MKTG 312 Study Guide - Midterm Guide: History Of Marketing, Psychographic, Demand Characteristics
24 Dec 2014
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Attribute: enable the consumer to enjoy the benefits of info availability in a very convenient package. Ethnography: involves analyzing the artifacts associated with consumption. Exchange: acting out of a decision to give something up in return for something of greater value. Niche marketing: specializes in serving one market segment with particularly unique demand characteristics (golf) One-to-one marketing: offers a unique product to each individual customer and thereby treats each customer as a segment of one (casino) Production orientation: innovation is geared primarily toward making the production process as efficient and economic as possible (walmart) Qualitative research tools: gathering data in a relatively unstructured way including case analysis, clinical interviews, and focus group interviews (consumer respondents are usually free to respond in their own words or simply through their own behavior. Quantitative research: addresses questions about consumer behavior using numerical measurement and analysis tools.
