MKT 232 Study Guide - Quiz Guide: Test Market, Combined Statistical Area, Dialog System
Document Summary
What types of activities are included in marketing research: business economic and corporate research studies, market share analysis, internal employee studies. : industry characteristics, trends, diversification: pricing analysis. : cost/price analysis, price elasticity, market potential, sales potential, competitive pricing: product product testing. : concept development and testing, brand name generation and testing, test market: distribution: international studies. Plant/warehouse location studies, channel performance studies, expert and: promotion: image studies, sales force, studies of premiums/coupons/deals. Motivation research, media research, copy research, advertising effectiveness, public: buying behavior: awareness, segmentation studies. #1 is company who use it is manufacturers of consumer products. The type of company who uses it the least is retailing/wholesaling. To prepare a defense in case of failure -for public relations/advertising. To reduce uncertainty (you can never have 100% certainty) To gain information to help in guiding marketing actions. Publishing companies & government agencies (dept of commerce, bureau of the census)
