Marketing decisions
| English | 中文 | Pinyin |
|---|---|---|
| segmentation/ˌseɡmənˈteɪʃn/ | 市场细分 | shì chǎng xì fēn |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | 一手研究 | yī shǒu yán jiū |
A decision you can investigate
- A survey of existing customers says everyone likes a product, but few new people buy it.
- The sample may exclude the people the firm wants to reach.
Build the explanation
- Segmentation 市场细分 groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.
- Primary research 一手研究 is gathered for the current purpose; secondary research was collected for another purpose.
Match the terms to their precise meanings.
Use these definitions in the particular context of Marketing decisions.
Work through the evidence
- Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases.
- Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Why is the customer-only survey weak for the new market?
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Test the limits
- Large biased samples remain biased. Survey intention is not the same as purchase behaviour.
- HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Which caution belongs to this particular task?
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
The explanation in this lesson makes a conditional claim; relevant context and evidence still matter.
HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Apply and explain your answer
- Why is the customer-only survey weak for the new market?
- It excludes non-customers whose needs may differ.
Choose the two statements supported by this lesson.
The concept and worked evidence support these claims; the stated limits rule out the universal shortcut.
Use the terms precisely
- segmentation: Dividing a market into groups with similar needs.
- primary research: Data collected directly for the current research purpose.
Before a launch, sample potential users as well as existing customers. Compare preferences with willingness to pay and actual trial purchases. Align product, price, place, promotion, people, process and physical evidence with the chosen position.
Large biased samples remain biased. Survey intention is not the same as purchase behaviour. HL includes sales forecasting and international marketing: test assumptions and local context rather than transplanting one successful campaign.
Segmentation groups customers with similar needs. Targeting chooses groups, and positioning defines the intended perception relative to rivals.