MKTG 2201 Study Guide - Customer Relationship Management, Gross Margin, Neuromarketing
21 Mar 2013
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Document Summary
Ethnographic research: observational research done by trained researchers in consumers" natural environments. Neuromarketing techniques: using eeg or fmri to study the brain"s reactions. Customer relationship management: tracking individual customer throughout their interactions with company. Marketing information systems: technology used to access info and make decisions. Consumer decision making process: problem recognition, information search, evaluation of alternatives, product choice, post purchase evaluation. Microenvironment: company, suppliers, marketing intermediaries, competitors, publics, and customers. Macroenvironment: demographic, economic, natural, technological, political, and cultural. Define mission, evaluate environment, set organizational objectives, situation analysis, marketing objectives, monitor and control strategies, action plans developed, monitor plans" success with metrics (ex. Market fragmentation: the creation of many consumer groups due to the diversity of their needs and wants. Markup: an amount added to the cost of the product to create a price at which the channel member will sell the product. Pricing for individual products: two-part pricing, payment pricing. Pricing for multiple products: price bundling, captive pricing.
