MarketingExam2

an interactive, flexible, discovery oriented, and accessible computerized information system that enables mangers to obtain and manipulate information as they are making decisions; allow "what if" questions

the creation of a large computerized file of customers' and potential customers' profiles and purchasing patterns

everyday information about developments in the marketing environment that managers use to prepareand adjust marketing plans

the process of planning, collecting and analyzing data relevant to a marketing decision

determining what information is needed and how that information can be obtained efficiently and effectively

the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information

a broad-based problem that uses marketing research in order for managers to take proper actions

specifies which questions must be answered, how and when to gather data, and how the data will be analyzed

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions and attitudes

a type of survey that involves interviewing business people at their offices concerning industrial products or services

a sample in which every element in the population has a known statistical likelihood of being selected

a sample arranged in such a wat that every element of the population has an equal chance of being selected as part of the sample

any sample in which little or no attempt is made to get a representation cross section of the population

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

an error that occurs when a sample somehow does not represent the target population

an error that occurs when a sample drawn from a population differs from the target population

an error that occurs when the selected sample is an imperfect representation of the overall population

a firm that specializes in interviewing respondents on a subcontracted basis

a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions

a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

a scanner-based research program that tracks the purchases of 3,000 housseholds through store scanners in each research market

a scanner-based sales-tracking service for the consumer packaged-goods industry

an intelligence system that helps mangagers assess their competition and vendors in order to become more efficient and effective competitors

a plan that links the new-product development process with the objectives of the marketing department, the business unit and the corporation

a marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products

the process of getting a group to think of unlimited ways to vary a product or solve a problem

the first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason

a test to evaluate a new-product idea, usually before any prototype has been created

the second stage of the screening process where preliminary figures for demand, cost, sales and profitability are calculated

a prototype is developed and a marketing strategy is outlined

a team-oriented approach to new-product development

the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation

advertsing and promoting of several products, including a test product, to members of the product's target market

the decision to market a product

a product perceived as new by a potential adopter

the process by which the adoption of an innocation spreads

a concept that provides a way to trace the stages of a product's acceptance, from its introduction (birth) to its decline (death)

all brands that satisfy a particular type of need

the full-scale launch of a new product into the marketplace

the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start acquiring small pioneering firms, and profits are healthy

a period duing which sales increase at a decreasing rate

a long-run drop in sales

the result of applying human or mechanical efforts to people or objects

the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed

a characteristics that can be easily assessed before purchase

a characteristic that can be assessed only after use

a characterisitc that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience

the inability of the production and consumption of a service to be separated; consumers must be present during the production

the variability of the inputs and outputs of service, which causes services to tend to be less standardized and uniform than goods

the inability of services to be stored, warehoused or inventoried

the ability to perform a service dependably, accurately and consistenly

the ability to provide prompt service

the knowledge and courtesy of employees and their ability to convey trust

caring, individualized attention to customers

the physical evidence of a service, including the physical facilities, tools and equipment used to provide the service

• five gaps that can cause problems inservice delivery and influence customer evaluations or service quality:
• 1. Customer expectations vs. Manager's perception of customer wants
• 2. Manager's perception of customer wants vs. Specifications for service quality
• 3. Specifications for service quality vs. Delivery of the service
• 4. Delivery of the service vs. What the company promises
• 5. Customer service expectations vs. perceptions of service performance

the most basic benefit the consumer is buying

a group of services that support or enhance the core service

a strategy that uses technology to deliver customized services on a mass basis

treating employees as customers and developing systems and benefits that satisfy their needs

an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment

the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets

an announcement that promotes a program of a federal, state or local government or of a nonprofit organization

all the activities directly related to the sales of goods and services to the ultimate consumer for personal, nonbusiness use

retailers owned by a single person or partnershop and not operated as part of a larger retail insistution

stores owened and operated by a single organization

the right to operate a business or to sell a product

the amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted

a store housing several departments under one roof

a department head who selects the merchandise for his or her department and may also be responsible for promotion and personnel

a retail store specializing in a given type of merchandise

a large, departmentalized, self-service retailer that specializes in food and some nonfood items

the tendency to offer a wide variety of nontraditional goods and services under one roof

a retail store that stocks pharmacy-related products and services as its main draw

a miniature supermarket, carrying only a limited line of high-turnover convenience goods

a retailer that competes on the basis of low prices, high turnovers and high volume

a retailer that offers consuers very limited service and carries a broad assortment of well-known, nationally branded "hard goods"

a retailing strategy using moderate to low prices on large quantities of merchandise and lower levels of service to stimulate high turnover of products

a retail store that combines groceries and general merchandise goods with a wide range of services

a retail store that offers nearly complete selection of single-line merchandise and sued self-serivce, discount prices, high volume, and high turnover

specialty discount stores that heavily dominate their narrow merchandise segment

limited-servie merchant wholesalers that sell a limited selection of brand-name appliances, household items, and groceries on a cash-and-carry basis to members, usually small business and groups

a retailer that sells at prices 25 percent or more below traditional department store prices because it pays cash for its stock and usually doesn't ask for return privileges

an off-price retailer that is owned and operated by a manufacturer

shopping without visiting a store

the use of machines to offer goods for sale

the selling of products by representatives who work door-to-door, office-to-office, or at home sales parties

techniques used to get consumers to make a purchase from their home, office, or another nonretail setting

the originator of a trade name, product, methods of operation, and so on that grants operating rights to another party to sell its product

an individual or business that is granted the right to sell another party's product

product, place, promotion, price, presentation, personnel

the mix of products offered to the consumer by the retailer; also called the product assortmentor merchandise mix

stores that consumers purposely plan to visit

the overall impression conveyed by a store's physical layout, decor and surroundings