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USC BUAD 307 Final Verified Questions And Answers
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USC BUAD 307 Final Verified Questions And Answers
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USC BUAD 307 Final Verified Questions And Answerscustomer value ANS the relationship between benefits and the sacrifice necessary to obtain those
benefits
considerations in determining suitability for e-commerce ANS - value to bulk ratio: high value,
low weight items are more easily shipped
- absolute margin (price/profit margin)
- convenience to customer and willingess to pay for convenience
- ability to evaluate quality online
- not cost-effective for sellers (ex: paper towels)
- short run: sellers are willing to lose money to gain long-run profits
- long-long-run: willing to lose $ if other products make up for the losses
relative costs of selling online, retail, and combined ANS - delivery attempts, cost of handling
- cost of returns
- protective packaging
- less loss of inventory value over time when selling online because avoiding over or under stocking
- some costs greater in brick and mortar stores
profitability of online firms in markets where costs of selling online are lower ANS electronic
items that don't require shiping
ex: e-books
collaborative filtering ANS allow online merchants to recommend additional product based on
customers overlap w/ purchases of another
- ex: frequently bought together
basic internet economics ANS - online merchants have higher costs than conventional retailers
- intermediaries add value through specialization of labor + consolidation of tasks
,- customers do a lot of work when they select, aggregate, bring to checkout, and carry their products
home
micro-payments ANS Online donations collected in small amounts, but which add up when
contributed by thousands of users
- online payments of small amounts of money
- sell online content at low prices (marginal cost of product is low and cost is low)
- issue: credit cards charge % of sale and base fee
consumer involvement (types and manifestations) ANS
associative network of knowledge ANS for consumers to function effectively use the info they've
accumulated, it's important that diff pieces of knowledge are retrieved when they're likely to be
useful
- the brain sues associations between diff "nodes"
(ideas/pieces of info) to active related others.
tippability ANS low stakes decision is involved
primary research ANS research that you design and conduct yourself (done firsthand)
- Ex. you may need to find out whether consumers would prefer that your soft drinks be sweeter or
tarter
primary research methods ANS broad: exploratory & precision
specific:
- surveys
- experimentation
- taste tests/triangle test
- observation
, - focus groups
- in-depth interviews
- projective techniques
- physiological measures
- scanner data
- conjoint analysis
- sentiment analysis
exploratory research ANS intended to get BASIC understanding of issues surrounding a product
or practice
Ex:
- observation
- in-depth interview
- focus group
- projective techniques
Not a lot of people are involved with this type of research, so you can't generalize findings to a larger
population
Precision Research ANS - experiments
- surveys
- panel
- scanner data
surveys: open vs. close-ended ANS OPEN: questions without choices
- pros: respondent isn't limited or influenced
- cons: respondents skip it and hard to quantify
CLOSED: questions w/ list of choices
- pros: easier to answer
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