EXAM 2 STUDY GUIDE MKT 333

EXAM 2 STUDY GUIDE MKT 333 - MKT 333 EXAM 2 STUDY GUIDE...

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MKT 333 EXAM 2 STUDY GUIDE - EXAM DATE WEDNESDAY, OCTOBER 22, 2014 (This is a guide and may not represent all test material.) Chapter 8 - Segmenting & Targeting Markets: market segmentation criteria - substansiality, identifiability & measurability, accessibility, responsiveness; bases for consumer segmentation - geographic, demographic, psychographic, benefit, usage-rate; Business market segmentation - company, buying process; Market segmenting steps (6) - select, base(s), descriptors, profile, selection, design marketing mix; Target market strategy - undifferentiated, concentrated, multi-segment; one on one marketing; Product positioning, repositioning Chapter 9 - Decision Support Systems & Market Research: DSS; Market Research uses; marketing research process; primary compared to secondary data sources; survey - questionnaire design; observation research; focus groups; ethnographic research - from anthropology - study of human behavior in natural context; sampling procedures - probability compared to non-probability sample; data
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