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29 Cards in this Set
- Front
- Back
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Perceptual map
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Allows you to see market segments you might not be able to target.
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Segmentation Variables
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Must always be related to purchasing behavior.
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Ad: Our staff is #1 in the nation for it's knowledge and helpfulness. This is something for you to consider as you evaluate your options. This ad would be best presented in the_________ stage of extended decision making process.
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Evaluation of Alternatives
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Proper order of marketing plan:
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Mktg mix strategy and tactics, evaluation and control
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Colleague needs advice as he plans to conduct research on a product. First question you should ask is?
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What do you want to accomplish with your study.
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Net Marketing Contribution
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[Marketing Demand * Market Share * (Unit Price-Unit Cost)] - Mktg Expense
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Marketing plans purpose
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to establish guide for the marketing of new product which will be referred to and used with adjustments as necessary during set time frame
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When giving a survey you can completely avoid interviewer bias
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if you use the internet
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Differentiated Mktg strategy requires that you target
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different market segments using different marketing mixes
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Focus Group
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result can help us determine what alternatives to include in questions on the survey study we have planned.
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Your company invents gps. Research indicates potential customers have different opinions on what features should be included.
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You should see if there is a way to divide up the market into groups and design different products for different groups.
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Why did Sony mini disk fail
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Sondy did not adapt their strategy properly to changes that occurred in the environment.
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Know how to calculate how much you will sell based on Mktg spending
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segment*(your mktg spending/industry mktg spending)
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Burger King commercial says "arent you hungry, aren't you hungry, aren't you hungry for bk right now"
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commercial focuses on problem recognition stage of consumer decision making process
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Looking for segmentation method that looks at what people like to do in their spare time and how they spend discretionary income.
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This form of segmentation is called lifestyle segmentation method.
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Trying to determine blue ray sales two years from now. You think it can be predicted by looking at the number of big screens sold and number of children in households.
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Forecasting method of regression is what you are using.
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New Video game positioned as "game to develop your brain"
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Positioning based on benefit.
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Steps of Mktg strategy
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Pick target market, then position your products.
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Criterion for mktg research decision
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Must be determined before the data are collected
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Company is attacked by citizens for saving everything.
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Your situation demonstrates the importance of paying attention to your various publics.
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Pillsbury is thinking of expanding to India
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Their first step should b to gather available government data about quantities of wheat consumed per year.
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Descriptive research can help determine
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how often customers watch your tv program, what age group watched your tv program, preference ratings for some segments on your tv program
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End aisle displays on consumer purchase of canned products of three different types of displays
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you will not develop good insight into why people did what they did
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Survey Question: Don't you agree that one should check their internet email account frequently Answer Yes_ or No_
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Should include no opinion option, uses hard to define word, is biased worded question
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When segmenting markets it is good to pick variables and develop segments that....
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Are large enough to be of value, easily accessible, are relatively homogenous on the variables of interest, are not highly correlated.
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Recent info suggests coca cola is not healthy and urges consumers to switch to bottled water
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this is a threat
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You should not have more than one positioning for
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a specific market segment
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The marketing concept shows that change is not necessarily
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bad for a company
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Your sales can be decreasing while your share is
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increasing
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