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by: Magali Fadel


Magali Fadel
GPA 3.64

Mert Tokman

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Mert Tokman
Class Notes
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This 2 page Class Notes was uploaded by Magali Fadel on Saturday September 26, 2015. The Class Notes belongs to MKTG 450 at James Madison University taught by Mert Tokman in Fall. Since its upload, it has received 56 views. For similar materials see /class/214002/mktg-450-james-madison-university in Marketing at James Madison University.




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Date Created: 09/26/15
Marketing 450 Spring 2011 Test2 Study Guide Chapter 5 notes What are the types of information that can be stored in a data warehouse 1 Primary Data Data you collect for your specific needs qualitative focus groups quantitativesurveys 2 Secondary Data Information already collected Consumer report magazines census education and income purchase data bases What do rms do market analysis for 1 8020 Rule To find the bests customers that provide you with the 80 of your revenue 2 Customer Lifetime Value CLV indicator of customer profitability Revenue Cost to serve What determines the best customers What factors in uence a customer s pro tability What are the three dimensions of loyalty What is upselling as opposed to crossselling What is a customer segment Why do rms do segmentation What makes a certain segment more attractive than the others How do rms estimate potential revenuesmarket share for growth opportunities What is a GAP in the marketplace How can rms de ne their position based on such gaps Chapter 6 notes What are SWOT and 5Forces models used for What are different types of internal resources What makes one more valuable more of a strength than others What is the productmarket growth matrix How can it used to identify opportunities in the marketplace What barriers to entry and how can rms create barriers to entry Why do they do it What are the four main types of strategic choices How do they differ In categorizing retailers in strategic groups what strategic orientations can be examined What are the three major retailer strategic groups What are the different strategies to brand a new product How do they differ Give examples Chapter 8 notes What it the difference between a product line and a product portfolio What are the different stages in a product life cycle What happens at each stage pricing promotions competition What is the ECG matrix used for What do the four classes of products in the ECG matrix represent What is the ultimate goal What is product harvesting What type of products on the ECG matrix should be harvested What are the different steps in product development What happens at each step What are the advantages and disadvantages of being the rsttomarket How can rms measure the success of a new product launch What are the keys to new product success Chapter 9 notes Why do manufacturers use intermediaries to distribute their products 7 what the bene ts What are the bene ts of having intermediaries for the endusers What are the different types of intermediaries How do they differ What are the various market coverage strategies rms can use Which strategies are more appropriate with what types of products Why does moving from a selective to intensive distribution strategy represent problems to both manufacturers and retailers How can they be handled What are different types of channel power Does one cause more con ict then others How do rms handle bad use power differently


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