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Key Terms Chapters 1-5

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applied marketing research Research conducted to address a specific marketing decision for a specific firm or organization 7

basic marketing research Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular programmatic problem. 7

cultural cross-validate To verify that the empirical findings from one culture also exist and behave similarly in another culture. 22

customer-oriented Describes a firm in which all decisions are made with a conscience awareness of their effect on the consumer. 8

geo-demographics Refers to information describing the demographic profile of consumers in a particular geographic region.

integrated marketing communication Means that all promotional efforts (advertising, public relations, personal selling, event marketing, and so forth) should be coordinated to communicate a consistent image. 18

integrated marketing mix The effects of various combinations of marketing-mix elements on important outcomes. 18-19

marketing channel A network of interdependent institutions that perform the logistics necessary for consumption to occur. 16

marketing concept A central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process. 8

marketing metrics Quantitative ways of monitoring and measuring marketing performance. 19

marketing orientation The corporate culture existing for firms adopting the marketing concept. It emphasizes customer orientation, long-term profitability over short-term profits, and a cross-functional perspective. 8

marketing research The application of the scientific method in searching for the truth about marketing phenomena. These activities include defining marketing opportunities and problems, generating and evaluating marketing ideas, monitoring perform and, and understanding the marketing process. 5-6

performance-monitoring research Refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity. 19

pricing Involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints. 16

product-oriented Describes a firm that prioritizes decision making in a way that emphasizes technical superiority in the product. 8

production-oriented Describes a firm that prioritizes efficiency and effectiveness of the



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