Summer 2016 M300
NAME (print): Madeline Moss
Section No. 3756
For the questions below, please clearly highlight your answer and upload this file to Canvas before
class on Thursday, November 19th.
1. John is a brand ma
In what ways can a company divide the consumer
market into segments?
How should business markets be segmented?
How should a company choose the most attractive
Marketing Strategies and Decisions
MKTG3552 Marketing Strategy and Decisions Desmond Lo
You are responsible for the readings
Concepts, frameworks, quantitative analysis
Go deep in the causes of the phenomena depic
Marketing Strategy and Decisions
MKTG3552 Marketing Strategy and Decisions Desmond Lo
Chinese University of Hong Kong, BA in Economics
UC Santa Barbara, MA in Economics
University of Michigan,
Recap From Last Lectures
Needs based segmentation: use data, applying machine
Step 1. Use clustering analysis to find similar individuals and put
them in groups Homogeneous within
Step 2. Use discriminant analysis to find the differ
Average score each brand achieves on each attribute from your sample of respondents.
Attributes / Brands
Paper & Co
MARKETING ENGINEERING FOR EXCEL
Marketing Engineering for Excel is a Microsoft Excel add-in. The software runs from
within Microsoft Excel and only with data contained in an Excel spreadsheet.
EXCEL 2007: Multiple Regression
A. Colin Cameron, Dept. of Economics, Univ. of Calif. - Davis
This help sheet gives information on
Multiple regression using the Data Analysis Add-in.
Purpose: see whether Blackberry Pearl was
able to attract Segment III successfully
Survey people their perceptions of different brands
Time: 2 months after Pearl was launched
How to Choose a Target
Once the market is segmented, marketers select
(target) one or more of those markets to pursue
Top down: strategic fit
Does this market fit with who we are?
Understand firms resources, strengths
How Do Consumers Buy?
Variations of models of consumer purchase
process come from the AIDA (awarenessinterest-desire-action) model (E.K. Strong, 1925,
Theories of Selling)
Distinctive position: discipline, long-term resilience, stability,
low-cost with average (market) performance
Known for index mutual funds that tract market return
By construction, the product cannot beat the market but offers
HubSpot Case Guided Questions
For the HubSpot case, answer the following issues/questions:
1. HubSpot says the rules of marketing have changed with the arrival of inbound
marketing. Do you agree? Why or why not?
Marketing principles (e.g., the psychology/
What is Strategy + J Peterman Takeways
Marketing is perhaps the most important component of
Focus on the customer via positioning
Strategy is all about choices
Choices imply trade-offs
Dont fall into the trap of being driven by competitive
What is organizational buying?
What buying situations do business buyers face?
How do business buyers make their decisions?
In what ways can business-to-business companies dev
What factors should a company review before deciding to go
How can companies evaluate and select specific international
markets to enter?
What are the differences betwee
How do consumer characteristics influence buying
What major psychological processes influence
consumer responses to the marketing program?
How do consumers make purchasing de
How should market challengers attack market leaders?
How can market followers or nichers compete
What marketing strategies are appropriate at each st
What is a brand, and how does branding work?
What is brand equity?
How is brand equity built?
How is brand equity measured?
How is brand equity managed?
What is brand architecture?
Marketing 3597: Marketing Analytics
In the Wards approach for Hierarchical Clustering, ESS is a measure to find the best clusters.
In the example, A=2, B=5, C=9, D=10, E=15, we are trying to find a way to put the similar ones
in the same
Marketing Engineering for Excel
Student Subscription Information
Marketing Engineering for Excel is an Excel add-in compatible with the Windows version of Excel (see instructions below
for access using the Mac OS). The Marketing Engineering fo
MKTG 3597 Marketing Analytics
Leavey School of Business
Santa Clara University
Install Regression and Solver add-ins for Excel 2007 or 2010 or 2013
File -> Options opens up the Excel Options window, click on Add-Ins, it will show Active
What is feedback? What are times when you might
receive feedback in a class?
Feedback is the outcome or the reaction of the
action. And you could learn some useful thins from
it. For example, while you are doing some
presentation in front of your classmat
The first day at IU, there is an orientation, the instructor told the
freshman a story about her friend Lisa, who have a terrible problem of
drinking. At first most of the students were thinking that it is just a story
and did not care about it. Because i
Is learning about yourself and discovering what you want to do with your
life an important goal? Should teachers be responsible for helping
students achieve this goal?
From my perspective, I think that the most significant part of success is
Kali and Lucy are both international students and in the same science
class. Lucy has a strong grasp of the English language is doing well in her
classes. Kalis grasp of the English language is not nearly as strong as
One day there is an exam in t
How has the growth of the internet changed the
idea of intellectual property?
With the development of technique and science, the internet
has been widely use. The convenience of internet has bring a
lot of disadvantage which might have a huge influence to
It is universally acknowledge that the college is quite
different from the high school, and the reason could be
identify from two part. The schools and the students
First, about the school, the college is absolutely bigger
and much more diffic
Micro vs. Macro
Two Big Economics Questions
Behaving Rationally & Self-Interest
Scarcity, Choice, and Opportunity Cost
Marginal Analysis and Incentives
Positive vs. Normative Economics
How has the internet changed the way that we find and use sources?
With the development of technique and science, people have much more ways to get sources.
Right now, the computers, the smart phones and the Ipad, these are all the things that we could