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| pieces of information that have already been collected from other sources and usually are readily available |
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| data collected to address specific research needs |
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| Data available for a fee from commercial research firms such as Information Resources Inc., Panel, Nielsen. (syndicated external secondary data) |
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| A type of syndicated external secondary data used in quantitative research that is obtained from scanner readings of UPC codes at check-out counters.(syndicated external secondary data) |
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| information collected from a group of consumers(syndicated external secondary data) |
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| large computer files that store millions and even billions of pieces of individual data (internal secondary data) |
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| the use of a variety of statistical analysis tools to uncover previously unknown patterns in the data stored in databases or relationships amount variables (internal secondary data) (ex: loyalty card scanned) |
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| the number of consumers who stop using a product or service, divided by the average number of consumers of that product or service. (internal secondary data) |
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| data sets that are too large and complex to analyze with conventional data management and data mining software (internal secondary data) |
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| Informal research methods, including observations, following social media sites, in-depth interviews, focus groups, and projective techniques. |
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| structured responses that can be statistically tested to confirm insights and hypotheses generated via qualitative research or secondary data |
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| An exploratory research method that entails examining purchases and consumption behaviors through personal or video camera scrutiny. |
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| online networks of people who communicate about specific topics, marketers monitor this closely to see what customers like/dislike about products. |
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| data gathered by evaluating customer comments posted through social media sites such as Facebook and twitter. |
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| An exploratory research technique in which trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue. |
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| a research technique in which a small group of persons (8-12) comes together for an intensive discussion about a particular topic, with a conversation guided by a trained moderator using an unstructured method of inquiry |
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| a systematic means of collecting information from people that generally uses questionnaire |
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| open-ended questions that allow respondents to answer in their own words |
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| closed-ended questions for which a discrete set of response alternatives, or specific answer, is provided for respondents to evaluate |
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| a type of conclusive and quantitative research that systematically manipulates one or more variable to determine which variable have a casual effect on another variable. |
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| digital scanning of the physiological or behavioral characteristics of individuals as a means of identification |
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| anything that is of value to a consumer and can be offered through a voluntary marketing exchange |
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| the basic problem-solving benefits that consumers are seeking |
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| the physical attributes of a product including the brand name, features/design, quality level, and packaging. |
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| associated services (augmented product) |
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| The nonphysical attributes of the product including product warranties, financing, product support, and after-sale services. |
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| products and services used by people for their personal use |
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| speciality products/services |
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| Products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers. |
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| shopping products/services |
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| Those for which consumers will spend time comparing alternatives, such as apparel, fragrances, and appliances. |
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| convenience products/services |
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| Those of which the consumer is not willing to spend any effort to evaluate prior to purchase. |
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| unsought products/services |
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| products or services consumers either do not normally think or buying or do not know about. |
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| the complete set of all products offered by a firm. |
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| Groups of associated items, such as those that consumers use together or think of as part of a group of similar products |
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| number of product lines offered by a firm; also known as variety. |
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| the number of categories within a product line. |
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| what are the Values of Branding for the customer? |
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- Brands Facilitate Purchases
- Brands Establish Loyalty
- Brands Protect from Competition and Price Competition
- Brands Are Assets |
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| The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. |
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| measures how many consumers in a market are familiar with the brand and what is stands for; created through repeated exposures of the various brand elements ( brand name, logo, symbol, character, packaging, or slogan) |
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| the relationship between a product's or service's benefits and it's cost. |
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| the mental links that consumers make between a brand and it's ket product attributes; can involve a logo, slogan, or famous personality. |
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| Occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. |
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| Manufacturer Brands ( national brands ) |
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| Brands owned and managed by the manufacturer. (coca-cola) |
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| Products developed by retailers. Also called private label brands |
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| Brands developed and marketed by a retailer and available only from that retailer; Also called store brands (wegmans brand) |
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| A firm's own corporate name used to brand it's product lines and products. |
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| The use of individual brand names for each of a firm's products. |
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| The use of the same brand name within the same product line and represents an increase in a product line's depth. |
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| occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. |
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| the practice of marketing two or more brands together on the same package or promotion ( taco bell and Pizza Hut ) |
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| A contractual arrangement between firms, whereby one firm allows another to use it's brand name, logo, symbols, or characters in exchange for a negotiated fee. |
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| brand repositioning (rebranding) |
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| a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preference. (dawn dish soap/air freshener) |
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| The packaging the consumer uses, such as the toothpaste tube, from which he or she typically seeks convenience in terms or storage, use, and consumption. |
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| the wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners; can contain additional product information that my not be available on the primary package. |
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| product packing that is ecologically responsible. |
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Speciality
Shopping
Convenience
Unsought |
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| What factors make a brand? |
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- brand name
- URL's
- Logos and symbols
- characters
- slogans
- jingles/sounds |
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