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DEFINITION, PLANNING, PROCESS

& CONSUMER BEHAVIOR 

 ACES 2009  Ain Shams Univ 

M ARKETING

PRINCIPALS

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1760

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Product Vs Production Concepts

CRM

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Decision Making

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BCG Growth-Share Matrix

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Internal Data

Electronic Collections of Informationfrom Data Sources (i.e. Accounting)

Within the Company

MarketingResearch

Design, Collection, Analysis, andReporting of Data about a Specific

Marketing Situation

MarketingIntelligence

Publicly Available Informationabout Competitors and the

Marketing Environment (i.e.

Technological)

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5-19

ObservationalResearch

Gathering databy observingpeople,

actions andsituations

(Exploratory)

Survey Research

 Asking individualsabout attitudes,preferences or

buying behaviors

(Descriptive)

ExperimentalResearch

Using groups of 

people todeterminecause-and-effect

relationships(Causal)

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Colors

Size, Intensity

Position

Sound (Jingle)

Taste, Smell

Ads !!

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Audi - iRobot

Lamborghini – Dark Knight

Apple - Many

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Subliminal Stimuli

Sound

Ads

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ACES Ads ???

Marketing Concepts’ Awareness

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