Part 5 DECA PMK

Interviewer error

Occurs when mistakes are made by the interviewer. include influencing the respondent in some way, asking questions in the wrong order, or using slightly different phrasing (or tone of voice) than other interviewers. also include intentional errors such as cheating and fraudulent data entry

Selling Proposition

A benefit of a good or service that differentiates it from other products

Marketing research brief

A written document that includes a market and strategic overview, background information, role of research, objectives, suggested approach and research target, reporting requirements, timing, budget and existing research or other information related to the study.

standing-room-only close

salesperson encourages a consumer to make a purchase because the product is in short supply or a price change may occur

Cost plus pricing

type of pricing includes the variable costs associated with goods, as well as portion of the fixed costs of operating the business

Likert Scale

a numerical scale used to assess attitudes; includes a set of possible answers with labeled anchors on each extreme. (strongly agree, agree, neutral, disagree, strongly disagree)

Public relations

promotional activities that are designed to create a good image with the public

Channel Management

A process that involves selecting and evaluating channel members to monitor the movement of a product from producer or manufacturer to end user

seconday research

data that has been previously collected for non-marketing activity and is available for a business use

Response error

Occurs when respondents don't reveal their true opinions on a subject. They may misunderstand the question, fail to understand their opinions, lie, or try to present themselves in a favorable light

Selling policy

Decisions of a business regarding forms of payment, returns and exchanges, sales quotas, sales commission and legal and ethical issues

business image

The public perception of a business

channels of distribution

refers to the path a product takes from producer to the final consumer

direct close

Salesperson specifically asks for the purchase

Market Identification

process of a marketer in identifying the most profitable areas to offer a new product or service

Primary research

gathering data 4 the 1st rime 4 a specific product/service and/or business

Benefit

Desirable attribute of a good/service, which a customer perceives he or she will get from purchasing

External Audience

Individuals/groups outside of an organization at whom its communications & promotional efforts are aimed