question

80 20 principle

answer

principle holding that 20 percent of all customers generate 80 percent of the demand

question

accessory equipment

answer

goods, such as portable tools and office equipment, that are less expensive and shorter lived than major equipment

question

aspirational reference group

answer

a group that someone would like to join

question

attitude

answer

a learned tendency to respond consistently toward a given object

question

behavioral targeting

answer

a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses

question

BehaviorScan

answer

a scanner-based research program that tracks the purchases of 3,

question

belief

answer

an organized pattern of knowledge that an individual holds as true about his or her world

question

benefit segmentation

answer

the process of grouping customers into market segments according to the benefits they seek from the product

question

busienss servies

answer

expense items that do not become part of a final product

question

business marketing

answer

marketing of goods and services to individuals and organizations for purposes other than personal consumption

question

business to business electronic commerce

answer

the use of the internet to facilitate the exchange of goods, services, and information between organizations

question

business to business online exchange

answer

electronic trading floor that provides companies with integrated links to their customers and suppliers

question

buying center

answer

all those people in an organization who become involved in the purchase decision

question

cannibalization

answer

a situation that occurs when sales of a new product cut into sales of a firm's existing products

question

central-location telephone (CLT) facility

answer

a specially designed phone room used to conduct telephone interviewing

question

closed-ended question

answer

Interview question that asks the respondent to make a selection from a limited list of responses

question

cognitive dissonance

answer

inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or options

question

competitive intelligence

answer

an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors

question

component parts

answer

either finished items ready for assembly or products that need very little processing before becoming part of some other product

question

computer-assisted personal interviewing

answer

an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer

question

computer-assisted self interviewing

answer

an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer

question

concentrated targeting strategy

answer

strategy used to select one segment of a market for targeting marketing efforts

question

consumer behavior

answer

processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

question

consumer decision making process

answer

five step process used by consumers when buying goods or services

question

consumer-generated media

answer

media that consumers generate and share among themselves

question

convenience sample

answer

a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher—for example, employees, friends, or relatives

question

cross-tabulation

answer

method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions

question

culture

answer

set of values, norms, attitudes,a nd other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation tot he next

question

database marketing

answer

the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns

question

decision support system

answer

an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions

question

demographic segmentation

answer

segmenting markets by age, gender, income, ethnic background, and family life cycle

question

derived demand

answer

the demand for business products

question

disintermediation

answer

the elimination of intermediaries such as wholesalers or distributors from a marketing channel

question

ethnographic research

answer

the study of human behavior in its natural context; involves observation of behavior and physical setting

question

evoked set

answer

a group of brands, resulting from an information search, from which a buyer can choose

question

executive interview

answer

a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services

question

experiment

answer

a method a researcher uses to gather primary data

question

extensive decision making

answer

the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information

question

external information search

answer

the process of seekng information in the outside environment

question

family life cycle

answer

series of stages determined by a combination of age, marital status, and the presence or absence of children

question

field service firm

answer

firm that specializes in interviewing respondents on a subcontracted basis

question

focus group

answer

seven to ten people who participate in a group discussion led by a moderator

question

frame error

answer

error that occurs when a sample drawn from a population differs from the target population

question

geodemographic segmentation

answer

segmenting potential customers into neighborhood lifestyle categories

question

geographic segmentation

answer

segmenting markets by region of a country or the world, market size, market density, or climate

question

ideal self image

answer

the way an individual would like to be

question

InfoScan

answer

scanner-based sales-tracking service for the consumer packaged goods industry

question

internal information search

answer

the process of recalling past information stored in the memory

question

involvement

answer

the amount of time and effort a buyer invest in the search, evaluation, and decision processes of consumer behavior

question

joint demand

answer

the demand for two or more items used together in a final product

question

keiretsu

answer

network of interlocking corporate affiliates (japan)

question

learning

answer

a process that creates changes in behavior, immediate or expected, through experience and practice

question

limited decision making

answer

the type of decision making that requires a moderate amount of time for gathering information and and deliberating about an unfamiliar brand in a familiar product category

question

major equipment

answer

capital goods such as large or expensive machines, mainframe computers, blast furnaces, generators, airplanes, and buildings

question

mall intercept interview

answer

survey research method that involves interviewing people in the common areas of shopping malls

question

management decision problem

answer

a broad-based problem that uses marketing research in order for managers to take proper actions

question

market segment

answer

a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs

question

market segmentation

answer

the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups

question

market

answer

people or organizations with needs or wants and the ability and willingness to buy

question

marketing controlled information source

answer

a product information source that originates with marketers promoting the product

question

marketing information

answer

everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

question

marketing research aggregator

answer

a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms

question

marketing research objective

answer

specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information

question

marketing research problem

answer

determining what information is needed and how that information can be obtained efficiently and effectively

question

marketing research

answer

the process of planning, collecting, and analyzing data relevant to a marketing decision

question

maslows hierarchy of needs

answer

a method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization

question

measurement error

answer

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

question

modified rebuy

answer

a situation in which the purchaser wants some change in the original good or service

question

motive

answer

driving force that causes a person to take action to satisfy specific needs

question

multiplier effect

answer

phenomenon in which a small increase or decrease in consumer demand can produce a much larger change in demand for the facilities and equipment needed to make the consumer product

question

multisegment targeting strategy

answer

strategy that chooses two or more well defined market segments and develops a distinct marking mix for each

question

mystery shoppers

answer

researchers posing as customers who gather observational data about a store

question

need recognition

answer

1st step of consumer decision making process

question

need recognition

answer

result of an imbalance between actual and desired states

question

neuromarketing

answer

a field of marketing that studies the body's responses to marketing stimuli

question

new buy

answer

a situation requiring the purchase of a product for the first time

question

niche

answer

one segment of a market

question

nonaspirational reference group

answer

a group with which an individual does not want to associate

question

nonmarketing controlled information source

answer

a product information source that is not associated with advertising or promotion

question

nonprobability sample

answer

any sample in which little or no attempt is made to get a representative cross section of the population

question

norm

answer

a value or attitude deemed acceptable by a group

question

north american industry classification system

answer

detailed numbering system developed by the united states, canada and mexico to classify north american business establishments by their main production processes

question

observation research

answer

a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity

question

one to one marketing

answer

individualized marketing method that utilizes customer informaiton to build long term personalized and profiable relationships with each customer

question

open-ended question

answer

an interview question that encourages an answer phrased in the respondent's own words

question

opinion leader

answer

individual who influences the opinions of others

question

optimizers

answer

business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one

question

original equipment manufacturers

answer

individuals and organizations that buy business goods and incorporate them into the products they produce for eventual sale to other producers or to consumers

question

perception

answer

the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture

question

perceptual mapping

answer

a means of displaying or graphing, in two or more dimensions, the location of products, brand, or groups of products in the customers' minds

question

personality

answer

a way of organizing and grouping the consistencies of an individual's reactions to situations

question

position

answer

the place a product, brand or group of products occupies in consumer's mind relative to competing offerings

question

positioning

answer

developing a specific marketing mix to influence potential customers' overal perception of a brand, product line, or organization in general

question

primary data

answer

information that is collected for the first time; used for solving the particular problem under investigation

question

primary membership group

answer

a reference group with which people interact regularly in an informal, face to face manner, such as family, friends, and coworkers

question

probability sample

answer

sample in which every element in the population has a known statistical likelihood of being selected

question

processed materials

answer

products used directly in manufacturing other products

question

product differentiation

answer

positioning strategy that some firms use to distinguish their products from those of competitors

question

psychographic segmentation

answer

market segmentation of the basis of personality, motives, lifestyles, and geodemographics

question

random error

answer

error that occurs when the selected sample is an imperfect representation of the overall population

question

random sample

answer

sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample

question

raw materials

answer

unprocessed extractive or agricultural products, such as mineral ore, lumber, wheat, corn, fruits, vegetables, and fish

question

real self image

answer

the way an individual actually perceives himself or herself

question

reciprocity

answer

practice where business purchasers choose to buy from their own customers

question

reference group

answer

a group in society that influences an individual's purchasing behavior

question

reintermediation

answer

the reintroduction of an intermediary betwen producers and user

question

relationship commitment

answer

a firm's belief that an ongoing relationship with another firm is so important that the relationship warrants maximum efforts at maintaining it indefinitely

question

repositioning

answer

changing consumers' perceptions of a brand in relation to competing brands

question

research design

answer

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

question

routine response behavior

answer

the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time

question

sample

answer

subset from a larger population

question

sampling error

answer

error that occurs when a sample somehow does not represent the target population

question

satisficers

answer

business customers who place an order with the first familiar supplier to satisfy product and delivery requirements

question

scaled-response question

answer

closed-ended question designed to measure the intensity of a respondent's answer

question

scanner-based research

answer

system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

question

secondary data

answer

data previously collected for any purpose other than the one at hand

question

secondary membership group

answer

a reference group with which people associate less constistently and more formally than a primary membership group, such as a club, professional group, or religious group

question

segmentation bases

answer

characteristics of individuals, groups, or organizations

question

selective distortion

answer

process whereby a consumer changes or distorts information that conflicts with his or her feeling or beliefs

question

selective exposure

answer

the process whereby a consumer notices certain stimuli and ignores others

question

self-concept

answer

how consumers perceive themselves in terms of attitudes, perceptions, beliefs,a nd self-evaluations

question

social class

answer

a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms

question

socialization process

answer

how cultural values and norms are passed down to children

question

stickiness

answer

a measure of a website's effectiveness; calculated by multiplying the frequency of visits by the duration of a visit by the number of pages viewed during each visit

question

stimulus generalization

answer

a form of learning that occurs when one response is extended to a second stimulus similar to the first

question

stimulus

answer

any unit of input affecting one or more of the five senses:sight, smell, taste, touch hearing

question

straight rebuy

answer

situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers

question

strategic alliance

answer

a cooperative agreement between business fierms

question

subculture

answer

a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group

question

supplies

answer

consumable items that do not become part of the final product

question

survey research

answer

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

question

target market

answer

group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of the group, resulting in mutually satisfying exchanges

question

trust

answer

the condition that exist when one party has confidence in an exchange partner's reliability and integrity

question

undifferentiated targeting strategy

answer

marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix

question

universe

answer

population from which a sample will be drawn

question

usage rate segmentation

answer

dividing a market by the amount of product bought or consumed

question

value

answer

the enduring belief that a specific mod of conduct is personally or socially preferable to another mode of conduct

question

want

answer

recognition of an unfulfilled need and a product that will satisfy it

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