MKT 828 Study Guide - Final Guide: Telemarketing, Psychographic, South By Southwest
Document Summary
Market research: an information based approach to marketing sport: determining the type of mis system to use depends upon a number of factors size and geographic dispersion of market availability of data budget organizational leadership style and vision. Data on individual consumers names, addresses, and phone #s frequency of purchase/attendance, use of product type and quantity of product purchases, dates of purchase/attendance: method of payment, location of where product was purchases, lead time, media used/source of awareness patterns of consumption. 11/05/2014: personal observation, focus groups, questionnaires, on site, mail, computer, telephone surveys, personal interviews, community intercepts, panel. The promotional planning model: the most sophisticated campaigns target both existing and potential consumers, concentrating more heavily on current users, level one, level two, level three, defectors: non pattern attendees/light users no established pattern multiple attendees/medium users frequent attendees/heavy users no longer on the escalator.
