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Transcript
Chapter 1
1-1
The Nature of Marketing
A definition of marketing:
The process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives
Key Terms & Definitions
1-2
The Marketing Concept
The marketing concept is
composed of three tenets which are
interrelated:
A. Consumer orientation
B. Goal orientation
C. Systems orientation
Key Terms & Definitions
1-3
Marketing Research Defined
Marketing research
is the function that links the
consumer, customer, and public to the marketer through
information that is used to identify and define marketing
opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and
improve understanding of marketing as a process.
Marketing research specifies the
information required to address these
issues, designs the method for collecting
information, manages and implements the data
collection process, analyzes the results,
and communicates the findings and their
implications.
Key Terms & Definitions
1-4
The Three Critical Roles of
Marketing Research
Descriptive:
The gathering and presenting of
statements of fact
Diagnostic:
The explanation of data or actions
Predictive:
The specification of how to use
descriptive and diagnostic
research to predict the results of
a planned marketing decision
Key Terms & Definitions
1-5
Opportunistic Nature
Cited as Favorite
Percent
Cover Girl
14
Clinique
10
Maybelline and
Mary Kay
8
1-6
Usage Among Young Women
Age Range
Product Usage
Tweens (8-12)
Increased
Teens (13-17)
Decreased
Young women (18-24)
Decreased
1-7
Research Value
Return on Quality
The quality being delivered is
at a level desired by the target
market.
The quality level must have a
positive impact on profitability.
Key Terms & Definitions
1-8
Marketing Strategy
For Customer Retention
A plan to guide the long-term use of a firm’s resources
based on its existing and projected internal capabilities
and on projected changes in the external environment
The development of the means by which the firm will
position itself in the eyes of the consumer while
determining the best course of action to meet the firm’s
objectives
Key Terms & Definitions
1-9
Social Media and UGC
• More people participating in social media
• User-generated content is unsolicited,
candid, and passionate many times
• Millions of comments a day about
products/brands
• Fifty-six percent of social media users
check Facebook once a day
Key Terms & Definitions
1-10
Types of Research Studies
Applied
Basic
Research aimed at
solving a specific,
pragmatic problem
Research aimed at
expanding the frontiers
of knowledge rather
than solving a specific,
pragmatic problem
Key Terms & Definitions
1-11
Applied Research Types
Programmatic
Research conducted to develop marketing
options through market segmentation, market
opportunity analyses, or consumer attitude
and product usage studies.
Selective
Research used to test decision alternatives.
Evaluative
Research done to assess program performance.
Key Terms & Definitions
1-12
Decision to Conduct Marketing Research
Reconsider conducting marketing research
under the following circumstances:
•The resources are lacking to do proper research.
•Managers cannot agree on what they need to know
to make a decision.
•The opportunity has passed.
Key Terms & Definitions
1-13
Decision to Conduct Marketing Research
•The decision as already been made, or will not be
made.
•The research results might not be useful to
management.
•Decision-making information already exists.
Key Terms & Definitions
1-14
Decision to Conduct Marketing Research
•The research cost outweighs the benefits of the
research.
• You do not have the time to do the research right.
•The research results will likely only be shelved.
Key Terms & Definitions
1-15
Key Terms & Definitions
• Marketing
• Marketing Concept
• Customer Orientation
• Goal Orientation
• System Orientation
• Marketing Mix
• Marketing Research
• Descriptive Function
• Diagnostic Function
Links and
Key Terms & Definitions
• Predictive Function
• Return on Quality
• Marketing Strategy
• Social Media/UGC
• Applied Research
• Basic, or Pure, Research
• Programmatic Research
• Selective Research
• Evaluative Research
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1-16