Transcript marketing research

CAREERS
INTANGIBLE SERVICES
 Services are intangible; services cannot
be touched. Each service offering is
unique and cannot be exactly repeated .
All burgers of a particular flavor at
McDonalds are almost identical.
However, the same is not true of the
service rendered by the same counter
staff consecutively to two customers.
CUSTOMER SERVICE
 Some careers are actually focused on
customer service.
 Representatives handle complaints and
can make the difference in whether or not
an unhappy customer remains a
customer.
MARKETING RESEARCH
 This marketing career involves
determining why customer do what they
do. Tries to answer why certain people
vacation in winter; why certain people
always eat at Olive Garden, etc.
MARKETING RESEARCH
 A marketing researcher could be classified
as the “Sherlock Holmes” of marketing.
These investigators look for clues as to
what customers want and need, as well as
why customers do what they do.
ADVERTISING
 Advertising uses a variety of media to
catch customers’ attention, inform them
of products, and persuade them to buy.
 Some of these media are the internet,
radio, television, newspapers,
magazines, billboards, and catalogs.
PUBLIC RELATIONS
 Public relations professionals strives to
build and maintain positive relationships
with the public anticipating problems,
handling complaints, communicating with
the media, and building a positive public
image for the company
PRODUCT MANAGERS
 Product managers create, test, and
decide how a product will be packaged.
They direct and coordinate all aspects of
the product.
CHANNEL MANAGEMENT
 Channel management is the processes
by which marketers ensure that products
are distributed to customers efficiently
and effectively.
COMMUNICATION
 Communication, the exchange of info. in
which the words/gestures are understood in
the same way by both the speaker and the
listener, is at the center of all mktg.
activities.
 Communicating with people is crucial
because mktg. involves continuous
interaction with customers.
PURCHASING
 Purchasing is a marketing function.
Although math skills and technological
know-how are often needed to carry out
marketing activities, their successful
completion and use are based on
communication.
SELLING
 Sales careers involve satisfying customer
needs with products. Makes first
impression with potential customer.
REVIEW
Q. 19
 Booking hotel rooms for vacationers is an
example of ______ marketing?
 A. Feature
 B. Service
 C. Benefit
 D. Sports
A. 19
 B. Service
By booking rooms, you are helping the
vacationers.
Q. 20
 What type of duties do customer-service
professionals often perform?
 A. Preparing ads
 B. Paying invoices
 C. Handling complaints
 D. Receiving shipments
A. 20
 C. Handling complaints
Customer service is helping the customers
with problems.
Q. 119
 What marketing career involves
determining why customer do what they
do?
 A. Advertising
 B. Distribution /Warehousing
 C. Sales
 D. Marketing research
A. 119
 D. Marketing research
 Researchers determine why customers
do what they do.
Q. 120
 What marketing career involves catching
customers’ attention, informing them of
products, and persuading them to buy?
 A. Marketing research
 B. Advertising
 C. Public relations
 D. Product managment
A. 120
 B. Advertising
 Advertising use a variety of media to
catch customers’ attention, inform them
of products, and persuade them to buy.
Some of these media are the internet,
radio, television, newspapers,
magazines, billboards, and catalogs.
Q. 121
 Kwacky Kwackers needs a new package
design for its crackers. What marketing
professional would be responsble for
creating the new package?
 A. Marketing research
 B. Product Management
 C. Advertising
 D. Channel management
A. 121
 B Product management
 Product managers create, test, and decide how a product
will be packaged. They direct and coordinate all aspects
of the product..
Q. 122
 What is at the center of all marketing
activities?
 A. Math
 B. Technological know-how
 C. Purchasing
 D. Communication
A. 122
 D Communication.
Communicating with people is crucial in marketing because
marketing involves continuous interaction with customers and
coworkers.