A research method in which respondents answer a questionnaire via e-mail or on a website
Offering a product in a limited market for a limited time
A first, typical or preliminary model of something, especially a machine, from which o
1. Consumer Market
2. Business-to-Business Market
3. Producer Market
4. Seller Market
5. Governmental Market
is a plan that will enable an organization to make the best use of its resources and advantages to
meet its objectives
The process of getting goods and services to customers
Getting the money that is necessary for setting up and running a business
Marketing Information Management
Gathering and analyzing information about consumers, trends, and compe
A researched plan used by a business to shape its product, place, price and promotion to reach it's
The process of building and maintaining informal relationships with people whose acquaintance
could bring about business opportun
General Model of Market Research process
Identify the questions & define the research objective
Plan the research & design
Specify the sampling procedure
Primary Research Survey Terminology
Universe- group of persons from which study participants will be
MARKETING STRATEGIC PLANNING PROCESS
Step 1: Identify the business mission
Step 2: Analyze the Situation: the Market Environment
Set business objectives
Marketing Strategy & Implementation Phase
Step 3: Identify Opportunities
Multiple goals of Market Research
Customer characteristics & needs
why, where, how & when they buy
what media they pay attention to
the decision making process
who's involved in the process
emerging market trends
Planning Market Research:
The Watch Market : A 3 Their Wedding Cake
8 million units
Anything greater than $400
Percent of sales in tier Swatch = 97%
42 million units
Prestige units should only sell 600,000 units a year
Percent of sales in tie
Study Guide for Exam
Some Key Concepts
What is Marketing?
How does it relate to Sales? to Advertising? to other Functions?
What is the role of Marketing in a for-profit firm?
What is the role of Marketing in a not-for-profit organization?
Key performance indicator
A performance measurement that organizations use to quantify their level of success.
Late Finish Dates
The latest dates that activities can finish without delaying the project, based on the completion of any
Analysis of Variance, which is a technique used to determine if there is a significant difference among
three or more means.
A string of numbers connected by elementary operations.
Data that shows whether a result meet
In sculpture, the process of adding or combining material
A tool that helps teams sort verbal data or ideas into categories for further investigation or evaluation
Any equation that contains variables, con
Sometimes called categorical data or qualitative data, this data type is used to label subjects or data by
An error because something (for example, data or survey response) is missing.
A hypothesis test t
Davenport-Kim three-stage model
Decision model developed by Thomas Davenport and Jinho Kim that consists of three stages: framing
the problem, solving the problem, and communicating results
A diagram of possible alternatives and their expect
Data that can lie along any point in a range of data.
A graphic display of process data over time and against established control limits, and that has a
centerline that assists in detecting a trend of plotted values toward either control lim
A period in time used as a point of reference when being compared to other time periods.
A formula that calculates conditional probabilities, important in understanding how new information
affects the probabilities of different
A graphical representation of the flow of information in which symbols are used to represent
operations, data, reports generated, equipment, etc.
A regression in which the variances in y for the values of x are not equal.
5 Written questions
1. An error because something (for example, data or survey response) is missing.
2. A diagram of possible alternatives and their expected consequences used to formulate possible
courses of actions in order to
The relationship of cause and effect
A diagram that shows the underlying causes of a problem or event; also known as a fishbone diagram
central limit theorem
the idea that if a large enough number of samples is taken, th
52 Types of Marketing
As a student of sleight-of-hand magic, I value the number 52. Here
we bring you 52 types of marketing strategies and tactics you can
use to bring new customers to your business and grow your
In order for businesses
implementation carrying into
effectMinimum Required Qualifications: Education and Experience
The knowledge and skills for this position would typically be acquired
through a degree or diploma in a marketing and 2 to 3 years current,
Entrepreneur, by definition is one who organizes, manages, and assumes the
risks of business or enterprise (Webster). Oftentimes the American dream hinges
on the dictum of going to a place of higher education, obtaining a career and living in
the realm of
[email protected] Program
MBC 636: Marketing Management
Section 1: True or False
Indicate whether the statement is True or False. If False, explain why. (3 points each)
1. The most effective Marketers focus their efforts inside the company. Their
Cumberland Metal Industries Case Study.
Launching a new product requires a crafty release; there are a lot of variables that
Cumberland Metals must take into consideration beyond operating cost its value equals
benefits minus cost. Cumberland Metals has t
You Write as though youre speaking to the customer and about
the customer, not about yourself.
Because Give customers a reason why they need to take
Free Because we all like free things, right?
Curled Metal Inc./Adam 1 and Co./Section 13
Decision: Curved Metal Incorporated should price the new 11.5-inch CMI cushion pad at $267.00 and
market only to existing distributors of construction equipment in order to share business risk while
Compaq focus group video analysis
In my opinion the qualitative research method was the appropriate research
method in this particular case. I disagree with the focus group approach; reason being
there wasnt any depth into the questioning of the group; th