Mktg 201 Byu Swenson Final (With Complete Solutions)

Competitive forces {Ans: used to determine the attractiveness of the industry}Margin {Ans: promoting products with a high price margin}Do specialists or generalists perform better? {Ans: Specialists}B2B business {Ans: Business to business selling}Cost-Plus {Ans: Know own costs, but not much about competitors and customers}Price Skimming {Ans: Setting the price relatively high to capture consumer surplus}data exploration {Ans: Discovery through numerical summaries and visualizations}Unique Selling Proposition {Ans: Make a proposition to the customer and must be unique. 1. Who is the customer 2. How does it benefit 3. Competitors}stars {Ans: SBUs with products that have a dominant market share in high-growth markets}Unstructured data {Ans: Data without a clear shape that requires treatment to draw conclusions from. Ex) free-form responses, video surveillance}Target Mix {Ans: a fairly homogeneous group of customers to whom a company wishes to appeal}Cons of E-commerce {Ans: }Complexity {Ans: the degree to which a new product is easy for people to understand and use}Perceptual Mapping {Ans: Method for getting a feel for how customers perceive brands. Insight about differentiating benefits and opportunities for new products. To make it: each brand is rated on a scale and