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FinalChecklist--Sp09

FinalChecklist--Sp09 - University of Southern California...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2009 STUDY CHECKLIST FOR CLASSROOM MATERIAL FOR FINAL Friday, May 8, 2009, 11:00 a.m.-1:00 p.m. Location: SAL 101. Textbook, Chapters 7-10, 12, 14, and 17-18. Cumulative material Marketing vs. selling concept Consumer behavior o Consumer problems, recognition, and solutions o Consumer decision stages—theory and reality o Approaches to alternative identification (solution search)— internal vs. external search o Compensatory vs. non-compensatory decision strategies o Attitude change strategies o One-sided vs. two-sided appeals o The Means-End chain Market Research Primary vs. secondary market research— advantages and disadvantages of each Market research as an investment Primary research o Tradeoffs between methods o Applications o Methods—characteristics, advantages, and disadvantages of each Surveys Open vs. closed-ended Continuum vs. binary answer scales Forms Problem questions “The Pentagon Declares War on Rush Limbaugh Experimentation Observation Focus groups In-depth interviews Projective techniques Physiological Measures Online research Scanner data o Confounds o Online research issues Advantages and disadvantages Conditional branching Click-stream analysis Shopping cart analysis Privacy issues Segmentation, Targeting, and Positioning Approaches to marketing Bases for segmentation o Variables o Variable levels The PRIZM system Targeting Direct Mail and the “Merge-Purge” Process Positioning strategies “Stuck-in-the-middle” problem Perceptual maps and multidimensional scaling o Types o Applications The three “value disciplines” Repositioning
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Product The product life cycle o Stages o Issues International product life cycle Types of innovations Diffusion of innovation Case studies o Credit cards o ATM cards o Hybrid corn o Fax machines Diffusion phenomena o Observability o Trialability o Chicken-and-egg problem o Network economies Issues in product adoption Influences on the speed of adoption Branding o Types of brand o “Genericide” o Brands as product categorynamede factonames o Brand value vs. image o Co-branding o Brand extensions Distribution Intermediaries o Value added o Functions o Types Channel structures Distribution intensity/selectivity Channel power
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