Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Portable People Meter, Shreddies, Tim Hortons

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Mos lecture 8 market research & segmentation, targeting, and positioning. Purchase branded items as a form of self-expression. Tend to be older females who purchase brands for functionality rather than fashion. Primarily males who are either younger or older, and not very optimistic. Enjoy spending time alone and purchase items out of necessity. Marketing information system (mis): a set of procedures and processes for collecting, sorting, analyzing, and summarizing information on an ongoing basis. Collects information on elements such as, market conditions, competitive marketing actions, and local sales figures. Market research: the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities. Exploratory research: preliminary research conducted to clarify the scope and nature of a marketing problem. Dupont and women"s panty hose, curious what women thought of their panty hose, cut out words from newspaper about what they thought about the panty hose.