Product - Click to edit Master subtitle style MKTg 301...

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Unformatted text preview: Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Product “The product that will not sell without advertising will not sell profitably with advertising.” Albert Lasker CEO, Lord and Thomas, circa 1912 2/10/11 q Material Covered: q Chapters 7 – 12 q Lectures, including any videos or articles q Review sheet is up on Blackboard! q Format: 60 Multiple Choice EXAM #2 2/10/11 1. Market research helps reduce the uncertainty for marketers by connecting the firm to their environment. 2. The type of data collected and method utilized depends on the research question. REVIEW: Market Research Chapter 9 2/10/11 1. Going global adds an extra level of complexity to marketer’s decisions. Economic, Government, Infrastructure, and Culture influence how global markets are assessed. Entry modes vary in level of control REVIEW: Global Marketing Chapter 7 2/10/11 Product Definition: l Anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Can be: 2/10/11 Goods vs. Services Goods are physical objects. Services are intangible ideas, tasks, experiences, performances, or activities that one party can offer another. Growth in Services l US Economy: GDP 2006 breakdown 67.8% for services 19.8% for goods 12.4% for government 2/10/11 What Makes Services Different? 2/10/11 Service Attributes { B 0 5 4 3 1 D 2 -3 D B C -4 2 4 D -9 B C 5 -5 1 B 8 2 5 E C 0 0 } Services Intangible nseparable Variable Perishable 2/10/11 Evaluating Service Quality { A E 2 0 9 8 1 -0 1 3 B -4 D D D -8 D 0 C -7 E 7 5 4 B 9 6 8 D 2 } Assurance yees and their abilities to convey trust and confidence { C 3 6 D F B C-9 1 9 A -4 A 1 6 -B F 1 -2 9 8 2 9 2 A D 3 8 6 E } Empathy { 5 F 5 3 B D 0 E -2 F A C -4 8 5 8 -9 B 5 0 -5 E B 2 9 7 5 4 B E 6 D } idualized attention provided to customers { D 8 1 0 C 0 F C -C E F 1 -4 5 5 -8 F A 3 -7 A C 3 A 9 2 1 D 9 0 E } Tangibles uipment, personnel, and communication materials....
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This note was uploaded on 02/09/2011 for the course MKTG 301 taught by Professor Staff during the Fall '08 term at George Mason.

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Product - Click to edit Master subtitle style MKTg 301...

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