| A | B |
|---|
| questionnaire | The most common, and the best understood form of primary research is the questionnaire survey. Questionnaire surveys are widely employed as a source of primary data as they allow us the opportunity to collect data on facts, opinions and, to some degree, motives. |
| sales promotion | Sales promotions can be defined as any marketing activities that encourage a direct response from consumers or middlemen through the offer of additional incentives. |
| customer satisfaction | When a customer is satisfied with the service that they receive |
| exceed expectations | To go the extra mile with customer service to ensure that the customers expectations are met and indeed surpassed |
| marketing concept | The company puts the customer at the centre of it's operations |
| market research | Research which is undertaken to find out specific information |
| personal selling | Personal selling is about the personal presentation of products or services to potential customers. Personal selling in this sense is not just about providing customer service. It is actually about communicating with clients in order to sell them on the features and benefits of a particular product or service. |
| focus group | Focus groups or consumer panels are groups of between 8 or perhaps 12 people who have been invited to discuss a product, service, company, or some other marketing issue. |
| place | Getting the goods from where they are made to where they are wanted |
| price | The amount that the company charges for its products. These prices will determine its revenue and profits |
| primary information | Research which produces first hand data |
| product | The product or service which an organisation offers the public |
| profit | The amount of money a business makes to keep for themselves after everything is paid |
| promotion | The part of the marketing process which is concerned with communicating with customers and potential customers |
| repeat business | When a customer comes back to an organisation for another time |
| perishability | Services are perishable in that consumption cannot be stored for the future. |
| secondary information | Research which produces data collect by someone else |
| advert | Adverts try to attract our attention through humour, attractive people and places, music, bright colours, zany happenings, famous people or anything else that might catch our eyes. |
| intangible | Serivces cannot be tasted or touched before they are purchased and this may mean that the customer will have difficulty in evaluating the service before it is bought |
| publicity | Publicity is when the media reports about your product or company. Organisations spend a lot of time and effort in developing good media relations. PR departments will build links with the media to encourage them to run positive articles and stories about an organisation. |
| swot | Strengths, Weakness, Opportunity, Threat |
| product life cycle | The basic theory of the product life cycle proposes that once a product or service reaches the market place it then enters into a life cycle. |
| word of mouth | When a customer tells someone else about the service they received |
| market | where buyers and sellers come together |
| seasonality | hen demand varies according to the time of year |
| heterogeneity | Products which customers percieve as being similar in quality irrespective of the producer or supplier |
| inseparability | Services have simultaneous production and consumption. A holiday, haircut etc are all provided and consumed at the same time |
| variability | When standardisation of the quality of a service depends on the individual service provider. Two restaurants in the same chain may offer variable services owing to the capability of the staff |
| aida | attention, interest, desire, action |
