Mar-3231 Lecture Notes - Lecture 1: Design Methods, Perceptual Mapping
Chapter 1
• Marketing research is a systematic process
o Design methods
▪ Causal
▪ Exploratory
o Manage data collection
▪ Qualitative
▪ Quantitative
o Analyze and interpret
• Product
o Ex: bowling branding – naming system and technical system
o Apple promotes that they are simple and easy to use
o Perceptual mapping
• Price
• Promotion
• Place
o Locations
o Channels
o Distribution parters
• Marketing theory: give people too much information it overwhelms them
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