Marketing Research Mid Term 1
Chapter 1: What is Marketing Research
What is Marketing Research?
- Companies must produce bundles of benefits that consumers will view as valuable.
- Key questions:
o What do we sell?
o How do consumers view our company?
Call for Research Proposals 2015:
Cities and Climate Change
This document is a Call for Research Proposals for funding support from the
International Development Research Centre (IDRC).
The purpose of this call is to support strong and effective research
Course Outline, CPSC 1050: Introduction to Computer Science
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Office Hours CPSC 1050 CPSC 1150 CPSC 2030 CPSC 2211 Resources
CPSC 1050: Introduction to Computer Science
Course Outline, CPSC 1150: Program Design
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CPSC 1150: Program Design
Fall 2010 - Section 002
L angara. Consent for Authorized Representative
1H: COLLEGE oi HIGHER LEARNING.
| FULL LEGAL SURNAME/FAMILY NAME | LEGAL FIRST NAME
LEGAL MIDDLE NAME(S
LANGARA IDENTIFICATION N UMBER
Marketing May 13 2013
Value = Benefit Cost
Customer Satisfaction The customers evaluation of a good or service in terms of whether it has met
their needs and expectations.
Relationship Marketing forging long-term partnerships with
Marketing - June 24th 2013
Advertising & Public Relations
Buyers Point of View
Product is related to Customer
Price is related to Cost
Promotion is related to Communication
Place is related Convenience
Corporate Identify example: BC Hydro is here for you.
Marketing May 27 2013
Know yourself, know others; fight a hundred battles, win a hundred battles.
Midterm next week (next Wednesday)
- Dont have to know names of the theorys or strategies
Consumer Purchase Decision Process
1. Need Recognition: Perceiving
Marketing June 17 2013-06-17
Final Exam Friday Aug 16 1:30 2 HRs Long
Marketing Gold = Being in the newspaper
New Product A product new to the world, the market, the producer, the seller, or some combination of
New Product lines
Business Mission Statement
Q: What business are we in?
A: Business mission statement
Too narrow marketing myopia
too braod no direction
Just right focus on markets served and benefits customers seek.
Conducting a Situation Analysis
Marketing June 12 2013
Steve Jobs: You cant just ask customers what they want and then try to give that to them. By the time
you get it built, theyll want something new.
He was very good at collecting competitive intelligence (looking into the future with
Marketing July 03 2013
When you say buy 1 get second 50% off You only save 25%
What is Price Price is that which is given up in an exchange to acquire a good or service.
To the seller.Price is revenue and profit source
To the consumer.Price is the cost of
Marketing - July 17 2013
If you are going to change something in order it has to be changed in the table of contents
Executive summary should capture the most essential points that would make me want to read the rest
of it. Half a page is fine. Nothing fl
Marketing July 15 2013
Classification of Ownership
Independent Retailers Owned by a single person or partnership and not part of a larger retail
Examples: Shops on Fraser St. (usually complement each other)
Chain Stores Owned and operated as a
May 19 2011
- A statement of what is to be accomplished through marketing activities
T Time specific
The set of unique features of a company and its pro
Marketing June 03 2013
A market is:
1) People or organizations with
2) Needs or wants, and with
3) the ability (afford) and
4) the willingness to buy
A group of people that lacks any one of these characteristics is not a market
If something is way ahead o
Marketing - June 19th 2013
- Public Relations
- Sales Promotion
- Personal Selling
Note: You should know your target market first.
Maturity: Im still here; Im still looking after you. Reminding. Maturity stage is the hardest
Marketing June 10th 2013
Role of Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
Descriptive Gathering and presenting factual statements
Diagnostic explaining data
Predictive - What if
Multiple choice and short answers (CHATPERS 12-15)
Time: 11:00 AM
How to answer SA questions?
Point form/bullet points are recommended
What? Define the concept
Explain. What are the different elements in the concept?
Marketing Mid Term #2 Review (Nov. 7th)
Duration: 90 mins
Format: 20 multiple choices (1 point each for 20 points)
4 short answers (20 points each)
NO CALCULATIONS INVOLVED*
How to answer SA questions?
Point form/bullet points
THE QUESTIONS THAT WERE ON MIDTERM: conduct a swot analysis of langara, discuss the
consumer buying process, talk about marketing strategy plan, talk about macroenvironment,
1. Be able to define marketing and the steps in the marketing process
The best te
be familiar with how to come up with all of the areas of the plan
Describe the objectives of your communications strategy and illustrate how each element
will be integrated with consistent messaging. What is the message? Appeals?
Ask Irene how we plan to make profit, ask Irene how to use google docs.
Do peer evaluation form
pg 64 has detailed stuff for project (marketing objectives and issues)
remember to do code of conduct, and also write website you referenced in brackets.
-have a page with all important information
-for case study, you will be given a business situation and, through the questions you will have to apply various areas of the marketing mix to come up with a
relevant plan for the company
Come up with a plan
drink little water during exam so no washroom
include real life example
Our product is an app for carpooling which allows people to get to their destination more conveniently.
The goal is to help customers to get their destination faster than transit, and at a cheaper rate than a
cab. Customers can choose the cheapest and mos
Go to exam VERY EARLY
Study written material and check last time questions
Be ready for real life examples
You must GO VERY EARLY TO GET BEST SEAT IN CLASS
Where no one can see you
DRINK LITTLE WATER DURING EXAM so no washroom
EXAM IS IN SAME ROMO AS LAST
Final exam is on all chapters from the past
Look at midterm mark
Pay attention to questions she didnt already give
There are 4 questions on IMC strategy
4 questions on a case study
Part A: 30 multiple choice questions (30 marks)
Part B: 4 short ans
1. Discuss the makeup and functions of a Marketing Information System (MIS)
People, equipment and procedures which gather information to help managers to assess, develop and
analyze the information needed.
2. Marketers can obtain needed informat