MCS 3030 Lecture : Feb 15th 2012 Lecture Note

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azurecrow744

16 Feb 2012

School

University of Guelph

Department

Marketing and Consumer Studies

Course

MCS 3030

Professor

Tanya Mark

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Document Summary

Factor: major independent variable in an experimental design. Level: a subdivision of a factor into components or features. Null outcome: a situation in which the treatment has no effect. Main effect: an outcome that shows consistent differences between all levels of a factor. Interaction effect: an effect that occurs when differences on one factor depend on which level you are on another factor. 3 categories (levels: no sales training, head office lectures, on-the-job training, iv2: compensation type. * this would be a 3x2 factorial sales experiment. Regardless of compensation type: a1 yields ,000 more on average than a2. Regardless of training program used, compensation b1 yields ,000 more sales on average. Total effect = a1 = ,000 + b1 = ,000 = ,000. A1 is ,000 better when b1 is used and ,000 better when b2 is used. B1 is ,000 better than b2 when a1 is used and ,000 better when a2 is used.

Related Questions

few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

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MCS 3030 Lecture : Feb 15th 2012 Lecture Note

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