澳门科技大学会展专题研究期末复习

Marketing management

1.Marketing research concept 5%

●To understand Marketing Research, we must answer these questions: What is marketing?

What is the marketing concept? And what is marketing strategy?

●Marketing has been defined by the AMA as an organizational function and a set of processes

for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.

●The Marketing Concept is a business philosophy that holds that the key to achieving

organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets.

●Marketing research is the process of designing, gathering, analyzing, and reporting

information that may be used to solve a specific marketing problem.

2.Types of data 5%

●Primary information: information collected specifically for the problem at hand. Three main

choices for primary data:

⏹Have a person ask questions

⏹Use computer-assisted or direct questioning

⏹Allow respondents to answer questions themselves without computer assistance

●Secondary information: information already collected. Secondary data is relatively easy to

access; primary data is more complex. Methods of accessing data vary around the globe.

3.Market research 5%

●Market research: the “systematic gathering, recording, and analyzing of data with respect to

a particular market, where ‘market’ refers to a specific group in a specific geographic area.”

●Market research is any organized effort to gather information about target markets or

customers. It is a very important component of business strategy.

●Market research is a key factor to maintain competitiveness over competitors. Market

research provides important information to identify and analyze the market need, market size and competition. It is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision

4.Type of survey 5%

● A survey involves interviews with a large number of respondents using a predesigned

questionnaire.

●Four basic survey methods:

⏹Person-administered surveys: an interviewer reads questions, either face-to-face or

over the telephone, to the respondent and records his or her answers.

⏹Computer-assisted surveys: computer technology plays an essential role in the

interview work.

⏹Self-administered surveys: the respondent completes the survey on his or her own.

⏹Mixed-mode (hybrid) surveys: : a combination of two or more methods.