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Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment s exist for the innovation.
The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche.
When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs.
Many firms, such as research and development focused companies, successfully focus on product innovation. Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing. From Wikipedia, the free encyclopedia.
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Promotional media. Behavioral targeting Brand ambassador Broadcasting Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Printing Product demonstration Promotional merchandise Publication Visual merchandising Web banner Word-of-mouth. Main article: Further information: Market orientation. Societal marketing. Marketing mix.
Market environment. Marketing research. Market segmentation. See also: Integrated marketing communications , Marketing communications planning framework , and Promotion marketing.
Personal selling. Sales promotion.
Advertising management. Promotional mix. Marketing plan. Product life-cycle management marketing. Outline of marketing. Affinity marketing Advertising History of advertising Sex in Advertising Advertising management American business history Brand awareness Co-marketing Consumer confusion Consumer behaviour Database marketing Demand chain Digital marketing Email remarketing Family in advertising History of marketing List of marketing terms Loyalty marketing Macromarketing Marketing mix Marketing Management Marketing research Marketing strategy Micromarketing Media manipulation Multicultural marketing Product management Production orientation Public Sector Marketing Real-time marketing Relationship marketing Smarketing Societal marketing Sustainable market orientation Visual marketing.
Agricultural marketing Business marketing and industrial marketing Destination marketing Global marketing Relationship marketing Services marketing Social marketing.
Marketing orientation Production orientation Selling orientation Socially responsible marketing and corporate social responsibility Relationship marketing and customer relationship management. July Journal of Marketing. October The Practice of Management.
New York: Selden Sales Process Engineering: A Personal Workshop. Milwaukee, WI: ASQ Quality Press. Retrieved 16 March International Marketing — Modern and Classic Papers 1st ed.
Retrieved Problems and Promises". Business and Society. Market Research in Practice: International Journal of Market Research. A Critical Review of Literature". European Journal of Business and Management. Introduction to Public Relations and Advertising. An exploration of artistic product orientation".
The Marketing Review. Principles of Marketing. Englewood Cliffs, NJ: Prentice-Hall Inc. Pearson Education, , p.
Industrial vs. A contemporary meta-analysis. Have salespeople become knowledge brokers? Journal of the Academy of Marketing Science. Note that the most widely applied scale is that developed by Narver and Slater in Narver, J.
Economics, Personal Money Management, and Entrepreneurship. Marketing Mix: Product, Price, Place, Promotion.