Universidad Interamericana de Puerto Rico Recinto Metropolitano

Jeannette Tanco Ramos M00013890 Dr. Dennis Arroyo Test #1

Questions 1. What are the six steps in the marketing research process? Define the problem and research objectives- Few researches is exploratory and real nature of the problem is a possible solution or idea. Develop the research plan- is the most efficient plan for gathering the needed information like data sources using primary and secondary data and research approaches. a. Observational research-observing the relevant actor and setting b. Focus group research-is based on certain demographic psychographic or consideration. c. Survey research- learn about people knowledge beliefs preferences and satisfaction d. Behavior data- analyzing data for scanning data, catalog purchase and customer database. e. Experimental research- is using 3 instrument collecting primary data 1. Questionnaires 2. Qualitative Measures 3. Mechanical devices Collect the information-the data collection and most expensive and prime to error. data Analyze the Information- process to extract findings form the collected

Present the Findings-relevant to the major marketing decision facing management

Make the decision- research need to weigh the evidence and use marketing decision support system.

2. Describe a marketing information system (MIS) from what sources is the MIS develop? Is consists equipment procedures to gathering, sort analyze, evaluate and distribute needed, timely and have information to marketing decision markers. The sources from MIS is Internal Records, Marketing Intelligence and Marketing Research o Internal Records- Doing the internal report on order sales, prices, cost, inventory level. a. The order to Payment Cycle prepared invoices, transmits copies, shipping and billing to various department b. Sales Information System- needs timely and accurate reports on current sales. o Marketing Intelligence system- produces and source to obtain everyday information. a. Training and motivating sales force b. Motivating distributors and retailers c. Networking externally d. Set Up a customer advisory panel e. Taking advantage of government data resources f. Purchased Information front outside suppliers g. Using online customer feedback system

3. Describe the following term and the construct an illustration to demonstrate the relationships involved: potencial market, availablemarket, qualifed avaiblemarket, target market, and penetrated market. Potential market- potential consumer must have enough income and product offer Available market- is few consumers having interest income and access to particular offer Qualified available market- few consumer having interest income and access qualification to particular marker order. Target Market- is market the company decides to pursue Penetrated market- few consumer are buying the company product

For example the Kellogg Frosted Flakes

4. Explain what qualitative research is and why it might be useful to marketers.

Is a relative unstructured measurement approaches to permit a range of possible responses and take a perception of the consumer limited and creative of marketing experience: a. Shadowing-observer people use product, shopping going to hospital b. Behavior mapping-photographing people within a space c. Consumer journey-keep track interaction a consumer has with product d. Camera Journal- Keep visual diaries of their activities and impression relating to a product e. Extreme user interview- people who really knowing about the product or services. f. Storytelling- prompting people to tell personal stories about their consumer experience. g. Unfocused group- interview a diverse group of people to explore ideas about sandals IDEO gathered an artist.

5. What is Green Marketing? How would you apply this type of marketing in your community? Green Marketing product are presumed it be environmental safe and incorporates broad range, product modification, production process, packing changes and modifying adverting.

I would apply it started to recycle and use products that use natural products that will not affect the environment. Commented to the neighbors to do the same and try to reach an agreement, talk to the mayor to implement the recycling in her town and campaign for natural products and reward each a citizen to make recycling or buying natural products.