Week_5_-_Review_for_Exam__1

Week_5_-_Review_for_Exam__1 - Review for Exam #1 BA 303...

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Unformatted text preview: Review for Exam #1 BA 303 Week 5 Questions No class on Thursday Exam conflict issues: Junior Core Office (202 Business, 865-CORE) Extra credit prior to Exam 1 Three in-class activities Macroenvironment (Cloverfield) Observational Research (Subway/Classroom Design) Brand Personality (Beer as People Game) One marketing study Mini study guide amendment Ignore Table 3.2 on Major U.S. Legislation BA 303/Coupland Week 5/Review for Exam 1 2 Structure of Exam Exam is 50 multiple choice questions on: What is Marketing? (Ch. 1 + lecture) Marketing environment (Ch. 3 + lectures) Marketing information (Ch. 4 + lectures) Customer Behavior (Ch. 5 + lectures) Lecture/text: ~30 questions from lecture and textbook ~10 questions from lecture only ~10 questions from textbook only BA 303/Coupland Week 5/Review for Exam 1 3 “Beer as People” Results BA 303/Coupland Week 5/Review for Exam 1 4 Chapter 1: What is Marketing? P What do potential customers need & want? P How much P P BA 303/Coupland Week 5/Review for Exam 1 should we ask customers to pay? How will we get it to the customers? How will we communicate6 Figure 1-3 Marketing and Sales Concepts Contrasted BA 303/Coupland Week 5/Review for Exam 1 7 Figure 1-1 A Simple Model of the Marketing Process BA 303/Coupland Week 5/Review for Exam 1 8 Building and Capturing Customer Value Superior customer value results in: Customer loyalty and retention Customer referrals More customers Customer equity Higher profits BA 303/Coupland Week 5/Review for Exam 1 9 Chapter 3: Marketing Environment Figure 3-1 Actors in the Microenvironment BA 303/Coupland Week 5/Review for Exam 1 11 Figure 3-2 Forces in the Macroenvironment BA 303/Coupland Week 5/Review for Exam 1 12 Chapter 4: Marketing Information Figure 4-1: Marketing Information System Distribut e Sort, analyze, & evaluate Gather BA 303/Coupland Week 5/Review for Exam 1 14 What info do we already have? How do we analyze info and use CRM? What public info is available? BA 303/Coupland Week 5/Review for Exam 1 15 Types of Research Exploratory Research __________ Research Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things (e.g., market potential for a product, demographics, attitudes). __________ Research Tests hypotheses about cause-and-effect relationships. BA 303/Coupland Week 5/Review for Exam 1 16 Primary Data Collect specific information Directly applicable Costly Secondary Data BA 303/Coupland Rely on existing information Often not as applicable Less expensive Week 5/Review for Exam 1 17 Table 4.2 Primary Data Collection Research approaches Observation Survey Experiment BA 303/Coupland Contact methods Mail/email Telephone Face-to-Face Online (Web, chat) Week 5/Review for Exam 1 Sampling plan Sampling unit Sample size Sampling procedure 18 Chapter 5: Consumer Behavior Figure 5-2 Factors Influencing Consumer Behavior BA 303/Coupland Week 5/Review for Exam 1 20 Figure 5-2 Factors Influencing Consumer Behavior BA 303/Coupland Week 5/Review for Exam 1 21 Office Hours This Week Monday (2/11): Tuesday (2/12): 1-5 p.m. (James) 3-4 p.m. (Krithi) Wednesday (2/13): BA 303/Coupland 10:30-12 (Prof. Coupland) 1:30-3:30 (Krithi) 2:30-3:30 (Prof. Coupland) 3:30-6 (James) Week 5/Review for Exam 1 22 ...
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