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
- 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
▯ 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
▯ ▯ -associations
▯ ▯ -business info
4. which should be used ﬁrst if possible?
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?
-will involve rubies. ignore zeroes.
1. what are the steps in the buying process?
-problem recognition, information search, evaluation of alternatives, purchase decision,
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,
4. how are post purchase evaluations made?
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
- 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