The Scholar's Depot: Where Knowledge Meets Opportunity

Types of Research - Applied Research & Basic Applied Research - research designed to solve a specific problem - usually for a specific company (e.g., consulting). Basic Research - research designed to extend knowledge of marketing phenomena. Ex. McDonald receives complainants Two Types of Data - Primary & Secondary Primary Data - Information that has been gathered specifically for the research objectives at hand Ex. Survey monkey Secondary Data - Information that has been ...

4 Major Growth Strategies - Market Penetration, Market Development, Product Development, Diversification A growth strategy that employs the existing marketing mix and focuses the firm's efforts on existing customers. - Market Penetration Strategy A growth strategy that employs the existing marketing offering to reach new market segments, whether domestic or international. - Market Development Strategy A growth strategy that offers a new product or service to a firm's current target...

A brand extension is: - Giving new products the same name as old products. Which if the following is considered a scare resource in new product development? - Location in geographic space; Consumers' perceptual space; & Shelf space Which of the following is considered a free rider advantage? - Technology; Buyer education; Employee Training; & Infrastructure Development The adverse marketing effects caused by Inseparability can be most affectively reduced by: - using electronic mean...

Customer Centric Marketing - Developing collaborative relationships with customers based on focusing on their individual needs and concerns -has not always been this way. Customer hasn't always been right Relationship Marketing - -Establishing long term mutual satisfying, buyer seller relationships -Disney, Charmin, Chick-fil-a Customer Relationship Management - Using information about customers to develop and sustain desirable customer relationships Green Marketing - Creating me...

What does internal marketing focus on - the process and the people (employees) Common idea that if you treat employees well, they will be better employees and treat customers well. What is empowerment - Giving employees the power to act immediately, decisively, and without fear in order to attain satisfaction and delight What is environmental scanning and environmental analysis - ES: The process of collecting information about the forces in the marketing environment. EA: Process of as...

SWOT - Strengths, weakness, opportunity, threat SBU - Strategic business unit: a division or unity within a larger parent company Origins of Marketing Strategy - Mission statement, corporate strategy, business unit strategy, marketing strategy, 4 p's Market share - % of a market that actually buys a specific product. Apple has 81% of the digital music player industry What is the key to internal marketing? - Empowerment: giving employees the power to act immediately, decisively,...

"The aim of marketing is to know and understand customers so well that the product or service fits them and sells itself," who said this? - Peter Drucker What are the goals in Pricing? - To determine product prices and to determine the exact value of exchange What are the three Popular Macro-Marketing Strategies? - Creating Value, Segmenting Markets, and Identifying Opportunities What is value? - What you have to pay versus what you receive What is a powerful monitor for buying...

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What is an enzyme? - A biological catalyst that speeds up chemical reactions; the chemical reaction we want is the break-down of keratin How long do you leave on an enzyme? - 15 minutes [it takes that long for the chemical reaction to occur] How long does faradic treatment on the body last? - 40-45 minutes How do you begin the faradic treatment after electrode pads have been placed appropriately? - 1. Warm up phase - I increase intensities to the point where the client feels a tingl...

The name of the vessel that takes blood from the liver to the vena cava is the - Hepatic vein The mineral salt which makes up a large proportion of bone tissue is? - Calcium phosphate The part of a long bone in which new erythrocytes are produced is the? - Red bone marrow The connective tissue covering the outer surface of bone is known as? - Periosteum The name of the process by which cartilage tissue is turned into bone tissue is? - Ossification The growth in length of a lo...