[PDF] Top 20 Kotler05_media.ppt 2997KB Aug 31 2008 10:31:14 PM

... 5-24 CRM Strategies Reduce the rate of defection Reduce the rate of defection Increase longevity Increase longevity Enhance “share of wallet” Enhance “share of wallet” Terminate low[r] ... Lihat dokumen lengkap

... Conducting Cluster Analysis Formulate the Problem Assess the Validity of Clustering Select a Distance Measure Select a Clustering Procedure Decide on the Number of Clusters... Conduc[r] ... Lihat dokumen lengkap

... 10-9 Defining Associations Points-of-difference PODs • Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the sa[r] ... Lihat dokumen lengkap

... 20-6 Criteria for Staffing Venture Teams  Desired team leadership style  Desired level of leader expertise  Team member skills and expertise  Level of interest in concept  Pote[r] ... Lihat dokumen lengkap

... updates, The New York Times created a separate unit, The New York Times Electronic Media Co. The New York Times on the Web (www.nytimes.com) has drawn over 10 million registrants as of 2003. The database contains ... Lihat dokumen lengkap

... them in terms of your preference to shop at these stores. Use a ten point scale, where 1 denotes not so preferred and 10 denotes greatly preferred. Numbers between 1 and 10 reflect intermediate degrees of ... Lihat dokumen lengkap

... 9-14 Easy to construct Scoring can be cumbersome unless computerized Itemized Rating Scales Likert Scale Degrees of agreement on a 1 strongly disagree to 5 strongly agree scale Me[r] ... Lihat dokumen lengkap

... Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number ... Lihat dokumen lengkap

... From Table 4 in the Statistical Appendix, we see that the critical value of t with 10 degrees of freedom and = 0.05 is 2.228 for a two-tailed test. Since the calculated value of t is larger than the critical ... Lihat dokumen lengkap

... NUMBER V1 V2 V3 V4 V5 V6 1 7.00 3.00 6.00 4.00 2.00 4.00 2 1.00 3.00 2.00 4.00 5.00 4.00 3 6.00 2.00 7.00 4.00 1.00 3.00 4 4.00 5.00 4.00 6.00 2.00 5.00 5 1.00 2.00 2.00 3.00 6.00 2.00 6 6.00 3.00 6.00 4.00 2.00 4.00 7 ... Lihat dokumen lengkap

... MDS solutions. While R-square is a measure of goodness-of-fit, stress measures badness-of-fit, or the proportion of variance of the optimally scaled data that is not accounted for by the MDS model. Stress values of less ... Lihat dokumen lengkap

... 8-30 Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test... 8-34 Effe[r] ... Lihat dokumen lengkap

... 6-9 Social Classes Upper uppers Lower uppers Upper middles Middle class Working class... 6-10 Characteristics of Social Classes • Within a class, people tend to behave alike • Socia[r] ... Lihat dokumen lengkap

... Temporal Factors • Economic Time: – Time is an economic variable i.e., it is a resource that must be allocated – Time Poverty: A consumer’s feeling that they are pressed for time [r] ... Lihat dokumen lengkap

... Lifestyle: Who We Are, What We Do • Lifestyle: – A pattern of consumption reflecting a person’s choices of how he or she spends time and money • Lifestyle Marketing Perspective: – R[r] ... Lihat dokumen lengkap

... Sex Roles • Sex Identity: – An important component of a consumer’s self concept • Gender Differences in Socialization: – Agentic goals Males: Stress self assertion and mastery... S[r] ... Lihat dokumen lengkap

... • Specific Needs and Buying Behavior: – Need for achievement: To attain personal accomplishment – Need for affiliation: To be in the company of others – Need for power: To control one’[r] ... Lihat dokumen lengkap

...  Computer packages like SPSS, SAS, EXCEL and MINITAB can be programmed to identify out-of-range values for each variable and print out the respondent code, variable code, variable nam[r] ... Lihat dokumen lengkap

... The objectives of discriminant analysis are as follows:  Development of discriminant functions, or linear combinations of the predictor or independent variables, which will best dis[r] ... Lihat dokumen lengkap

... 16-18 Conducting One-way Analysis of Variance Interpret the Results  If the null hypothesis of equal category means is not rejected, then the independent variable does not have a si[r] ... Lihat dokumen lengkap