September 14, 2011
Chapter 1 – Marketing Fundamentals
What's so difficult about marketing research?
Problem getting good data to answer questions
Problem of equivocal data
Problem of finding a good target group and getting to their heads (eg
children and toys, doctors and anti smoking)
Innovative examples; play labs (watching how kids interact with
toys), diaper changing parents wearing video recorders, chain
restaurants varying the menu in test markets
What can be marketed?
Goods (tangible), services (intangible) and ideas (concepts you can support)
Are there marketable entities that span these categories?
- University education?
Service- with tangible items such as textbooks that are goods
- Credit Cards
Service- small loan service but card is tangible
People wear poppies and pink ribbons (tangible items) to