MKT 702 Chapter Notes - Chapter 4: Marketing Mix, Decision Support System, Anthropomorphism
Document Summary
Marketing insights provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers. Marketing research systematic design, collection, analysts, and reporting of data and findings relevant to a specific marketing situation facing the company. Market research: engaging students or professors to design and carry out projects, using the internet, checking out rivals, tapping into marketing partner expertise. Marketing research fall into three categories: syndicated service research firms these firms gather consumer and trade information, which sell for a fee. Examples include tns canada: custom marketing research firms these firms are hired to carry out specific projects. They design the study and report the findings: speciality-line marketing research firms these provide specialized research services. The best example is the field service firm, which sells field interviewing services to other firms. Step 1: define the problem, the decision alternatives, and the research objectives.