ConductingMarketingResearchandForecastingDemand幻灯片.pptVIP

MARKETING MANAGEMENT12th edition;Chapter Questions;Marketing Research Defined;Types of Marketing Research Firms;The Marketing Research Process;Step 1;Step 2;Research Approaches;Research Instruments; Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for “other” in fixed response questions;Question Types – Semantic Differential;Question Types – Importance Scale;Question Types – Rating Scale;Question Types –Intention to Buy Scale;Question Types –Completely Unstructured;Question Types – Word Association;Question Types – Sentence Completion;Question Types – Story Completion;Question Types –Picture (Empty Balloons);Qualitative Measures;Mechanical Devices;Sampling Plan;Types of Samples;Contact Methods;Characteristics of Good Marketing Research;Table 4.4 Marketing Metrics;Table 4.5 Sample Customer-Performance Scorecard Measures;Tools to Measure Marketing Plan Performance;Sales Analysis;Market Share Analysis;Marketing-Profitability Analysis;Distinguishing Types of Costs;The Measures of Market Demand;Estimating Current Demand;Estimating Future Demand;Purchase Probability Scale;MARKETING MANAGEMENT12th edition;Chapter Questions;Loyalty;The Value Proposition;Measuring Satisfaction;Product and Service Quality;Quality;Total Quality Management;Maximizing Customer Lifetime Value;Estimating Lifetime Value;Drivers of Customer Equity;Framework for CRM;CRM Strategies;Table 5.1 Mass vs. One-to-One Marketing;Customer Retention;Describing Market Dynamics;Building Loyalty;Reducing Customer Defection;Forming Strong Customer Bonds;Database Key Concepts;Using the Database