Business-to-Business Marketing
This reflects the set of values, traditions, and customs that guide a firm’s employees’ behavior.
Organizational culture
This groups consumers according to easily measured, objective characteristics such as age, gender, income, and education.
Demographic segmentation
This is a systematic means of collecting information from people that generally uses a questionnaire
Survey
This is the complete set of all products offered by a firm
Product mix
This is the process by which ideas are transformed into new products and services that will help firms grow
Innovation
These participants are the group of people responsible for the buying decisions in large organizations.
This communicates the customer benefits to be received from a product or service.
Value proposition
This type of data is collected prior to the start of the research project, and includes external as well as internal data sources.
Secondary data
This is the practice of marketing two or more brands together, on the same package or promotion
Co-branding
This defines the stages that new products move through as they enter, get established in, and ultimately leave the marketplace and thereby offers marketers a starting point for their strategy planning
Product life cycle
This refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers.
Business-to-business marketing (B2B)
This is the process of defining marketing mix variables so target customers have a clear, distinctive, desirable understanding of what the product does.
Market positioning
This type of secondary data includes readings of UPC labels at checkout, and the information helps firms assess what is happening in the marketplace
Scanner data
This measures how many consumers in a market are familiar with the brand and what it stands for and have an opinion about it
Brand awareness
This is the process by which the use of an innovation spreads throughout a market group, over time and over various categories of adopters
Diffusion of innovation
This type of buying situation involves purchasing a similar product but changing specifications such as price, quality level, customer service level, options, etc.
Modified Rebuy
This allows people to describe themselves using characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine these choices.
Psychographic segmentation, or psychographics
This type of research systematically manipulates one or more variables to determine which variables have a causal effect on other variables
Experimental research
This is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service
Brand equity
This involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitors’ patents, if any exist
Reverse engineering
This is a process through which buying organizations invite alternative suppliers to bid on supplying their required components.
Request for proposals
This is a mathematical modeling technique that utilizes millions of customer purchases to determine an association between a group of items that customers purchase at the same time
Market basket analysis
This data collection technique uses broad, open-ended questions to understand the phenomenon of interest, and includes observation, in-depth interviews, and focus groups
Qualitative research
This reflects the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan, or famous personality
Brand association
This is a method of determining the success potential of a new product; introduces the offering to a limited geographical area prior to a national launch
Test marketing