MarketingManagement.pdf

58 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL ➤ Financial analysis.Management uses financial anal ...

Managing The Marketing Process 59 nor does it capture the likely profit improvement if these marginal marketing entities are dro ...

60 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL intimately tied to adoption and implementation of h ...

Notes 61 For more discussion, see Laura Nash, “Mission Statements—Mirrors and Windows,” Harvard Business Review,March–April 198 ...

62 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL Webster, Market-Driven Management(New York: John Wi ...

Gathering Information and Measuring Market Demand Marketing is becoming more of a battle based on information than one based on ...

T he marketing environment is changing at an accelerating rate. Given the following changes, the need for real-time market infor ...

formation is developed through internal company records, marketing intelligence ac- tivities, marketing research, and marketing ...

sales or trading employees to share information about companies whose stock they were considering taking public. Yet all of the ...

Gathering Information and Measuring Market Demand^103 pound employees treat citizens picking up their cars. Neiman Marcus employ ...

Analyzing Marketing (^104) Opportunities Secondary-Data Sources TABLE 1.2 A. Internal Sources ...

■ Using the Internet:A company can collect considerable information at very little cost by examining competitors’ Web sites, mon ...

What are the main reasons that airline passengers place phone calls while flying? What kinds of passengers would be the most li ...

generation, lead qualification, sale of a product or service, or maintenance of customer relationships. Some techniques that are ...

their value. However, researchers must avoid generalizing the reported feelings of the focus-group participants to the whole mar ...

■ Survey research:Surveys are best suited for descriptive research. Companies undertake surveys to learn about people’s knowledg ...

Research Instruments. Marketing researchers have a choice of two main re- search instruments in collecting primary data: questio ...

Finally, the questionnaire designer should exercise care in the wording and sequencing of questions. The questionnaire should us ...

frame must be developed so that everyone in the target population has an equal or known chance of being sampled. Sample size:Ho ...

back of being nonprobability samples, and the interviews must not require too much time. There is increased use of on-line inter ...