MKTG 201 Exam 1 BYU Scott
RackhamCross
Cross Tabulation - ANS-Frequency Counts
-Conditions, attitudes, and/or behaviors, that often occur
Analysis of Variance - ANS-Analyze differences among group means
-Average that differ beyond expected variability.
Regression analysis - ANS-Relationship between a dependent variable and one or more
independent or predictor variables
factor analysis - ANSData reduction techniques
Identify highly correlated variables, group into factors
cluster analysis - ANSGrouping objects or people into groups based on similarities
Divide markets into segments
BCG - ANSstars, cash cows, question marks, dogs
Market Philosophy - ANSproduction orientation: All about the product. Doesn't care about
the competition or market needs. (Ford Model T)
sales orientation: Aggressive sales techniques
Market orientation: Understands customer needs, competition capabilities, know the
competitor and wants to make a profit
societal orientation; concerned about the environment.
TURF - ANSTotal Unduplicated Reach and Frequency
marketing mix - ANSprice, product, promotion, place
product market expansion matrix - ANSMarket penetration, existing Market existing product
Product development: exsiting market, New product
Market development New market, Exsisitng product
Diversification: New Market New Product
SWOT analysis - ANSstrengths, weaknesses, opportunities, threats
Maximize, Moderate, exploit, minimize
RackhamCross
Cross Tabulation - ANS-Frequency Counts
-Conditions, attitudes, and/or behaviors, that often occur
Analysis of Variance - ANS-Analyze differences among group means
-Average that differ beyond expected variability.
Regression analysis - ANS-Relationship between a dependent variable and one or more
independent or predictor variables
factor analysis - ANSData reduction techniques
Identify highly correlated variables, group into factors
cluster analysis - ANSGrouping objects or people into groups based on similarities
Divide markets into segments
BCG - ANSstars, cash cows, question marks, dogs
Market Philosophy - ANSproduction orientation: All about the product. Doesn't care about
the competition or market needs. (Ford Model T)
sales orientation: Aggressive sales techniques
Market orientation: Understands customer needs, competition capabilities, know the
competitor and wants to make a profit
societal orientation; concerned about the environment.
TURF - ANSTotal Unduplicated Reach and Frequency
marketing mix - ANSprice, product, promotion, place
product market expansion matrix - ANSMarket penetration, existing Market existing product
Product development: exsiting market, New product
Market development New market, Exsisitng product
Diversification: New Market New Product
SWOT analysis - ANSstrengths, weaknesses, opportunities, threats
Maximize, Moderate, exploit, minimize
