Marketing decisions
הוצג| English | משמעות |
|---|---|
| segmentation/ˌseɡmənˈteɪʃn/ | חלוקת שוק |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | מחקר ראשוני |
A decision you can investigate
- A survey of existing customers says everyone likes a product, but few new people buy it.
- The sample may exclude the people the firm wants to reach.
Build the explanation
- Segmentation 市场细分 groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.
- Primary research 一手研究 is gathered for the current purpose; secondary research was collected for another purpose.
Match the terms to their precise meanings.
רמת קושי 2/5 · 140 מטבעות + בונוס קטן בהשלמה הראשונה היום
Use these definitions in the particular context of Marketing decisions.
Work through the evidence
- Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases.
- Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Why is the customer-only survey weak for the new market?
רמת קושי 1/5 · 100 מטבעות + בונוס קטן בהשלמה הראשונה היום
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Test the limits
- Large biased samples remain biased. Survey intention is not the same as purchase behaviour.
- HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Which caution belongs to this particular task?
רמת קושי 1/5 · 100 מטבעות + בונוס קטן בהשלמה הראשונה היום
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
This one Marketing decisions case settles the question for every setting.
רמת קושי 1/5 · 100 מטבעות + בונוס קטן בהשלמה הראשונה היום
HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Apply and explain your answer
- Why is the customer-only survey weak for the new market?
- It excludes non-customers whose needs may differ.
Choose the two statements supported by this lesson.
רמת קושי 2/5 · 140 מטבעות + בונוס קטן בהשלמה הראשונה היום
The concept and worked evidence support these claims; the stated limits rule out the universal shortcut.
Use the terms precisely
- segmentation: Dividing a market into groups with similar needs.
- primary research: Data collected directly for the current research purpose.
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Segmentation groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.
Write from a late opening
- A library asks 200 current members whether they would like a later closing time. 180 say yes. The aim is to attract people who are not members.
- Say what the 200 replies can support and what they cannot. A large sample does not remove a bias, and an intention is not attendance.
A library asks 200 current members about a later closing time, and 180 say they would like it. The aim is to attract non-members. What can the replies support, and what can they not support?
A customer-only, or member-only, sample misses the people outside that group. Intention is not behaviour.
Why is the member-only survey weak for attracting new users?
רמת קושי 1/5 · 100 מטבעות + בונוס קטן בהשלמה הראשונה היום
The sample is biased toward current members. A large biased sample remains biased, and a stated intention is not a visit.