Mkt Test 3

allows the researcher to focus on securing the exact information needed for the solution

seeks to discover the cause of a specific problem by discussing the problem with informed sources both within and outside the firm.

a tentative explanation for some specific event.

research layout for data collection

...duh!

researchers view the overt actions of the subjects

ask qustions to get info on attitudes, motives and opinions. interviews or questionnaires.

• conduct actual test of the situation.
• test marketing

selecting survey respondents or research participants.

• every want-satisfying attribute a consumer receives in making an exchange.
• the actual physical product and all the peripheral factos that contribute to a consumer's satisfaction.
• goods, services or a combination of the two!

• brand
• package and label
• guarantee/warranty
• services such as delivery, installation and credit
• speacial features of product
• physical attributes
• safety products
• prestige and image of product
• other intangible benefits

products meant for use in producing other products

goods destined to be used ultimately by the consumer.

products consumers need but are nto willing to spend much time or effort for.

products bought routinely

unplanned purchases

products bought when there is an urgent need.

those products that a customer feels are woth the time and effort to compare with cometing products

goods that consumer s see similar. typically bought for the price

goods consumers view different. usually bought for quality

goods the consumer really wants and is willing to make a special effort to find.

goods the consumer either does not know about ot knows about but does not have an interest in buying

new product with special features that consumers don't know about

• products consumers don't about buying until the need comes up.
• life insurance, enclyclopedia, coffins...

the place a product occupies in the consumer's mind relative to competitors offerings.

(most common) comparing your products features to the competition

based on consumer needs

maing product for specific ocassions

making a product specifically for a target market. breaking it down by sex, age...

against top competitor

disassociating the product from the competition or similar products

the name, term, symbol, design or combination of these that identifies a product

• brand name-world letter or group of words or letters.
• trademark-only thsoe words or symbols are legally registered for use by a single company.

• make shopping more efficient
• assures regular satisfaction
• may satisfy status need
• enables comany to sell more at a possible higher price

• protecting
• promoting

Intro-growth-maturity-decline

• reminds marketers that al products have a limited life
• gives marketers an indication of what to expect in the future
• gives marketers strategies to follow once the product enters a stage

• not all products follow a predictable PLC
• the length of each stage can vary widely
• difficult to tell when one stage ends and another begins
• product definition for PLD

• accelerating pace of technological change
• unlimited innovational opportunities
• high research and development budgets
• PLANNED OBSOLESCENCE (3 types)

• Style-change of style or trend by company
• material- companies using bad materials that aren't durable
• functional-not releasing all new technology at once

• the manner in which product ideas that are perceived as new are communicated within a social system
• innovators
• early adopters
• early majorty
• late majorty
• laggards