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Ch 14: Principles of Marketing & Market Research

About This Chapter

Watch the video lessons included in this chapter to learn about the principles of marketing and market research. Each lesson will teach you about different aspects of marketing, products and consumerism.

Principles of Marketing & Market Research - Chapter Summary

If you are currently studying subjects from the field of business, it's a good idea to make sure that you study some of the basic principles of marketing and market research. You can study this subject by going through this chapter and watching each of these informative online video lessons. By watching these videos, you will learn about the major topics needed to understand this subject.

This chapter is a great way to learn about the essential definitions and concepts related to marketing in business, as well as some of the different aspects of products and consumer behavior that market researchers focus on. Our lesson instructors all have expertise in these areas. Some of the specific topics you will learn about are:

  • The definition and applications of marketing
  • The definition, purpose and role of market research
  • Establishing a marketing research project
  • Marketing controls
  • Market segmentation
  • Positioning and differentiation in consumer marketing
  • Developing and marketing new consumer products
  • Types of new products

If you would like to test your understanding of these topics when you have completed the lessons, you can answer the questions found in that lesson's practice quiz. The chapter concludes with a final exam that will help you see how much you recall about the overall subject. You can also use your personal Dashboard to keep track of your learning progress as you finish different lessons.

12 Lessons in Chapter 14: Principles of Marketing & Market Research
Test your knowledge with a 30-question chapter practice test
Introduction to Marketing: Definition and Applications

1. Introduction to Marketing: Definition and Applications

In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.

The Marketing Mix: Product, Place, Price & Promotion

2. The Marketing Mix: Product, Place, Price & Promotion

A marketing plan is the central part of the overall marketing strategy. A marketing plan's main focus is the marketing mix, which consists of product, place, promotion and price decisions. All four elements are very flexible and have many options. The main purpose of the marketing mix is to effectively communicate with the target market.

Marketing, Production, Sales & Societal Marketing Orientation

3. Marketing, Production, Sales & Societal Marketing Orientation

You will learn the difference between marketing, production, sales and societal marketing orientations and how it can affect a company's financial success.

Marketing Research: Definition, Purpose and Role in Marketing Strategy

4. Marketing Research: Definition, Purpose and Role in Marketing Strategy

If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!

How to Establish a Marketing Research Project

5. How to Establish a Marketing Research Project

Most consumers don't realize how much behind-the-scenes research and analysis goes into the marketing of a product. With millions of dollars at stake, marketers must use information available to formulate a key marketing plan, decision or change in strategy.

Marketing Controls: Market Research, Test Marketing & Marketing Statistics

6. Marketing Controls: Market Research, Test Marketing & Marketing Statistics

In this lesson, we will explain the purpose of marketing controls and explore related concepts, such as market research, test marketing, and marketing statistics.

Market Segmentation: Geographic, Demographic, Psychographic & More

7. Market Segmentation: Geographic, Demographic, Psychographic & More

Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.

How to Segment Business Markets Step-by-Step

8. How to Segment Business Markets Step-by-Step

Discover the four segments of business marketing in this lesson. You will also learn the distinguishing characteristics of each segment so you may easily identify each of them.

How to Develop and Market New Consumer Products

9. How to Develop and Market New Consumer Products

In this lesson, you will learn the six stages of the new product development process that companies use when they develop new consumer products. You'll also learn why it is important for companies that develop new consumer products to use this process.

Types of New Products: New Product Lines, Product Improvements & More

10. Types of New Products: New Product Lines, Product Improvements & More

You will learn about the types of new product categories, such as new product lines or repositioned products, and the new product development process, from idea generation to commercialization.

Competitive Advantage: The Importance of Strategic Marketing

11. Competitive Advantage: The Importance of Strategic Marketing

Companies have many options when it comes to gaining market share and increasing profits. Learn about strategic marketing and the tools companies use to their advantage.

What is a Marketing Plan? - Definition & Sample

12. What is a Marketing Plan? - Definition & Sample

In this lesson, we will learn what a marketing plan is and why it is so important for a business to have one. We will cover the specific strategies the plan should have in order to help the organization achieve its goals.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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