Chps. 6 & 10: Marketing Research & Consumer Behavior
This type of data already exists in government databases or industry reports.
What is secondary data?
Dividing a market into meaningful groups of consumers is called this.
What is segmentation?
Anything of value offered to consumers through voluntary exchange is called this.
What is a product?
This is step 1 in the new product development process.
What is idea generation?
An intangible offering involving a deed, performance, or effort is called this.
What is a service?
Kroger installs cameras near checkout to observe shopper behavior. This is what type of primary research?
What is observational research?
A skincare brand grouping consumers based on whether they want anti-aging, acne control, or hydration products would be an example of this type of segmentation.
What is benefit segmentation?
The warranty and customer support for a laptop are part of this product component.
Testing a new product internally with employees before launch is called this.
What is alpha testing?
The fact that a restaurant cannot sell last night’s empty table illustrates this characteristic of services.
What is perishability?
This is the primary reason managers must carefully consider whether to conduct marketing research projects.
What is that research can cost tens of thousands of dollars (major investment)?
Coca Cola offering Diet Coke, Coke Zero, and Cherry Coke to different groups reflects this targeting strategy.
What is differentiated targeting?
The individual Coca-Cola can that the consumer drinks from is this type of packaging.
What is primary packaging?
Introducing a product in a limited region before a national rollout is called this.
What is test marketing?
Because services are produced and consumed at the same time, they are described as this.
What is inseparable?
This is the stage in the consumer decision process where a consumer realizes they have a problem or unmet need.
What is need recognition?
Rolex focusing all its marketing efforts on really high-income/high-end consumers is using this targeting strategy.
What is concentrated targeting?
The cardboard box that holds a 12-pack of Coca-Cola cans is this type of packaging.
What is secondary packaging?
In the diffusion of innovation model, this group are risk takers who love novelty and adopt first.
Who are innovators?
These represent the additional 3 P's in services marketing.
What are Presentation, Personnel, Processes?
This is the set of brands a consumer actually considers purchasing.
What is the evoked set?
This type of tool visually displays how brands are positioned in consumers’ minds.
What is a perceptual map?
These are the three components of a product.
What are core customer value, actual product, and augmented product?
This product life cycle stage is characterized by heavy promotion and building awareness.
What is the introduction stage?
This service gap occurs when a company promises more in its advertising than it can actually deliver.
What is a communications gap?