323 Chapter 1
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| Marketing research | the function that links an org to its market through the gathering of information
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| Relationship marketing | the name of a strategy that entails forging long
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| Knowledge of the market, effective training programs, employee empowerment and teamwork |
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| CRM | customer relationship management, the process used for implementing a relationship marketing strategy. Addresses customer/market knowledge, data integration, information technology, customer profiles
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| Situation analysis | monitoring the appropriateness of a firms marketing strategy and determining whether changes to strategy are necessary
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| Opportunity assessment | involves collecting information on product markets for the purpose of forecasting how they will change
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| Benefit and lifestyle studies | examine similarities and differences in consumers needs
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| Importance | performance analysis
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| Target market analysis | information for identifying those people a company wants to serve
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| 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
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| Concept and product testing | information for decisions on product improvements and new product induction
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| Test marketing | information for decisions on product improvements and new product introductions
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| Customer satisfaction studies | these studies asses strength and weaknesses that customers perceive in a firms marketing mix
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| Retailing research | studies on topics such as trade area analysis, store image/perception, instore traffic pattern analysis
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Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
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If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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