Term
What are the 4 hierachry of needs?
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Definition
Personal Needs
Social Needs
Saftey Needs
Physiological Needs |
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Term
| What are some Personal needs? |
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Definition
| Need for better world, accomplishment, fun |
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Term
What are some Social needs?
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Definition
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Term
| What are some Saftey needs? |
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Definition
| Solutions, Protection, physical well being |
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Term
| What are phsiological needs? |
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Definition
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Term
| What is the learning process? |
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Definition
| Drive - > Cue - > Response |
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Term
What is the 5 step scientific appraoch to the marketing research process?
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Definition
1. Define Problem
2. Analyze the situation
3. Get problem specific data
4. Interpreting Data
5. Solve the Problem |
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Term
| What are the 2 different types of source data? |
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Definition
| Secondary Data Sources and Primary Data Sources |
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Term
| What are the 2 secondary data sources? |
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Definition
| Inside company and outside company |
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Term
| What are some examples of inside company? |
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Definition
| Files, Reports, people, sales |
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Term
| What are some examples of outside company? |
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Definition
| Internet, libraries, private research |
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Term
| What are the two primary data sources? |
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Definition
| Observation and Questionings |
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Term
| What are some examples of observations? |
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Definition
| Equipment, Website analysis, personal approaches |
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Term
| What are some examples of questioning? |
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Definition
| Focus Groups, interviews, mail, phone |
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Term
| What are the buisness product classes? |
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Definition
Installations
Accessory Equipment
Raw Materials
Component Parts and Materials
Maitanence repair and Operating Supplies
Professional Services |
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Term
| What are some characteristics of a good brand name? |
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Definition
Short and Simple
Easy to read
Easy to remember
Easy to Pronounce
Can Be pronounced one way
All languages
Suggested Benefits
Legal to use |
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Term
| What are the consumer product classes? |
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Definition
Conviennce products
Shopping products
Specialty Products
unsought products |
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Term
| What do convienence products entail? |
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Definition
| Staples, Impulse, Emergency |
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Term
| What do shopping products entail |
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Definition
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Term
| What do specialty products entail? |
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Definition
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Term
| What do unsought products entail? |
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Definition
New unsought
Regularly unsought - aware of product but not interested |
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Term
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Definition
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Term
| What are the psychological variables? |
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Definition
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Term
| What are the 3 types of selective processes? |
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Definition
Selective Exposure
Selective Perception
Selective Retention |
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Term
| What is selective exposure? |
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Definition
| Do what we want, info that is only important to us |
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Term
| What is selective perception? |
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Definition
| Screen out or modify ideas, messages, and info that conflict with attitudes and precously learned beliefs |
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Term
| What is selective retention? |
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Definition
| Remeber only what we want to remember. |
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Term
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Definition
| Point of view towards something. |
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Term
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Definition
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Term
| How is the class system based? |
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Definition
money
location
ancestory
reference groups
education
situational influences |
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Term
| What are the 3 levels of problem solving? |
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Definition
1. Routine Response Behavior
2. Limited Problem Solving
3. Extensive Problem solving |
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Term
| What is Routine Response Behavior? |
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Definition
| Buy same thing as last time |
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Term
| What is limited problem solving? |
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Definition
| Willing to put some effort into purchase |
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Term
| What is Extensive problem solving? |
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Definition
| Willing to put great effort into purchase |
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Term
| Why do buisness and organizations buy products? |
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Definition
1. Use in work
2. Components of companies products
3. Direct resale |
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Term
What is the buying center?
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Definition
| Collection of people who get involved in buying of products |
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Term
| What arae the 5 components of a buying center? |
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Definition
- Users
- Influencers
- Buyers
- Deciders
- Gatekeepers
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Term
| What are 4 differences from Consumer Market? |
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Definition
- Buyer seller relationship more comlex
- Manufacturs are fewer, larger buyers, often more geo concentrated
- Retailing and wholsaleers buy for resale
- Bidding government can be frustrationg
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Term
| What is the difference between qualitative research and quantatative? |
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Definition
Qualitative is in depth, open-ended.
Quant is large group of people |
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Term
| 5 Aspects of Foucus Group |
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Definition
- Small groups
- Informal Setting
- Trained interviewer
- Promote group interaction
- Results may not be represenattive of target market
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Term
| What are the 2 types of questions? |
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Definition
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Term
| What are the 3 things that are part of a product? |
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Definition
Brand Name
Brand mark - unspoken part of brand
Trademark |
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Term
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Definition
- Image
- Differentiation
- Legal Protection
- Loyalty
- Ease of Promotion
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Term
| What do consumers get from brand names? |
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Definition
Assurance of Quality
Ease of Shopping
Status |
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Term
| What are 4 aspects of the battle of the brands? |
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Definition
- Control Shelf Space
- Display own brands more promiently
- Private Brands oftern priced lower
- Consumers generally know the quality from private brands
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Term
| What are some purposes of packaging? |
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Definition
Contain Product
Attacts attention
Gives info
Adds to ease of product
Promote Product
Make identification easy
Divides product into convenient sizes or lots |
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Term
| What are 3 observations of product lifestyles? |
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Definition
- Applies well to industries
- Length is based on idustry or product and what is the innovation cycle
- Fads or staple products
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Term
| Ways to judge if a product will be short lived or long? |
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Definition
- Competative advantage?
- Easy to use?
- Will you be able to easliy communcatae advantages
- Easy to try
- Compatiable with values and experiences
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Term
| How can the maturity age be extended? |
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Definition
Market modification
Product modification
Other marketing mix modifications - new stategy for P's of marketing |
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