Summer Test Flashcards
Define the term market research
Market research is gathering, recording and analysing information about consumer preferences for a good or service in order to make informed decisions about a potential market.
What are some benefits of market research
Customer needs and wants ,consumers reactions, best pricing strategies, promotion and competition
Name 5 uses of market research
- To identify what’s happening in the market
- To identify what’s likely to happen in the future
- The explain the causes of change in a market
- To investigate new market possibilities
- To identify gaps in the market
Define the term field research
Field research involves gathering information directly from the marketplace.
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Define the term desk research
Desk research involves analysing information that has already been collected.
Define the term focus group
A group of consumers brought together to discuss a particular product service
What is an advantage of focus groups
This is an efficient way to gather reactions and opinion from a group of people at the same time
What are some disadvantages of a focus group
Some members may dominate the response and influence other group members
Define the term observation
Involves watching or viewing consumers in action, e.g. how much attention given to an in-store display
What is marketing?
It is a process of identifying and satisfying consumers needs and wants
Define the term target market
A target market is the group of people to whom a business aims to sell its products or services.
Define the term and niche market
A niche market is a small, specialised segment of a larger market for a particular product or service. For example, folding bicycles are a niche market: many people want bicycles, but only a small part of that market (e.g. commuters) want to use a folding bike.
Define the term marketing mix
The marketing mix is a combination of four elements that can help a business to market its products to its target market and maximise profits.
Define the term product
Actual item provided to meet the consumers needs
Define term product life-cycle
The product life cycle is the different stages that a product goes through from the time it is launched until it is taken off the market. It is usually illustrated on a five-stage diagram that shows the changes in product sales over time.
Define the term brand
A brand is a name, symbol, design or other feature that makes a product easy to recognise and distinguishes it from competing products.
Define the term price
The price is the amount of money a seller charges a customer for a product or service.
Define the term place
Place refers to where customers will buy the product and the channel of distribution used to get the product to this location.
Define the term channels of distribution
Channels of distribution refers to the way in which the product gets from the manufacturer to the consumer.
Define the term promotion
Promotion means making customers aware of the product or brand in order to increase sales and create brand loyalty.
Define the term promotion mix
The promotion mix is the combination of promotional activities that a business uses to communicate with existing and potential customers.
Define the term advertising
Advertising involves communicating with the public to let them know about a product and get them interested in buying it.
Define the term public relations
To create a positive image of the business, e.g. stay city sponsors the Dublin jerseys
Define term social media
Provide business and organisations with the quick cheap and easy way to promote products and services globally
Define the term community
A group of people who live in the same place or who have certain attitudes or interests in common
What is economic
Economic growth ,profits ,employment ,resources, standard of living
What is social
Education ,community ,equal opportunities
What is environmental
Benefits to land ,pollution, natural resources, environmental management