2011.05 Marketing

2,981 views

Published on

Published in: Education, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,981
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
31
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

2011.05 Marketing

  1. 1. Marketing<br />Stephan Langdon, MBA, M.Ed.<br />
  2. 2. Week 5<br />
  3. 3. Chapter Five<br />Consumer Markets and Consumer Buyer Behavior<br />
  4. 4. Consumer Markets and Consumer Buyer Behavior<br />Model of Consumer Behavior<br />Characteristics Affecting Consumer Behavior<br />Types of Buying Decision Behavior<br />The Buyer Decision Process<br />The Buyer Decision Process for New Products<br />Topic Outline<br />
  5. 5. Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption<br />Consumer market refers to all of the personal consumption of final consumers<br />Model of Consumer Behavior<br />
  6. 6. Model of Consumer Behavior<br />
  7. 7. Buyer characteristics and the buyer decision process are two parts of _______.<br />buyer’s black box<br />buyer’s white box<br />buyer’s red box<br />buyer’s shopping box<br />
  8. 8. Buyer characteristics and the buyer decision process are two parts of _______.<br />buyer’s black box<br />buyer’s white box<br />buyer’s red box<br />buyer’s shopping box<br />
  9. 9. Characteristics Affecting Consumer Behavior<br />Factors Influencing Consumer Behavior<br />
  10. 10. Consumer purchases are influenced by cultural, _______, personal, and psychological characteristics.<br />cost<br />social<br />health<br />profit<br />
  11. 11. Consumer purchases are influenced by cultural, _______, personal, and psychological characteristics.<br />cost<br />social<br />health<br />profit<br />
  12. 12. Culture is the learned values, perceptions, wants, and behavior from family and other important institutions<br />Characteristics Affecting Consumer Behavior<br />
  13. 13. Characteristics Affecting Consumer Behavior<br />Subculture are groups of people within a culture with shared value systems based on common life experiences<br /> and situations<br />Hispanic<br />African American<br />Asian<br />Mature consumers<br />
  14. 14. Four examples of subculture groups include Hispanic, African American, Asian American, and ________.<br />middle-class<br />mature consumers<br />RVers<br />echo boomers<br />
  15. 15. Four examples of subculture groups include Hispanic, African American, Asian American, and ________.<br />middle-class<br />mature consumers<br />RVers<br />echo boomers<br />
  16. 16. Groups of people with shared value systems based on common life experiences are called ________.<br />cohorts<br />generations<br />subcultures<br />affiliate groups<br />
  17. 17. Groups of people with shared value systems based on common life experiences are called ________.<br />cohorts<br />generations<br />subcultures<br />affiliate groups<br />
  18. 18. The fastest-growing and most affluent subculture in the United States is the _____ population.<br />Hispanic<br />African American<br />Asian American<br />mature<br />
  19. 19. The fastest-growing and most affluent subculture in the United States is the _____ population.<br />Hispanic<br />African American<br />Asian American<br />mature<br />
  20. 20. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors<br />Measured by a combination of occupation, income, education, wealth, and other variables<br />Characteristics Affecting Consumer Behavior<br />
  21. 21. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors is referred to as ________.<br />subculture<br />families<br />social class<br />reference groups<br />
  22. 22. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors is referred to as ________.<br />subculture<br />families<br />social class<br />reference groups<br />
  23. 23. Which of the following is not one of the major American social classes?<br />Upper class<br />Working class<br />Lower-upper class<br />Lower-working class<br />
  24. 24. Which of the following is not one of the major American social classes?<br />Upper class<br />Working class<br />Lower-upper class<br />Lower-working class<br />
  25. 25. Characteristics Affecting Consumer Behavior<br />
  26. 26. Characteristics Affecting Consumer Behavior<br />Groups and Social Networks<br />
  27. 27. Characteristics Affecting Consumer Behavior<br />Word-of-mouth influence and buzz marketing<br />Opinion leaders are people within a reference group who exert social influence on others<br />Also called influentials or leading adopters<br />Marketers identify them to use as brand ambassadors<br />Groups and Social Networks<br />
  28. 28. A person within a reference group who, because of special skills, knowledge, or other characteristics, exerts social influence on others is called a(n) ________.<br />opinion leader<br />mature consumer<br />marketer<br />upper class citizen<br />
  29. 29. A person within a reference group who, because of special skills, knowledge, or other characteristics, exerts social influence on others is called a(n) ________.<br />opinion leader<br />mature consumer<br />marketer<br />upper class citizen<br />
  30. 30. Characteristics Affecting Consumer Behavior<br />Online Social Networks are online communities where people socialize or exchange information and opinions<br />Include blogs, social networking sites (facebook), virtual worlds (second life)<br />Groups and Social Networks<br />
  31. 31. Characteristics Affecting Consumer Behavior<br />Family is the most important consumer-buying organization in society<br />Social roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social status<br />Social Factors<br />
  32. 32. Characteristics Affecting Consumer Behavior<br />Age and life-cycle stage<br />RBC Royal Band stages<br />Youth: younger than 18<br />Getting started: 18–35<br />Builders: 35–50<br />Accumulators: 50–60<br />Preservers: over 60<br />Personal Factors<br />
  33. 33. Characteristics Affecting Consumer Behavior<br />Occupation affects the goods and services bought by consumers<br />Economic situation includes trends in:<br />Personal Factors<br />
  34. 34. Characteristics Affecting Consumer Behavior<br />Lifestyle is a person’s pattern of living as expressed in his or her psychographics<br />Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment<br />Personal Factors<br />
  35. 35. The VALS classification system measures a person’s ________.<br />income<br />occupation<br />lifestyle<br />personality<br />
  36. 36. The VALS classification system measures a person’s ________.<br />income<br />occupation<br />lifestyle<br />personality<br />
  37. 37. Characteristics Affecting Consumer Behavior<br />Personality and self-concept<br />Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment<br />Personal Factors<br />
  38. 38. A person’s _____ is his/her unique set of psychological characteristics that are relatively consistent and lasting.<br />self-esteem<br />self-concept<br />lifestyle<br />personality<br />
  39. 39. A person’s _____ is his/her unique set of psychological characteristics that are relatively consistent and lasting.<br />self-esteem<br />self-concept<br />lifestyle<br />personality<br />
  40. 40. Characteristics Affecting Consumer Behavior<br />
  41. 41. Which of the following is not one of the five brand personality traits?<br />Ruggedness<br />Sophistication<br />Self-concept<br />Sincerity<br />
  42. 42. Which of the following is not one of the five brand personality traits?<br />Ruggedness<br />Sophistication<br />Self-concept<br />Sincerity<br />
  43. 43. Characteristics Affecting Consumer Behavior<br />Psychological Factors<br />
  44. 44. Characteristics Affecting Consumer Behavior<br />A motive is a need that is sufficiently pressing to direct the person to seek satisfaction<br />Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations<br />Psychological Factors<br />Motivation<br />
  45. 45. Characteristics Affecting Consumer Behavior<br />Maslow’s<br />Hierarchy of Needs<br />
  46. 46. Maslow’s hierarchy of needs are psychological, safety, ________, esteem, and self-actualization.<br />social<br />economic<br />lifestyle<br />education<br />
  47. 47. Maslow’s hierarchy of needs are psychological, safety, ________, esteem, and self-actualization.<br />social<br />economic<br />lifestyle<br />education<br />
  48. 48. Characteristics Affecting Consumer Behavior<br />Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes<br />Selective attention<br />Selective distortion<br />Selective retention<br />Psychological Factors<br />
  49. 49. The process by which people select, organize, and interpret information to form a meaningful picture of the world is ________.<br />sensation<br />learning<br />perception<br />motivation<br />
  50. 50. The process by which people select, organize, and interpret information to form a meaningful picture of the world is ________.<br />sensation<br />learning<br />perception<br />motivation<br />
  51. 51. Characteristics Affecting Consumer Behavior<br />Psychological Factors<br />Selective attention is the tendency for people to screen out most of the information to which they are exposed<br />Selective distortion is the tendency for people to interpret information in a way that will support what they already believe<br />Selective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands<br />
  52. 52. Characteristics Affecting Consumer Behavior<br />Learning is the change in an individual’s behavior arising from experience and occurs through interplay of:<br />Psychological Factors<br />
  53. 53. Characteristics Affecting Consumer Behavior<br />Belief is a descriptive thought that a person has about something based on:<br />Knowledge<br />Opinion<br />Faith<br />Psychological Factors<br />Beliefs and Attitudes<br />
  54. 54. Characteristics Affecting Consumer Behavior<br />Attitudes describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea<br />Psychological Factors<br />
  55. 55. Types of Buying Decision Behavior<br />
  56. 56. Types of Buying Decision Behavior<br />Four Types of Buying Behavior<br />
  57. 57. A consumer purchasing fine furniture (which is expensive and for which a brand’s name matters) would probably result in ________ buying behavior.<br />dissonance-reducing <br />variety-seeking<br />complex<br />habitual<br />
  58. 58. A consumer purchasing fine furniture (which is expensive and for which a brand’s name matters) would probably result in ________ buying behavior.<br />dissonance-reducing <br />variety-seeking<br />complex<br />habitual<br />
  59. 59. ________ buying behavior is characterized by low consumer involvement but significant perceived brand differences.<br />Dissonance-reducing <br />Variety-seeking<br />Complex<br />Habitual<br />
  60. 60. ________ buying behavior is characterized by low consumer involvement but significant perceived brand differences.<br />Dissonance-reducing <br />Variety-seeking<br />Complex<br />Habitual<br />
  61. 61. The Buyer Decision Process<br />Buyer Decision Making Process<br />
  62. 62. The Buyer Decision Process<br />Occurs when the buyer recognizes a problem or need triggered by:<br />Internal stimuli<br />External stimuli<br />Need Recognition<br />
  63. 63. The Buyer Decision Process<br />Information Search<br />Sources of Information<br />Personal sources—family and friends<br />Commercial sources—advertising, Internet<br />Public sources—mass media, consumer organizations<br />Experiential sources—handling, examining, using the product<br />
  64. 64. The Buyer Decision Process<br />How the consumer processes information to arrive at brand choices<br />Evaluation of Alternatives<br />
  65. 65. The Buyer Decision Process<br />The act by the consumer to buy the most preferred brand<br />The purchase decision can be affected by: <br />Attitudes of others<br />Unexpected situational factors<br />Purchase Decision<br />
  66. 66. The Buyer Decision Process<br />The satisfaction or dissatisfaction that the consumer feels about the purchase<br />Relationship between:<br />Consumer’s expectations<br />Product’s perceived performance<br />The larger the gap between expectation and performance, the greater the consumer’s dissatisfaction<br />Cognitive dissonance is the discomfort caused by a post-purchase conflict<br />Post-Purchase Decision<br />
  67. 67. The Buyer Decision Process<br />Customer satisfaction is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value<br />Post-Purchase Decision<br />
  68. 68. The Buyer Decision Process for New Products<br />Adoption process is the mental process an individual goes through from first learning about an innovation to final regular use.<br />Stages in the process include:<br />
  69. 69. What are the two largest statistical populations in the adoption process?<br />Innovators and early majority <br />Early adopters and early majority<br />Early majority and late majority <br />Innovators and laggards<br />
  70. 70. What are the two largest statistical populations in the adoption process?<br />Innovators and early majority <br />Early adopters and early majority<br />Early majority and late majority<br />Innovators and laggards<br />
  71. 71. The Buyer Decision Process for New Products<br />Influence of Product Characteristics<br /> on Rate of Adoption<br />
  72. 72. The Company’s Macroenvironment<br />Cultural Environment<br />Shifts in Secondary Cultural Values<br />People’s view of nature<br />Some feel ruled by it<br />Some feel in harmony with it<br />Some seek to master it<br />People’s view of the universe<br />Renewed interest in spirituality<br />
  73. 73. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.<br />cost<br />non-profit organizations<br />others<br />nature<br />
  74. 74. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.<br />cost<br />non-profit organizations<br />others<br />nature<br />
  75. 75. Which of the following are included in the major forces affecting a company’s macroenvironment?<br />Marketing mix, positioning, price<br />cultural, political/legal, economic<br />Marketing concept, goal setting, cultural<br />Baby boomers, minimum wage rates, product/service<br />
  76. 76. Which of the following are included in the major forces affecting a company’s macroenvironment?<br />Marketing mix, positioning, price<br />Cultural, political/legal, economic<br />Marketing concept, goal setting, cultural<br />Baby boomers, minimum wage rates, product/service<br />
  77. 77. Responding to the Marketing Environment<br />Views on Responding<br />
  78. 78. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.<br />proactive<br />reactive<br />ingenuous<br />peaceful<br />
  79. 79. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.<br />proactive<br />reactive<br />ingenuous<br />peaceful<br />
  80. 80. A company’s macroenvironment consists of all of the following except ________.<br />demographic forces<br />economic forces<br />competitive forces<br />technological forces<br />
  81. 81. A company’s macroenvironment consists of all of the following except ________.<br />demographic forces<br />economic forces<br />competitive forces<br />technological forces<br />
  82. 82. Marketing Information and Customer Insights<br />Fresh and deep insights into customers needs and wants<br />Difficult to obtain<br />Not obvious<br />Customer’s unsure of their behavior<br />Not derived from more information but better information and more effective use of existing information<br />Customer Insights are:<br />
  83. 83. Marketing Information and Customer Insights<br />Companies are forming customer insights teams<br />Include all company functional areas<br />Use insights to create more value for their customers<br />Customer controlled could be a problem<br />Customer Insights<br />
  84. 84. Marketing Information and Customer Insights<br />Marketing Information Systems (MIS)<br />Marketing information system(MIS) consists of people and procedures for:<br />Assessing the information needs<br />Developing needed information<br />Helping decision makers use the information for customer <br />
  85. 85. Marketing Information System<br />
  86. 86. In a marketing information system, the first step is ________.<br />distributing data to managers<br />forming focus groups<br />determining the marketing mix<br />assessing information needs<br />
  87. 87. In a marketing information system, the first step is ________.<br />distributing data to managers<br />forming focus groups<br />determining the marketing mix<br />assessing information needs<br />
  88. 88. A marketing information system begins and ends with information from ________.<br />customers<br />databases<br />administrators<br />users<br />
  89. 89. A marketing information system begins and ends with information from ________.<br />customers<br />databases<br />administrators<br />users<br />
  90. 90. Assessing Marketing Information Needs<br />MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies<br />
  91. 91. Assessing Marketing Information Needs<br />Balancing what the information users would like to have against what they need and what is feasible to offer <br />Characteristics of a Good MIS<br />
  92. 92. Developing Marketing Information<br />Marketers obtain information from<br />
  93. 93. Developing Marketing Information<br />Internal databases are electronic collections of consumer and market information obtained from data sources within the company network<br />Internal Data<br />
  94. 94. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.<br />internal<br />external<br />cost<br />profit<br />
  95. 95. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.<br />internal<br />external<br />cost<br />profit<br />
  96. 96. Which of the following is a problem with using internal databases?<br />The information was collected for another reason.<br />The information is in the wrong format.<br />The information may be incomplete.<br />All of the above<br />
  97. 97. Which of the following is a problem with using internal databases?<br />The information was collected for another reason.<br />The information is in the wrong format.<br />The information may be incomplete.<br />All of the above<br />
  98. 98. Developing Marketing Information<br />Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace<br />Marketing Intelligence<br />
  99. 99. Developing Marketing Information<br />Marketing Research<br />Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization<br />
  100. 100. The systematic collection and analysis of publicly available information about your competitors is referred to as ________.<br />marketing concept<br />marketing strategy<br />marketing intelligence<br />focus groups<br />
  101. 101. The systematic collection and analysis of publicly available information about your competitors is referred to as ________.<br />marketing concept<br />marketing strategy<br />marketing intelligence<br />focus groups<br />
  102. 102. Developing Marketing Information<br />Steps in the Marketing Research Process<br />
  103. 103. The marketing research process includes four steps. The final step of this process is ________.<br />defining your problem<br />developing a plan to collect data<br />collecting and analyzing data<br />interpreting and reporting your findings<br />
  104. 104. The marketing research process includes four steps. The final step of this process is ________.<br />defining your problem<br />developing a plan to collect data<br />collecting and analyzing data<br />interpreting and reporting your findings<br />
  105. 105. What is often the hardest step in the marketing research process?<br />Defining the problem<br />Developing the research plan<br />Implementing the research plan<br />Reporting the findings<br />
  106. 106. What is often the hardest step in the marketing research process?<br />Defining the problem<br />Developing the research plan<br />Implementing the research plan<br />Reporting the findings<br />
  107. 107. Developing Marketing Information<br />Marketing Research<br />Defining the Problem and Research Objectives<br />
  108. 108. ________ research is marketing research to test hypotheses about cause-and-effect relationships.<br />Causal<br />Exploratory<br />Descriptive<br />Written<br />
  109. 109. ________ research is marketing research to test hypotheses about cause-and-effect relationships.<br />Causal<br />Exploratory<br />Descriptive<br />Written<br />
  110. 110. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.<br />causal research<br />competitive research<br />descriptive research<br />exploratory research<br />
  111. 111. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.<br />causal research<br />competitive research<br />descriptive research<br />exploratory research<br />
  112. 112. Developing Marketing Information<br />Outlines sources of existing data<br />Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data<br />Marketing Research<br />Developing the Research Plan<br />
  113. 113. Developing Marketing Information<br />Marketing Research<br />Written Research Plan Includes:<br />
  114. 114. Developing Marketing Information<br />Secondary data consists of information that already exists somewhere, having been collected for another purpose<br />Primary data consists of information gathered for the special research plan<br />Marketing Research<br />Developing the Research Plan<br />
  115. 115. ________ consist(s) of information that already exists, having been collected prior to the research plan.<br />Primary data<br />Secondary data<br />Exploratory data<br />Focus groups<br />
  116. 116. ________ consist(s) of information that already exists, having been collected prior to the research plan.<br />Primary data<br />Secondary data<br />Exploratory data<br />Focus groups<br />
  117. 117. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.<br />secondary<br />primary<br />external<br />internal<br />
  118. 118. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.<br />secondary<br />primary<br />external<br />internal<br />
  119. 119. Developing Marketing Information<br />
  120. 120. Developing Marketing Information<br />Marketing Research<br />
  121. 121. Developing Marketing Information<br />Observational research involves gathering primary data by observing relevant people, actions, and situations<br />Ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment<br />Market Research<br />Research Approaches<br />
  122. 122. Developing Marketing Information<br />Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior<br />Flexible<br />People can be unable or unwilling to answer<br />Gives misleading or pleasing answers<br />Privacy concerns<br />Market Research<br />Research Approaches<br />
  123. 123. Developing Marketing Information<br />Experimental research is best for gathering causal information—cause-and-effect relationships<br />Market Research<br />Research Approaches<br />
  124. 124. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________.<br />causal information<br />descriptive information<br />secondary data<br />ethnographic research<br />
  125. 125. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________.<br />causal information<br />descriptive information<br />secondary data<br />ethnographic research<br />
  126. 126. The three types of research approaches a marketer may use are ________, ________, and ________.<br />surveys; observations; historic reviews<br />observations; surveys; databases<br />observations; experiments; surveys<br />experiments; databases; surveys<br />
  127. 127. The three types of research approaches a marketer may use are ________, ________, and ________.<br />surveys; observations; historic reviews<br />observations; surveys; databases<br />observations; experiments; surveys<br />experiments; databases; surveys<br />
  128. 128. Developing Marketing Information<br />Marketing Research Strengths and <br />Weakness of Contact Methods<br />
  129. 129. Developing Marketing Information<br />Marketing Research<br />Contact Methods<br />Focus Groups<br />Six to 10 people with a trained moderator<br />Challenges<br />Expensive<br />Difficult to generalize from small group<br />Consumers not always open and honest<br />
  130. 130. Developing Marketing Information<br />Marketing Research <br />Contact Methods<br />
  131. 131. Developing Marketing Information<br />Marketing Research <br />Online Research<br />
  132. 132. Developing Marketing Information<br />Sample is a segment of the population selected for marketing research to represent the population as a whole<br />Who is to be surveyed?<br />How many people should be surveyed?<br />How should the people be chosen?<br />Marketing Research<br />Sampling Plan<br />
  133. 133. Which of the following is not one of the decisions a marketer must make when designing a sample?<br />Who should be sampled<br />How many people should be sampled<br />How the people in the sample should be chosen<br />What type of research method should be utilized<br />
  134. 134. Which of the following is not one of the decisions a marketer must make when designing a sample?<br />Who should be sampled<br />How many people should be sampled<br />How the people in the sample should be chosen<br />What type of research method should be utilized<br />
  135. 135. Developing Marketing Information<br />Marketing Research<br />Sampling Plan – Types of Samples<br />
  136. 136. Developing Marketing Information<br />Marketing Research<br />Research Instruments<br />
  137. 137. Developing Marketing Information<br />Marketing Research<br />Research Instruments—Questionnaires<br />Closed-end questions include all possible answers, and subjects make choices among them<br />Provide answers that are easier to interpret and tabulate<br />Open-end questions allow respondents to answer in their own words<br />Useful in exploratory research<br />
  138. 138. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________.<br />personal interviews<br />mail questionnaires<br />focus groups<br />approach interviews<br />
  139. 139. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________.<br />personal interviews<br />mail questionnaires<br />focus groups<br />approach interviews<br />
  140. 140. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />approach interviews<br />
  141. 141. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />approach interviews<br />
  142. 142. Interviewer bias is often greater with ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />online surveys<br />
  143. 143. Interviewer bias is often greater with ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />online surveys<br />
  144. 144. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />online surveys<br />
  145. 145. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________.<br />telephone interviews<br />mail questionnaires<br />focus groups<br />online surveys<br />
  146. 146. Developing Marketing Information<br />Marketing Research<br />Research Instruments<br />
  147. 147. Developing Marketing Information<br />Marketing Research<br />Implementing the Research Plan<br />
  148. 148. Analyzing Marketing Information<br />CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships<br />Customer Relationship Management (CRM)<br />
  149. 149. Analyzing Marketing Information<br />Customer Relationship Management<br />Touchpoints<br />
  150. 150. Distributing and Using Marketing Information<br />Information distribution involves entering information into databases and making it available in a time-useable manner<br />Intranet provides information to employees and other stakeholders<br />Extranet provides information to key customers and suppliers<br />

×