Fundamental issues in the ethics of marketing[ edit ] Frameworks of analysis for marketing Possible frameworks[ edit ] Value -oriented framework, analyzing ethical problems on the basis of the values which they infringe e. Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists e. None of these frameworks allows, by itself, a convenient and complete categorization of the great variety of issues in marketing ethics Power-based analysis[ edit ] Contrary to popular impressions, not all marketing is adversarial, and not all marketing is stacked in favour of the marketer. For an example of cooperative marketing, see relationship marketing.
Hurd and Denise M. Since the customer is the cornerstone of marketing, it is imperative to answer these two questions: Who are our customers? What do we know about them?
This section of the marketing plan delves into market research, market segmentation, target marketing, and consumer behavior. Market Research Market research is the systematic process of collecting, analyzing, and reporting information to enhance decision making throughout the marketing planning process Shank Market research is used to answer any number of questions about products and customers, including the following: Product Information Needs What do customers want from our products?
How do they view our products? What products do they use? How big is our market?
Where and when do customers register for programs? How often do they participate in programs? How far do customers drive to use our products? Where do customers hear about our products? Market research data are either primary or secondary.
Primary data come directly from consumers. Data can come from surveys, interviews, observations, focus groups, or Internet surveys. The process for collecting these data is much like that for collecting evaluation data see chapter 4.
Secondary data, on the other hand, are compiled by market research firms and are available for purchase. These data include demographics, psychographics, product use, advertising preferences, and so on.
Primary data can come from internal and external sources. Good sources of internal data come from registration systems because customers must complete basic information about themselves and their families.
Amazon asks for basic demographic data, tracks purchases, and then recommends books or materials that are similar to those of past purchases.Disclaimer: This work has been submitted by a student. This is not an example of the work written by our professional academic writers.
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Advertising and other forms of food and beverage marketing to children are widespread across the world and are influencing children’s food preferences, purchase requests and consumption patterns.
Full Service Advertising Marketing & Design Firm, Located in NY, Provides Marketing, PR, Video, Branding services and More Come Give Us a Visit! The customer analysis part of the marketing plan is all about market research and gathering data that provide insight into who the customer is, how to segment the market, and how the customer behaves.
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