Marketing 3000 study guide test 2

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marketing study guide 1. who uses data base info and how do they get it? - casinos electronically monitor the slot machine usage and send coupons to get people to come back - samsonite uses info from product registration cards and incoming calls to its 800 number - kraft collects names and preferences of consumers who mail in coupons - american express can trace every purchase made with its cards since 1991 to the individual card holders 2. what are the steps in the marketing research process? a. defining the problem and research objectives b. developing research plan c. collect the info d. analyze the info e. present the findings 3. what are the various primary/secondary data sources? -primary: non recurring research ▯ observational: kids choose 1 toy over another ▯ focus group: qualitatively interviewed by monitor ▯ survey: most common, google offers methods ▯ behavioral: ▯ experimental: 3 types ▯ ▯ 1. lab experiment: pretzel placement ▯ ▯ 2. field: put pretzels on shelf ▯ ▯ 3. test marketing: put pretzels in all stores. expensive -secondary: already been collected ▯ internal sources ▯ gov publications: census, used to help businesses ▯ periodicals and books ▯ commercial data ▯ on-line ▯ ▯ -associations ▯ ▯ -business info 4. which should be used first if possible? -Secondary: cheaper/easier 5. What are the steps in non recurring primary data process? ▯ exploratory: scope of all issues involved. sheds light on problem, suggest ▯ solutions or new ideas. ▯ descriptive: ascertain magnitude. how important are these issues. rank them. ▯ causal: test cause/effect relationships. tests hypotheses about them. no/no go 6. what is “good” marketing research? -scientific, creative (new perspective), uses multiple methods (positives/negatives), realizes and interdependence of models and data, acknowledges the cost and value of info, maintains healthy skepticism, is ethical. 7. what is involved in and how do you determine market share? -sales/industry sales. -will involve rubies. ignore zeroes. Consumer behavior 1. what are the steps in the buying process? -problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior. 2. innate? : biogenic/primary needs -food, drink, breath, sex acquired? : psychogenic/ secondary needs -esteem, prestige, affection, power 3. difference between info search methods? -internal (more reliable/ retrieval of past experiences) vs external (marketing, public, group) 4. how are post purchase evaluations made? -(performance-expectations)=expectancy gap 5. what are factors that increase post purchase anxiety? -the importance of the purchase, the degree of similarity between the item selected and the items rejected 6. what are differences between routine, limited, extensive decision making? -level of involvement -routine: habitual. low involvement (almost subconscious). Few alternatives considered. ex) supermarket items -limited: medium involvement, several alternatives considered, ex) small household appliance - extensive: high involvement, time and effort spent, info search and alternative evaluation, ex) car. 7. know about heuristics(wide category), biases, correlational inferences, country of origin effect, and different types/examples. -heuristic: used to ease cognitive effort ex: Shortcuts at supermarket, Mp3 players -bias: using heuristics resulting in a faulty evaluation two types: representativeness and availability -correlational inferences: associations (pos/neg) between two attributes ex: Tall people are attractive (positive) ex: Higher prices, Lower gas mileage (negative) -country of origin ex: Chicago - architecture, pizza and hotdog ex: St. Louis - microbrews, toasted ravioli ex: KC - BBQ and tailagting Non profit marketing materialism and sustainability 1. how is it different than business marketing? -Requires different marketing perspective, heightened need for marketing expertise, allows for more responsibility. Non-profits are mission-based, consumers are not responsible for financial support, greater need to target multiple constituencies, instead of targeting customers they target those served and d
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