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Marketing

Chapter6
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Why people buy one product vs another Perceive it to be the better value
The consumer buying process- The consumer recognizes an unsatisfied need

A step in the consumer buying process- problem recognition, information search, evaluation of alternatives,
purchase decision, and postpurchase behavior.
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How extensive a consumers information search is Internal Search (search memory or past experiences) -External Search from:personal
sources, public sources (consumer rating reports, government agencies) or market dominated sources (advertising, sales people,
company websites)
The Different sets, in a consumer decision making process (Universal, Evoke, Retrievable)
Johnathon what kind of decision rules consumers buying clothing, he thinks about this and that. a compensatory decision rule
Different types of determinate liner
Post purchased cognitive dissonance- expensive, infrequently purchased, and associated with high levels of risk.
Maslow higharchy of needs safety, love, and esteem. Middles ones*
External social environment of consumers - family, reference groups, and culture
Chap 7

Business to business marketing involves: selling of the products and services to other companies or
organizations that:
re-sell them, use them as components in products they offer, use them to support operations
it involves manufacturers, wholesalers, and service firms.
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Particular of the b2b customer : government, institution, manufacture


Another category of business to business customer commercial enterprises, government agencies and institutions

B2B process compare to the B to C process Compared to the B2C process, the information search and
alternative evaluation steps in the B2B process are: more formal and structured -differences Relationship with
the customer
-Number of customers, Location of the company in relation to the customer, Demand of the product and
services, Supply chain complexity, Complexity of buying process
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Comparing the b to b process to the B to C process Both the B2B and B2C buying processes begin with need
recognition.
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Decision maker group descript the role they are playing:
The decision making group in a business customer** The buying decision is likely to be most complex and take
longest to complete in a(n) __________ B2B buying situation. New buy
Organizational cultures- Democratic, autocratic, consensus, consultative not capitalist
Jenny feeling frustrated she is in a purchase situation: new task, modified revide: new buy**
Chap 8
A way to measure a countries economy: GPD
Global market assessment- economic analysis, infrastructure and technology, government analysis, sociocultural factors
GDP question the market value of goods and services produced in a country in a year.

Problems in serving emerging countries: tom is looking for opportunities in Bangladesh but sees a problem infrastructure
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Tariffs question- a tax levied on a good imported into a country, artificially raises price and decreases demand

Other international trade control question, taffis duties In most cases, countries use tariffs to reduce foreign
competition, but tariffs are also used as a response to perceived unfair trade practices.

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The major trade agreement: Which of the following is NOT one of the major trade agreements affecting global
marketing?
A. NAFTA
B. EU
C. GNI**
D. ASEAN
E. CAFTA
Which of the following is NOT one of Hofstede's cultural dimensions?
B. Certainty assurance
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Hofsteads cultural dimensions: Geert Hofstede's cultural dimensions concept focuses on five dimensions of
__________ in a
A. symbols
B. underlying values***
C. ceremonies
D. dress
E. visible artifacts

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The riskiness of entering foreign markets When entering a foreign market, the least risky strategy is exporting

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Methods or modes of entering foreign markets Generally, firms entering foreign markets begin with less risky
strategy
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Chap 9

STP question segmentation targeting positioning Segmentation - Strategy or Objectives, segmentation methods. Targeting- Evaluate
Segment Attractiveness, Select Target Market Positioning- Identify and Develop Positioning Strategy

The continuation of, differentiated. What kind of segmentation stragey are they following undifferentiated
-focuses on producing a single product & marketing it to all customers -"mass" marketing *****differentiated
promote numerous products with differing marketing mixes designed ****Concentrated- -profitability
satisfying -single market segment
(Rolex) ****Micromarketing- very narrow, basic levels
-ZIP code, specific occupation, or lifestyle

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-to satisfy smaller segments


Follows up on the previous question. What are the advantages of using that segmentation- breaking up into smaller groups to find target
consumers. Geo,demo,psycho,geodemo,benfits, behavioral
The internet and segmentation:
Segmentation variable: Geographic, Demographic, Psychographic, Geodemographic, Benefits, and Behavioral

Demographic segmentation: most common segmentation easy to identify. groups consumers according to
easily measured, objective characteristics such as age, gender, income, and education.
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VALS: value and lifestyle survey who uses a lot radio and TV- What is the most widely used tool to support
psychographic segmentation efforts.. classifies consumers into eight categories based on their answers to
a questionnaire
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Type of segmentation, geographic - organizes customers into groups on the basis of where they live.
Toothpaste and segmentation
Assessing a segmentation stragey: Identifiable, Reachable, Substantial, Responsive, and Profitable. Their attractivness
Chap 10
Marketing in research includes all of the following except:** creating data
The steps in the marketing research process- Define objectives and research needs, design the research, data collection, analyze data,
action **Researchers may not always go through them in the exact sequence if the situation changes or new information is
discovered
Same as above
DATA what kind of data is that
syndicated data
data available for a fee from commercial research firms such
as information Resources Inc. (IRI), National Purchase diary
Panel, and ACNielsen
scanner data
A type of syndicated external secondary data used in
quantitative research that is obtained from scanner readings
of UPC codes at check-out countries
panel data
information collected from a group of consumers, organized
into panels over time.
internal secondary data
Data warehouse
Data mining
Credit card contains shopping info, collect data at point of
sell
Target was first to make sense 2nd internal data with
pregnancy products.
data warehouse
Large computer files that store millions and even billions of
pieces of individual data.
data mining
The use of a variety of statistical analysis tools to uncover
previously unknown patterns in the data stared in databases
or relationships among variables
DATA what kind of data is that
Type of DATA

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Advantages of primary specific to the immediate data needs and topic at hand
- offers behavioral insights generally not available from secondary research and secondary data saves time (already available), free or
inexpensive (except syndicated)
39. The disadvantages of primary costly, time consuming, more sophisticated training and experience to design study and collect data and
seconday data disadvantages: not relevant, not timely, not be original, inappropriate methods, biased
40. Quantive research. Which of the following is true about quantive research:** It confirms insights and provides a basis for taking a
course of action. A specific type of research: like focus groups, in debth vewing- Primary data