kotler04_basic_marketingmanagement課件-在線瀏覽
2024-12-05 15:17本頁面
【正文】 ? Camera journals ? Extreme user interviews ? Storytelling ? Unfocused groups 424 Mechanical Devices ? Galvanometers ? Tachistoscope ? Eye cameras ? Audiometers ? GPS 425 Sampling Plan ? Sampling unit: Who is to be surveyed? ? Sample size: How many people should be surveyed? ? Sampling procedure: How should the respondents be chosen? 426 Types of Samples Probability ? Simple random ? Stratified random ? Cluster Nonprobability ? Convenience ? Judgment ? Quota 427 Contact Methods ? Mail questionnaire ? Telephone interview ? Personal interview ? Online interview 428 Characteristics of Good Marketing Research ? Scientific method ? Research creativity ? Multiple methods ? Interdependence ? Value and cost of information ? Healthy skepticism ? Ethical marketing 429 Table Marketing Metrics ? External ? Awareness ? Market share ? Relative price ? Number of plaints ? Customer satisfaction ? Distribution ? Total number of customers ? Loyalty ? Internal ? Awareness of goals ? Commitment to goals ? Active support ? Resource adequacy ? Staffing levels ? Desire to learn ? Willingness to change ? Freedom to fail ? Autonomy 430 Table Sample CustomerPerformance Scorecard Measures ? % of new customers to average ? % of lost customers to average ? % of winback customers to average ? % of customers in various
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