| A | B |
|---|
| Product Service Mgmt. | eliminates slow sellers |
| extend product life cycle | find new uses |
| what stage of life cycle | adapt mktg. strategies |
| competitors entered market | profits decline during growth phase |
| mass customization | produce specialized products |
| co. uses technology to improve product | tracks visitors to website |
| use of environmentally friendly packaging | ethical issue co. might face |
| co. embellishes benefits on label | unethical situations |
| mktg environment is constantly changing | marketers continue to gather info. |
| interpret it correctly | researchers protect integrity of data |
| confidentiality | ethical issue involving collection of data |
| database collected for previous client | it is not ethical to use |
| purpose of a cookie | track # of time user buys a product |
| customize mktg. efforts | use database info to |
| when salesman begins sales pitch | sugging - you think you have agreed to participate in survey |
| success of business | mktg. research contributes to |
| To develop profile of typical customer | using research data re: income, education, etc |
| less expensive to collect | advantage of using secondary data |
| quantitative | how many? |
| sales report & inventory analysis report | internal sources of secondary info. |
| qualitative | detailed info. about customer's opinions |
| big problems probably exist | research uncovers small problems |
| keeps co. from wasting resources | have mgrs. and researchers on same page |
| experimental | test new products |
| exploratory | identify opportunities |
| descriptive | identified sample group to be surveyed in a foreign country |
| determines how many people to survey | establishing a sampling plan |
| random sampling | reduce possibility of bias |
| sampling error - chance | 15 yr old grls surveyed were all 5 ft tall |
