteria
Ex: Fast food restraunts
X axis: (Neg: Unhealthy, Pos Healthy)
Y axis: ( Neg Kids, Pos Adults) |
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Term
| Perceptual Map Strategies |
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Definition
1. Maintain Current Position
2. Move from current position to new Position
3. Create a totally new offerering without modifying current offering. (McDonalds acquiring Boston Market) |
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Term
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Definition
Cross Sectional Descriptive Research
Longitudinal Studies
Causal Research (Experiments) |
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Term
| Secondary Data Collection |
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Definition
| Data that has been previously collected for the purpose other than the problem at hand |
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Term
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Definition
| Discussion among a small group of consumers led by a trained person |
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Term
| Cross Sectional Descriptive Research |
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Definition
| Collection of Data that is quantitative (numerical) in nature and representative of the target market |
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Term
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Definition
| Detailed report based on observations of people in their own homes or communities |
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Term
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Definition
| A technique that tracks the responses and/or behavior of the same sample of respondents over a period of time |
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Term
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Definition
| Technique that attempts to understand "cause and effect" relationships. How changing a marketing mix component may affect consumers responses in marketing. Independent vs Dependent Variable |
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