3.3.2- Understanding markets and customers Flashcards

3.3 Marketing management

1
Q

What are the main reasons for market research?

A
  • It helps businesses spot opportunities: businesses research customers buying patterns to predict what customers will buy in the future. Can spot declining and growing markets
  • Helps decide what to do next: can do research before launching a product or an advertising campaign
  • It helps see if their plan is working: can have a keen eye on sales figure
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2
Q

What is quantitative data?

A

Data that produces numerical statistics

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3
Q

What is qualitative data?

A

Data that looks into feelings and motivations of consumers

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4
Q

What is primary research?

A

Where a business gathers new data by themselves

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5
Q

Whats an advantage of primary researcj?

A
  • Up to date
  • More specific to purpose
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6
Q

What is a disadvanatage or primary research?

A
  • Can be labour intensive
  • Time consuming
  • Expensive
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7
Q

What is secondary research?

A

Research done by analysing already available data

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8
Q

What is an advantage of secondary research?

A
  • Easy
  • Quick
  • Cheap
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9
Q

What is a disadvantage of seconday research?

A
  • Can contain errors
  • Can be out of date
  • May not be the data the business is looking for
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10
Q

What is a representative sample?

A

A sample representing the market, which can help keep costs down and save time and resources

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11
Q

What are the three types of sample? Explain them.

A
  • Random sample: Names picked randomly from a list
  • Stratified sample: The population is separated into groups and people are selected randomly from each group
  • Quota sample: People are picked who fit into a category
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12
Q

What is extrapolation?

A

A statistical technique that predicts future trends based on existing data

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13
Q

What are the advantages of extrapolation?

A

Useful in stable environments. E.g. size of the market stays the same

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14
Q

What are the disadvantages of extrapolation?

A

Sudden unexpected events can make extrapolation from past data useless.

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15
Q

What is correlation?

A

Is a measure of how closely two variables are related

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16
Q

What is a confidence variable?

A

A range of values in which we estimate the true mean will lie with a specified probability.

17
Q

What is price elasticity?

A

How much the price change affects the demand

18
Q

Explain the factors of price elasticity.

A
  • Its always negative
  • A product is price elasticity if its greater than 1.
  • The % change in demand is greater than the % change in price
  • As the price goes down, demand will fall
19
Q

How does price elasticity affect revenue and profit?

A
  • If the product is price elastic, a price increase will make revenue go down.
  • If the product is price inelastic, a rise in price will make the revenue go up.
20
Q

What is income elasticity of demand?

A

When people earn more money, theres more demand for some products and less demand for other products.

21
Q

Explain the factors of income elasticity of demand.

A
  • Normal goods: has positive IEOD thats less than 1. When income rises, demand will rise- but slowly
  • Luxury goods: has positive IEOD thats more than 1. When income rises, demand will rise- quickly
  • Inferior goods: has negative IEOD thats 0. When income rises, demand falls
22
Q

How can elasticity help a business make choices?

A
  • Price elasticity helps a manufacturer decide whether to raise or lower a price, and see what happens to sales.
  • Income elasticity helps a manufacturer see what will happen to sales if the economy grows or shrinks.