Ch 1: Marketing Research Intro Flashcards
A great deal of marketing research is conducted to determine the size of various market segments. Not only are managers interested in knowing the size of a market segment but also:
If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.
According to the American marketing association, what is the function of marketing research?
To link the consumer to the marketer
An example of basic research is:
A winery needs to understand more about exporting wine.
A ______ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Marketing information system
A winery wants to know more about sale channels, product outlets, and even wether these channels are motivated. What type or research would the winery use to answer these questions?
Distribution research
According to the American marketing association, which if the following is not a use if marketing research?
To solve general, not specific marketing problems
Applying marketing research to a specific geographical marketing area is referred to as:
Market research
Chobani launched a campaign, called the break you make, in 2015 to increase awareness of the chobani flip, an afternoon snack yogurt. Research determined that the campaign was very successful with sales of chobani flip up over 300% over the previous year. The main use of this type of research would be related to:
Promotion research
Creating the proper mix of product/service, price, promotion, and distribution for a market begins with:
Selecting the segment of the market as a company’s target.
For many years, the marketing concept has been recognized as the right philosophy because:
It always focuses on the consumer.
