© 2012 pearson education, inc. publishing prentice hall. chapter 4 implementation
TRANSCRIPT
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Chapter 4Implementation
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure 5-1 - Positioning Drives Tactics
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Table 5-1 - Organizing Customer-Focused Research
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Figure 5-2 - The Marketing Research Process
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Questions for Marketing Research
Type I errors involve finding confirmatory results for hypotheses that are, in fact, not true (“false positives”)
Type II errors are rejecting hypotheses that are, in fact, true (“false negatives”)
Type III - getting the right answers for the wrong questions
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Marketing Research Designs
Marketing research efforts can have several different types of designs Exploratory Descriptive Causal
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Table 5-2 - The Marketing Mix
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Table 5-3 - The Marketing Mix Across the Product Lifecycle
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Figure 5-3 - A Product Hierarchy
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Product Lines
Price lining—offering a product for different segments based on preferred price/quality points
Line/brand extensions—building on the strength of the existing products to add alternatives to the line or brand, including trading-up or trading-down
Product platforms”—common architectures or technologies underlying multiple products in a product line
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Figure 5-4 - The Boston Consulting GroupGrowth/Share Portfolio Matrix
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Figure 5-5 - GE/McKinsey Portfolio Planning Grid
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Table 5-4 - Market Attractiveness and Firm Strength Factors
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Figure 5-6 - The Booz, Allen, Hamilton New-Product-Development Process
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Figure 5-7 - Cost-Volume-Profit Logic and Contribution Margins
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Breakeven Analysis
The “breakeven point” is the point in sales growth at which revenues equal expenses
Breakeven is defined at the point where the sales revenues exactly cover all the expenses
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