Research Process
Why conduct secondary research first?
a word or words, letters, or numbers representing a brand that can be spoken
Brand Name
This involves how you get your product into the hands of your customer.
Place decisions
Involves more than one type of distribution channel to reach customers
Multi-channel
The process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services
Market Research
When a brand name or trade name is registered it becomes what?
Trademark
Resellers who buy goods & resell in smaller quantities
Wholesalers
A group of 6-10 people who are brought together to discuss their feelings, reactions and attitudes regarding a product, promotion or some other topic
Focus group
List 3 types of secondary data
books, magazines, sales reports, internet search, market research companies, census
Why is branding important?
Branding develops an image and customer loyalty for a product and company.
Recognizable brands differentiate products and companies from competitors
Name the 3 types of distribution channels we discussed.
Direct, indirect and multi-channel,
the path a product takes without the help of any intermediaries between the producer and consumer (high unit value/on-line)
Direct Channel
What are the 3 types of research methods
Experiment
Observation
Survey
When Nike associates world class/well known athletes with its shoes, it is trying to create what?
Brand personality
Producer to Costco to you is an example of what channel of distribution?
Indirect channel
Resellers who sell directly to the customer
Retailers
The 5 steps in the Research Process
Identify the problem
Secondary research
Primary research
Collect Data
Report and analyze data
Developing the brand in the customer’s mind as part of a class of products is part of what process?
Building brand equity
Telephone sales (telemarketers), Print (catalogs/specialized ads), Television (infomercials, HSN), E-mail and the Internet (spam) are examples of what type of MARKETING
Where did the NFL logo video say the Pittsburg Steelers colors represent?
The colors of the ore that go into making steel