Flashcards
Intro MKTG CH4
Flashcards do conjunto (23)
- 1Big dataThe huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies
- 2Customer insightsFresh marketing information-based understandings of customers and the marketplace that become that basis for creating customer value, engagement, and relationships
- 3Marketing information system (MIS)People and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights
- 4Internal databasesCollections of consumer and market information obtained from data sources within the company network
- 5Competitive marketing intelligenceThe systematic monitoring, collection, and analysis of publicly available information and consumers, competitors, and developments in the marketing environment
- 6Marketing researchThe systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
- 7Exploratory researchmarketing research to gather preliminary information that will help define problems and suggest hypotheses
- 8Descriptive researchMarketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
- 9Casual researchMarketing research to test hypotheses about cause-and-effect relationships
- 10Secondary dataInformation that already exists somewhere, having been collected for another purpose
- 11Primary dataInformation collected for that specific purpose at hand
- 12Observational researchGathering primary data by observing relevant people, actions, and situations
- 13Ethnographic researchA form of observation research that involves sending trained observers to watch and interact with consumers in their "natural environments"
- 14Survey researchGathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
- 15Experimental researchGathering primary data by selecting matched group of subjects, giving them different treatments, controlling related factors, and checking for difference in group responses
- 16Focus group interviewingPersonal interviewing that involves inviting small groups of people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues
- 17Online marketing researchCollecting primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments and online panels and brand communities
- 18Online focus groupsGathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
- 19Behavioral targetingUsing online consumer tracking data and analytics to target advertisements and marketing offers to specific consumers
- 20SampleA segment of the population selected for marketing research to represent the population as a whole
- 21Consumer relationship management (CRM)Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty
- 22Marketing analysisThe analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance
- 23Artificial intelligence (AI)Technology by which machines think and learn in a way that looks and feels human but with a lot more analytical capacity