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Flashcards in Lectures 1 and 2 Deck (34)
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31

marketing analysis

Customer (needs), Company (resources), Competitors
(capabilities), collaborators (activities), Context (forces)

32

marketing strategy

market segmentation, target market selection, and product/service positioning

33

when not to conduct research

-research costs exceed expected benefits
-insufficient time/budget
-new product with radical innovation
-outcome "decided" in advance

34

what is the most important step of the marketing research process?

defining the problem (step 1)