High-Involvement Products
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Purchased only after careful consideration.
Tend to be visible to others, risky, and/or expensive.
Ex. Halloween makes people buy orange chocolate, orange soda etc.
,Market Research Study
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Conclusive
Exploratory
Descriptive
Experimental
Targeting Strategies
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Undifferentiated
Differentiated
Concentrated
Core Competencies
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Things a firm does well. Competitive advantage -- Opportunity +
competency Ex. Starbucks & FSU
Secondary Data
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, Information that has been collected for a purpose other than the research
at hand
Ex. Best brands, ACSI
Examples of Creating Relationship
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Ex. Disney: Theme parks, movies/tv/radio, cruises & Disney on ice.
Chick-fil-a: Go extra mile, "my pleasure" bring umbrellas, pull out chairs for
ladies, bus tables, refill drinks.
Creating Relationship
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Establishing long term mutually satisfying, buyer seller relationship.
Repostioning
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Changing price, logo, design, different add campaign and putting
remodeled model out again
Products
Give this one a try later!
Purchased only after careful consideration.
Tend to be visible to others, risky, and/or expensive.
Ex. Halloween makes people buy orange chocolate, orange soda etc.
,Market Research Study
Give this one a try later!
Conclusive
Exploratory
Descriptive
Experimental
Targeting Strategies
Give this one a try later!
Undifferentiated
Differentiated
Concentrated
Core Competencies
Give this one a try later!
Things a firm does well. Competitive advantage -- Opportunity +
competency Ex. Starbucks & FSU
Secondary Data
Give this one a try later!
, Information that has been collected for a purpose other than the research
at hand
Ex. Best brands, ACSI
Examples of Creating Relationship
Give this one a try later!
Ex. Disney: Theme parks, movies/tv/radio, cruises & Disney on ice.
Chick-fil-a: Go extra mile, "my pleasure" bring umbrellas, pull out chairs for
ladies, bus tables, refill drinks.
Creating Relationship
Give this one a try later!
Establishing long term mutually satisfying, buyer seller relationship.
Repostioning
Give this one a try later!
Changing price, logo, design, different add campaign and putting
remodeled model out again
Products
