Chapter 5 - Marketing Information, Research, and Analysis

• information system (DSS, MIS)

marketing decision support system (MDSS)

marketing information system (MIS)

• input into an information system

• database

• marketing research

causal research, exploratory research

• primary data/secondary data

• quantitative data/qualitative data

• data collection methods:

focus groups, observation, experiments, surveys

• independent variable/dependent variable

• population

• sample

probability sample, nonprobability sample

• respondents

• sampling error

• census

• test marketing

• hypothesis

• mall intercepts

• market

Chapter 6 - Consumer Buying Behavior

• consumer behavior

• ultimate consumers

• purchase decision process

• postpurchase dissonance

• influences on consumer behavior

• high-involvement purchases, low-involvement purchases

• motivation

• perception

• perceived risk

• learning

• brand loyalty

• personality

• attitudes

• culture

• social class

• reference groups

membership groups, aspiration groups, disassociative groups

• consumer socialization

• situational influences

• self-concept

• opinion leaders

• word-of-mouth communication

• types of problem solving

- extented problem solving, limited problem solving, routine problem solving

• consideration set

• cohort subculture

• self-concept

Chapter 7 - Organizational Buying Behavior

• organizational markets

- industrial markets

- institutional markets

- government markets

- reseller markets

• organizational (business-to-business) marketing

• original equipment manufacturers

• manufacturers, wholesalers, retailers

• differences between business and consumer markets

• derived demand

• segmentation in business markets

• buying center

initiators, users, influencers, gatekeepers, deciders, buyers

• types of buying decisions:

new task buy, modified rebuy, straight rebuy

• bid

• make-or-buy-decision

• reciprocity

• request for proposal

• reverse marketing

• vendor analysis

Chapter 8 - Market Segmentation, Targeting, and Positioning

• market segmentation

• markets

- consumer market, ultimate consumers

- business market, organizational consumers

• bases of segmentation:

- geographic

- demographic

- geodemographic

- psychographic

- behavioral

• criteria for selecting target segments:

- size, reachability, responsiveness

• target market

• target marketing

• target marketing strategies:

- undifferentiated (mass) marketing

- differentiated marketing

- concentrated marketing

- customized marketing

• niche market

• positioning

• repositioning

• prospects

• nonprospects

• geographic information system (GIS)

• product differentiation

• standard industrial classification (SIC) codes