+
Related Flashcards
Related Topics
Cards In This Set
| Front | Back |
|
Newer companies
|
Enter the marketplace at the growth stage of the retail lifecycle.
|
|
Progressive firms
|
Expand their geographic bases of operations
|
|
Advantage of scrambled merchandise for the consumer?
|
One stop shopping.
|
|
Destination retailer?
|
Low prices
superb customer service
specialized products
large selection
|
|
Primary data/research
|
Generated through :
survey
observation
experiment
simulation
adv: methodology is conducted for current
concern : takes time to develop/implement
|
|
Internal secondary data
|
Budgets
sales figures
inventory records
primary company research
concern: it may be misleading if it focuses on one time period
|
|
Secondary data
|
Has already been gathered for purposes other than the problem
adv: immediate availability
|
|
Issue (problem) definition stage of the marketing research process?
|
Seeks to describe the research question
|
|
Marketing research
|
Collection & analysis of info relating to specific issue or problem facing the retailer.
|
|
Universal product code (UPC)
|
System allowing retailers to store and monitor sales data on an item by item basis.
|
|
Data-base management
|
Gather
integrate
apply
store info related to specific subject area
|
|
Reduce potential cognitive dissonance
|
Retailers should offer a money back guarantee
|
|
Cues in the evaluation of alternatives stage of the consumer decision
|
Store name, brand name, price
if consumer percieves the product as important the purchase has a high degree of percieved risk.
|
|
Demographics
|
Easily identifiable and measurable population statistics
|
|
Lifestyle
|
Manner in which an individual or families live, spend time, and money.
difficult to measure.
|
