MKT 100 Chapter Notes - Chapter 7: Customer Service, Projective Test, Jargon

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Mkt100 chapter 7: marketing research (textbook notes) Marketing research: a set of technique and principles for systematically collecting, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas, they provide themselves with valuable information. Make segmentation, positioning, product, price, and promotion decisions: key to understanding such topics. Assessing effectiveness of pricing, promotions, and product service delivery strategies: firms invest millions of dollars in marketing research every year. Provides crucial links between firms and their environments. They can anticipate and respond quickly to competitive moves. Identifies emerging opportunities and new and improved ways of satisfying consumer needs: used by non-profit organizations, political bodies. The marketing research process: several factors. Value of research is related to both factors. Some marketers claim that this is the most difficult of the marketing research process. If you define the problem incorrectly, you will end up with the wrong solution.