ADM 2320 Lecture Notes - Lecture 6: Jargon, A.D. Vision, Data Mining
13 May 2017
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> focus on the attributes that are most important, vary by target market: bene ts and symbolism e. g. ralph lauren polo player, competition e. g. head to head, differentiation. > position against an entire product classi cation: market leadership e. g. leadership position within an industry. Our e. g, positioning strategies generally focus on either how the product or service affects the consumer or how it is _______________. A) better than the previous year"s product line b) advertised on the internet better than competitors" products and services. C) positioned relative to the company mission statement. Marketing research = consists of a set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers. > involved in marketing goods, services or ideas. Step 1: de ne the research problem & objectives. > helps to know what you are looking for! > objectives guide the entire process and helps to keep the scope of the project.
