MGT 4113 : MGT 4113 Exam 2 Study Guide
Document Summary
Intellectual property protection: bankers, cash flow and cash cycle, asset/collateral base, long-term prospects, qualities of a good tagline. Inadequate payback: narrative and financials don"t fit, no direct customer connection, uncertain sales (especially conversion rates, overlooked competition, experience deficits, what problems, dead aggravations. Ch 9 product and pricing: stages in the new product development process. Idea generation: end users, customers, salespeople, market research, competitors, scamper approach. Idea screening: objective fit, roi standard, product fit, market trends. Chapter 10 promotion: types of market segmentation, geographic, demographic: income, ethnicity, sex, education level, marital status, etc, life cycle position, benefit: benefits they seek (speed, safety, etc. Chapter 11 distribution: how to choose a location, customer contact, leasing vs. buying vs. building, layout, distribution patterns (direct marketing, using middlemen, etc. , direct marketing. Indirect: types of strategic marketing (direct response, telemarketing, etc. ) Inbound telemarketing: customer calls manufacturer or service provider: many do-not-call lists, direct response advertising: placing an ad in a media source.
