Summary: Principles Of Marketing | 9780273786993 | Philip Kotler, et al
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1 Marketing week 1
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Who serve as key inputs to an MIS?
The users of the information -
How do competitors often reveal intelligence information?
1. annual reports
2. business publications
3. trade show exhibits
4. web pages -
What are the four basic steps of the marketing research process?
1. Define problem
2. Develop research plan
3. implement: collect data
4. interpret and report findings -
Why is secondary data a good starting point for any research project?
- low cost
- quick to obtain -
What are the downsides of using secondary data?
- data quality
- age -
What are telephone surveys
flexible method that has speed advantages. -
What are personal interviews
flexible method that produces high quality data. -
What are the 6 steps to implement and complete a research project.
1. Collect info
2. process
3. Analyze4. interpret findings5. draw conclusions6. report to managament -
What does the consumption process include?
- Marketing stimuli (4 P)
- forces in the buyer's environment (economic, technological, political, and cultural) -
Responses inside the black box, has two parts
1. buyer characteristics influence how the buyer perceives and reacts to the stimuli
2. the decision process itself affects the buyer's behavior
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