COMM 223 Study Guide - Comprehensive Final Guide: List Price, Unique Selling Proposition, Simple Random Sample
Document Summary
Drawback of non: sample may not be representative of target pop, difficult to project sample to target pop. Attention: consumer must look at your ad. Value net of cost to acquire (convenience to store: post-purchase evaluation: value consumed. Additional factors for international segmentation: political, legal, culture, economic. Consumers prefer heterogeneity: ideal points for laptop weight pounds. Apple, toshiba and dell make and sell laptop and desktop computers. Without them, company might be able to reduce distribution costs, if the supermarket can perform these functions more efficiently than a wholesaler, but the supermarket"s inventory costs may increase, making no savings and less efficient. Value-added marketing channels: reduce transaction costs, transactional functions buying/selling/risk-taking, logistical functions assortments/warehousing/transporting, facilitating functions financing/market info. Type of transaction they prefer (in person, phone, mail, online) Do they value assortment breadth? (wal-mart & sears vs. apple store) How much add-on service do customers require? (instructions, professional assembly: setting channel objectives.
