[PDF] Top 20 Kotler15_media.ppt 2650KB Aug 31 2008 10:00:36 PM

... MARKETING MANAGEMENT 12th edition 15 Designing and Managing Value Networks and Channels... 15-2 Chapter Questions • What is a marketing channel system and value network?[r] ... Lihat dokumen lengkap

... 12-15 The Product Hierarchy Need family Product family Product class Product line Product type... 12-17 Product Line Analysis Convenience items Core product Staples..[r] ... Lihat dokumen lengkap

... 18-7 Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency... 18-8 Devel[r] ... Lihat dokumen lengkap

... Components of a Research Design  Define the information needed Chapter 2  Design the exploratory, descriptive, and/or causal phases of the research Chapters 3 - 7  Specify the me[r] ... Lihat dokumen lengkap

...  If the probability associated with the calculated or observed value of the test statistic is less than the level of significance , the null hypothesis is rejected..  The probabilit[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

... 13-13 Guidelines on Supervision: The Council of American Survey Research Organizations All research projects should be properly supervised.. It is the data collection agency’s resp[r] ... Lihat dokumen lengkap

... In each stratum, select a simple random sample of size nh Procedures for Drawing Probability Samples Fig... 11-25 Procedures for Drawing Probability Samples Fig.[r] ... 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

... Statistical Designs Statistical designs consist of a series of basic experiments that allow for statistical control and analysis of external variables and offer the following advant[r] ... Lihat dokumen lengkap

... Table 6.2 Flexibility of data collection Moderate to high High High Moderate to high Low Low Low Moderate to high Diversity of questions Low High High High Moderate Moderate Moderate M[r] ... Lihat dokumen lengkap

... A Classification of Qualitative Research Direct Non disguised DisguisedIndirect Focus Groups Depth Interviews Projective Techniques Qualitative Research... Characteristics of Focus [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

... 9-9 Marketing Advantages of Strong Brands  Improved perceptions of product performance  Greater loyalty  Less vulnerable to competition  Less vulnerable to crises  Larger mar[r] ... Lihat dokumen lengkap

... 12-16 Packaging has been influenced by:  Self-service  Consumer affluence  Company and brand image.[r] ... Lihat dokumen lengkap

... The Problem Definition Process Management Decision Problem Marketing Research Problem Tasks Involved Environmental Context of the Problem Step I: Problem Definition Step II: Approa[r] ... Lihat dokumen lengkap

... 22-31 Marketing Discussion  How does cause or corporate social marketing affect your personal consumer behavior?. Do you ever buy or not buy any products because of a company’ enviro[r] ... Lihat dokumen lengkap

... 14-5 Common Pricing Mistakes • Determine costs and take traditional industry margins • Failure to revise price to capitalize on market changes • Setting price independently of the r[r] ... Lihat dokumen lengkap