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This document discusses key concepts in marketing research and the marketing research process. It defines marketing research, marketing information systems, and marketing dashboards. It outlines the 5 steps in the marketing research process and discusses the differences between primary and secondary data, qualitative and quantitative research, populations and samples. Finally, it notes that managers use research results to make marketing decisions.
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Marketing research involves obtaining information about consumers and customers to help identify opportunities, solve problems, implement plans, and monitor performance for marketers. It answers key questions like what products to offer, where to sell them, how to promote them, and at what price. Marketing research saves companies money by helping anticipate successful products before launch. It is valuable for companies of all sizes, from formal research departments at large companies to hiring outside agencies. A marketing information system regularly generates, stores, analyzes and distributes internal and external marketing data for decision making.
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This document contains information about risk management, facility management, and event security. It discusses the DIM process for developing a risk management plan, which involves three steps: developing, implementing, and managing the plan. It also outlines the three steps for developing a risk management plan: identifying risks, classifying risks, and selecting treatments for the risks. The document provides information on controlling access within facilities and managing the risks of injury and loss.
Chapter 10
This document discusses pricing strategies and objectives. It outlines 3 forces of pricing: price conveys image, competition & pricing, and focus on value. It also discusses 3 objectives for establishing a new product's price: getting the product accepted, maintaining market share as competition grows, and earning a profit. Finally, it explains 3 basic strategies for establishing a new product's price based on whether the product is revolutionary, evolutionary, or me-too.
Chapter 11
The document discusses various topics related to crowd management at sporting events including:
- Ohio State University's policy of allowing students to celebrate on the field after victories despite attempts to keep them off.
- The SEC's 2004 policy fining schools if fans storm the court/field after basketball and football games, with fines increasing for repeat offenses.
- The definition of crowd management as an organizational strategy to provide a safe and enjoyable environment for guests through implementing facility/event policies and procedures.
- Festival seating, where seating is up next to barricades in front of stages, which can create problems if crowds rush forward.
- Factors like crowd movement, emergencies, and addressing guest concerns that
Chapter 15
This document discusses aging, health, and complementary and alternative medicine (CAM). It defines terms like chronological age, physiological age, and life expectancy. It states that lifestyle behaviors have a greater impact on health and longevity than genes. The document also discusses three categories of CAM therapies - natural products, mind-body medicine, and manipulative and body-based methods. Finally, it notes that almost $50 billion is spent out-of-pocket each year on CAM treatments in the United States.
Chapter 12
The document contains discussion questions about immunity, sleep disorders, stress, personality types, and time management. Some key points include:
- Immunity involves the body's defense against invaders through lymphocytes and antibodies.
- The main sleep disorder groups are problems falling/staying asleep, excessive sleepiness, irregular sleep schedules, and sleep behaviors like sleepwalking.
- College students average 6.5 hours of sleep per night, with only 8% getting 8+ hours and 30% reporting chronic sleep difficulties.
- Stress is the body's response to any new or threatening situation, and too much negative stress can impair health through distress. The General Adaptation Syndrome describes the three stages of alarm, resistance, and exhaustion in
Chapter 9
This document discusses risk management concepts and the 1972 Munich Olympics terrorist attack. It provides discussion questions about slip-and-fall accidents, stadium incidents, and the definition and goals of risk management. It then summarizes the 1972 Munich Olympics terrorist attack where Black September members took Israeli athletes hostage, resulting in all the athletes' deaths. The document asks how the terrorist attack was mishandled from an event management and security standpoint. It discusses the duties of a sports facility manager to keep premises safe and inspect for hazards. The primary goal of a risk manager is to reduce risks of injury or loss while managing a sports facility.
Chapter 14
The document discusses factors to consider when choosing a location for a new business, focusing on the beer industry. It recommends starting with region, then state, city, and specific site. Key factors include customer base, population trends, business climate, costs, and for breweries, beer culture and regulations. States like California, Washington and Colorado are good options due to their many craft breweries and beer-friendly environments. Narrowing options based on these comprehensive criteria helps find a suitable location for business success.
The corporation chapter 2
This document discusses several examples of cause-marketing campaigns undertaken by for-profit businesses. It describes campaigns by Nike to support the Lance Armstrong Foundation through Livestrong bracelet sales, Yoplait's campaign to support Susan G. Komen for the Cure by donating proceeds from pink yogurt lids, and Product Red's partnership with companies like Apple and Starbucks to support the Global Fund's efforts against AIDS, tuberculosis, and malaria. It also discusses Boston Beer Company's Brewing the American Dream initiative that provides microloans and coaching to small food and beverage businesses, and The One Fund Boston established to help victims of the Boston Marathon bombings.
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Chapter 7
- 1. CHAPTER 7 DISCUSSION QUESTIONS 1) Procedures that develop & analyze new information about a market is known as what? 2) An organized way of continually gathering, accessing, & analyzing information that marketing managers need to make ongoing decisions is known as what? 3) What is a marketing dashboard? 4) What are the 5 steps in the 5-step approach to marketing research? 5) What is often the most difficult step in the marketing research process? 6) What is the difference between secondary & primary data? 7) What is the difference between qualitative & quantitative research? 8) The percentage of people contacted who complete the questionnaire is known as what? 9) What is the difference between a population & a sample? 10) In what step do managers use the research results to make marketing decisions?
- 2. PROCEDURES THAT DEVELOP & ANALYZE NEW INFORMATION ABOUT A MARKET IS KNOWN AS WHAT? MARKETING RESEARCH
- 3. AN ORGANIZED WAY OF CONTINUALLY GATHERING, ACCESSING, & ANALYZING INFORMATION THAT MARKETING MANAGERS NEED TO MAKE ONGOING DECISIONS IS KNOWN AS WHAT? MARKETING INFORMATION SYSTEM (MIS)
- 4. MARKETING DASHBOARD DISPLAYS UP-TO-THE-MINUTE MARKETING DATA IN AN EASY-TO-READ FORMAT
- 5. STEPS IN MARKETING RESEARCH 1) DEFINING THE PROBLEM 2) ANALYZING THE SITUATION 3) GETTING PROBLEM-SPECIFIC DATA 4) INTERPRETING THE DATA 5) SOLVING THE PROBLEM
- 6. PRIMARY DATA VS SECONDARY DATA
- 7. PRIMARY DATA INFORMATION SPECIFICALLY COLLECTED TO SOLVE A CURRENT PROBLEM SECONDARY DATA INFORMATION THAT HAS BEEN COLLECTED OR PUBLISHED ALREADY.
- 8. QUALITATIVE RESEARCH VS QUANTITATIVE RESEARCH
- 9. QUALITATIVE RESEARCH SEEKS IN-DEPTH, OPEN-ENDED RESPONSES, NOT YES/NO ANSWERS. -”WHAT DO YOU THINK ABOUT WHEN YOU DECIDE WHERE TO SHOP FOR FOOD?” -ADVANTAGE OF THIS APPRAOCH IS DEPTH.
- 10. QUANTITATIVE RESEARCH SEEKS STRUCTURED RESPONSES THAT CAN BE SUMMARIZED IN NUMBERS (PERCENTAGES, AVERAGES, OTHE R STATISTICS) -SURVEY QUESTIONNAIRES ARE POPULAR METHOD FOR COLLECTING QUANTITATIVE RESEARCH. -RESPONSE RATE: -THE PERCENTAGE OF PEOPLE COMNTACTED WHO COMPLETE THE QUESTIONNAIRE.
- 11. POPULATION THE TOTAL GROUP THAT MARKETING MANAGERS ARE INTERESTED IN COLLECTING INFORMATION ABOUT SAMPLE A PART OF THE RELEVANT POPULATION THAT MARKETING MANAGERS ARE INTERESTED IN COLLECTING INFORMATION ABOUT