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20 Cards in this Set
- Front
- Back
Customer insights: |
Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. |
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Marketing information systems (MIS): |
People and procedures dedicated to assessing information needs, developing needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. |
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Internal databases: |
Electronic collections of consumer and market information obtained from data sources within the company network. |
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Competitive marketing intelligence: |
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. |
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Marketing Research: |
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. |
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Exploratory Research: |
Marketing research to gather preliminary information that will help define problems and suggest hypotheses. |
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Descriptive Research: |
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers. |
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Casual Research: |
Marketing research to test hypotheses about cause-and-effect relationships. |
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Secondary Data: |
Information that already exists somewhere, having been collected for another purpose. |
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Primary Data: |
Information collected for the specific purpose at hand. |
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Observational Research: |
Gathering primary data bu observing relevant people, actions and situations. |
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Ethnographic Research: |
A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments". |
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Survey Research: |
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. |
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Experimental Research: |
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. |
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Focus Group Interviewing: |
Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. Interviewer "focuses" the group discussion on important issues. |
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Online Marketing Research: |
Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior. |
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Online Focus Groups: |
Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior. |
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Behavioral Targeting: |
Using online consumer tracking data to target advertisers and marketing offers to specific consumers. |
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Sample: |
A segment of the population selected for marketing research to represent the population as a whole. |
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Customer Relationship Management (CRM): |
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty. |