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Marketing 2- Figures
| Question | Answer |
|---|---|
| JC Penny example (Chapter 6) | Media buys publication papers for newpaper inserts and direct mail pieces |
| Organization Buying: Marketing Characteristics | Demand for industrial products and services is direved. Few customers exists and their purhcase orders are large |
| Organizational Buying: Product or Service Characteristics | Product or services are technical in nature and purchased on the basis of specifications. Raw and semifinshed items are purchased |
| Organizational Buying: Buying Process Characteristics | Qualifies buyers follow established purchasing policies and procedures, their are multiple buying influences, Online buying is widespread |
| Organizational Buying: Marketing Mix Characteristics | Direct selling and distribution is important, Advertising and other forms of promotion are technical, Price is often negotiated |
| 5 Step Marketing Research: Define the Problem | Set Research objectives |
| 5 Step Marketing Research: Develop the Research Plan | Specify constraints and identify data needed for marketing actions |
| 5 Step Marketing Research: Collect Relevant Information | Obtain secondary data, obtain primary data |
| 5 Step Marketing Research: Develop Findings | Analyze the data, Present the findings |
| 5 Step Marketing Research: Take Marketing actions | Make action recommendations and impliment action recommendations |
| Measure of Success | Criteria or standards used in evaluating proposed solutions to the problem. |
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