By Mr Jim Blythe
The Sage direction significant other on Marketing is an obtainable creation to the topic that might aid readers to increase their figuring out of key strategies and improve their pondering talents in keeping with direction standards. It presents help on the right way to revise for assessments and get ready for and write assessed items. Readers are inspired not just to imagine like a marketer but additionally to contemplate the topic severely. it's even more than a revision consultant for undergraduates; it's an important instrument that might aid readers take their path realizing to new degrees and aid them be successful of their undergraduate course.
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Other sources of bias come from the following: 1 2 Poorly-designed questionnaires, containing leading questions. Interviewer bias: the inter viewer accidentally (or sometimes deliberately) says or does something which leads the respondent to answer in a par ticular way. Taking it F U R T H E R One of the current debates in academic research (as opposed to commercial research) is whether any research can be conducted objectively. The argument runs that any researcher begins with a set of prejudices, or at least comes from a cultural background, which dictates the way the research is conducted.
This is about customer perception issues. In some cases, it is the very origin that makes the product acceptable – McDonald’s has succeeded by being as American as it can be. Standardising improves economies of scale, but adaptation is likely to improve customer acceptance. You should bear in mind that products can be adapted without changing the brands or promotions, and vice-versa. Other parts of the marketing mix can be differentiated, too – prices are commonly different for the same product between different countries.
This is, of course, relevant to the customer perception running theme. It may help to think of the brand as a lens, through which marketers focus their efforts and consumers view the product. qxd 1/18/2006 10:18 AM Page 48 48 CORE AREAS OF THE CURRICULUM The brand should be seen as an investment vehicle. Communication activities aimed at raising the profile of the brand, or raising its status in the eyes of customers, will pay off over a number of years (incidentally, this is an issue which marketers often find themselves fighting over in management meetings.
Marketing by Mr Jim Blythe