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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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Agenda • Littlefield data and the Bass model • Review of course thus far • Important topics for the mid-term • Mid-term course evaluation
Marketing • What is Marketing • Marketing & Economics • 4 P’s & 3 C’s • The evolution of Marketing
Quantitative Elements • Markup • Break-Even • Value-In-Use • Profit Maximization • Elasticities (Clout/Vulnerability)
Consumer Behavior • LVOC • Model of Behavior • Influences on Behavior • Decision Types • Multi-Attribute Attitude Model • Satisfaction - Loyalty
Segmentation Positioning • Segmentation • What it is? • How do we go about it? • Targeting: Which segments? • Positioning • The Basic Idea • Perceptual Maps
Market Research • The Research Process • Types of Research • Types of Data • Applications of Methods to Data
Competition • Dimensions of Competition • Nash • Measures (Market/Heart/Mind) • Cross- Elasticities
Product Strategy - I • Elements of a Product • New Products • Development Process • Product Life Cycle • Bass Model
Product Strategy - II • Products and Brands • Product Line Issues • Branding • Branding Decisions • Branding Strategies • Brand Equity
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
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.
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)