Terms in this set (111)
1) It is a source of competitive advantage and makes a
significant contribution to perceived customer benefits. (2) It
3 characteristics of core has applications in a wide variety of markets. (3) It is difficult
competency for competitors to imitate.
1. Sampling unit: whom should we survey?
2. Sample size: how many people should we survey?
3 Decisions of Sampling Plan 3. Sampling procedure: how should we choose the
respondents?
1. choosing the value: represents the "homework" marketing
must do before any product exists.
2. providing the value: Marketing must determine specific
product features, prices, and distribution.
3 phases of the value creation 3. communicating the value: by utilizing the sales force,
and delivery sequence Internet, advertising, and any other communication tools to
announce and promote the product.
, 1. Corporate
2. Division
4 organizational levels of most 3. Business unit
large companies 4. Product
-product
-price
4 P's of marketing -place
-promotion
1. Raw-material-exporting economics
2. Industrializing economies
4 types of industrial structures 3. Subsistence economies
4. Industrial economies
1) very low incomes
2) mostly low incomes
3) very low, very high incomes
5 income distribution patterns 4) Low, mediums, high incomes
5) Mostly medium incomes
, 1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating
cost, not initial price, is low.)
3. Unstated needs (The customer expects good service from
the dealer.)
4. Delight needs (The customer would like the dealer to
include an onboard GPS naviga-
5 types of needs tion system.)
5. Secret needs (The customer wants friends to see him or her
as a savvy consumer.)
1. Define the problem and research objectives
2. Develop the research plan
3. Collect the information
6 Steps for effective marketing 4. Analyze the information
research 5. Present the findings
6. Make the decision
negative, nonexistent, latent, declining, irregular,
8 Demand States unwholesome, full, overfull
Goods, services, events, experiences, persons, places,
1) It is a source of competitive advantage and makes a
significant contribution to perceived customer benefits. (2) It
3 characteristics of core has applications in a wide variety of markets. (3) It is difficult
competency for competitors to imitate.
1. Sampling unit: whom should we survey?
2. Sample size: how many people should we survey?
3 Decisions of Sampling Plan 3. Sampling procedure: how should we choose the
respondents?
1. choosing the value: represents the "homework" marketing
must do before any product exists.
2. providing the value: Marketing must determine specific
product features, prices, and distribution.
3 phases of the value creation 3. communicating the value: by utilizing the sales force,
and delivery sequence Internet, advertising, and any other communication tools to
announce and promote the product.
, 1. Corporate
2. Division
4 organizational levels of most 3. Business unit
large companies 4. Product
-product
-price
4 P's of marketing -place
-promotion
1. Raw-material-exporting economics
2. Industrializing economies
4 types of industrial structures 3. Subsistence economies
4. Industrial economies
1) very low incomes
2) mostly low incomes
3) very low, very high incomes
5 income distribution patterns 4) Low, mediums, high incomes
5) Mostly medium incomes
, 1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating
cost, not initial price, is low.)
3. Unstated needs (The customer expects good service from
the dealer.)
4. Delight needs (The customer would like the dealer to
include an onboard GPS naviga-
5 types of needs tion system.)
5. Secret needs (The customer wants friends to see him or her
as a savvy consumer.)
1. Define the problem and research objectives
2. Develop the research plan
3. Collect the information
6 Steps for effective marketing 4. Analyze the information
research 5. Present the findings
6. Make the decision
negative, nonexistent, latent, declining, irregular,
8 Demand States unwholesome, full, overfull
Goods, services, events, experiences, persons, places,
