marketing 3001 test 3- ch 10

________ research is an informal research method, including observation, following social media sites, in depth interviews, focus groups, and projective techniques

qualitative research

_______ research is structured responses that can be statistically tested to confirm insights and hypotheses generated via qualitative research or secondary data

quantitative research

_____ can come from free or inexpensive external sources like census data, trade associations, and reports

secondary data

______ can be accessible through internal sources like the companies' sale invoices, customer lists, and other reports generated by the company

secondary data

_________ are pieces of information that have already been collected from other sources and usually are readily available ex: external/internal sources

secondary data

4 types of products:

shopping products (furniture, apparel) convenience products (beverages, bread, soap) unsought products (fire extinguisher, dictionary) specialty products (wedding gowns, designer brands)

marketing research process pg211

1. defining objectives and research needs 2. designing the research 3. data collection process 4. analyzing data and developing insights 5. action plan and implementation

New product development process:

1. idea generation 2. concept testing 3. product development 4. market testing 5. product launch 6. evaluation of results

___________ is the physical attributes of a product including the brand name, features/design, quality level, and packaging

actual product

__________ is the non-physical attributes of the product including product warranties, financing, product support, and after-sale service

associated services

____ occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold (ex: cheetos chapstick bc they thought ppl would want to leave the taste on their lips... bad idea)

brand dilution

_____ is the use of the same brand name for new products being introduced to the same or new markets (ex: crest sells toothpaste, toothbrushes, and other dental hygiene products even though their original product was toothpaste)

brand extension

_____ allows for firms to differentiate its product offerings from those of its competitors

branding

_____ is the act of making consumers aware of a brand

branding

Kellogg is an example of ______ because it has ready to eat cereal, toaster pastries/breakfast snacks, cookies and crackers, and natural/organic/frozen options

breadth

_______ is the number of product lines offered by a firm; also known as variety pg. 238

breadth

___________ in packaging can attract new markets

change

________ is the practice of marketing 2+ brands together on the same package, promotion, or store. an example is taco bell and pizza hut stores

co-branding

________ is the process in which a concept statement that describes a product or a service is presented to potential buyers or users to obtain their reactions

concept testing

Kellogg is also an example of ______ because it has Nutri-Grain, Special K, and Kashi as well as Pop Tarts

depth

______ is the number of categories within a product line

depth

_____ is the process by which the use of an innovation, whether a product or a service, spreads throughout a market group over time and over various categories of adopters p 258

diffusion of innovation

______ are the second group of consumers to use a product or service innovation. they generally don't like to take as much risk. instead they wait and purchase the product after careful review

early adopters

______ these are members that don't like to take much risk and tend to wait until bugs are worked out of a particular product or service

early majority

_______ are the buyers who want to be the first to have the new product or service

innovators

_____ these are consumers who avoid change altogether and rely on traditional products until they are no longer available

laggards

______ are the last group of buyers to enter a new product market. when they do, the product has achieved its full market potential

late majority

______ occurs when the firm has developed its new product/service. now it must test the market for the new product with a trail batch

market testing

_______ introduces a new product or service to a limited geographical area prior to a national launch

market testing

_______ is a set of techniques and principles for systematically collecting and recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas

marketing research

______ attracts consumers attention, enables the product to stand out, and is a promotional tool (ex- new and improved).

packaging

2 types of market testing:

premarket test

______ are conducted before a product or service is brought to market to determine how many customers will try and then continue to use it

premarket testing

_____ is data collected to address specific research needs

primary data

__________ provide info the consumer needs for the purchasing decision and consumption of the product

product label

_______ defines the stages that new products move through as they enter, get established in, and ultimately leave the marketplace and thereby offers marketers a starting point for their strategy planning p 275

product life cycle

_____ are groups of associated items, such as those that consumers use together or think of as part of a group of similar products

product lines

______ is the complete set of all products and services offered by a firm

product mix