MARK 302 Study Guide - Midterm Guide: Focus Group, Celsius, Artificial Neural Network
11 Apr 2017
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Document Summary
Marketing: 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. Marketing research: planning, collection and analysis of data relevant to marketing decision- making and the communication of the results of this analysis to management. Return on quality: management objective based on the principles that The quality being delivered is at a level desired by the target market. That level of quality must have a positive impact on profitability. Marketing strategy: a plan to guide the long-term use of a firm"s resources, based on its existing and projected internal capabilities and on projected changes in the external environment. Applied: researched aimed at solving a specific issue, better understanding of the market-place, determination of why a strategy failed or reduction of uncertainty in management making decisions. Basic: aimed at expanding the frontiers of knowledge rather than solving the specific problem.
