Term
| Decision Support system (DSS) |
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Definition
| A marketing DSS is an ineractive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. converst data to information knowledge and wisdom |
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Term
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Definition
process of planning, collecing and analyzing data relevant to a maketing decision.
-descriptive
-diagnostic
-predictive |
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Term
| descriptive (marketing research) |
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Definition
| gathering and presenting factual statements |
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Term
| diagnostic (marketing research) |
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Definition
| explaining the collected data |
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Term
| predictive (marketing research) |
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Definition
| attempting to estimate the results of a planned marketing decision. |
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Term
| Uses of marketing research |
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Definition
-Improve the wuality of decision making
-understand customer needs
-understand marketplace |
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Term
| steps of a marketing research project |
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Definition
| define problem, plan design/ primary data, specify sampling procedure, collect data, analyze, prepare/present findings, follow up. |
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Term
| Step 1. Define problem (marketing research) |
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Definition
| define problem, specify decision alternatives, state research objectives |
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Term
| Marketing research problem |
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Definition
| determining wat information is needed andhow that information can be obtained efficiently and effectively |
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Term
| marketing research objective |
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Definition
| the specific information needed to solve a marketing reseach problem; the objective should provide insightful decsion-making information. |
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Term
| management deciseion problem |
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Definition
| a broad based problem that requires marketing research in order frmanagers to take proper actions. |
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Term
| step 2 planning the research design (marketing research) |
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Definition
| whats the question?, how will the data be gathered and analyzed? |
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Term
| Step 3. specify sampling procedure |
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Definition
probability samples: simple random, stratified, cluster, sstematic
Non-prbability sampling- convenience, judgement, quota, snowball |
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Term
| Step 4: collecting information |
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Definition
| observation, focus group, survey, behavioral data, experimentation |
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Term
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Definition
| reliable, valid, representative. |
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Term
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Definition
| a usually cheap product that people are not willing to spend very much effort looking for and it is therefore necessary to have an excellent product placement campaign |
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Term
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Definition
| a medium priced product. where people usually compare several brands before purchasing |
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Term
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Definition
| consumers will search extensively for exactly what they want. |
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Term
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Definition
| new products before awareness of them is raised. products where the sales person has to actively seek out buyers |
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Term
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Definition
| one specific tye of a product EG one flavor of chicken soup |
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Term
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Definition
| every type of a particular product |
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Term
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Definition
| all of the products an organization sells |
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Term
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Definition
| Improvement, new and improved, new colors |
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Term
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Definition
| extending current brand to a new product class |
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Term
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Definition
| market perception change, extending into new markets |
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Term
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Definition
| Memorable, meaningful, likeability, Transferable, Adaptable, protectible |
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Term
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Definition
indentify manufacturer,
simplify product handling,
organize accounting,
offer legal protection
signify quality
Create barriers to entry
serve as competitive advantage
secure price premium |
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Term
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Definition
| diferentiator, relevance, esteem, knowledge |
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Term
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Definition
| Prototype, Marketing Strategy, branding, manufacturing feasability, government approvals. |
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Term
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Definition
match between product and mkt needs
different from substitute products
benefit to large number of people |
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Term
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Definition
| process of adoption of an innovation |
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Term
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Definition
| degree to which a product can be tested on a limited basis |
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Term
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Definition
| degree to which products benefits are aesthetic |
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Term
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Definition
functional &
Usage, value, risk
psychological
Traditional, Image related |
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Term
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Definition
| an activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership |
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Term
| characteristics of services |
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Definition
intangibility
inseperability (simultaneous production and consumption)
Perishability
Heterogeneity - quality varies |
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Term
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Definition
participants
process
physical evidence-atmosphere |
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Term
| components of customer service |
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Definition
| reliability, responsiveness, assurance, empathy, tangibles |
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Term
| Marketing mixes fo service |
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Definition
| product, distribution, promotion, and pricing. |
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Term
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Definition
people processing,
possesion processing,
mental stimulus processing,
information processing |
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Term
| marketing mixes: promotion eg |
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Definition
stressing tangible clues: Yoru in good hands.
making it personal, relatable, celebs
strong image: golen arches
follow up. |
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Term
| changing nature of customer service |
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Definition
| harder to please: more educated. |
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Term
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Definition
| most important thing to stop disconformation: stability, focus on internal vs externally adjusting problems |
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Term
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Definition
| A set of intedependant organizations that ease the transfer of owership as products move from producer to business user or consumer |
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Term
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Definition
| connected chain of all business entities, both internal and external to the company, that preformm or support the logistics function |
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Term
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Definition
| Manufacturer, wholesaler, retailer, consumer |
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