session 12 - Administration The class schedule for the...

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Administration The class schedule for the second half semester is updated Read the lecture note for the two cases After the exam, please return exam booklet, SANTRON form, and the cheat sheet, You can print, handwrite, or copy on cheat sheet, But…… you are not allowed to carry any (reading ) magnifier to the exam!
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2 Review Production concept: lower cost Product concept: better product Selling concept: hard selling Short term view of profit and business situation Supply chain model: Manufacturer ->Retailer-> Customer Customer needs and market segments, try to provide superior customer value better than competition Medium and long-run view of threats and opportunities Demand chain model: Customer-> Retailer-> Manufacturer Internal Orientation Market Orientation Persuade customer to want what company has Persuade company to have what customer wants
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3 Type of Research Increasing uncertainty Exploratory Research Descriptive Research Causal Research (Ambiguous Problem) (Aware of Problem) (Problem Clearly Defined) The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypotheses. The objective of descriptive research is to better describe marketing problems, situations, or markets. The objective of causal Research is to test hypotheses about cause- and-effect relationships. Focus Groups In-Depth Interviews Observational Studies Surveys Lab experiments Field experiments
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4 Research Steps Define the Problem & Research Objective Develop the Research Plan: what types of research? Primary or secondary data Collect Data: the most expensive step and the most prone to error Analyze Data: coding and tabulating the data, computing statistics Present the Findings & Make the Decision Pros and cons of using primary data relative to secondary data?
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5 Needs are human requirements Needs become wants when they are directed to specific objects that might satisfy the needs. Demands
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This document was uploaded on 02/06/2011.

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session 12 - Administration The class schedule for the...

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