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MKTG 610

by: marc193

MKTG 610

GPA 3.7

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About this Document

It would be helpful to have this so you get a feel for the course before you walk in on the first day if you have Dr. Sachdev for the course. He's a great professor.
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This 18 page Bundle was uploaded by marc193 on Tuesday May 24, 2016. The Bundle belongs to at Eastern Michigan University taught by in Fall 2015. Since its upload, it has received 22 views.


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Date Created: 05/24/16
Panera Questions? • Summarize case • Is this an opportunity or problem based case? • What is market segmentation? How is Panera Segmenting Figure 8.2 Layers of the Product Publishing as Prentice Hallation, Inc. 8-3 Demographics INCOME /age/gender/family cycle SOCIAL CLASS RACE/ETHNICITY PLACE OF RESIDENCE Copyright © 2012 Pearson Prentice Hallc. Publishing as segmentation by Behavior 80: 20 Long Tail Usage/ Occasion Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Bases for Segmentation Useful Segmentation Bases for Consumer Markets McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Bases for Segmentation Useful Segmentation Bases for Consumer Markets McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved What is Value • Ability to satisfy a need • Price • Ingredients/fresh/return on investment/degree of satisfaction/worth the money meet expectation/opportunity cost/uniqueness/location/cleanliness/experience/ambience What is the customer buying? • Value-In-Use (intangible and experience which is perishable since it is a service benefit) • Operant resources vs. Operand Resources • Customer Equity vs. Brand Equity cc: harash sachdev, EMU Q 1 – ANAYZE THEIR FINANCIAL ATEMENT Who decides what type of restaurants can set up shop close to each other? What is Panera’s USP? Based on the limited information in Exh 3, how may one figure out the ideal #of stores per population density? marketing thought • Definition of marketing (AMA, 2007) • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large cc: harash sachdev, EMU • The Supply Chain of a Manufacturing Company cc: harash sachdev, EMU What is one exchanging? • Intangibles • Competencies/capabilities (Knowledge and skills) • Division of labor • Processes • Goods and services are integrated into the strategy cc: harash sachdev, EMU Compute the breakeven sales revenue for 2000 • Costs/Net Sales)Volume = Fixed Operating Costs/ 1 - (Variable • = ($22,024)/[1 - ($14,197 + $4,046)/$30,046] • = $56,472 • Breakeven with Marilyn’s salary and benefits: • = ($23,000 + 22,024)/[1 - ($14,197 + 4,046)/$30,046] • = $45,024/ (1 - .61) • = $115,446 • Homework Assign. • Must Use Exhibit 2 and exh 4 to conduct a break even analysis • Make reasonable assumptions • Show all calculations


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