• 5 segmentation methods - geographic, psychographic, demographic, benefits, and behavioral
• 4 common targeting strategy - undifferentiated, differentiated, concentrated, micromarketing
• what does positioning refer to ? - positioning approaches - value, product attributes, symbol, competition
• competition - positioning their products in comparison with their competitors
•  marketing research : consisting of a set of techniques and principles for systematically collecting, recoding, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services or ideas
• marketing research increases decision making power by
• identifying the sources of business problems
• enhancing, understanding of market trends
• enabling strategic managerial action
• the marketing research process
• problem recognition
• defining objectives and research needs
• what is the problem that needs solving - why??? ... sales declines, loss of market share, customer dissatisfaction - evaluating the potential problems it could be
• what is the value of the problem -   
• what information is needed to answer the research questions
• Designing the research
• identifying the type of data needed
• determining the type of research necessary to collect it
• primary vs secondary data
• primary data: data collected for the first time to adess specific need
• secondary data: previously collected data available from external sources
• may be freely available
• secondary data: syndicated data insights : Mintel
• charred and smoked flavors excite appetites
• secondary data : scanner research
• involves data obtained from scanner readings of UPC codes at check-out counters
• retail sales research
• macro level data collection
• Point of sale data collection
• facilitates price experiments 
• micro-level data collection
• consumer reported  
• qualitative vs quantitative data
• qualitative data : descriptive data
• informal research methods
• generates " soft" information
• used to understand phenomenon of interest
• quantitative data : quantifiable data
• structured research
• generates statistically measurable information
• often used to confirm insights generated by qualitative research
• data collection
• secondary data - marketing data - primary data
• qualitative data : descriptive data
• informal research methods
• generates "soft" information
• used to understand phenomenon of interest
• observation
• in-depth interviews
• focus groups
• social media
• quantitative data: quantifiable data
• structured research methods
• generates statistically measurable information
• often used to confirm insights generated by qualitative research
• expirements
• survey
• scanner
• panel
• emerging methods of data collection
• in store analytics: how retailers track our movements
• rends in store analytics