...Marketing Research MKTG 3401 – Fall 2012 Section 01 W/F 11:45 am – 1:25 pm 330 Dodge Professor: Felicia Lassk Office: Hayden Hall 202 Office hours: W, 1:30 – 2:30 p.m. or by appointment Phone: (617) 373-5307 Email: f.lassk@neu.edu Blackboard: blackboard.neu.edu “MKTG 3401 Lassk Fall 2012” Text: Marketing Research, Malhotra, 6th Edition, 2010 – NU custom text. Prerequisites: MKTG 2201, MGSC 1201 and 64 SH toward the degree Course Description: This course focuses on the marketing research process and the analysis of data using SPSS statistical software. It gives students the opportunity to develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Statistical Package: SPSS is available as a 6-month rental for $35 plus $4.99 download fee. Details on how to access the rental are provided in the Tech Marketplace of MyNEU Portal under “Free and Discounted Software – More Software tab.” SPSS is also available for free through MyApps using MyFiles to house your data files. Please note, to access SPSS with MyApps on campus, you must be connected to “NU-Secure” wi fi. Details to access MyApps and“NU-Secure” wi fi is provided in the MyNEU portal. You must be able to access SPSS through either of these options by 9/19. ...
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...Falmouth (S&F) is a mid-sized teleshopping and mail-order company. It started an e-tailing division and S&F online six months ago. CEO Irene Seagraves wants e-tailing division and S&F online to be the keys to the growth of the company (University of Phoenix, 2009). An organizational structure is defined how tasks are divided, grouped, and coordinated. A strong organizational culture influences the behavior of members and their performance (Robbins & Judge, 2007). To have a strong perform on the growth, S&F need to implement strategies that will improve the structure and culture of the organization. The functional structure organizes employees around a specific knowledge or resources (Robbins & Judge, 2007). S&F is resembled around a functional structure because it is divided into product division, web development, logistic team, and marketing. The web development team is made up of six members and responsible for maintaining online sales and payment. The project manager works closely with logistic team that includes three members. The functions of logistic team are customer support and scheduling delivery. The team reports status of orders fulfillments to marketing managers. Marketing managers coordinate project lines, budget, and promotion (University of Phoenix, 2009). Organization culture is crucial in shaping the identity of the organization (Lightle, 2009). Irene is a goal driven person and has a strong belief in taking S&F into next level by improving sale. S&F’ culture...
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...file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout Dedicated to the elimination of myths and misconceptions from the marketing process A DF Books NERDs Release THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission Contents Introduction 1. The Law of Leadership 2. The Law of the Category 3. The Law of the Mind 4. The Law of Perception 5. The Law of Focus 6. The Law of Exclusivity 7. The Law of the Ladder 8. The Law of Duality 9. The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12. The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The...
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... | |d. |Research and Development | |e. |Customer Service or Marketing | |f. |Design (or Research and Development) | |g. |Marketing | |h. |Production | 1-17 (15 min.) Value chain and classification of costs, pharmaceutical company. |Cost Item |Value Chain Business Function | |a. |Design | |b. |Marketing | |c. |Customer Service | |d. |Research and Development | |e. |Marketing | |f. |Production | |g. |Marketing | |h. |Distribution | 1-20 (15 min.) Planning and control...
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...MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1)Some countries outlaw ________, a practice in which a company prices its products lower than they are priced at home. 1) _______ A)gray marketing B)dumping C)black marketing D)parallel importing E)countertrading TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 2)A casual research design tracks the responses of the same sample of respondents over time. 2) _______ TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 4)Problem recognition is the first step in the buying decision process in the business market. 4) _______ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 5)Why would a company adopt an undifferentiated targeting strategy when there is so much evidence of the benefits of a differentiated strategy? 5) _______ A)to take advantage of economies of scale B)to remove the need for disintermediation C)to move a product to the next stage of its product life cycle D)to more efficiently focus on its CRM strategy E)all of the above TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 6)The evaluation stage for a product is longer for an impulse purchase than it is for a shopping product. 6) _______ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 7)Brand managers are...
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...MBA 6050 Marketing Management and Strategy College of Business Administration Bowling Green State University Spring 2014 Instructor: Dr. David A. Reid Phone: (419) 372-3410 Office: 285 Business Administration Building Fax: (419) 372-8062 E-Mail: dreid@bgsu.edu Class Hours: MW 1:30 - 2:45 p.m. (in BA116) Office Hours: MW 12:30 - 1:15 p.m.; 3:00 – 4:15 p.m., and other times by appointment “Marketing…is the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise.” - Peter F. Drucker, People and Performance, 1977 Required Textbook • Managing Marketing in the 21st Century: Developing and Implementing the Market Strategy, 3rd ed., by Noel Capon (www.axcesscapon.com, 2012). Available through www.axcesscapon.com (as a PDF file or in paperback), as well as Amazon.com or BN.com in either paperback or electronic format and in paperback through the University Bookstore. Required Cases • Harvard Business School Cases: listed in course outline. Cases are available for purchase online through Harvard Business School Press (Coursepack Link for purchasing cases listed below with list of cases). Introduction and Overview In their never-ending search for the ultimate secret to business success, many businesses continue to overlook the most fundamental premise of all business. While their search for...
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...into fixed and variable classifications, managers are better able to construct break-even charts and other decision-making and control tools. Understanding cost breakdown can better determine where the inefficiencies of the operations lie, and determine the first step towards enhancing the efficiency of an operation. In addition, cost analysis helps toward the creation of budgets and forecasts. An effective budget or forecast is necessary for an organization to make optimal use of the resources available to it. Variance analysis reports are very predominant in manufacturing organizations. When variance analysis is conducted properly (e.g., on time and at the proper level), it can be an effective control against further cost and schedule problems that may jeopardize the successful completion of a product. In this assignment, candidates will learn why standard cost systems are used, how standards for material and labour are set, how material, labour and overhead variances are calculated, and how desired levels of attainability affect standard settings. Learning Outcome The candidates will interpret the results of a variance analysis report in order to evaluate performance against targets and use this information as a means for planning and control when preparing an operating budget. Due Date Please refer to the Schedule accessed from the left navigation menu. © 2011 The Society of Management Accountants of Canada. All rights reserved. ®/™ Registered Trade-Marks/Trade-Marks are...
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...http://www.emerald-library.com European Journal of Marketing 33,9/10 926 Received August 1997 Revised January 1998 A broadened conception of internal marketing BNFL Corporate Communications Unit, University of Salford, Manchester, UK, and Manchester School of Management, UMIST, Manchester, UK Keywords Internal marketing, Employee communications, Marketing theory, Case studies, Literature review Abstract Internal marketing has been of interest to practitioners and academics, in marketing and other disciplines of management, for some years, and published papers focus on definitions, the role of internal marketing in organisations, and various empirical investigations. Discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material; ``expert'' opinion from leading academics; and interviews with managers. Richard J. Varey Barbara R. Lewis European Journal of Marketing, Vol. 33 No. 9/10, 1999, pp. 926-944. # MCB University Press, 0309-0566 Introduction Explicit discussion of the marketing concept in use in the internal operations of the organisation entered the marketing and service management literature in the late 1970s. However, this concept has origins in published discussions of the organisation of marketing systems from the early years of the twentieth century. It would seem that the essence of internal marketing is not a phenomenon of the post-industrial era...
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...Developing a Global Marketing Vision Through Marketing Research Defining the Issue • What is marketing research? – “systematic and objective identification of information, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing” I. Differences with Domestic Research - New parameters - New environments - More factors to consider - More competitors Recognizing the Need for Research • Reasons that executives may view international research as unimportant: – Lack of sensitivity to differences in consumer tastes and preferences. – Limited appreciation for the different marketing environments abroad. – Lack of familiarity with national and international data sources and the inability to use them. – Actual but limited business experience in a country or with a specific firm may be used as a substitute for organized research. II. Why do International Marketing Research? - Reduce Risk of Failure - Identify opportunities - Lead to more informed decisions - Reduce mistakes III. The IMR Process - Step 1 : Problem Definition - Step 2 : Examine Secondary Data Researching Foreign Market Potentials Stage 1: Preliminary Screening for Attractive Country Markets Key Question: Which Foreign Markets Warrant Detailed Investigation? Stage 2: Assessment of Industry Market Potential Key Question: What is Aggregate Demand for Each...
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...T CHAPTER 1 DIFFERING PERSPECTIVES ON QUALITY MULTIPLE-CHOICE QUESTIONS What Is Quality? 1. Which of the following is not one of Garvin’s “definitions” of quality? a. transcendent b. value-based c. manufacturing-based d. user-based e. cost-based ANSWER: e; DIFFICULTY: moderate 2. According to Garvin’s __________ definition of quality, quality is conformance to the design specifications. a. transcendent b. manufacturing-based c. user-based d. product-based e. value-based ANSWER: b; DIFFICULTY: moderate 3. According to Garvin’s __________ definition of quality, quality is found in the components and attributes of a product. a. manufacturing-based b. value-based c. user-based d. transcendent e. product-based ANSWER: e; DIFFICULTY: moderate 4. Garvin’s __________ definition of quality states that if the customer is satisfied, the product has good quality. a. product-based b. user-based c. value-based d. manufacturing-based e. transcendent ANSWER: b; DIFFICULTY: moderate 5. Which of the following choices correctly matches one of Garvin’s definitions of quality with its explanation? a. manufacturing-based definition— quality is found in the components and attributes of a product b. value-based definition— if the product is perceived as providing good value for the price, it has good quality c. user-based definition—...
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...MAR 3023: BASIC MARKETING SUMMER A 2013, SECTION 001 Class Meetings: Monday, Wednesday, Friday 9.30 – 11.50 AM, BSN 1100 Instructor: Dr. Anand Kumar Office: BSN 3223 Department of Marketing, College of Business University of South Florida 4202 East Fowler Avenue Tampa, FL, 33620 Office Hours: Monday and Wednesday, 2:00 – 3:00 PM, or by appointment Email: akumar@usf.edu Office Phone: (813) 974-6205 TA: Chinintorn Nakhata (Pom) Office: BSN 3219 Department of Marketing, College of Business University of South Florida 4202 East Fowler Avenue Tampa, FL, 33620 Office Hours: Monday and Wednesday, 1:00 – 2:00 PM, or by appointment Email: cnakhata@usf.edu Office Phone: (813) 974-6181 Required Textbook: MKTG, 7th edition (2014, 2013) by Charles W. Lamb, Joseph F. Hair, Jr., and Carl McDaniel, published by South-Western, Cengage Learning. ISBN-13: 9781-285-09186-0. ISBN-10: 1-285-09186-0 **Please note that an older edition such as MKTG6 will also suffice for the course AS LONG AS THE STUDENT TAKES THE RESPONSIBILITY OF MATCHING THE RELEVANT CHAPTERS OR PAGE NUMBERS FROM THE OLD EDITION TO THE RELEVANT TOPICS. The older editions are usually available at a lower cost. The T.A. for the course will have a copy of the older edition in her office for those who have questions about chapter numbers, etc.** Suggested...
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...fixed and variable classifications, managers are better able to construct break-even charts and other decision-making and control tools. Understanding cost breakdown can better determine where the inefficiencies of the operations lie, and determine the first step towards enhancing the efficiency of an operation. In addition, cost analysis helps toward the creation of budgets and forecasts. An effective budget or forecast is necessary for an organization to make optimal use of the resources available to it. Variance analysis reports are very predominant in manufacturing organizations. When variance analysis is conducted properly (e.g., on time and at the proper level), it can be an effective control against further cost and schedule problems that may jeopardize the successful completion of a product. In this assignment, candidates will learn why standard cost systems are used, how standards for material and labour are set, how material, labour and overhead variances are calculated, and how desired levels of attainability affect standard settings. Learning Outcome The candidates will interpret the results of a variance analysis report in order to evaluate performance against targets and use this information as a means for planning and control when preparing an operating budget. Due Date Please refer to the Schedule accessed from the left navigation menu. CMA Canada 2 Required Readings 1. “Cost Accounting: A Managerial Emphasis,” 5th Canadian Edition. Authors: Horngren...
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...Reference for International Marketing True/False 1. Confucian philosophy, taught throughout Japan’s history, emphasizes the basic virtue of loyalty to the country. ( T ) Confucian philosophy, taught throughout Japan’s history, emphasizes the basic virtue of loyalty “of friend to friend, of wife to husband, of child to parent, of brother to brother, but, above all, of subject to lord,” that is, to country. 2. The uncontrollable factors affecting international marketing are limited to political forces, economic climate, and competitive structure. ( F ) 3. Acculturation refers to the process of becoming an agent of change by innovating. (F) Humans make adaptations to changing environments through innovation. Individuals learn culture from social institutions through socialization (growing up) and acculturation (adjusting to a new culture). 4. We are less likely to evaluate a person’s behavior in terms of what is familiar to us because we use our self-reference criterion (SRC). (F) The self-reference criterion (SRC) is especially operative in business customs. If we do not understand our foreign counterpart’s customs, we are more likely to evaluate that person’s behavior in terms of what is familiar to us. 5. People from cultures with high Power Distance Index scores are more likely to have a general distrust of others. （T） People from cultures with high PDI (Power Distance Index) scores are more likely to have a general distrust of others (not those in their groups) because...
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...Case Treppen aus Nord‐ Case ”Treppen aus Nord‐ Nordwegen” g Story Intro • "We must not underestimate the risks of this project. Johannes Stiklestad looked this project " Johannes Stiklestad looked at his in‐law worriedly. Briefly, Per Moen had a slightly annoyed expression, but he controlled himself quickly. He was fully aware that they were talking about a big investment for such a small business, and that the implementation of the project would require great efforts. If it should would require great efforts If it should fail, it would also likely lead to the traditional business closing down. However, after working with this for a long time, he really saw no other possible way forward Johannes Stiklestad as • • • • • Established in 1950s by Johannes Stiklestad Producing stairs in pine and spruce + archways Producing stairs in pine and spruce + archways In 1982, Per Moen – Johannes Stiklestad son‐in‐ law entered business Stiklestad is not Chairman, and Moen is CEO Strategy: "We shall, according to customer needs, develop and market building products for homes. The products will have an appearance of craftsmanship and quality, be solid and have p q y, good custom‐made designs. We will not serve the cheapest market. Stairs should have a slightly exclusive impression, but we will not serve the very exclusive market. “ y Good reputation among customer: prefabricated houses, medium/small builders, some private 2000 m2 factory floor 2000 m2 factory...
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...5 0 1993 Elsevier Science Publishers B.V. All rights reserved. Chapter 17 Marketing Strategy Models* Yoram (Jerry) Wind The Wharton School. University o/PennryIuonio. Philodrlyhio. P A 19104. U S A Gary L. Lilien Pennsyluanin Stare Uniriersity, Universiry Park, P A 16802, U S A 1. lntrcduction Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a large organization with several business divisions and several product lines within each division. Marketing plays a number of roles throughout that organization. At the organizational level, marketing can provide both perspectives and information to help management decide on what the mission of the corporation should be, what the opportunities of the organization might be, what strategies for growth it might have, and how it might develop and manage its portfolio of businesses. The resulting corporate policies provide guidelines fordevelopment of strategy at each business division. And, at the lowest level, the managers of each product and/or market within each division develop their own marketing strategies within the context of the policies and constraints developed at divisional...
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