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Management and Organizational Studies
Management and Organizational Studies 1021A/B
James O' Brien

September 14, 2011 Chapter 1 – Marketing Fundamentals What's so difficult about marketing research?  Problem getting good data to answer questions  Problem of equivocal data  Problem of finding a good target group and getting to their heads (eg children and toys, doctors and anti smoking)  Innovative examples; play labs (watching how kids interact with toys), diaper changing parents wearing video recorders, chain restaurants varying the menu in test markets What can be marketed?  Goods (tangible), services (intangible) and ideas (concepts you can support)  Are there marketable entities that span these categories? - University education? Service- with tangible items such as textbooks that are goods - Credit Cards Service- small loan service but card is tangible  People wear poppies and pink ribbons (tangible items) to
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