MARK 302 Study Guide - Final Guide: Customer Relationship Management, Geographic Information System, Affinity Analysis

• School: Concordia University
• Department: Marketing
• Course: MARK 302
• Professor: Anastasia Mavidis

Document Summary

Chapter 1 the role a marketing research in management decision-making. Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. A business philosophy based on consumer, goal, and systems orientation. Why should marketing research be conducted: u(cid:374)de(cid:396)sta(cid:374)d (cid:272)usto(cid:373)e(cid:396)s(cid:859) needs and wants, understand changes in the external environment and identify opportunities and threats. Identify target market and create matching brand identity and marketing mix. Marketing research: the planning, collection, and analysis of data relevant to marketing decision- making and the communication of the results of this analysis to management. Descriptive: gathering and presenting statements of fact e. g. industry sales trends (historical sale t(cid:396)e(cid:374)ds i(cid:374) the i(cid:374)dust(cid:396)(cid:455), (cid:272)o(cid:374)su(cid:373)e(cid:396)(cid:859)s attitudes a(cid:374)d (cid:271)elie(cid:448)es to(cid:449)a(cid:396)ds a p(cid:396)odu(cid:272)t, (cid:272)o(cid:374)su(cid:373)e(cid:396) (cid:272)o(cid:374)su(cid:373)ptio(cid:374) habits) Predictive: specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision (using sustainability)