Chapter 4 Key Terms- Principles of Marketing 15e – Flashcards
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Marketing information system
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People, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
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Internal databases
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Electronic collections of information obtained from data sources within the company
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Competitive marketing intelligence
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The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
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Marketing research
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The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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Exploratory research
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Marketing research to gather preliminary information that will help define problems and suggest hypotheses
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Secondary data
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Information that already exists somewhere, having been collected for another purpose
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Primary data
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Information collected for the specific purpose at hand
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Survey research
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The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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Experimental research
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The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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Focus group interviewing
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Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.
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Customer relationship management
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Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.
