Bus 421 - Research
Terms
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- a business philosophy based on consumer orientation, goal orientation, and systems orientation
- Marketing concept
- a focus on the accomplishment of corporate goals; a limit set on consumer orientation
- goal orientation
- the creation of systems to monitor the external environment and deliver the desired marketing mix to the target market
- systems orientation
- the unique blend of product/service, pricing, promotion, and distribution strategies designed to meet the needs of a specific target market
- Marketing mix
- the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management
- Marketing research
- the gathering and presentation of statements of fact
- Descriptive function
- the explanation of data or actions
- Diagnostic function
- specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision
- Predictive function
- management objective based on the principles that (1) the quality being delivered is at a level desired by the target market and (2) that level of quality must have a positive impact on profitability
- Return on quality
- a plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment
- Marketing strategy
- research aimed at solving a specific, pragmatic problem – better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making
- Applied research
- research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem
- Basic research
- research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies
- Programmatic research
- research used to test decision alternatives
- Selective research