 | The Marketing Research Process
STEP 1 : DEFINE THE PROBLEM AND RESEARCH OBJECTIVES. The first step calls for the marketing manager and marketing researcher to define the problem carefully and agree on the research objectives. An old adage says, “A problem well ...
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| Product Differentiation
Product Differentiation Differentiation of physical products takes place along a continuum. At one extreme we find highly standardized products that allow little variation: chicken, steel, aspirin. Yet even here, genuine variatio ...
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| Market Targeting
MARKET TARGETING Once the firm has identified its market-segment opportunities, it has to evaluate the various segments and decide how many and which ones to target. We will now examine the process of evaluating and selecting marketing segme ...
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| Managing The Sales Force
MANAGING THE SALES FORCE Once the company has established the sales force’s objectives, strategy, structure, size, and compensation, it has to move to recruiting, selecting, training, supervising, motivating, and evaluating sales representat ...
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| Managing the new product development process
MANAGING THE NEW-PRODUCT DEVELOPMENT PROCESS We are now ready to look at the major marketing challenges at each stage of the new-product-development process. Eight stages are involved: idea generation, idea screening, concept developme ...
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| Major Channels for Direct Marketing
MAJOR CHANNELS FOR DIRECT MARKETING Direct marketers can use a large number of channels for reaching prospects and customers. These include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, TV and other dir ...
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| Buying Behavior
Buying Behavior Consumer decision making varies with the type of buying decision. The decisions to buy toothpaste, a tennis racket, a personal computer, and a new car are all very different. Complex and expensive purchases are ...
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