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323 Chapter 1
| Question | Answer |
|---|---|
| Marketing research | the function that links an org to its market through the gathering of information |
| Relationship marketing | the name of a strategy that entails forging long |
| Knowledge of the market, effective training programs, employee empowerment and teamwork | |
| CRM | customer relationship management, the process used for implementing a relationship marketing strategy. Addresses customer/market knowledge, data integration, information technology, customer profiles |
| Situation analysis | monitoring the appropriateness of a firms marketing strategy and determining whether changes to strategy are necessary |
| Opportunity assessment | involves collecting information on product markets for the purpose of forecasting how they will change |
| Benefit and lifestyle studies | examine similarities and differences in consumers needs |
| Importance | performance analysis |
| Target market analysis | information for identifying those people a company wants to serve |
| Positioning | a process in which a company seeks to establish a meaning of general definition of its product offering that is consistant with customer needs |
| Concept and product testing | information for decisions on product improvements and new product induction |
| Test marketing | information for decisions on product improvements and new product introductions |
| Customer satisfaction studies | these studies asses strength and weaknesses that customers perceive in a firms marketing mix |
| Retailing research | studies on topics such as trade area analysis, store image/perception, instore traffic pattern analysis |
Created by:
Andrew Gregg
on 2010-02-23