Social Media Marketing for Mortgage lenders
The business press article The Land Mines of Social Media Marketing published by Mortgage banking and
authored by Kim Lanham, talks about the significance and emergence of social media to market mortgages to
R.Chandrasekhar wrote this case under the supervision of Professors Nicole Haggerty and Shankar Venkatagiri solely to provide
material for class discussion. The authors do not intend to illustrate either effective or ineffecti
Cumuiative Probabilities for the Standard Normal Distribution
represent the shaded
area in the gure
. 4 0
91337 01011 01: z . 5000110 01011 03 z
1, 0.00 0.01 0.02 0.03 0.04 0.05 0.
Hypothesis Testing Comparing One Observed Group to a
Chapter #4 introduces us to inferential statistics we are going to observe a sample to draw
inferences about the population from which it was drawn. In this chap
One of the things about Chapter #1 is that it helps us begin to see why we place so much
emphasis on the standard deviation. We dont use SSX (sum of squared deviations); we
dont use MAD (mean absolute deviation); and we dont use the va
Steps to the Hypothesis Testing Process
I want to cover the steps to the hypothesis testing process (this is what we do in
inferential statistics) before delving into Chapter #4. What I provide here simply
extracted from pp. 155-157 of Donnelly; he embeds
Central Limit Theorem (CLT)
The CLT comprises much of the theory that underlies inferential statistics; however, I do
not place CLT in the hugely important category because one can be proficient at
inferential statistics and not know much, if anything, ab
Leader . or Exceptional Leader?
1. Leaders are ethical. Exceptional leaders are authentic.
Integrity is foundational and all good leaders have it. But authenticity is a higher form of integrity. It is living a
truly genuine life, free of
11 Ways To Change Your Life
Watch Your Words
Your words are powerful. The stories you tell and the language you use reflect your beliefs about yourself, your life
and your relationships with others. How would people describe you after listening to you?
1 Describe consumer behavior and its role in marketing decisions.
Consumer behavior refers to the buyer behavior of individual consumers. Consumer behavior
plays a huge role in marketing decisions, including what goods and services to offer, to whom,
transaction-based marketing, which focuses on short-term, one-time exchanges, to customerfocused relationship marketing is one of the most important trends in marketing today
Relationship marketing is the development, growth, and maintenance of cost-effec
Explain social media and the differences between social media platforms and social media tools.
Social media is defined collectively as the different forms of electronic communication through
which users can create online communities to exchange
Planning is the process of anticipating future events and conditions and of determining the best
way to achieve organizational objectives.
Give an example of strategic planning and tactical planning.
Define environmental scanning.
Environmental scanning is the process of collecting information about the external marketing
environment to identify and interpret potential trends.
How does environmental scanning contribute to environ
GISs - Software packages that assemble, store, manipulate, and display data by their location
Product-related segmentation- Glow Inc. providing a chain of cosmetics for people expecting to
lighten their skin tone.
First stage of the market segmentation- T
Describe the development of the marketing research function and its major activities.
Advertising pioneer N. W. Ayer conducted the first organized marketing research project in 1879.
In the 20th century, most early marketing research consisted
Should Rosewood adopt a corporate or individual brand strategy?
We recommend that Rosewood go ahead with Corporate Branding as it holds the potential of
increasing customer lifetime value substantially. However, we sugg
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
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/
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
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)
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
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
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