Chapter 4 (Kotler) Flashcards
(20 cards)
Customer insights
Fresh understanding of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
Marketing information system (MIS)
People and procedures for assessing information needs, developing the needed information, and helping decision makers to use information to generate and validate actionable customer and market insights
Internal databases
Electronic collections of consumers and market information obtained from data sources within the company network
Marketing intelligence
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Exploratory research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Descriptive research
Marketing research to better describe marketing problems, situations, or markets, such as the next market potential for a product or the demographics and attitudes of consumers
Causal research
Marketing research to test hypotheses about cause-and-effect relationships
Secondary data
Information that already exists somewhere, having been collected for another purpose
Primary data
Information collected for the specific purpose at hand
Commercial online databases
Computerized collections of information available from online commercial sources or via the Internet
Observational research
Gathering primary data by observing relevant people, actions, and situations
Ethnographic research
A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat”
Survey research
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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
Focus group interviewing
Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues
Online marketing research
Collecting primary data online through internet surveys, online focus groups, Web-bases experiments, or tracking consumers’ online behavior
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 attitude and behavior
Sample
A segment of the population selected for marketing research to represent the population as a whole
Customer relationship management (CRM)
Managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty
