BUS 346- Midterm Exam Guide - Comprehensive Notes for the exam ( 95 pages long!)
Document Summary
Goods vs. services: goods: items you can physically touch, services: intangible customer benefits, many offerings combine both. Marketing roles: market research, pricing analysis, content management, advertising, user experience/usability, sales support, sales (outside/inside, supply chain management, distribution. Generating new product ideas: problem analysis, observational studies, attribute listing, relationship analysis, applied technology. Attribute listing: consider changing one or more attributes of an existing project to create a potential new product. Relationship analysis: enumerating relationships among different dimensions of existing products may lead to ideas for new combinations, dimensions can be benefits, forms, places of use, occupation of users, occasions of. Usage, etc: try to look at all possible combinations (some may be nonsensical, two dimensional matrix, multidimensional matrix (looking at different potential attributes by categories) Applying new technology or responding to new needs. Is it in a location that people would expect: operational excellence, business operations, manufacturing; low cost, high quality, who, what, where, when, and why of marketing.
