MCS 3620 Lecture Notes - Lecture 4: Customer Satisfaction, Marketing Mix, Focus Group

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Rumaila Abbas

Document Summary

Marketing function that links the consumer/customer/public to the marketer through information. Test that are conducted in the public, to gather information to help define the market: define marketing opportunities and problems, generate marketing strategies, evaluate marketing actions, monitor performance. It allows you to make the decision on which ad to run for when you want to run it. Idea can be tested: to see the reaction and different message. Media decisions: using research to determine the most effective media vehicle. Budgeting decisions: examine the effect of budget size on advertising, sales are just one indicator of effectiveness because they ignore the other elements of the marketing mix. Can occur at any time from idea generation to find implementation. Brain wave tracking: major ethical discussion around this research because it is a little invasive, how far is too far to get research. Designed to serve as input into the next periods situational analysis.