Term
| To create value for customers and build meaningful relationships with them, marketers must gain fresh, deep insights into what customers _______ and ________. |
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Definition
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Term
| Most marketing managers are _________ with data and often overwhelmed by it, yet complain they lack enough enough information of the _______ kind. |
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Definition
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Term
| The real value of marketing research and marketing information lies in how it is used -- in the customer _______ that it provides |
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Definition
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Term
| Many companies are now restructuring and renaming their marketing _________ and ___________ functions |
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Definition
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Term
| A marketing information system (MIS) consists of people, equipment, and procedures to _______, ______, _______, _______, and _______ needed, timely, and accurate information to marketing decision makers |
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Definition
| gather, sort, analyze, evaluate, distribute |
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Term
Marketing information system diagram
1.
2.
3.
4. |
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Definition
internal records
marketing intelligence
information analysis
marketing research |
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Term
| a good marketing information system balances information managers _______ against that which they ______ and is feasible to obtain |
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Definition
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Term
| Some managers ask for whatever data they can get without thinking carefully about ______ or _______ |
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Definition
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Term
| The costs of ______________, __________, ____________, and ___________, information can add up quickly. |
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Definition
| obtaining, processing, storing, delivering |
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Term
| Sometimes _________ information contributes little to improving a manager's decision. |
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Definition
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Term
Internal data are accessed more ______ and ________ than other sources, but presents some problems.
a. it may be ________ or in the wrong form of marketing
b. data also ____ quickly; keeping the database current requires major effort |
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Definition
quickly, cheaply
incomplete
age |
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Term
| Increasingly, companies are creating data __________ to house customer data in an accessible location |
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Definition
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Term
| Managers can use information gathered from these and other sources to evaluate __________ and detect ________ and opportunities. |
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Definition
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Term
Guest information is vital to
a. improving ________
b. creating effective _________ and sales _________ programs
c. developing new ___________
d. improving existing __________
e. developing _________ and sales plans
f. development and use of an effective revenue _________ program |
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Definition
service
advertisement, promotion
products
products
marketing
management |
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Term
| An amazing amount of guest information is available from _______ records, which requires interfacing with other departments, such as reservations and accounting. |
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Definition
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Term
A system for obtaining guest information may include any or all of these techniques:
a. personal _______________
b. guest ___________ cards
c. _____________ to and _______________ with guests
d. ______________ systems
e. mystery ______________
f. company _____________
g. _____________ information |
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Definition
observations
comment
listening, speaking
automated
shoppers
records
point-of-sale |
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Term
| marketing intelligence includes everyday ________ about developments that helps managers prepare and adjust marketing plans and short-run tactics |
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Definition
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Term
| Hotel _________ and ________ are essential parts of a marketing intelligence system. |
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Definition
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Term
| members of management should be encouraged to join ________ and ___________ organizations, where they are likely to obtain essential marketing information. |
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Definition
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Term
| ___________ intelligence is available from trade magazine articles, competitors' reports, speeches, press releases, brochures, and advertisements. |
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Definition
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Term
| _______ marketing intelligence cannot answer some questions, and managers sometimes need to commission ______ marketing research |
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Definition
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Term
_________ --> _________ --> _________ --> Interpreting and reporting the findings
marketing research process |
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Definition
1. defining the problem and research objectives
2. developing the research plan for collecting information
3. implementing the research plan--collecting and analyzing the data |
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Term
the ten most common activities in which marketing researches engage are:
a. ___________ of market potentials
b. ________-share analysis
c. determination of market _____________
d. _________ analysis
e. studies of business _______
f. ______-range forecasting
g. competitive ______ studies
h. _______-range forecasting
i. marketing _______ systems studies
j.testing of __________ products |
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Definition
measurement
market
characteristics
sales
trends
short
product
long
information
existing |
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Term
| Managers must work closely with _______ to define the problem and research objectives |
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Definition
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Term
| if tehy know little about marketing research, managers may ______ the wrong information, draw wrong __________, or request _________ data than they need. |
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Definition
| accept, conclusions, more |
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Term
a marketing research project can have one of three types of objectives:
a. __________ research, to gather preliminary information that will help define the problem and suggest hypotheses
b. ___________ research, to describe size and composition of the market
c. _________ research, to test hypotheses about cause-and-effect relationships |
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Definition
exploratory
descriptive
causal |
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Term
| To meet a manger's information needs, researchers can gather ______ data, _______ data, or both |
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Definition
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Term
| _______ data consist of information collected for the specific purpose at hand |
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Definition
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Term
| __________ data consist of information already in existence somewhere, having been collected for another purpose. |
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Definition
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Term
| researchers usually start by gathering ___________ data, usually obtained more quickly and at a lower cost than ______ data |
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Definition
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Term
| three basic research approaches are _______, _______, and _______. |
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Definition
| observations, surveys, experiments |
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Term
| ____________ research is gathering of primary data by observing relevant people, actions, and situations |
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Definition
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Term
| __________ research, best suited to gathering descriptive information, can be structured or unstructured |
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Definition
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Term
| ______________ research is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings. |
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Definition
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Term
| ________ groups are usually conducted by inviting 6-10 people to gather with a trained moderator to talk about a product, service, or organization. |
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Definition
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Term
| In-depth ________, another form of qualitative personal interviewing, can be used when it is difficult to put together a focus group |
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Definition
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Term
| qualitative research is useful to gain insight into _______ and concepts as well as insight into survey _________ |
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Definition
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Term
| marketing researchers usually draw conclusion about large consumer groups by taking a _______. |
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Definition
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Term
| ____________ often omit questions that should be answered and include questions that cannot, will not, or need not be answered. |
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Definition
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Term
| researchers in the hospitality industry must be very careful in developing questions and selecting the sample not to ________ respondents unwittingly. |
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Definition
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Term
| a written plan ensures the marketing manager and researchers have considered all important aspects of the research and agree on ____ and ____ it will be done. |
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Definition
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Term
| the plan is put into action by ______, _______ and _______ the information |
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Definition
| collecting, processing, analyzing |
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Term
| ____________ is an important phase of the marketing process, as the best research is meaningless if a manager blindly accepts wrong explanations |
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Definition
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Term
| marketing information has no value until managers use it to make better _________ |
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Definition
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Term
| International marketing researchers often face _____ and _____ problems than domestic researchers with homogenous markets within a single country. |
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Definition
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Term
| Markets in many different countries often vary dramatically in levels of _________ development, ________ and customs, and ________ patterns. |
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Definition
| economic, cultures, buying |
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Term
| _________ roles and consumer __________ processes vary from country to country, complicating research |
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Definition
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