Marketing Research Test 1 Ch 1

integrated marketing communications

all promotional efforts should be coordinated to communicate a consistent image

supply chain

another term for a channel of distribution, meaning the link between suppliers and customers

relationship marketing

communicates the idea that a major goal of marketing is to build long-term relationships with the customers contributing to the firms success

promotion research

investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions

pricing

involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints

promotion

the communication function of the firm responsible for informing and persuading buyers

marketing orientation

the corporate culture existing fir firms adopting the marketing concept. It emphasizes customer orientation, long-term profitability and a cross-functional perspective

integrated marketing mix

the effects of various combination's of marketing-mix elements on important outcomes.

total value management

the management and monitoring the entire process by which consumers receive benefits from a company

the scientific method

the way researchers go about using knowledge and evidence to reach objective conclusions about the real world

culturally cross-validated

to verify that the empirical findings from one culture also exist and behave similarly in another culture

total quality management

a business philosophy that has much in common with the marketing concept

marketing concept

a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process

customer-oriented

a firm in which all decisions are made with a conscience awareness of their effect on the consumer

product-oriented

a firm that prioritizes decision making in a way that emphasizes technical superiority in the product

production-oriented

a firm that prioritizes efficiency and effectiveness of the production process in making decisions

marketing channel

a network of interdependent institutions that perform the logistics necessary for consumption to occur

marketing research

defining marketing opportunities and problems, generating and evaluating marketing ideas, monitoring performance, and understanding the marketing process.

marketing metrics

quantitative ways of monitoring and measuring marketing performance

Geo-demographics

refers to information describing the demographic profile of consumers in a particular geographic region

performance-monitoring research

refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity

applied marketing research

research conducted to address a specific marketing decision for a specific firm or organization

basic marketing research

research conducted without a specific decision in mind that usually. does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem