1.

Marketing
● is the process of exploring, creating, and delivering value to meet the
needs of a target market in terms of goods and services potentially
including selection of a target audience selection
2. Marketing Concept
● is preoccupied with the idea of satisfying the needs of the customer by
means of the product as a solution to the customer's problem (needs). The
Marketing Concept represents the major change in today's company
orientation that provides the foundation to achieve competitive advantage.
3. Consumer Orientation
● is a business approach that puts the needs of the customer over the
needs of the business. It's a way of thinking that aligns your business
goals with your customers' goals. Building a customer-oriented culture
means recognizing that customers are the business.
4. Goal Orientation
● is an "individual disposition towards developing or validating one's ability
in achievement settings".
5. Systems Orientation
● keeping a focus on the context and the external environment in which an
organization is operating and attending to the boundaries in place
between different systems. It is about maintaining balance between
different environments.
6. Marketing Mix
● is a foundation model for businesses, historically centered around product,
price, place, and promotion. The marketing mix has been defined as the
"set of marketing tools that the firm uses to pursue its marketing objectives
in the target market".
7. Marketing Research
● is the process of determining the viability of a new service or product
through research conducted directly with potential customers. Market
research allows a company to discover the target market and get opinions
and other feedback from consumers about their interest in the product or
service.
8. Descriptive Function
● Data that is collected to provide facts rather than causal or exploratory
research.
9. Diagnostic Function
● A diagnosis or identification of a problem that is supported by data or
actions.

10. Predictive Function

 ● uses historical data to predict future events.
11. Return on Quality
● an approach that evaluates the financial return of investments in quality.
Successful management of quality requires that managers have insights
on various aspects of quality.
12. Marketing Strategy
● a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage
13. Applied Research
● a non-systematic process of providing solutions to specific problems or
issues. The process of applied research is often referred to as a scientific
process because it uses the practical application of the available scientific
tools to get to the determined solutions.
14. Basic or Pure Research
● a type of scientific research with the aim of improving scientific theories for
better understanding and prediction of natural or other phenomena.
15. Programmatic Research
● an overarching project research theme which focuses on a key
educational issue, problem, phenomena or outcome, along with a number
of themes – specific research studies that address important aspects or
components of the issue, problem, phenomena or outcome.
16. Selective Research
● The process researchers go through to determine which, of many
alternatives, they will choose to study.
17. Evaluative Research
● a type of research you can use to evaluate a product or concept and
collect data that helps improve your solution.
18. Big Data
● data that contains greater variety, arriving in increasing volumes and with
more velocity. Big data is larger, more complex data sets, especially from
new data sources. These data sets are so voluminous that traditional data
processing software just can't manage them.

1. What is marketing research and what is the nature of marketing research in

relation to marketing?
 ● Marketing research is a broad term that encompasses the process of
gathering and understanding data about your customers, demographics
and business climate. Marketing strategy involves putting the information
discovered through marketing research to work.Market research enables a
business to identify its target market and obtain comments and other input
from customers about their interest in a product or service.
2. Differentiate the different types of research and how it is used in marketing
research.
● Qualitative Research - defined as research that uses methodologies like
participant observation or case studies to produce a narrative, descriptive
description of a location or activity.
○ may aid company owners in determining client demands, clarifying
marketing messaging, generating product enhancement ideas,
expanding a line or brand, and/or gaining insight into how a product
fits into a customer's lifestyle.
● Quantitative Research - the procedure for gathering and interpreting
numerical information. It may be used to look for patterns and averages,
make predictions, evaluate causal linkages, and extrapolate results to
larger groups.
○ may help you clarify problems and learn about consumers'
perspectives, attitudes, and beliefs by asking questions one-on-one
or to groups of individuals.
3. How did marketing research develop? State in each phase the need of the
times (or what managers needed) for marketing decisions to be made.
● A marketing strategy differs from a marketing plan in that it establishes the
overarching direction and goals for your marketing. Your marketing
strategy may be created over several years, but your marketing plan
normally focuses on techniques to be implemented this year.
Write a successful marketing strategy
Your well-developed marketing strategy will help you realise your
business's goals and focus on the actions required to reach the right
customers.
Identify your business goals
Align your marketing strategy to the business goals outlined in your
business plan; you can then define a set of marketing goals to support
them.

State your marketing goals

Define a set of specific marketing goals based on the business goals.
These goals will motivate you and your team and enable you to track your
success. Make sure your overall strategies are also practical and
measurable. A good marketing strategy will not be changed every year,
but revised when your strategies have been achieved or your marketing
goals have been met. You may need to amend your strategy if your
external market changes due to a new competitor or new technology, or if
your products substantially change.
Research your market
Research is an essential part of your marketing strategy. You need to
gather information about your market, such as its size, growth, social
trends and demographics (population statistics such as age, gender and
family type). It is important to keep an eye on your market so you are
aware of any changes over time, so your strategy remains relevant and
targeted.
Profile your potential customers
Use your market research to develop a profile of the customers you are
targeting and identify their needs.The profile will reveal their buying
patterns, including how they buy, where they buy and what they buy.
Profile your competitors

Use this to identify your competitive advantage – what sets your business
apart from your competitors. You may also want to identify the strengths
and weaknesses of your own internal processes to help improve your
performance compared with your competition.

Develop strategies to support your marketing goals

List your target markets and devise a set of strategies to attract and retain
them. An example goal could be to increase young people's awareness of
your products.

Use the '7 Ps of marketing'

Reach your selected market by utilising the 7 Ps of marketing mix. If you
can choose the right combination of marketing across product, price,
promotion, place, people, process and physical evidence, your marketing
strategy is more likely to be a success. You can choose any combination
of these to achieve your marketing strategy.

Test your ideas

 In deciding your tactics, do some online research, test some ideas and
approaches on your customers and your staff, and review what works.
You will need to choose a number of tactics in order to meet your
customers' needs, reach the customers within your target market and
improve your sales results.

4. Provide a practical application of the term “return on quality” and how do

you explain the term evolved? Use a personal example.
● This involves assessing customer need and expectations producing
quality outputs which meet or exceed customer satisfaction, and then
documenting these returns by directly linking quality education outputs
with the inputs of time, money, and effort.
5. Comment about the role of the internet and social media on the field of
marketing research. Explain how Big Data is being used by top companies
in order to maintain their competitive edge.
● Ofcourse Internet and social media has a big contribution in conducting a
marketing research because searching tru internet is the fastest method to
find what you were looking for.