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Mid-Term Review

Mid-Term Review. Agenda. Littlefield data and the Bass model Review of course thus far Important topics for the mid-term Mid-term course evaluation. Littlefield  Bass. Marketing. What is Marketing Marketing & Economics 4 P’s & 3 C’s The evolution of Marketing. Quantitative Elements.

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Mid-Term Review

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  1. Mid-Term Review

  2. Agenda • Littlefield data and the Bass model • Review of course thus far • Important topics for the mid-term • Mid-term course evaluation

  3. Littlefield  Bass

  4. Marketing • What is Marketing • Marketing & Economics • 4 P’s & 3 C’s • The evolution of Marketing

  5. Quantitative Elements • Markup • Break-Even • Value-In-Use • Profit Maximization • Elasticities (Clout/Vulnerability)

  6. Consumer Behavior • LVOC • Model of Behavior • Influences on Behavior • Decision Types • Multi-Attribute Attitude Model • Satisfaction - Loyalty

  7. Segmentation  Positioning • Segmentation • What it is? • How do we go about it? • Targeting: Which segments? • Positioning • The Basic Idea • Perceptual Maps

  8. Market Research • The Research Process • Types of Research • Types of Data • Applications of Methods to Data

  9. Competition • Dimensions of Competition • Nash • Measures (Market/Heart/Mind) • Cross- Elasticities

  10. Product Strategy - I • Elements of a Product • New Products • Development Process • Product Life Cycle • Bass Model

  11. Product Strategy - II • Products and Brands • Product Line Issues • Branding • Branding Decisions • Branding Strategies • Brand Equity

  12. Preparing for the Mid-Term • Focus on Notes , Handouts and Class Discussion • Skim Text to cover related topics • Go over quantitative elements in 1st assignment and other models discussed in class

  13. Important Stuff • Bass Model • MAA Model • Elasticity Issues • Break-Even • Between these you have at least two questions! • There will be one question that asks you to apply everything you have learnt in the course so far.

  14. The Exam Itself • Bring Laptop (Turn off Wireless) • Manage your time well • Each minute is worth a point (or vice versa) • 4/6 in section A (worth 60 points) • Section B worth 30 points • 10 points for just showing up! • I would finish section B first • Skip those questions that you don’t know • Do not search text/notes for help (too expensive)

  15. Q &A & Evaluations

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