INTBUS 6 Lecture Notes - Lecture 19: Neuromarketing, Marketing Mix, Brand Management
23 Oct 2020
School
Department
Course
Professor
Document Summary
Neuromarketing: involves scanning the brains of research subjects while showing them ads. This may or may not provide useful insights to marketers. Companies increasingly are choosing hybrid research techniques involving multiple research methods to overcome the weakness inherent in single methodologies. Marketing research: the function that links an organisation to its market through the gathering of information. Marketing research can be thought of as a toolbox full of implements designed for a wide varity of purposes. Concept and product testing / test marketing provide information for decisions on product improvements and new-products introductions. Concept testing identifies any weakness in a product concept prior to launching a product. Product testing attempts to answer the fundamental question: how does a product pperform for the customers? . Perceptual mapping: a technique used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions.
