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37 Cards in this Set
- Front
- Back
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What is the goal of skimming pricing
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quick recover of investments
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mixed bundle strategy
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can purchase in a bundle or seperately
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what need does cadillac satisfy
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esteem
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what need does US Army satisfy?
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self actualization, esteem
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what need does ford satisfy?
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esteem
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what need does ensure satisfy?
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physiological
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what need does volvo satisfy?
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Safety is a beautiful thing- safety- to Life is better lived together- love
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What do the 4 p's correlate to?
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VISA
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What kind of marketing does dominos pizza use
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direct
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what kind of marketing does pizza hut use
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societal marketing
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how long does a customer lifetime usually last
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3-7 years
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What is the churn rate
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percentage of customer that leave
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how often do mission statements change
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every 5 years
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what is a global brand
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same product in different countries
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intertemporal changes
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humans are very bad at understanding that costs and benefits are spread/dividend over time.
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what is an example of an information intermediary
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travelocity
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vertical integration backwards
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controlling product labels- Wal Mart controls its best value brand
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Vertical integration forwards
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controlling distribution channels
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equation for markup on costs and markup on sales
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...
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what channel decision number is hiring agents
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1st order
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what channel decision are hiring you own sales forec
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direct marketing- zero order
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what is the highest paid marketing discipline
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Marketing research
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steps in the market research process
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1) define the problem
2) decide on type of research 3)decide on method |
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What is the heisenburg uncertainty principle?
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the act of measuring leads to inaccuracy
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what is line filling
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a new similar cost brand - introduction of diet coke
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house brands vs. umbrella brand
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umbrellas brands don't recognize individual products as their own. if something goes wrong it does not tarnish their reputation
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what percentage of new products fail
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90%
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perceived value pricing
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Performance/Price
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what is a Pure Bundle-
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you don't know the price
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Mixed Bundle-
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you do see the prices of the individual products and can decide between bundling and buying individually.
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psychological pricing
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price is a signal of quality
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what variables are in the consideration set
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AIDA- Awareness, Interest, Desire, Action
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what kind of communication is inoculation and immunization
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two sided
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what percentage of people actaully watch the ads
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25-35%
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What is gross rating points
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sum of frequency* reach
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What is CPM-
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cost per thousand
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What are Vice products-
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benefits now, costs later
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