[MMS]Summary before midterm on 11/19/09

Prepare MID Term MMS on 11/19/09

  • Chapter 2
  • Building Customer Satisfaction, Value, and Retention
    • Customer Delivery Values
    • Defining Customer Value and Satisfaction
    • Quality
  • Chapter 3

Marketing Research

– A Model of Marketing Research

– Marketing Research Process

–  Research Instruments

Questionnaire

–           What questions to ask?

–          Form of each question?

Closed-end

Open-end

–          Wording?

–          Ordering?

Mechanical Devices

–          People Meters

–          Supermarket Scanners

–          Eye Cameras

  • Chapter 4

Tracking Trends & Identifying Opportunities in the Marketing Environments:

–          Macroenvironment — BIG Picture

–          Microenvironment — Closer-In

–          Internal environment — you & me

  • Chapter 5

Behavioral Fundamentals:

–         Personal interaction

–         Environment

–         Behavior

  • Chapter 6

Designing Competitive Strategies

Choosing a General Attack Strategy


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~ by Rithy Pheath on 11/19/2009.

One Response to “[MMS]Summary before midterm on 11/19/09”

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