Management and Organizational Studies 2320A/B Study Guide - Midterm Guide: Financial Risk, Selective Exposure Theory, Conversion Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Gail Leizerovici

Document Summary

Exam question short answer convenience, shopping, specialty, unsought. A car is a shopping good unless you get something exclusive then it is a specialty good. A rolex is a specialty good, because it is exclusive. Order it at a specialty jewelry store, so in london you could not buy it you maybe should go. In london they would have the cheaper rolexes but the more expensive one they probably will not have. Targeting could be done by past rolex owners by warrantee and e-mails. Or target more exclusive districts like oxford street london england. For the exam, you should not forget the midterm, but the main focus is. Apple always talks about the benefit of the product they have instead of talking about the technological stuff. With non profit the feeling can play a role as well. Product: goods & services & ideas (advertisement about a women"s head coming thru the mirror to scare people to not drink and drive).