Chapter 1 Introduction to Marketing Research Flashcards
________ provides managers with new information to help them make decisions.
Marketing research
The American Marketing Association defines _____as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
marketing
Modern marketing thought holds that firms should _______ with and ______ from consumers.
- collaborate
- learn
_______ is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.
Crowdsourcing
The ________ is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.11
marketing concept
A _________ consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within that target market.
marketing strategy
________ is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Marketing research
While the terms marketing research and market research are sometimes used interchangeably, ________ refers to applying marketing research to a specific market.
market research
The __________ is to link the consumer to the marketer.
function of marketing research
_________ is research that is conducted to expand knowledge rather than to solve a specific problem.
Basic research
__________ is research that is conducted to solve specific problems.
Applied research
An ____ 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.24
marketing information system (MIS)
The ________ gathers information generated within a firm, including orders, billing, receivables, inventory levels, stockouts, and so on.
internal reports system
The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.
marketing intelligence system
A _________ is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.
marketing decision support system (DSS)
