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
