Podcast Beta
Questions and Answers
Understanding the consumer: Determinants of consumer behavior, Factors influencing consumer ______
behavior
Market Segmentation: Meaning & Concept, Basis of segmentation, selection of segments, Market Segmentation ______, Target Marketing, Product Positioning
strategies
Product Management: Product Life cycle concept, New Product development & strategy, Stages in New Product development, Product decision and ______, Branding & packaging
strategies
Pricing, Promotion and Distribution Strategy: Policies & Practices – Pricing Methods & Price determination ______.Marketing Communication – The promotion mix, Advertising & Publicity, 5 M’s of Advertising Management.
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In marketing, a case study is an in-depth study of the effectiveness of a certain ______, tactic, or strategy.
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A case study documents the journey of working with your ______.
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Third-person or client case studies highlight the experience of a specific client working with your ______ or using your product.
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Explanatory case studies explore the impact of a phenomenon or tactic, such as the company’s marketing ______ and how it impacted their growth.
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______: Introduction, Type of Market Research, Scope, Objectives & Limitations ______ Techniques, Survey Questionnaire design & drafting, Pricing Research, Media Research, Qualitative Research Data Analysis: Use of various statistical tools – Descriptive & Inference Statistics, Statistical Hypothesis Testing, Multivariate Analysis Discriminant Analysis, Cluster Analysis, Segmenting and Positioning, Factor Analysis UNIT V INTERNET MARKETING 9 Internet Marketing: Introduction to Internet Marketing.Mapping fundamental concepts of Marketing (7Ps, STP); Strategy and Planning for Internet Marketing Business to Business Marketing: Fundamental of business markets.Organizational buying process.Business buyer needs.Market and sales potential.Product in business markets.Price in business markets.Place in business markets.Promotion in business markets.Relationship, networks and customer relationship management.Business to Business marketing strategy.
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Marketing Research Techniques, ______, Pricing Research, Media Research, Qualitative Research Data Analysis: Use of various statistical tools – Descriptive & Inference Statistics, Statistical Hypothesis Testing, Multivariate Analysis Discriminant Analysis, Cluster Analysis, Segmenting and Positioning, Factor Analysis UNIT V INTERNET MARKETING 9 Internet Marketing: Introduction to Internet Marketing.Mapping fundamental concepts of Marketing (7Ps, STP); Strategy and Planning for Internet Marketing Business to Business Marketing: Fundamental of business markets.Organizational buying process.Business buyer needs.Market and sales potential.Product in business markets.Price in business markets.Place in business markets.Promotion in business markets.Relationship, networks and customer relationship management.Business to Business marketing strategy.
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Data Analysis: Use of various statistical tools – ______, Statistical Hypothesis Testing, Multivariate Analysis Discriminant Analysis, Cluster Analysis, Segmenting and Positioning, Factor Analysis UNIT V INTERNET MARKETING 9 Internet Marketing: Introduction to Internet Marketing.Mapping fundamental concepts of Marketing (7Ps, STP); Strategy and Planning for Internet Marketing Business to Business Marketing: Fundamental of business markets.Organizational buying process.Business buyer needs.Market and sales potential.Product in business markets.Price in business markets.Place in business markets.Promotion in business markets.Relationship, networks and customer relationship management.Business to Business marketing strategy.
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UNIT V INTERNET MARKETING 9 Internet Marketing: Introduction to Internet Marketing.Mapping fundamental concepts of Marketing (7Ps, STP); Strategy and Planning for Internet Marketing ______: Fundamental of business markets.Organizational buying process.Business buyer needs.Market and sales potential.Product in business markets.Price in business markets.Place in business markets.Promotion in business markets.Relationship, networks and customer relationship management.Business to Business marketing strategy.
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Study Notes
Understanding Consumer Behavior
- Determinants include psychological, social, cultural, and personal factors that shape individual purchasing decisions.
- Consumer behavior analysis aids in identifying target demographics and preferences, enhancing marketing strategies.
Market Segmentation
- Involves dividing a larger market into smaller, distinct groups based on needs and characteristics.
- Basis of segmentation includes geographic, demographic, psychographic, and behavioral factors.
- Selection of segments depends on market analysis, potential profitability, and alignment with the company's goals.
- Target marketing focuses on specific segments for tailored marketing strategies.
- Product positioning involves creating a distinct image in the consumer's mind relative to competing products.
Product Management
- Product life cycle stages include introduction, growth, maturity, and decline, impacting marketing strategies.
- New product development requires structured approaches to ideation, design, and market testing.
- Branding and packaging are crucial for differentiation and consumer recognition.
Pricing, Promotion, and Distribution Strategy
- Pricing methods can vary, including cost-plus pricing, competition-based pricing, and value-based pricing.
- Marketing communication utilizes the promotion mix, combining advertising, personal selling, sales promotions, and public relations.
- The 5 M's of advertising management: Mission, Money, Message, Media, and Measurement guide advertising strategies.
Case Studies in Marketing
- Documenting successes or failures offers insights into marketing effectiveness and tactics employed.
- Third-person case studies highlight client experiences, providing credibility and real-world applications of strategies.
- Explanatory case studies examine specific marketing phenomena and their impact on business growth.
Market Research
- Introduction covers various types of research methodologies and their relevance in decision-making.
- Techniques include surveys, focus groups, and observational studies, with attention to scope and limitations.
- Questionnaire design is crucial for gathering accurate and targeted consumer data.
Data Analysis
- Uses statistical tools such as descriptive statistics, inferential statistics, and multivariate analysis.
- Techniques include discriminant analysis, cluster analysis for market segmentation, and factor analysis.
Internet Marketing
- Integration of traditional marketing concepts (7Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence) within online contexts.
- Emphasizes strategy and planning tailored for digital environments.
Business-to-Business Marketing
- Focuses on understanding organizational buying processes and business buyer needs.
- Market and sales potential considerations shape pricing and promotional strategies in business markets.
- Relationship management is key for sustained business interactions and customer loyalty.
Conclusion
- Analyzing segments and understanding consumer behavior provide a solid foundation for effective marketing.
- Continuous adaptation and research enhance strategies for both consumer and B2B markets in an increasingly digital landscape.
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Description
Test your knowledge of marketing research techniques, including survey questionnaire design, pricing research, media research, and qualitative research. Explore the use of statistical tools such as descriptive and inference statistics, statistical hypothesis testing, discriminant analysis, cluster analysis, and segmentation.
