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16 Pages
Chap13
Course: COMPUTER S a303, Spring 2011School: BEM Bordeaux Management...
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Product Characteristics Objectives Building & Managing the Product Mix & Building Product Lines Product Brand Decisions Packaging & Labeling 2000 Prentice Hall Components of the Market Offering Value-based prices Attractiveness of the market offering Product features and quality 2000 Prentice Hall Services mix and quality Five Product Levels Potential product Augmented product...
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Product
Characteristics
Objectives
Building & Managing the Product Mix &
Building
Product Lines
Product
Brand Decisions
Packaging & Labeling
2000 Prentice Hall
Components of the
Market Offering
Value-based prices
Attractiveness of
the market offering
Product features
and quality
2000 Prentice Hall
Services mix
and quality
Five Product Levels
Potential product
Augmented product
Expected product
Basic product
Core benefit
2000 Prentice Hall
Consumer-Goods
Consumer-Goods
Classification
Classification
Convenience Products
Shopping Products
Buy frequently & immediately
> Low priced
> Many purchase locations
> Includes:
Staple goods
Impulse goods
Emergency goods
Buy less frequently
> Gather product information
> Fewer purchase locations
> Compare for:
Suitability & Quality
Price & Style
Specialty Products
Unsought Products
Special purchase efforts
> Unique characteristics
> Brand identification
> Few purchase locations
2000 Prentice Hall
New innovations
> Products consumers dont
want to think about.
>Require much advertising &
personal selling
Consistency
Product Mix
Wiidth -- numberr off
W dth numbe o
diifferent prroduct
d fferent p oduct
llines
ines
Lengtth -- ttotal
Leng h otal
numberr off iitems
numbe o tems
wiithin tthe llines
w thin he ines
Deptth -- numberr off
Dep h numbe o
verrsions off each
ve sions o each
prroduct
p oduct
2000 Prentice Hall
Prroduct Miix -P oduct M x
alll tthe prroduct
a l he p oduct
llines offfered
ines o fered
Product-Line Length
Line
Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
2000 Prentice Hall
Two-Way Product-Line
Two-Way
Stretch: Marriott Hotels
Stretch:
Economy
Quality
Standard
Good
Marriott
Marquis
(Top
executives)
Price
High
Marriott
(Middle
managers)
Above
average
Average
Fairfield (Vacationers)
2000 Inn
Low Prentice Hall
Superior
Courtyard
(Salespeople)
What is a Brand?
User
Culture
Attributes
2000 Prentice Hall
Personality
Benefits
Values
Brand
Equity
Devoted
Devoted
ttoBrand
o Brand
Values the Brand
Values the Brand
(brand as friend)
(brand as friend)
Satisfied & Switching Cost
Satisfied & Switching Cost
Satisfied Customer
Satisfied Customer
(no reason to change)
(no reason to change)
2000 Prentice Hall
No Brand Loyalty
No Brand Loyalty
(customer will change)
(customer will change)
An Overview of
Branding Decisions
Brand
No brand
BrandName
Decision
Manufacturer
brand
Branding
Decision
BrandSponsor
Decision
Individual
brand
names
Blanket
family
name
Separate
family
names
Companyindividual
names
Distributor
(private)
brand
Licensed
brand
2000 Prentice Hall
BrandBrandStrategy Repositioning
Decision
Decision
Line
extension
Brand
extension
Multibrands
New
brands
Cobrands
Repositioning
No
repositioning
Brand Strategies
Product Category
Brand Name
Existing
New
Existing
Line
Extension
B ra n d
Extension
New
Multibrands
New
Brands
2000 Prentice Hall
Good Brand Names:
Distinctive
Suggest
Product
Qualities
2000 Prentice Hall
Suggest
Product
Benefits
Lack Poor
Foreign
Language
Meanings
Easy to:
Pronounce
Recognize
Remember
Why Package Crucial as a
Why
Marketing Tool
Marketing
Self-service
Consumer
affluence
Company & brand image
Opportunity for innovation
2000 Prentice Hall
Labels
Promote
Promote
Describe
Describe
Identify
Identify
2000 Prentice Hall
Review
Product
Characteristics
Building & Managing the Product Mix &
Building
Product Lines
Product
Brand Decisions
Packaging & Labeling
2000 Prentice Hall
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BEM Bordeaux Management School - COMPUTER S - a303
Objectives ServiceDefinitions & Classifications How Services Differ Goods Improving Service Differentiation,ImprovingQuality, & ProductivityQuality, Improving Customer Support Services2000 Prentice HallCategories of Service MixPureTangibleGoo
BEM Bordeaux Management School - COMPUTER S - a303
2000 Prentice HallObjectives Settingthe Price Adapting the Price Initiating & Responding to PriceInitiatingChangesChanges2000 Prentice HallPrice - Quality StrategiesPriceHighProduct QualityHighMedLow2000 Prentice HallMediumLowP emiumP
BEM Bordeaux Management School - COMPUTER S - a303
2000 Prentice HallObjectives TheCommunications Process Developing Effective Communications Deciding on the MarketingDecidingCommunications MixCommunications Managing and Coordinating IntegratedManagingMarketing CommunicationsMarketing2000 Pre
BEM Bordeaux Management School - COMPUTER S - a303
Objectives Designinga Sales Force Managing the Sales Force Principles of Personal Selling2000 Prentice HallWhen might you decide to useWhenPersonal Selling?PersonalTight budget (straight commission)TightConcentrated MarketConcentrated Few bu
BEM Bordeaux Management School - COMPUTER S - a303
Product, Services, andBranding StrategiesBrandingCha pte r 9Objectives Be a ble to de fine product a nd know theBep roductm a jor cla s s ifica tions of products a nds e rvice s . Unde rs ta nd the de cis ions compa nie sUndem a ke re ga rding
BEM Bordeaux Management School - COMPUTER S - a303
New-Product Developmentand Product Life-CycleStrategiesStrategiesCha pte r 10Objectives Unde rs ta nd how compa nie s find a ndUndede ve lop ne w-product ide a s .de Le a rn the s te ps in the ne w-productLede ve lopme nt proce s s .de Know
BEM Bordeaux Management School - COMPUTER S - a303
Pricing Considerationsand ApproachesandCha pte r 11Objectives Unde rs ta nd the inte rna l fa ctorsUndea ffe cting a firms pricing de cis ions . Unde rs ta nd the e xte rna l fa ctorsUndea ffe cting pricing de cis ions ,including the impa ct of
BEM Bordeaux Management School - COMPUTER S - a303
Pricing StrategiesPricingCha pte r 12Objectives Le a rn the ma jor s tra te gie s forLepricing imita tive a nd ne w products .p ricing Unde rs ta nd how compa nie s find aUndes e t of price s tha t ma ximize s theprofits from the tota l product
BEM Bordeaux Management School - COMPUTER S - a303
Marketing Channelsand Supply ChainManagementManagementCha pte r 13Objectives Know why compa nie s us e dis tributionKnowc ha nne ls a nd unde rs ta nd the functionstha t the s e cha nne ls pe rform.tha Le a rn how cha nne l me mbe rs inte ra ct
BEM Bordeaux Management School - COMPUTER S - a303
Retailing andWholesalingWholesalingCha pte r 14Objectives Unde rs ta nd the role s of re ta ile rs a ndUndewhole s a le rs in the ma rke ting cha nne l.whole Know the ma jor type s of re ta ile rs . Know the ma jor type s of whole s a le rs . U
BEM Bordeaux Management School - COMPUTER S - a303
Integrated MarketingCommunication StrategyCommunicationCha pte r 15Objectives Know the tools of the ma rke tingKnowcommunica tions mix.c ommunica Unde rs ta nd the proce s s a nd a dva nta ge s ofUndeinte gra te d ma rke ting communica tions .
BEM Bordeaux Management School - COMPUTER S - a303
Project Management ProcessProjectManagementProcessDescription .1STAGE/STEP/TASK SUMMARY LIST.2Project Initiation2Project Control4Project Closure5Project Initiation .7Step 01: Project Kick Off10Step 02: Project Objective & Scope13Step 03: Pr
BEM Bordeaux Management School - COMPUTER S - a303
PROJECT RISK MANAGEMENTKEEP IT SIMPLE TO ENHANCE PROJECT SUCCESSJames A. Ward, PMPRisk refers to uncertain future conditions or circumstances that may adversely impact a projectif they occur. A risk represents the possibility, not the certainty, of a
BEM Bordeaux Management School - COMPUTER S - a303
Risk Analysis ScoresheetExternalValueDependency FactorMultiple vendors /contractors?Y = 2, N = 0Score ProblemCounter MeasureCoordination.Ensure adherence to standards, bothtechnical and managerial.Emphasize the importance of regularstatus rep
BEM Bordeaux Management School - COMPUTER S - a303
Project NameProject Status ReportPeriod:Start date thru end date (Week Number)Project Manager: Project Manager's NameAccomplishments this Period:List accomplishments this period as bullets.Scheduled Items Not Completed:List items/targets missed in
BEM Bordeaux Management School - COMPUTER S - a303
Project NameProject Status ReportPeriod:Start date thru end date (Week Number)Project Manager: Project Manager's NameAccomplishments this Period:*List accomplishments this period as bullets.Scheduled Items Not Completed:*List items/targets misse
BEM Bordeaux Management School - COMPUTER S - a303
Fact SheetData Warehousing Consolidation SolutionsMultiple datamarts?Stovepipe systems?Cognizant has the solution!In this age of information,data warehouses are vitalcompetitive tools. But whenyour company has so manydifferent datamarts, linking
BEM Bordeaux Management School - COMPUTER S - a303
DataWarehousingBuildingadatabasetosupportthedecisionmakingactivitiesofadepartmentorbusinessunitEUCDataArchitectureEnterpriseDatabaeDataWarehousesBusinessUnitsStructureInfrastructure:platforms,databases,gateways,networks,frontendtoolsandother
UWO - PSYCH - 2220
Biopsychology as a Neuroscience (1-19)What Is Biopsychology- The human brain is a squishy, wrinkled, walnut-shaped hunk of tissue weighing about 1.3 kilograms. The humanbrain is an amazingly intricate network of neurons (cells that receive and transmit
UWO - PSYCH - 2220
UWO - PSYCH - 2220
Evolution, Genetics, and Experience (20-49)Thinking about the Biology of Behavior: From Dichotomies to Interactions- Zeitgeist refers to the general intellectual climate of a culture. Much of the scientific knowledge thataccumulated during the renaissa
UWO - PSYCH - 2220
Anatomy of the Nervous System (51-74)Nervous System- The central nervous system (CHS) is the division of the nervous system that is located within the skull and spine.The peripheral nervous system (PNS) is the division that is located outside the skull
UWO - PSYCH - 2220
Neural Conduction and Synaptic Transmission (76- 100)Resting Membrane Potential- (The Lizard, a Case of Parkinsons Disease) Roberto Garcia dOrta his symptoms from Parkinsons changedhim from an active, vigorous business man to a lizard. He had tremors,
UWO - PSYCH - 2220
The Visual System (131-163)Light Enters the Eye and Reaches the Retina- From the tiny, distorted, upside-down, two-dimensional retinal images projected on the visual receptors that linethe backs of the eyes, the visual system creates an accurate, richl
UWO - PSYCH - 2220
Mechanisms of Perception: Hearing, Touch, Smell, Taste, and Attention (164-190)Principles of Sensory System Organization- Exteroceptive sensory systems contain the auditory, somatosensory, olfactory, and gustatory systems. Theprimary sensory cortex of
UWO - PSYCH - 2220
The Sensorimotor System (191- 203, 213-218, plus 6.6)Cortical Mechanisms of Vision and Conscious Awareness (6.6)- The primary visual cortex is that area of cortex that receives most of its input from the visual relay nuclei of thethalamus (from the lat
UWO - PSYCH - 2220
Development of the Nervous System (219-239)Section on Columnar Organization of Primary Visual Cortex- Receptive fields of the visual cortex neurons are attributable to the flow of signals from neurons with simplerreceptive fields to those with more com
UWO - PSYCH - 2220
Brain Damage and Neuroplasticity (240-267)- A tumor, or neoplasm is a mass of cells that grows independently of the rest of the body. About 20% of tumoursfound in the human brain are meningiomas, tumors that grow between the meniges, the three membranes
UWO - PSYCH - 2220
Drug Addiction and the Brains Reward Circuits (383-399)Drug addiction is a serious problem in most parts of the world. Pharmacological (pertaining to thescientific study of drugs) principles and concepts, compares the effects of five common addictivedr
UWO - PSYCH - 2220
The Split Brain (414-422)The corpus callosum, the largest cerebral commissure, seem to leave patients unaffected if it was absent or damaged.One of the functions of the corpus callosum is to transfer learned information from one hemisphere to the other.
UWO - SCIENCE - 2213
1. Bonding & Shapes of Molecules (1.1-1.7)Electronic Structure of Atoms- Electrons do not move freely in the space around a nucleus, but rather are confined to regions of space calledprincipal energy levels. Each shell can contain up to 2n2 electrons,
UWO - SCIENCE - 2213
2. Acids and Bases (2.1-2.5)Arrhenius Acids and Bases- According to Svante Arrhenius an acid is a substance that dissolves in water to produce H + ions and a base is asubstance that dissolves in water to produce OH- ions. We now know that H+ ions do no
UWO - SCIENCE - 2213
3. Alkanes and CycloalkanesWhat are Alkanes?- A hydrocarbon is a compound composed of only carbon and hydrogen. Alkanes are saturated hydrocarbons;they only contain carbon-carbon single bonds. Alkanes are often referred to as aliphatic hydrocarbons, be
UWO - SCIENCE - 2213
4. Alkenes and AlkynesStructure and Shapes of Alkenes and Alkynes- An unsaturated hydrocarbon is a hydrocarbon that has fewer hydrogens bonded to carbon than an alkane has.Alkenes contain one or more carbon-carbon double bonds, and alkynes contain one
UWO - SCIENCE - 2213
5. Reactions of Alkenes and AlkynesCharacteristic Reactions of Alkenes- The most characteristics of alkenes is addition to the carbon-carbon double bond in such a way that the pibond is broken, and in its place sigma bonds are formed to two new atoms o
UWO - SCIENCE - 2213
6. Chirality: The Handness of MoleculesWhat Are Stereoisomers?- Stereoisomers are isomers that have the same molecular formular and the same connectivity, but differentorientations of their atoms in space. Cis/trans are sterioisomers.What Are Enantiom
UWO - SCIENCE - 2213
6a. 13C-NMR and IR Spectroscopies (388-409, 417-423, 433-437)Infrared SpectroscopyWhat Is EM Radiation?- Gamma rays, Xrays, ultraviolet light, visible light, infrared radiation, microwaves, and radio waves are all part ofthe EM spectrum. EM radiation
UWO - SCIENCE - 2213
7. Haloalkanes (215-255)How Are Haloalkanes Named?Compounds containing a halogen atom covalently bonded to an sp3 hybridized carbon atom are named haloalkanes,or in the common system alkyl halides. The general symbol for an alkyl halide is R-X where X
UWO - SCIENCE - 2213
9. Benzene and Its Derivatives (301-325, 334-339)Structure of BenzeneBenzene is a colourless liquid, with molecular formula C6H6, and is remarkably unreactive. It doesnt undergo theaddition, oxidation, and reduction reactions characteristic of alkenes.
UWO - SCIENCE - 2820
Lecture1CentralDogmaofMolecularBiologyTheCentralDogmaofbiologyreferstothewaythatgeneticinformationis storedandretrievedinalivingcell.ItbeganasDNAwhichisthentransferred toRNAandisthenusedtomakeproteins. DNAfunctionsastheinformationstoragemoleculeandthi
UWO - SCIENCE - 2820
Lecture2and3Topic2AminoAcidsTopredictthepropertiesofaproteininsolution,weneedtocalculatetheproteinsnetcharge.Westartbycalculatingthenetchargeofasingleaminoacidinsolution.Therearethreepartsofanaminoacidthatcancarryachargeinsolution:theaminogroup,theca
UWO - SCIENCE - 2820
Lecture4ProteinStructureContQuaternarystructuresconsistofmorethanoneprotein/morethanonepolypeptide.TheseproteinsarecalledsubunitsTheyinteractwiththesameforcesastertiarystructuresProteinmodificationsexpandthefunctionofwhatevertheyareattachedtoo Lipop
UWO - SCIENCE - 2820
Lecture5ProteinFunction(topic4)Proteinsservemanypurposes.Thereareseveralhundredthousandoftheminourbody.Theirmanypurposesincludethefollowing:enzyme,structure,transport(carriessmallmoleculesorions),motorfunction(movement),storage,signal,receptor(detects
UWO - SCIENCE - 2820
Lecture6EnzymeCatalysis(Topic5)Enzymesarebiologicalcatalysts.Theyperformnearlyallchemicaltransformationsincells.Theyaccelerateareaction,butareunchangedbyit.Moreenzymesareproteins.Theproteinnameendswithaseifitisacatalyst.Althoughtheyareproteins,italso
UWO - SCIENCE - 2820
Lecture8Proteinpurification(topic6) Whywouldonewanttopurifyaprotein?Formedicaluses,tostudystructureandfunction,foruseasareagentinthelab,todeterminetheaminoacidsequenceetc. Proteinsarepresentincellsorsecretionsandarethuscomplexmixturesusuallymanydiffer
UWO - SCIENCE - 2820
Topic7LipidsandBiologicalMembranes(Lecture9) Membranesseparatethecontentofacelloorganellefromitssurroundings.Theycontrolthetrafficinandoutofthecellandtheyalsorespondtoexternalstimuliviareceptors. Thereare4mainclassesofbiomolecules:sugarstopolysacchari
UWO - SCIENCE - 2820
Topic8MembraneProteins(Lecture10) Thecompositionofamembrane(bymass)isthefollowing:about50%lipids,about50%proteinsandabout12%carbohydrates. Thefluidmosaicmodeldescribeshowproteinsarefreetodiffuselaterallywithinthebilayerunlessmovementisrestrictedbycell
UWO - SCIENCE - 2290
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UWO - SCIENCE - 2290
Scientic name (s) of organim(s)Part of an organism (if applicable)Stage in the life cycle of an organism (if applicable)Independent variableDependent variableKind of effect2Sequentially detailed accountTitle reects the nature of the experimentNum
UWO - SCIENCE - 2290
!" #$%& '()*+,# -(./0$ *,1*115 A115 B*23,13*,1*Nickel uptake in plantsTrends in Cell Biology.16(8): 397-402Nature. 344: 405-409. 19902006.!"#$%&%'()*+,-."/!"#"$%#%&'#()#"$*+#,&*"-#+",'%&"+#.*/01 2&'%3+"4&'#4&'#5%#45/%#"(#,+%#4&'#%64/,4"%#/*"%34"
UWO - SCIENCE - 2290
Bio2290G R` Winter 2012 Gray unitmake sure you usepdf version of articledon't use "in general" or"generally"10/01/2012Types of periodicalsScholarly journals (peer-reviewed, juried, refereed, orprofessional contains articles by researchers and expe
UWO - SCIENCE - 2290
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UWO - PSYCH - 1000
Chapter 8: Memory (p.294)-Memory refers to processes that allow us to record and later retrieve experiences and information.MEMORY AS INFORMATION PROCESSING-Herman Ebbinghaus (1885) and Sir Francis Galton (1883); rate which info forgotten, memories f
UWO - PSYCH - 1000
Chapter 9: Thought, Language, and Intelligence(p.334)-Humans are smaller physically but dominate because of ability to manipulate into forms of language, thinking, reasoning, andproblem solving mental representations: variety of forms images, ideas, c
UWO - PSYCH - 1000
Chapter 10: Motivation and Emotion (p.384)-Motivation: is the process that influences the direction, persistence, and vigour of goal-directed behaviourPERSPECTIVES ON MOTIVATIONInstinct Theory and Modern Evolutionary Psychology-Instincts motivate mu
UWO - PSYCH - 1000
Chapter 11: Development over the Life Span(p.437)-Victor, the Wild Boy of Aveyron, FranceMAJOR ISSUES AND METHODS-----Developmental psychology examines changes in our biological, physical, psychological, and behavioural processes as we ageo Nat
UWO - PSYCH - 1000
Chapter 12: Personality (p. 489)WHAT IS PERSONALITY?---Personality arises from originalityWe are in some ways like all others, some others, and no others (past or future)From obs that people behave somewhat consistently over time and across situati
UWO - PSYCH - 1000
Chapter 13: Psychological Disorders--Surgeon General of US (Dec 1999) mental health report summary:o 22% pop suffers diagnosable mental health disordero 50% NA between 15-54 will experience psychological disorder at some time in liveso Psychological
UWO - PSYCH - 1000
Chapter 14: Treatment of Psychological Disorders(p. 575)-First person reports suggest many derive considerable benefits from psychotherapy, but psychologists need more evidenceo Efficacy (treatment outcome) = complexTHE HELPING RELATIONSHIP-Basic g
UWO - PSYCH - 1000
Chapter 15: Stress, Coping, Health (p. 619)THE NATURE OF STRESS-Stress = stimulus, response, organism-environment interactionStressors: elicit stimuli, events place strong demands on usResponse: cognitive, physiological, behavioural (neg emotions)Pe
UWO - PSYCH - 1000
Chapter 16: Behaviour in a Social Context(p. 663)-Zimbardo: Stanford Prison Study behaviour not only determined by biological endowment and past learning experiences,but also by power of immediate social situationSOCIAL THINKING AND PERCEPTIONAttrib